A deep-dive into Paid Social.


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When it comes to marketing strategies that can assist in driving both awareness and customer lead generation, one of the best options is Paid Social Advertisements. In 2022, Facebook and Instagram ads are expected to reach more than two billion people. It is no wonder so many businesses turn to these platforms to reach their target audience. Unlike Google Display Advertisements, there are few more options for the type of ad you can run and expanded targeting options to help you better reach your ideal audience. For starters, there are boosted Facebook posts versus local ads. Both are ways to get a particular piece of content, promotion, or offer in front of certain types of users. In this case, it would be current followers of your page or a specified target audience determined by your ad set-up.

Another important factor to consider is that Facebook and Instagram really go hand in hand. They work together to create a synchronized advertising campaign that reaches a larger audience overall. These types of advertisements also work great when your visuals are impactful. Nowadays, people shop and watch for impressive visuals; this is key to gaining attention on these platforms. With that in mind, here are some more reasons you should consider running advertisements on Paid Social:

1. Be Relatable

Unlike Google Display Ads, Facebook and Instagram allow for consumers to interact or directly follow your brand’s page. This creates a great opportunity to share more about who you are as a business and be relatable to your target audience. Consumers can get the sense of “knowing” a brand through their social media pages. It also creates a great opportunity to share more than just your website would tell them. A great example of this is shown below from P.F. Chang’s:

2. Get the Highest Return on Ad Spend (ROAS)

We know it is easy to start to think, do Facebook and Instagram ads even work? What if I never click on the ads I receive on my personal social media feeds? Well, to be honest, you would be in the minority if that is the case. In fact, Facebook has the highest retail ROAS over any social media platform. According to Statista, 41% of marketers claimed that Facebook was their highest returning ad spend platform.

3. Access a Large Audience

As mentioned earlier, paid social advertisements are anticipated to reach over two billion people in 2022. This means the audience you want to get in front of is on Facebook and Instagram (two-thirds of all adults are on Facebook). Not only are these consumers active on these platforms, “78% of American consumers claim to have discovered products they bought on Facebook, and 60% of people say they discover new products on Instagram!” (Radd Interactive).

4. Specified Lead Generation

Another great feature of Paid Social advertisements is their direct capability of lead generation. By specifically tailoring your audience, you can also more narrowly focus on the messaging of the creative or call-to-action. For example, promoting a specific limited-time deal or call-to-action like subscribing to your Facebook page. The possibilities are endless when it comes to tailoring your Paid Social advertisements for your needs and for your audience.

Well, what are you waiting for? Your audience is actively waiting to learn more about the products and services you have to offer on these social channels. Learn more about getting these campaigns set up for your business by reaching out to our support team at support@localact.com