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A Complete Guide To Paid Social Media

by | Oct 20, 2022

According to Statista, the number of social media users worldwide has seen a steady increase since 2017, with nearly 3.96 billion users in the year 2022. It is not surprising that more businesses and brands are looking to harness the power of social media to boost their visibility through paid social media advertising. 

What Is Paid Social Media

Paid social media is a means of showing advertisements or sponsored marketing messages on popular social media platforms. Some of the popular platforms for paid social media include Facebook, Instagram, LinkedIn, and Twitter. It leverages social media ad tools to produce ads to target a specific sub-audience. 

Paid vs Organic Social Media

Paid vs Organic Social Media - Vertical Institute

Now that we have a better understanding of paid and organic social media, let us compare these two social strategies to learn how they can be used to the benefit of your brand. Organic and paid social media each have their own advantages. Paid social media enables brands to reach a larger audience, and target their ideal customers more precisely to generate leads and conversions in a shorter period of time. This is in contrast to what organic social media can offer. On the other hand, organic social media can boost a website’s SEO. Adopting an organic social media strategy requires more time, but it aids in building relationships with your customers and raising brand awareness. All in all, it is important to note that both paid and organic social strategies have their distinct benefits and they work together to simultaneously nurture your followers while extending your reach to a broader audience.

How Paid Social Media Campaigns Work

Marketers can achieve the desired results by micro-targeting a specific group of audiences based on their self-identified interests. This will usually give rise to a higher clickthrough rate with more leads and conversions compared to blanket campaigns. For instance, if your business is selling kitchenware, you will want to target social media users who are interested in cooking and trying out new recipes specifically.

Benefits of Paid Social Media Marketing

Given the current upward trend in social media advertising spending, it is evident that more companies have reaped the benefits of leveraging paid social media to grow their businesses. Here are some advantages of advertising on social platforms:

Higher Levels of Brand Awareness

Paid social media marketing is useful in boosting your brand awareness, regardless of the size of your business to reach prospects and customers. However, it is especially beneficial for SMEs in establishing a connection with their audience. Brand recognition will increase as your content becomes more visible in users’ feeds.

Effective Reach and Targeting of Customers

On most social media platforms, users have the option to use interest-based targeting to make sure that ads are reaching those who are genuinely interested. In addition, you can reach customers who are not aware of your brand but are interested in your product.

Ease of Measuring Ads Performance

With paid social media, it is important to understand how successful your ad campaigns are. With the help of various analytic tools, you will be able to keep track of your ads performance by looking at clicks, reach, or engagement. From these data, you can then determine the ROI and overall success of your ad campaigns.

Paid Social Media Strategy

The creation of a paid social media strategy begins with an objective and a budget. It is crucial for you to set the objective for your paid social media strategy so that you will have a clear goal and direction to work towards. Ultimately, you will want to target a specific sub-group of the audience you are most interested in and lead them to a landing page on your website or share their contact information with you. In terms of paid social media budget, one advantage of such advertising is that it is very cost-effective. Paid social media advertising is one of the most affordable types of advertising available in the traditional and digital markets. Such channels are also flexible as they allow you to only pay for those you are able to reach.

Tools For Social Media Marketing

Tools For Social Media Marketing - Vertical Institute

Social media has changed how products and services are marketed over the years. Over a billion people use Facebook on a daily basis, and over 320 million people are on Twitter. Managing social media accounts for brands and businesses is easier said than done. Here are a few examples of social media marketing tools you can integrate into your business.


Hootsuite is a social media management platform with a user interface that takes the form of a dashboard and supports social network integrations for Twitter, Facebook, Instagram, LinkedIn, Pinterest, YouTube, and TikTok.


Keyhole allows users to generate beautiful, shareable reports with ease and simplify reporting without crunching the numbers. It is able to automate social media reports and save hours of manual work.


ShortStack is a customizable all-in-one contesting software that can create unique landing pages, run social contests, send emails and analyse results.

Acquire Relevant Skills For A Digital Marketing Career

Are you thinking of venturing into the digital marketing industry and tapping into social media to grow your business? Learn skills that are highly in-demand today which will advance your career with Vertical Institute’s digital marketing course online. Pick up essential skills in paid social strategies (Facebook / Instagram / TikTok), email marketing, and much more through our digital marketing bootcamp!

Besides digital marketing, Vertical Institute also offers UX Design and Data Analytics courses in Singapore. These are some tech skills that are highly in-demand today and will be helpful for your digital marketing career.

About Vertical Institute

Vertical Institute prepares individuals for the jobs of tomorrow. We specialise in teaching in-demand skills, and building the next generation of changemakers and inventors through our world-class tech courses and certifications. 

Singaporeans and PRs can receive up to 70% IBF Funding off their course fees with Vertical Institute. The remaining fees can be claimable with SkillsFuture Credits or NTUC UTAP Funding.

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