Social media advertising: How it works?

Social media advertising refers to any paid marketing campaign on social media.

These campaigns reach specific people based on their interests, demographics and behavior. Through ads, brands can send targeted promotions to prospects and past customers alike.

Chances are you consistently engage with (or at least see!) social ads on a daily basis. Below is an example that you might see scrolling through Instagram.

Advertising on social media has become more sophisticated in recent years. Gone are the days of boring, one-size-fits-all promotions that feel like random billboards.

Also, platforms like Meta have automated some of the more daunting aspects of running ads in the past. This includes targeting new customers and retargeting past ones.

Ads help brands squeeze more out of their organic presence

If you feel like your social posts are getting less reach lately, you’re not alone.

Falling organic reach plagues most brands these days, especially on Facebook and Instagram.

Like it or not, social algorithms are giving more real estate to paid versus organic content. More brands investing in paid social means shrinking organic reach.

Brands should view this as a chance to squeeze more out of their organic social presence. What you do organically can directly impact and optimize your paid campaigns.

For example, consider usin