Paid Social Media: Which Platform Should You Use?

Paid Social Media: Which Platform Should You Use?

Can you recall the days we use to refer “BRB” as “Be right back”? Those days are long gone as we are always online. In today’s business world, we are connecting with potential leads through LinkedIn, Youtube, Facebook, Instagram, and Twitter. Organic posts may not always reach your target clients due to the algorithms on the social platform sites.  Your followers may only get to view less than 20% of what you post. Paid social media has however come to rescue in this situation.  It is able to reach a wide scope of clientele by allowing you to choose your target group precisely based on their job role, demographic and industry.  Here are some of the top Social Media Platforms for paid media.


Facebook has proven to be one of the best platforms for acquiring leads. Your posts get to reach about 12% of your fans. You can thus maintain your existing clients and at the same time get new potential leads.

Who should use Facebook Ads?

People targeting hyper-local individuals and B2C and B2B are best suited.

Types of Ads in Facebook

  • Canvas ads
  • Slideshow ads
  • Photo Ads
  • Carousel ads
  • Collection ads
  • Video Ads


It is associated with professionals with its members having more than six times the likelihood to engage with the content. 64% of the total clicks resulting in engagements with the business website. Its favorite among paid media as it has numerous filter options that allow marketers to connect with their users. The platform is a blend of quality and quantity hence much more desirable.

Who should use LinkedIn Ads?

Best for B2Bm as it targets groups of professionals and other specific individuals.

Types of Ads in LinkedIn

  • Sponsored Content
  • Sponsored InMail


Its popularity is due to how it blends with the users plus the ads are native. The audience is not interrupted, and this please its experience with the user. Organic posts in Instagram have no clickable links hence fewer distractions while using the platform.

Who Should Use Instagram?

Best suited if you are targeting millennials and connecting with B2C leads. Those seeking to get increase website traffic, brand awareness and app interaction should also consider it.

Types of Ads in Instagram

  • Carousel ads
  • Photo videos
  • Stories Ads
  • Video Ads


Every word counts here although this is a characteristic to all paid media with the limit been 280 characters. Advertising through twitter is, however, an effective way to feed your audience with information and catch their audience.

Who should use Twitter Ads?

Business in the industry of entertainment, media, and marketing is best suited as it seeks to connect with the consumers.

Types of Ads on Twitter

  • Promoted accounts
  • Promoted Tweets
  • Promoted trends


The second largest search engine is well known for video advertising. It is however used for other types of advertising leave alone videos.

Who Should Use YouTube Ads?

B2B and B2C business get an opportunity to reach their clientele with video ads, pop-up, and display.

Types of Ads on YouTube

  • Sponsored cards
  • Skippable video ads
  • Bumper ads
  • Non-skippable video ads
  • Overlay Ads
  • Display Ads


There is a variety of paid media to consider in reaching your audience. Choose the best to serve your needs and have your budget well utilized.

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About the Author

Though his chief ambition is to one day control the entire Internet, Jim busies himself in the meantime running our little web development and marketing agency. He's a certified super nerd who ranks coding in old, outdated languages and watching Star Trek reruns just a bit too high on his list of fun things to do. Outside of work, Jim enjoys Hockey (Tampa Bay Lighning, to be specific), more genres of music than most people realize exist, riding his Harley (he calls it "two wheel therapy") and exploring the world through travel.