Social advertising is the process of creating and deploying clickable ads to reach target audiences using social media platforms, messaging applications, news feeds, and even outside apps and websites.

• Social advertising is very successful in increasing engagement and conversions. Because social media platforms provide a goldmine of extremely precise and actionable user data.

Audiences can be established based on previous behavior and purchase history. In addition, you can choose the users that fit your target persona demographics and interests.

The brand and/or product being marketed may be entirely unknown to the targeted demographic. The message, on the other hand, has a strong probability of resonating and eliciting an immediate response. Especially in the context of a data-rich and highly customized social media environment.

Social Ads include platforms like:

• Facebook

• LinkedIn

• Instagram

• Twitter

I'm going to be discussing Facebook from now on but you can use FB as a proxy for all these channels with small intricacies like:

• LinkedIn offers more in-depth targeting based on Job role and could be a good fit for enterprise and B2B products.
• Twitter is mostly text-based content so a majority of your time should be spent on improving the copy of your ad.
• Instagram works really well for visually appealing products and those in which there is an immediately noticeable "WOW factor"/ "Aha! moment". It also works for viral-loop based products.

You can get resources, checklists and a simple strategy to start off with here.

Further Resources:

https://www.youtube.com/watch?v=1iZl0bCyDPQ