Introduction to Social Media Advertising

Chapter 1 of the Social Media Advertising: Basics Best Practice Guide

With more than half the world’s population using social media each month, these platforms offer a vast potential audience. This chapter looks at where social media advertising can play a role in a broader marketing strategy.

By Nicola Smith & Michelle Goodall

13 minute read

What do marketers need to know before implementing a social media advertising strategy? This chapter introduces the fundamentals of social media advertising, looking at where social should fit in the broader marketing mix, the business case for advertising across the platforms and key challenges brands will have to navigate. It covers:

The customer journey: What roles can different social ad formats play at each stage of the customer journey?
Content: What are the three states of behaviour advertisers must consider and what types of content work best at each stage?
Influencers: How can working with influencers boost a brand’s social media advertising strategy?