Social media advertising plays a critical role in supporting an organisation’s overall digital marketing strategy. It allows brands to engage with audiences in real-time, build awareness, and drive measurable results across platforms like Facebook, Instagram, X (formerly Twitter), LinkedIn, and TikTok.
According to Statista (2024), global spending on social media advertising reached USD 234 billion, reflecting its growing impact. Unlike traditional advertising, social platforms provide advanced targeting features, enabling businesses to reach users based on location, interests, demographics, and online behavior. This targeted approach increases the return on investment (ROI) and reduces advertising waste. A major advantage that digital marketing has over traditional marketing.
A key benefit of social media advertising is its role in brand awareness and visibility. Platforms like Instagram and TikTok allow for visually engaging content, helping brands connect with younger demographics. For instance, Nike’s user-generated content campaigns on Instagram have significantly boosted engagement and follower growth, reinforcing brand loyalty (Velasquez, 2024).
Additionally, social media ads contribute to lead generation and sales conversions. Social media platforms like Facebook offer lead forms directly in the adverts, which streamlines user experience and reduces drop-offs. HubSpot (2023) said that companies using Facebook ads saw a 77% increase in quality leads within six months.
Another strategic advantage is the ability to measure and optimize. Businesses can track impressions, click-through rates, and conversions in real time, which allows continuous improvement. Tools like Meta Ads Manager and Google Analytics assist in evaluating performance and refining campaigns based on audience behavior and also for retargeting. An advantage over traditional marketing strategies.
Moreover, social media supports other digital marketing elements such as content marketing, influencer collaborations, and search engine optimization (SEO). For example, content shared across social platforms can increase web traffic and improve domain authority over time (Waye, 2023).
To conclude, social media advertising is not just a promotional channel—it’s a strategic component of an integrated digital marketing approach. It supports brand building, customer acquisition, and real-time engagement, making it indispensable for modern marketing efforts and the beauty of it is that it caters to all budgets.
References
Statista. (2024).Social media advertising spending worldwide from 2019 to 2029. Available at: https://www.statista.com/forecasts/1418549/social-media-ad-spend-worldwide (Accessed on April 4, 2025)
Velasquez, F.(2024)Understanding Nike’s Social Media Strategy: Why It Works.Available at: https://yoursocialstrategyco.com/2024/05/17/understanding-nikes-social-media-strategy-why-it-works/ Accessed April 4, 2025
HubSpot. (2024). The Ultimate List of Marketing Statistics for 2024. Available at: https://www.hubspot.com/marketing-statistics. Accessed on April 4, 2025
Waye, H.(2023). How Social Media Can Supercharge Your SEO. Available at: https://moz.com/blog/how-social-media-can-supercharge-your-seo#:~:text=The%20primary%20SEO%20benefit%20of,fact%2C%20most%20won’t. Accessed on April 4, 2025
