Paid Advertising on Social Media

Twitter-Ad-Platform-2We see them all over our social media sites: promoted tweets, promoted trends, sponsored updates, etc.  Obviously the amount of time consumers spend on social media has grown insanely fast, and keeps growing.  So naturally, we knew Facebook and Twitter would eventually be overloaded with advertisements.  How else would memberships to these sites stay free?  Read on, and I’ll explain the differences between these types of posts.  From there, you can decide which paid advertising route is the best for your business.


Promoted Accounts appear under the “who to follow” column on the left side of the Twitter page.  This option allows you to attract new followers, mainly before a new product launch, event, or promotion.

Promoted Trends are showcased on the left side of the screen as well, and are mainly for massive exposure.  These trends can be helpful in a major campaign, or for a new product launch.  This tool is specifically to spark conversation across a large reach.

Promoted Tweets are placed throughout the feed on Twitter, and can be showcased to existing or potential followers.  This option reaches the right users at the right time, because it is based off a search.  With this tool, you only pay to promote if the user interacts with your tweet, which gives you interested leads.


Promoted Posts are displayed within the news feed on Facebook, and will automatically appear higher on the feed.  There should be a strong call-to-action on these posts, encouraging the user to download an asset, learn about new products or services, or attend an event.  The only downfall is that these posts can only be seen by your followers or friends of your followers.  The cost can start out around $10, if you’re looking to watch your social media advertising budget while still seeing results.

Facebook Ads are shown on the right side of the screen or in the news feed, and are similar to PPC ads.  You can use these to link users to your Facebook page to get more likes, or to your website.  These ads are specifically targeted based on location, age, industry, gender, etc.  Keep in mind, these ads are shown where most other ads are commonly found.  Using imagery can ensure your posts won’t be overlooked.


Sponsored Updates allow businesses to put paid promotions behind status updates.  The main perk is that your followers can see these updates, as well as targeted users outside of your follower network.

LinkedIn Ads are essentially the same as Facebook ads.  The main difference is the type of user that we find on LinkedIn versus Facebook.  These ads can be targeted by job title, industry, etc. to give you more professional results that’s great for B2B marketing.

Facebook, Twitter, and LinkedIn have become more useful for lead generation, but at a cost.  All of these promoted posts aren’t going anywhere, and can really drive awareness to your brand.  Keep cost in mind, as well as a time frame, so your posts link up with current events and hot topics.