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Social Media Advertising: Tips for Effective Campaigns

kokou adzo



Sans titre 26

It’s a fact that social media has become part of our daily lives. It’s needed for many reasons, whether that’s contacting someone, staying up to date with news and world events, or being used to running a business.

Social media gives a powerful platform for businesses to connect with their target audience. It allows many possibilities to advertise and promote your brand and products. When social media advertising is done right, it can significantly boost brand awareness. With that awareness comes website traffic and the potential for conversions.

However, the social media landscape is constantly evolving. It’s of paramount importance to keep up to date on news and trends.

In order to help you employ the best and most effective strategies and get the results you want from your campaigns, we’re going to explore some tips for running a good social media campaign.

Define Your Goals Clearly

Before you start advertising your brand on social media, it’s essential to define what you want to get out of your campaign.

Which of these goals do you have? Are you looking to:

  • Increase brand awareness
  • Drive traffic to your website
  • Generate leads
  • Boost sales
  • Get more X followers

Having clear and measurable goals will guide the strategy of your campaign. It’ll also mean you can track your progress effectively. If you are unsure of what your goals should be, you can always consult an agency or a freelancer that offers digital marketing services to learn more.

Identify and Understand Your Target Audience

Knowing the audience you want, and who your service or product appeals to is key. It will inform your advertising ideas. Research your audience, creating detailed buyer personas in order to identify your ideal customers’ demographics, interests, and behaviours. With this information, you can tailor your ad content, as well as its targeting in order to reach the right type of people.

Make Sure You Choose the Right Social Media Platforms

Not all social media platforms are equal. Each will have its own unique audience as well as offering their own advertising features. Choose the social media platform that best matches your target audience and campaign goals.

One example, if you’re after an older audience, Facebook may be the way, whilst Instagram may be a better choice for younger people. There are of course crossovers, with young people on Facebook and older people on Instagram, but these are the general demographics you are likely to find.

Another example is if you’re looking for a professional audience, perhaps B2B marketing, LinkedIn will be the social media platform to look at for this.

Create Compelling Ad Content

For your ad content, make sure you incorporate a mixture of eye catching visuals, such as images and videos, as well as concise and engaging copy that is relevant to your target audience’s needs and interests. Hire full time or freelance graphic designers and copywriters to work together and achieve this.

This content is what will capture the attention of your audience and stand out in user’s feeds, so it’s incredibly important to your business.

Use A/B Testing

Along with creating the ad content as described above, you should also try A/B testing, also known as split testing. To perform an A/B test, you create multiple ad with slight differences. These differences may include alternative headlines, images, or call to actions. Basically, you have an A version and a B version.

You will then run the different versions at the same time in order to test which one performs better. You can then base your future content and strategy on the more successful version.

Make Sure The Budget You Set Is Realistic

While social media advertising can be cost effective, it’s still important to set a realistic budget for achieving your goals. Determine your advertising budget, basing the decision on things like your campaign goals as well as the platform you are using.

The majority of social media platforms offer flexible budgeting options that allow you to control your spending (and save you from accidentally spending too much!).

Use Targeted Ads

Most social media platforms offer a variety of targeting options to ensure your ads reach your intended audience. Make sure you use these targeting features fully, you can specify by demographics, interests, behaviours and even retarget previous website visitors. The more targeted your ads, the higher the chance of getting conversions.

Final Thoughts

By following the above tips, as well as keeping up to date and adaptable, you can fully utilise social media to boost your business.

And remember, unlike adverts in other mediums like television, radio, or print, which allow you to advertise to a broad audience, social media instead allows you to reach a better audience. One that is more likely to be interested in what you have to offer. So it is very powerful indeed.


Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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