
Welcome to social media advertising 101. Social media advertising is vital when it comes to making it to the summit of your marketing mountain. This is because the majority of the population has some form of social media, meaning your audience is out there. Though, because it is relatively new, it comes with its own challenges that can be difficult to master at first, but once you’ve got the hang of it, you’ll be back on your trail path in no time.
What is Social Media Advertising?
Social media advertising falls beneath the digital marketing umbrella where paid ads campaigns are run on social media platforms, like Facebook, Instagram, Twitter, and TikTok to reach a target audience.

One of the many perks of choosing to run social media ads is that your brand can reach a broader audience than traditional advertising can do alone. This is because while traditional advertising can reach many people, the people that the ad is reaching may not fall under the target audience. Meanwhile, social media ads allow brands to reach their ideal client through algorithms that target people via geographical location, demographic, psychographics, and more.

Social Media Ads: Understanding the Algorithm
Before diving in, there is a key component to navigating the world of social media. The algorithm can be both your best friend or biggest adversary, and it can change daily. Understanding how it works is the first step towards using it to your advantage.

The algorithm determines where and how your ad will appear in the feed (Instagram/Facebook), timeline (Twitter), or For You Page (TikTok). It’s essentially there to help determine relevancy so that your ad is being seen by people most likely to interact with it.
Each social media platform comes with its own set of rules that help with its ranking process, so it’s smart to research the do’s and don’ts before releasing your ad to any platform. Just be forewarned, the algorithm is subject to change at any time, so be sure you’re staying on top of what the platforms are releasing about them so you can stay on top.