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Advertising on Social Media: Why you need a separate game plan

Advertising on Social Media

Who would have thought that the platforms created to let people share stories from their lives through pictures and videos would turn out to be such great tools for audiences to discover new products and services and for brands to find these new audiences. And the pandemic has only made it more so!

It is time to go deeper into the social media rabbit hole.

Social media marketing and social media advertising. Always knew they were different, but didn’t know who to ask? Read below for some insights from Ahmedabad’s best digital marketing agency!

First things first, social media marketing is purely organic activity, which involves posting pictures, publishing stories, responding to comments and inquiries on messages and sharing the posts in various groups and communication channels.

While social media advertising comprises all paid marketing activity on various social media platforms through the means of sponsored posts and boosts, done over and above the usual social media marketing activity such as posting and creating stories.

While there is an overlap between the two in terms of results and goals, advertising on social media is a different ball game altogether, with targeted budgets, a keener understanding of target audiences, and a smart selection of the content that should be boosted.

Because of the difference in strategy and skills required for the two, the top advertising agency in Ahmedabad suggests that a mere social media strategy or calendar does not cut it for a brand. Serious brands must have a separate game plan for the two. Read on to know why and everything else about social media advertising.


Social media advertising is an all-encompassing format of marketing for a brand. Since social media is a place where the people are a bit chilled out, it gives marketers the opportunity to go out of their way with creativity to make their brand stand out.

The regular advertising in the digital world includes the usual suspects, like pay-per-click ads, website display ads, video popup ads, digital billboards, etc. But social media has promotions and boosts, which offers them great flexibility in tweaking the audience, its reach perimeter, the budgets, and putting a pause or restart as per the brands requirements.

Even the best digital marketing agencies in India believe that organic reach is hard to achieve, hence if a brand has the bandwidth and resources to spend, they must consider social media advertising for quick win and turn around.


Different platforms have different ways to let businesses and individuals promote themselves and their services to a large swathe of potential customers with interests that align with what they sell.

Listed below are the various kinds of paid promotions a brand can run on different platforms.

Twitter Promotions

With Twitter Promote, the Twitter algorithm automatically promotes Tweets to the brand’s specified audience. It promotes the first 10 daily organic Tweets that pass the Twitter quality filter. It also promotes the brand account to attract new followers.

Marketeers can focus on up to 5 interests or metro locations, and let Twitter do the rest. Unfortunately, with this feature, marketers can’t choose which Tweets to promote. (That’s why creating great content on a regular basis for every platform is important).

Facebook Ads

Facebook Ads
With over 2.45 billion monthly active users, Facebook is popular across many demographics. Just as many teenagers use Facebook as their parents—and seniors are quickly catching up. With ads, brands can direct users to its Facebook Page or the website as a part of the sales funnel. One such great form of advertising is Carousel ads on Facebook timelines.

Carousel ads work well to showcase different features of a product, or to explain a step-by-step process. They’re also a great way to present multiple products or services.

Showcase a Variety of Products
Sometimes, brands can showcase a variety of products in a single carousel chain, and every picture can have a customised purchase or inquiry link. This way, it can not only be a great sales and data collection tool too.

Instagram Promotions

Instagram is most popular with millennials, they say. Well, this platform is popular with people of all generations. Instagram has millions of Gen Z and GenX too, who create and consume content in the form of posts, reels, videos and stories.

Instagram currently has over 1 billion active users, a large majority of them using the app on their mobile phones. What’s interesting is that 71% of their demographic are users who are under the age of 35, who spend an average 53 minutes per day.

And what more, post the pandemic, where online sales have taken off and crossed the stratosphere already, it was found out that 80% of consumers use Instagram to help them decide on a purchase.

Just like Facebook, brands can target their ideal viewers with customised targeting options. Create lookalike audiences, define the audience’s behaviors and activities, interests, and demographics.

Seen above is a great example of a carousel ad on Instagram, that blends in smartly with the other content on the feed of the Instagram users.

Instagram Promotions

YouTube Promotions

Let us start by sharing a startling fact about this video streaming giant. YouTube is the second most visited site on the internet, and netizens consume close to 6 hours of video content every day.

Advertising on YouTube requires a Google Ads account, using which it uniformly helps brands create ads on multiple spots on the YouTube streaming page.

YouTube Promotions
The different types of ads on YouTube include short clips that play before the actual video, banner ads that get displayed on top of the playlist and clickable links that display in the corners of the screen.

Brands can set their budget and target the desired audience on specific YouTube channels. There’s no minimum price to run an ad – and brands can change their ads, targeting and budgets at any time.

LinkedIn Boosts

LinkedIn is much more business-oriented than other social networks in this post. It offers targeting options based on professional qualifications like job title and seniority.

Single images, videos, or carousel ads are all different options for sponsored content advertising on LinkedIn.

LinkedIn Boosts
Brands that are looking to target talented individuals to join their workforce, hiring agencies that have a large number of positions to fill, or companies who wish to talk about their achievements and attract more followers whose interests align with their brand, ideally choose LinkedIn Boosts. It has been noted that boosting on LinkedIn costs way more than its peers.

Get started with Flora Fountain

The team of experienced digital advertising and social media marketing experts at Flora Fountain have paved the path to success for many local and national brands to tap into a large swathe of unexplored audiences online, especially on social media.

Drop us a line here and let us invite you over for a cup of coffee and a riveting conversation on your brand’s future online.

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. He is a seasoned professional with an MBA in marketing and over a decade of experience working with multiple MNCs. Vasim is a firm believer in the power of creation and he is...

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