This updated edition of Econsultancy’s Social Media Advertising Best Practice Guide provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.

The guide provides a summary of the main self-serve advertising options on these channels, including TikTok, and outlines some of the premium options available to marketers when developing a strategic approach to social media marketing and communications.

It has been written to complement Econsultancy’s Social Media Strategy Best Practice Guide, Social Media Platforms Overview and Paid Search Best Practice Guide.

Topics covered

The report covers the following topics:

  • Social Media Advertising Basics
  • Planning and Strategy for Social Media Advertising
  • Ad Creative and Copy Strategy
  • Platform Strategy
  • Managing Paid Social Media Advertising
  • Tools
  • Optimisation
  • Managing Data
  • Additional Challenges
  • Measurement and Evaluation


Econsultancy would like to thank the following interviewees who contributed to this report:

  • Florence Adepoju, Founder, MDMflow
  • Annie Andoh, Social Media Manager, V&A
  • Sophie Brendel, Director of Audiences, V&A
  • Jason Hemingway, CMO, Thunderhead
  • Albert Hogan, Director, Group Marketing, Audience and Digital Development, Penguin Random House
  • Andrew Hood, CEO, Lynchpin Analytics
  • Jade Lambourne, Social Media Manager, Pai Skincare
  • Dave Lowe, Associate Director, Regital
  • Laura Thomas, Paid Social Director, Mediacom North
  • Lucy Walker, social media consultant
  • Sarah Whipp, CMO, Callsign

Thanks also to contributors to the 2019 report, whose comments are still valid today:

  • Paul Kasamias, Managing Partner Performance Media, Starcom | Performics
  • Oscar Romero, Managing Partner Performance Media, Spark Foundry | Performics