While there are many social media advertising platforms on the Internet that offer paid advertising options, it’s important to choose the platform that will allow you to reach a relevant audience. When it comes to your campaign, you should consider some big players in the game. These networks include: Facebook Twitter Pinterest Instagram LinkedIn TikTok Our social media marketing agency's strategists, as well as social media specialists, can help your business choose the best platforms for your social media ad management services. Helping your company focus on the most useful networks for your company can result in a bigger return and better results. Learn more about the different platforms and their advantages below: Facebook advertising Facebook is currently, and most likely will remain, the biggest social media advertising platform. There are 2.963 billion daily active users on Facebook as of January 2023. Facebook is widely recognized as the leader in social media advertising trends. Facebook marketing works for just about every business and is a great place to start with social advertising. Facebook offers social media marketing companies and businesses to reach audiences based on the campaign objectives. A few options include campaigns to drive awareness, engagement, traffic, conversions, store visits, and many more. In addition to a variety of ad formats, Facebook offers targeting options that allow advertisers to target specific demographics, interests, and behaviors. Facebook can also target users based on where people shop, travel, and much more! Facebook currently allows users to post ads using photo, video, carousel, slideshow, and Facebook Instant Experiences: Carousel is a feature that allows users to show up to 10 images or videos and links within one advertisement. This allows advertisers to direct people to multiple places on their website with one creative. Slideshow is a feature that allows users to create video advertisements from still images. Instant Experiences is a tool that advertisers can use to create immersive advertisements using photo, video, text, carousels, product feeds, and more, all in one streamlined page. This page lives in the Facebook app, making it a very fast and seamless experience for the user. Each one of these tools offers benefits depending on the goal of the advertising campaign and what content is available to the advertiser. Instagram advertising Instagram is owned by Facebook, so their advertising systems are similar. Instagram introduced advertising in 2015, and it’s seen growth ever since. In fact, advertising on Instagram has grown so much that the average cost per CPM increased by 55% in the last 2 years. Visuals are one of, if not the most, important element of an Instagram advertising campaign creative. It doesn’t matter if you are selling the best product in the world with the best customer service, if you have poor visuals, your Instagram campaign will suffer. Instagram ads can be in the same format as Facebook: photo, video, carousel, slideshow, and Instant Experiences. Instagram also allows users to structure a campaign based on the campaign objective, such as website clicks, conversions, app installs, engagements, video views, and awareness. Instagram advertisers can target their ads the same way as Facebook ads. They even have their own Instagram analytics platform. Twitter advertising There are over 330 million monthly active Twitter users tweeting away and scrolling through their feeds. Twitter offers several forms of paid advertisements to reach these users. Twitter advertisers have the option to select the objective they want to achieve for their business, whether that be increasing traffic, engagement, awareness, video views, followers, app installs, or app re-engagements. Like Facebook, Twitter also offers targeting for paid advertisements based on location, gender, languages, device, platform, and carrier. Twitter has two distinct differences from most other social platforms. Twitter includes targeting by keywords to reach people based on their Pinterest searches. Twitter also includes an option to target people who are similar to users who follow specific accounts. For example, if you want to target people who are like people who follow your competitors, you could include your competitors’ Twitter accounts in the target audience. It’s important to know that you are not targeting the specific followers of these accounts. You are targeting users who are like those followers. Pinterest advertising Pinterest reached over 445 million monthly active Pinterest users as of September 2022. Pinterest advertising offers campaigns based on an advertising objective. Pinterest advertising objectives include awareness, engagement, traffic, app downloads, and video awareness. Additionally, Pinterest offers a few different ways to shape audience targeting. Advertisers can target audiences based on interests and keywords. When targeting by interests, Pins will show in users’ home and category feeds based on a user’s past interests and on the topic of the category. Advertisers can select from a variety of interest categories, each with additional segments. When targeting by keywords, advertisers can select phrases and words that would be similar to what a user is searching. This targeting places Pins in a user’s search results. It is best practice to include both keywords and interests in a campaign to reach people in both places. Pinterest also offers custom engagement or email list targeting and some demographic information. Demographic information, such as location targeting, is more limited than other platforms. LinkedIn advertising LinkedIn offers advertisers three different ad products depending on the goals of a campaign: Sponsored Content Sponsored InMail Text Ads Sponsored Content places content in the LinkedIn feed. Sponsored InMail sends content to LinkedIn users via a message to their inbox. Text ads are delivered in locations around the LinkedIn feed on a desktop. LinkedIn’s targeting particularly shines when it comes to employee and company-specific targeting. Industry, position, seniority, and company size are a few ways LinkedIn allows businesses to hone in on a target audience in addition to age and location demographics. As an example, take a heating and cooling company. Their HVAC company’s advertising strategy may use LinkedIn to recruit top talent in the local area. An ad campaign on LinkedIn could even help them market themselves to potential corporate or business accounts. TikTok advertising A fast-growing platform with over eight new users joining every second and billions of active users, TikTok is an excellent platform for promoting your products or services. TikTok offers the opportunity to create engaging, fun video ads that capture your audience’s attention and personality of your brand. The platform also gives you a plethora of targeting features to ensure your ads reach the people who are most interested in your products or services.