Social Media Advertising Explained


Social Media Advertising Explained

With the myriad of social media platforms available today, it can be hard deciding where to focus your energy and money. The key is to know which social media platform will help you build your brand, increase sales, and drive website traffic. In New Zealand Facebook tops the list of social media platforms. However, Instagram, LinkedIn and Youtube should not be discounted. 

In this article we cover social media advertising and how to go about it. 

Let’s start with Social Media Marketing

Social media marketing uses social media platforms as a marketing tool to reach the users you want to target. Your task is to figure out which social networks your target market already frequently uses and to be where they are. Then you produce content that is likely to engage with them, creates brand awareness and sales. It can be a very time-consuming task, and has to be done continually in order to gain momentum and become effective. 

Social Media Advertising Explained

Social media advertising is using the social media platform of your choice to advertise. This normally takes the form of pay-per-click advertising. It offers you the opportunity to reach beyond the following you have grown and potentially grow your audience over the long term. Most platforms allow you to target your audience by demographics, location, behaviour or look-alike audiences.

Through social media advertising you can grow the online community surrounding your brand. The ultimate goal is to increase the number of leads you receive. However, this can take time. You need to understand that your first goals should be to increase your visibility and brand awareness. Over time you can build a loyal customer following and thus create more opportunities for engagement and conversions.

Choose a platform

facebook_legacy_color-2Facebook currently has over 60 million active business pages. Over 2 billion people can be reached through Facebook ads. Setting up your Facebook campaign is easy, and the ad options are varied. You can also control your ad spend easily. With the right tools and experiments you can effectively test and track your insights to see if your money is well spent. The trick is to target the right people. This is where many Facebook Ad campaigns fall short. If you are not sure who and where your audience is, it might be a long learning curve.


linkedin_legacy_color-2Linkedin currently has 740 million users in more than 200 countries. This platform is the number one business to business marketing network worldwide. Many of the decision-makers of businesses are using LinkedIn so this is definitely a platform worthy of your time. First optimize your company page for search. Defining your audience and your goals is next. This probably includes generating leads and raising brand awareness. As with Facebook, publish content that is relevant and engaging to your target audience. Then start advertising to your target audience, driving more audience engagement and increasing your likely profitability over time. 


instagram_legacy_color-2Instagram is another platform that is growing constantly, with over 1.074 billion users worldwide. This platform works in tandem with your Facebook page, however is best driven from your mobile device. While it has high engagement rates, it can be a headache for marketers who aren’t mobile device driven. You can be more creative on this platform with your content, and can engage with a younger audience. 

Social media usage graph

In 2019, these are the social media platforms New Zealanders frequently use. While some may have more followers than others, they might not be appropriate for marketing. However, platforms other than Facebook and Linkedin might be suitable for your type of business. It depends entirely on your target market and your service/product offering. It may take research and testing to become successful with social media advertising. It is also a long game - you aren’t likely to see overnight success with social media marketing. But it's definitely a tool you should add to your marketing mix. 

Ready to try social media marketing? Get in touch with DMM.