Back to Blog


Discover Which Networks Best Enable You to Leverage the Benefits of Paid Advertising

What are your feelings towards online advertising?

Some people see ads as a nuisance, something disruptive to their browsing experience. Others don’t mind so much—as long as it’s not too flashy or in-your-face. Some even enjoy it when an ad’s message truly resonates with them. The bottom line is this: when executed correctly, paid advertising works.

Perhaps it’s time to consider how ad management on social platforms can promote your business in a way that organic marketing can’t.


You see them while you’re scrolling through your Newsfeed, alongside statuses about last weekend’s shenanigans, baby photos, and inspirational quotes. Facebook ads have become ubiquitous—and each year, the amount of spending on social media marketing through Facebook increases.1 As a business owner, this is a channel you can’t ignore.

There are 1.55 billion people using Facebook2 and 900 million visits to the site3 every day, and that presents a huge opportunity. Everybody and their grandma is on Facebook these days. With paid social advertising through this platform, you benefit from a much larger reach than what you’d get by sticking to organic reach alone for each post.

organic and paid reach on facebook

If you feel like you’re too unsavvy for social media marketing, don’t fret. Facebook makes it easy to create ad campaigns through a user-friendly interface with simple steps that anyone can follow.

create facebook campaign

Needless to say, speaking to the right audience is vital. Fortunately, you can target specific demographics based on gender, income, ethnicity, education, location, relationship status, and more. This social media giant’s paid advertising model is definitely the most established of all the social networks, and our certified Facebook ad management team is equipped with the right tools to help you get the exposure you need.


One hundred and forty characters can be incredibly powerful. One tasteless celebrity Tweet can send the media into a frenzy. Hastily-written witticisms can go viral, garner thousands of favourites and Retweets. And of course the right Tweets can effectively drive high customer engagement. Since the introduction of Twitter ads, which include Promoted Posts, Promoted Accounts, and Promoted Trends, businesses have been purchasing prime real estate on users’ Twitter feeds.

sponsored post by Shell on twitter

Twitter collects valuable data on user activity—who are they following? What Tweets have they liked? What accounts have they interacted with?—as well as information volunteered at registration to tailor ads to their users.4 Like Facebook and other platforms, Twitter allows you to target relevant leads and audiences. All you need to do is grab people’s attention with bold and clear copy.

promoted accounts on twitter

You can also create campaigns based on different objectives, such as increasing followers, website clicks, conversions, Tweet engagements, app installs or re-engagements, leads on Twitter, or video views.


Unless you’ve been living under a rock, you’ve probably seen a YouTube ad… or 50. Now that video content has shifted to computer screens, mobile phones, and tablets, it only makes sense that marketers would follow suit. After all, if you can watch commercials on TV, then why not on YouTube?

When it comes to ad management, there are two types of ads that run on YouTube: TrueView in-stream ads and TrueView in-display ads. In-stream ads play right before your video, and you’ll only be charged when the viewer watches 30 seconds or more of the video, or when they interact with it (e.g. clicking a call-to-action).

youtube instream ad before missy elliott music video


In-display ads, alternatively, appear beside videos, in search results, and on video plays on both channels and Watch pages.5 For these, you’re charged based on how many viewers click on the ad and watch it.6

youtube in-display ad for lexus

These features make YouTube ads incredibly cost-effective since you only pay for views from people who are showing interest in your content, as opposed to paying for every view—many of which could be from people who click away after only a few seconds. YouTube also enables you to choose the people you want to reach with topics, keywords, and demographics, such as targeting “women under 35,” for example.


No longer just for selfies, “fitspiration”, and expertly-filtered travel photos, Instagram has become a powerful tool for businesses to promote themselves. It jumped on the social advertising bandwagon back in November 2013, and it’s still growing. For marketers, it’s interesting to watch Instagram evolve as an effective paid advertising program. Initially, Sponsored posts were reserved only for the big brands, but realising the potential, Instagram opened its doors to small and medium-sized businesses this past August.7

instragram sponsored post for tanger outlets


Taking full advantage of having Facebook as its parent company, the photo- and video-sharing app uses the public information from linked Facebook accounts to tailor its ads, attracting advertisers of all kinds. You can create a Sponsored post with any of the following objectives:

  • Clicks to Website
  • Video Views
  • Mobile App Installs
  • Mass Awareness

Advertisers are also able to choose what types of posts show up in users’ feeds:

  • Photo Ads
  • Video Ads
  • Carousel Ads (multiple photos)

While Instagram’s paid social media marketing platform has certainly evolved since its inception, it’s still in its early stages. The future does seems bright, however. Bank of America’s Merrill Lynch predicted that its revenues could increase almost tenfold over the next two years, reaching close to $1 billion in 2017, and should continue to skyrocket to over $3.8 billion by 2020. If these numbers hold true, Instagram could surpass Twitter and even compete with Google for mobile ad revenue.8


Ah, Snapchat—the new kid on the block. The hugely popular video messaging app is relatively new, but it possesses a unique and undeniable “cool” factor, especially among Millennials. Let it be known, however, that if you’re going to advertise on Snapchat’s “Discover” or “Live” sections, you will have fork over some big bucks. Some brands have reportedly paid a whopping $750,0009 to have their ads appear on the app. Snapchat then lowered their rate to two cents per view back in May10. Still, there have been concerns over what constitutes a proper view.11 In any case, it’s certainly not the ideal channel for your local mom-and-pop shop or a budding start up.

snapchat discover and live ads

While it’s mainly focused on video content, some ads also feature full-length articles for your scrolling pleasure.
Brands like National Geographic, Mashable, Vice, MTV, Food Network, and more can be seen in the “Discover” section. The “Live” section spotlights promoted events (e.g. festivals, sports, concerts etc.) or featured locations. What’s interesting about these brands and publishers, is that they’re already so big that advertising on Snapchat doesn’t necessarily mean they want to immediately increase sales. In fact, there are no calls to action (e.g. link to e-commerce website). What it does do is serve to encourage top-of-mind awareness in order for the brand to maintain long-term relevancy.

Another unique characteristic that makes that makes Snapchat stand out from other social platforms is that it’s non-invasive; users have full control over the brands and content they see.

The future of Snapchat’s social media marketing in unclear, but it’s possible we may see smaller companies advertising on the platform, with options based on location and more.


While the paid social media marketing capabilities on LinkedIn are not as well known, it definitely shouldn’t be ignored as a legitimate avenue for advertisers.

You can maximise your reach by placing ads on prominent pages and sections on LinkedIn. And of course, you can customise your target audience through job title, job function, industry, geography, age, gender, company name, company size, or which LinkedIn Groups they belong to.12

paid linkedin ads

Should you invest in LinkedIn Ads? Well, if you’re a local bakery and you want to increase sales in your area, LinkedIn might not be the most effective way to drive business. What’s different about LinkedIn as a social network is that it is geared towards professionals, and primarily thought of as a B2B platform. So if you’re an association that wants more qualified members to join or if you want to promote your corporate party and event planning services, then LinkedIn Ads could be what you need to give your business a promotional push.

The Takeaway

The advent of social networking has completely changed the way people communicate with each other. For a business not to take advantage of these channels through paid advertising and organic reach would be to completely miss out on countless opportunities stimulate brand awareness. Because everyone has something to say on social media, your message could very likely get lost in all the “noise.”

With the help of our ad management team, you can implement a smart paid social media marketing strategy, setting yourself apart from the competition.







6. Ibid.