As with any established advertising medium, the longer you’re around, the more likely doubts will arise regarding your effectiveness. It’s a natural progression—what once was a shiny new toy that felt fresh, exciting, and innovative can gradually lose its luster as new technologies, trends, and platforms emerge. Consumers (including business owners) become more knowledgeable and grow accustomed to seeing the same types of ads, and the novelty wears off. This can lead to a perception that the medium is outdated or less impactful, even if it still delivers results.
We’ve found that the effectiveness of social media advertising has come under scrutiny, both from clients and within the digital agency world. As skepticism creeps in, the burden of proof shifts: it’s no longer sufficient to say, “This worked in the past.” We continuously demonstrate the value of social media advertising and the medium’s relevance.
Some legitimate concerns with social media advertising include rising costs, fragmentation, and decreased targeting. However, these platforms have a vast user base, and the attention they consume from users is undeniable. Done effectively, social media advertising is still a viable medium.
Below are some common questions surrounding the debate on the effectiveness of paid social media.
Does it still make sense to invest in paid social media?
Yes, it still makes sense for brands to invest in paid social media, but the strategy needs to be more refined than ever. The effectiveness of paid social depends on several factors, including the platform, audience, and content strategy. While organic reach is increasingly fragmented and declining, paid social remains a powerful tool for reaching targeted audiences at scale, particularly when combined with data-driven strategy.
Any platform with a large user base and the ability to capture as much attention as social media will always be significant. For example, Facebook has over 3 billion active users and has shown continuous audience growth every year since 2008. Subsequently, paid socials should be a part (sometimes large and sometimes small, depending on the vertical) of every B2B or B2C marketing mix.
Does it matter which social platform we use?
Yes, and it’s one of the most important decisions. The platform you choose should align with your audience and objectives. Facebook and Instagram remain strong mediums for B2C brands due to their large user bases and targeting options. On the other hand, LinkedIn (though more expensive on a CPC basis) is a go-to for B2B brands, especially for lead generation and establishing your brand as a leader in your field. TikTok and Pinterest are also emerging platforms that can offer unique opportunities depending on your target demographic and content style.
What are the differences between how B2B and B2C brands approach paid socials?
There are differences between the approach taken in B2B and B2C. B2B brands often focus on lead generation, establishing themselves as leaders in their field, and building relationships within their vertical through content like webinars and case studies. LinkedIn and X are typically more effective for B2B because of their professional user bases. Meanwhile, B2C brands thrive on platforms like Instagram, TikTok, and Facebook, where visual and engaging content can drive immediate consumer action, such as product purchases or brand engagement.
What kind of content, creative, or formats should social ads use?
For paid social media to be effective, the content must be engaging to your audience, relevant to your business and platform, and created with an end result in mind. Short-form video content, such as TikTok clips, Instagram Reels, Facebook Stories, or YouTube Shorts, is increasingly popular and effective for B2B and B2C audiences. Interactive content like polls, quizzes, and shoppable posts also perform well. For B2B, thought leadership pieces, video testimonials, and behind-the-scenes content can resonate with a more professional audience. The key is to match the content format with the platform’s strengths and your audience’s preferences.
What budget should we allocate to social media advertising?
Budget levels will vary based on factors such as company goals, industry, target audience, geographic area, platform, marketing mix, etc. Many brands are increasing their paid social budgets, partly due to the rising cost of ad placements. That said, a strategic approach can help maximize ROI. Start by clearly understanding your target audience, testing different creatives, and adjusting spending based on performance.
While social media advertising may no longer be as novel as it once was, it remains a key element of a well-rounded marketing mix. The key is not whether to invest in paid social media but how to do so effectively. By carefully selecting the right platforms, crafting tailored content, and adjusting budgets strategically, brands can continue to reap the benefits of social media’s reach and engagement potential. Despite challenges like rising costs and targeting limitations, paid social media advertising still offers significant value.