In a pay-to-play game, social media advertising is a must for brands. Why is it so important? Paid social advertising helps your content get views without relying on organic platform algorithms and their ongoing changes.
Social is now all about how you target your audience, build customer journeys and get people to your site to make a purchase. Paid social media strategies help with exactly that.
But the real challenge is understanding the specifics of social media advertising, how to get started, what to spend and how each network operates. That’s a lot even for experienced marketers to manage, and can be a hurdle for those just learning how to best use paid social media.
In this resource, you’ll find all our essential guides to paid social advertising. This is your one-stop shop to better performing paid ads.
If you’re just getting started, it’s important to understand the basics of social media advertising. Every organization operates differently, so having a strategy tailored to your needs is ideal. The problem is knowing where to start.
Social media advertising strategy: The basics
You don’t want to invest in paid social without a game plan. Once you start your campaigns, how do you know what you’re doing is having a real impact? This starter guide is perfect for those looking to build a social media advertising strategy from scratch.
Social media advertising strategies for each platform
Now that you know the basics, you probably have an idea of where you want to implement your strategy. However, paid social isn’t the same on every network. Running ads on Facebook is different than on Twitter, so your strategy should be unique as well. Here we’ll break down specific strategies for each major social network:
Facebook advertising strategy
When it comes to social ads, Facebook is king. Understanding how to build audiences, target specific users, retarget certain groups and measure success is key to any brand. This guide provides a great overview if you’re heading to Facebook for paid social.
Instagram advertising strategy
Instagram uses the Facebook Ad Manager as well–so it’s a good second step into ads on social media. However, there are plenty of nuances for Instagram advertising, so bookmark this guide to get your started.
Twitter advertising strategy
Don’t forget about Twitter! Many brands see massive success with Twitter advertising, and the network provides many unique options for reaching audiences. We’ve got you covered with our Twitter advertising guide.
LinkedIn advertising strategy
Advertising to the world’s largest professional network has many benefits. Learn everything you need to know about LinkedIn ads here.
TikTok ads: What marketers need to know
TikTok has had a rapid and sometimes tempestuous rise to prominence in the social space recently. That can make it all the more difficult for marketers to keep up with best practices for the platform. Learn all the fundamentals of creating successful TikTok ads.
Snapchat advertising strategy
What about the basics of creating and scheduling Snapchat ads? How much do they cost? What filters are available? How do you measure success? Find the answers in this Snapchat advertising strategy guide.
Next steps for ads on each platform
Now that you know how to get started with paid social, learn tips for refining your campaigns’ approach and making budgets more efficient.
Facebook advertising cost
It’s extremely easy to waste budgets and burn through ad spend if you’re not prepared. Get up to date with this guide and make sure you are planning effective campaign budgets.
Instagram Story ads
With the addition of Instagram Stories comes Instagram Stories ads. Learn how brands build engagement and target audiences on Instagram Stories.
Instagram video ad tips
If you’re looking for all the details on each Instagram video ad type, look no further. Find out how to increase your video engagement on Instagram through the different video ad formats the platform offers.
Bridging paid & organic social
Getting your paid strategy up and running doesn’t mean you want to take away focus from your organic content calendar. Learn how to effectively manage your entire social strategy across all channels with these resources.
Social media budget
Paid social is just one element of a social media budget that can include everything from content creation to your tech stack. Budgeting all of this doesn’t need to be an intimidating process–check out our guide to help break it all down.
Creating a hybrid paid & organic strategy
Paid and organic social isn’t an either/or question. Learn when and how to implement paid and organic content for every part of your social strategy to maximize reach.
Integrating paid & organic on LinkedIn
You’ve probably already realized your approach on LinkedIn needs to be a little different than other networks. Find out how to sync up your paid and organic strategy for
Social media ads specs
Creative and budgeting are great, but what about formatting? One of the most sought-after questions about social media ads is around sizes and specs. Sizing your ads isn’t easy, but we’ve compiled everything you need to know.
Social media video specs & sizes
Social media video ads are on the rise, but do you know the correct formats, sizes, specs and aspect ratios for each type? Get all your social media video ad sizes here.
Facebook ad sizes
Facebook has quite a few different ad formats that revolve around static images and video. We broke down each ad spec for every Facebook ad type in this must-bookmark guide.
Instagram ad sizes
Let’s be real, Instagram is not slowing down and neither should your ad game. Learn about the various Instagram ad sizes in this complete guide.