Social media advertising is a powerful tool for reaching and engaging with target audiences. As each platform has its own unique strengths, it's important to research and decide which platform will be the best fit for your brand before starting an advertising campaign. Here we have pulled together an introductory guide to the ad offerings on some of the most popular social media platforms.
Businesses can pay to serve ads to Facebook users throughout the platform, which includes via the News Feed, Stories, Videos, Reels Search and Marketplace. Ads will appear with a “sponsored” tag and can also include social information where the user’s contacts have engaged with the advertiser.
Campaigns on Facebook can be managed through Meta Ad Manager (formerly Facebook Ad Manager), which also manages campaigns on Instagram, Messenger and Oculus, allowing marketers to plan and use assets cross-platform.
Image
Show off a product, service or brand using a single photo and an optional footer. Panoramas and 360° photos are also available to create interactive experiences.
Video
Use the Video format to show off your product, service or brand, using movement, sound and/or subtitles (for users with sound off) to capture attention quickly and show unique features of a product or tell your brand story.
Carousel
Showcase up to 10 images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products; showcase specific details about one product, service or promotion; or tell a story about your brand that develops across each carousel card.
Collection
Collection is an ad format that lets people move from discovery to purchase in a smooth and immersive way. A collection ad includes a cover image or video followed by three product images.
See how brands are using some of the above formats with the following case studies:
Businesses can pay to serve ads to Instagram users through the Instagram Feed, Stories, Reels or Explore page. Ads will appear in the same format as user-created posts but with a “sponsored” icon.
Instagram campaigns can be managed through Meta Ad Manager (formerly Facebook Ad Manager), allowing marketers to plan cross-platform and re-use assets.
Image
Show off a product, service or brand using a single photo and an optional footer.
Video
Similar to Image ads, Video ads will be placed in a similar format to in-feed content, but can use moving image, sound and/or subtitles (for users with sound off) to capture attention and/or deliver more detailed messaging.
Story
Full-screen image, video or carousel ads that appear between Stories. Story ads can support assets uploaded for in-feed ads, but vertical assets are recommended to utilise the full-screen format.
- Story ad specifications – Image, Video, Carousel
- Best practices for Story ads
- Reels
- Use full-screen vertical videos displayed between organic Reels content.
- Reels ad specifications
Carousel
A series of images and/or video to highlight different products; showcase specific details about one product, service or promotion; or tell a story about your brand that develops across each carousel card.
Collection
Collection is an ad format that lets people move from discovery to purchase, with a cover image or video followed by product images.
See how brands are using some of the above formats with the following case studies:
Snapchat
Snapchat offers a variety of ad formats, including image and video ads, filters and lenses. The platform also has a wide range of targeting options, such as demographics, interests, behaviours and location. The demographic of Snapchat users is mostly younger, with a focus on visual content and entertainment.
Single Image or Video
A full-screen mobile ad that can be used for all business objectives. These appear in-between or after content.
Story
Use a series of Single Image or Video ads, delivered in between content or through a branded tile in Snapchat’s Discover section, to convey a message
- Story ad specifications
- Lens Experience
Use augmented reality to connect with consumers by creating memorable, interactive moments that users can play with and share with friends.
Filters
Filters allow brands to take part in the conversation. Using location or audience targeting, they allow users to add artistic overlays to Snaps.
Commercials
Appearing within curated content, Commercials are non-skippable for six seconds, and can be up to three minute long.
See how Lidl is using some of the above formats with this case study.
Tiktok
TikTok offers a variety of ad formats, including image and video ads, filters, and lenses. The platform also has a wide range of targeting options, such as demographics, interests, behaviours, and location. The demographic of TikTok users is mostly younger, with a focus on short-form video content and entertainment.
In-Feed
Full-screen vertical video ads appear within the user’s feed with the look and feel of organic content. In addition to a CTA button, ads can be further enhanced with interactive add-ons.
TopView
Ads are placed in prime position at the top of the user’s feed and will be the first video to appear when the app is opened.
Spark Ads
Spark Ads boost existing content into native ads presented In-Feed or as TopView. The content can be either from the brand’s TikTok account, or organic posts made by other creators (with permission).
Branded hashtag challenge
Hashtag challenges allow brands to spark trends and cultural movements, and encourage their audiences to participate by creating content aligned with the brand’s aims.
See how brands are using some of the above formats with the following case studies:
Twitter offers a variety of ad formats, including image and video ads, promoted tweets, and promoted accounts. The platform also has a wide range of targeting options, such as demographics, interests, behaviours, and location. The demographic of Twitter users is diverse, with a mix of age groups and interests, and a focus on news and current events.
Text
Simple ad format with all the elements of a standard Tweet and allows for the usual interactions such as like, reply and retweet.
Image and Video
As with Text ads, these appear in-feed but with the use of images or video to capture attention and deliver stronger messages. Image and Video ads can be enhanced with features like buttons or polls to drive calls to action and/or engagement.
Carousel
Use up to six swipeable images or videos to showcase multiple products or advance a narrative across several visuals.
See how German Doner Kebab is using some of the above formats with this case study.