Advertising on social media: what platform is best for maximum conversions?

What Are The Most Popular Social Media Sites?

In the digital marketing world, advertising on social media is a crucial part of raising brand awareness online.

Starting out advertising on social media is a relatively simple process. You can set up an account instantly on most platforms with just an email address; however, it takes time, skill and determination to build up a following on your chosen platform. Gaining a more extensive reach online can be done in two ways – organic and paid advertising.

Man using social media advertising to connect with audiences online

What is the difference between organic and paid advertising?

Both paid and organic advertising aim to contribute to reaching business goals, whether that’s increased brand exposure, improved sales or an improvement of website visitors. Mixing these two strategies is vital to maximising reach; however, each one presents a different challenge.

Organic Marketing

This is anything that happens on social media without a payment behind it. For example, a Facebook post that isn’t optimised with the ‘boost’ feature, or Instagram content that isn’t sponsored. It is completely free, yet takes time and skill to create posts that will both encourage engagement and promote your business effectively. With this strategy, you don’t have control over who sees your post – so targeting a specific audience is impossible.

Paid Advertising

As it says in the name, this strategy is the umbrella term for any posts that have been paid for. This means promoting posts to increase visibility or bidding on advertising space or keywords. You have control over who is being targeted by your posts and, for a price, you can guarantee that your posts will be seen by the right people. However, you still have to put a certain amount of effort into your content to ensure your posts are attracting your audience.

Why do you need both?

Although organic marketing will, theoretically, help you to increase your business’ reach eventually, large-scale increases in your brand awareness won’t happen without paid advertising. Social media sites such as Facebook, Twitter, Linkedin and Instagram all have algorithmic feeds, which means posts are shown to users based on their past behaviours and actions online, instead of in chronological order. In fact, organic posts only reach about 2% of users.

What this essentially means is that your organic posts are only shown to those who consistently like, interact with and comment on your account, meaning paid advertising is essential in order to fully reach your goals. l to boost the number of users who interact with your posts. There is a whole range of platforms that could benefit your business:

Platforms that are beneficial to use when advertising on social media

  • Social networking sites such as Facebook, Linkedin and Google+.
  • Microblogging platforms, Twitter and Tumblr are a prime example.
  • Photosharing platforms such as Instagram and Pinterest.
  • Video sharing sites such as Youtube.

What social media platform you use depends on the message you are trying to convey. However, having an account on the most popular sites will always help when advertising on social media. These are the sites you should be taking advantage of:


Screen to show Facebook's social media advertising feature

Facebook has over 2 billion active users which means it is the place to be when trying to reach a broad audience. Advertisements are what keeps the site running, meaning there are plenty of marketing opportunities. For e-commerce sites especially, Facebook is essential.

When it comes to setting up advertisements, Facebook is an immensely accessible platform. They provide a goals section so you can tailor ads specifically for your online aims, while each section has easy to follow steps and instructions so you can create advertisements quickly and easily.


Twitter is useful when social media marketing because organic engagement is still reasonably easy to achieve, as advertising is not Twitters strongest asset. This means your business can achieve reach without having to spend as much as you would on other types of social media. However, it obviously still takes time and effort to achieve the best results.

Twitters paid advertising is trickier to understand than Facebook’s easy-to-follow sections, however, you can view insights and monitor how your posts are doing fairly easily. With only 140 characters on a Twitter post, messages need to be short, snappy and eye-catching, while also communicating your brand message, values and personality. No easy feat, right? Images are also essential on twitter when advertising as these are the easiest way to appeal to your chosen audience.


Many businesses use Instagram to show off, as it boasts one of the highest audience engagement rates. All this means is that achieving a high level of conversions is more likely and accessible – if you put in the effort, that is. What makes Instagram so good for advertising is it’s intelligent ‘Insight’ tools. With a business account, you can see the number of weekly interactions on your posts and profile, so even the newest of start-ups can adapt their advertising accordingly. The activity section also allows you to view your account reach, a convenient tool to help you to improve your efforts. Also, it’s possible to monitor posts based on impressions, so you know what works well and what doesn’t. By understanding this information about your followers, you can tailor your posts to be as effective as possible.

Choosing the right social platform is pointless without a strong campaign, so including the correct information in your ads is essential. As a business owner, you know what your company is offering and what message you are trying to convey, so shout about it!

Create a campaign that showcases the most significant parts of your brand, along with the essential information that your target audience needs to know. Once you’re all set up, follow these top tips for a successful social media advert:

So, how do you create the most effective social media ad?

Be creative! Fun content such as competitions, polls and games will get your target audience engaged.

Include keywords and tags. Similarly, to SEO, using keywords and tags that relate to your company is important when targeting a specific audience as people love to search for certain topics on social channels.

Use emojis. Emojis are the universal language of the online community. Using them on your adverts will create an eye-catching post that will appeal to a range of ages.

When advertising on social media, the possibilities are endless.

If you’re still stuck on what adverts you should be posting and where, here at Bigfoot Digital, we provide industry-leading advice and training on social media advertising and all things digital. Give us a call today on 01226 720 756 to chat with our experts!