IAB UK launches guide to paid social formats

Posted on: Wednesday 15 February 2023 | IAB UK

Working with our social media members, we’ve produced an introductory guide to paid-for advertising formats across some of the most popular social platforms


The guide covers the main ad formats on platforms including Facebook, Instagram, Snapchat, TikTok and Twitter. It links out to specifications and best practices for each format - from images ads to reels to branded hashtag challenges – as well as including case studies of how advertisers have used the formats. 

Commenting on the development of the guide, Neeral Patel, Member Services Manager at IAB UK, said: “Our research shows that paid for social ads are the most popular ad channel for small businesses to invest in. The aim of this guide is to help advertisers to utilise the range of ad opportunities available across social platforms - particularly small businesses who rely heavily on social platforms to reach their target audiences but often don’t have the dedicated resources to research the various options.” 

You can access the ‘Guide to Paid Social Formats’ here.

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IAB UK

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