Why Paid Social Advertising Matters

When it comes to advertising your business online, there are 3 main reasons why you should consider paid social:

Increased reach

• The first reason to consider paid social advertising is that—without paying—your business’s social media presence probably isn’t doing much good.
• On Facebook, for example, unpaid posts from your site only have the potential to reach those who “like” your page, and even among those only about 1% will ever visit your business’ page, much less proceed to your website or make a purchase.

Audience Targeting

• Although social media can help you reach a wide audience, that doesn’t mean your ads have to take a shotgun approach.
• Social media platforms have a lot of information about their users’ demographics, likes, dislikes, interests, and behaviors—all of which you can leverage to target your desired audience with pinpoint accuracy.

Put your Money Where Your Market is

Facebook Ads

• Facebook Ads is the obvious place to start. As the current industry leader, it towers over the competition with over 1.9 billion registered accounts.
• Not only does Facebook reach a lot of people, it has also been around longer (and has been offering advertising options longer) than many other platforms.
• This experience has allowed Facebook to develop some pretty good advertising options. Paid social on Facebook gives you access to a myriad of audience targeting options as well as ad types designed to match the needs of almost any business you can think of.

Instagram Ads

• Instagram is one of the younger social media networks, but has quickly risen in popularity. Although it was purchased by Facebook in 2012, Instagram continues to attract a slightly different demographic from the Facebook crowd.
• Instagram users tend to be quite young (59% are under 30 years old) and are predominantly female. Users spend a lot of time on the app, with recent statistics suggesting that those under 25 years old spend an average of 32 minutes per day on the app, while older users spend 24 minutes/day.
• In addition, Instagram is a primarily visual experience.

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