Are you advertising on the right social media platforms?

By Anna Dearden | February 21, 2024

Social media has been part of our online digital marketing presence for over a decade now. Can you believe it? We can’t quite. The question of whether or not to leverage social media for advertising is an absolute yes, but it’s about making sure you’re advertising on the right social media platforms to make the most out of your business. 

From Facebook, Instagram, TikTok, and Snapchat to LinkedIn, the options seem endless when it comes to social media. So, which platform is right to help your business thrive in social media advertising? 


First thing’s first: Understand your audience

To get the most out of your social media marketing, you need to understand your audience for your advertising efforts to be effective. Different social media platforms cater to varying demographics, interests, and user behaviours. For instance, while Instagram and TikTok are favoured by younger audiences, platforms like Facebook and LinkedIn attract a more mature demographic. 

There’s no denying that Gen Z has harnessed the power of social media advertising by taking the TikTok world by storm. They’ve even been utilising new and innovative ways to engage people quickly, like parodies and voiceovers. Who could imagine?

Not only has digital marketing evolved dramatically, but people are now able to harness social media to push business products and services in a whole new way. From Instagram stories to YouTube shorts and TikTok skits — there are so many ways you can tap into your target audience.

Key age groups and their preferred social media platforms include:

  • Younger audiences (Gen Z and younger Millennials) may be more active on TikTok, Snapchat, and Instagram.
  • Professional and B2B audiences might be found on LinkedIn.
  • A broad, diverse audience can often be reached through Facebook, which has a wide range of age groups but tends to attract an older generation.


So, before diving into advertising, it’s essential to define your target audience — consider their age, interests, occupation, and online behaviour. You can do this by doing a bit of market research, like conducting surveys or asking for feedback from your existing customers. 


How to choose the right social media platform for your business

To choose the right social media platform for your business, you first have to understand your audience. Once you’ve done that, it’s time to assess what sort of content you’re putting out there, or what sort of mediums you’d like to start promoting your business on. 

As different social media platforms cater to various content types, it’s important to think about the format and style your content is going to take. 


  • Visual content (photos and videos): Instagram, Pinterest, and TikTok are ideal.
  • Video content: YouTube is the leading platform, but TikTok, Instagram (Reels), and Facebook (Watch) are also significant.
  • Professional and industry-related content: LinkedIn is the best choice.
  • Short, timely updates and conversations: X (formally Twitter) excels in this area.


Managing social media requires time, effort, and resources. Each platform has its nuances and demands different strategies and types of content. Consider your capacity to create engaging content and manage engagement. You can do this by making sure you harness effective, SEO-driven content writing — that’s where skilled copywriters come in. It’s better to have a strong presence on a few key platforms than to spread yourself too thin across many.


What is PPC in social media marketing?

PPC, or Pay-Per-Click, is an effective tool to weave into your digital marketing strategy. Businesses pay a fee each time their PPC advert is clicked. As a business owner, it allows you to place ads across various social media platforms, targeting specific user demographics, interests, and behaviours. Ultimately, this ensures that your marketing messages reach your intended audience. 

Key features of PPC ad creation and management include diverse ad formats (such as sponsored posts, display ads, and video ads), precise targeting options, budget control, and access to real-time analytics and performance metrics. This model offers cost-effectiveness, targeted reach, flexibility in ad management, and immediate visibility, making it an attractive option for you if you’re aiming to boost traffic, generate leads, or increase sales to your business through social media. 

To maximise the effectiveness of your social media marketing, we’d recommend using PPC marketing alongside an organic, conscious content strategy to target your all-important reach. 


What is the difference between social media ads and PPC?

Social media advertising is a more focused segment of the broader  PPC landscape, tailored to the nuanced environments of platforms like Facebook, Instagram, and LinkedIn. 

This ad technique harnesses the rich, demographic, and interest-based data available on these platforms to deliver targeted ads in a variety of engaging formats. On the other hand, PPC encompasses a wider spectrum of digital advertising opportunities, including search engine ads and display ads on websites.


Harness your social media advertising with NMG 

Unlock the full potential of your social media advertising with NMG. We expertly blend PPC strategies with high-quality, SEO-driven content to not only capture the attention of your target audience but also attract organic traffic to your brand. 

Let NMG be your partner in navigating the digital landscape, ensuring your message resonates deeply and drives results. Get in touch with our agency team to elevate your online presence and turn clicks into lasting customer relationships today.


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