The Importance of Incorporating Paid Social Advertising Into Your Marketing Strategy

Social Trends, Tiktok Insights

Having both organic and paid social integrated in your strategy is beneficial for a well-rounded marketing approach. Organic social builds a loyal community, drives authentic involvement, and builds long-term relationships. It allows for consistent communication and provides valuable insights into audience preferences.

Paid social, on the other hand, extends your reach quickly to new and targeted audiences, allows for granular measurement, is a cost-effective way of advertising, and allows for experimentation with testing. Here are some advantages of incorporating paid social into your marketing strategy:

Targeted reach & increased visibility

Paid social advertising solutions provide extensive targeting options that go far beyond your organic reach. Whether your audience is niche or broad, you can effectively connect with them through paid ads. Targeting methods include demographic, interest and interaction, location, CRM data, and even device-specific targeting. Additionally, you can retarget individuals who have previously engaged with your content, helping to build a loyal community and enhance your brand awareness.


No matter your objective, paid social advertising can help you achieve it. You can boost engagement with your content, expand your reach, generate leads, drive purchase intent, and much more. Creative content is crucial for meeting your KPls with paid ads, so ensure this aspect is well-prepared in advance.


One of the best parts of running paid ads (especially for a Strategist like myself!) is the capability when it comes to measurement. Social platforms provide detailed analytics and insights, enabling you to track the performance of your ads both post-campaign and in real-time. This helps in understanding what works and optimising future and current campaigns, ensuring you’re always improving your results and learning.


Compared to more traditional advertising methods, it’s much more cost-effective to drive results on social media than it is on above the line platforms. A study conducted by Marketing Week (2024) found that social ads drive a 13% stronger ROl in comparison to linear TV, despite the high entry cost associated with TV advertising.

Testing capabilities

Testing your ads will enable you to ensure you’re putting your best foot forward when you go live with the bulk of your spend. You can experiment with different ad formats, creatives, messages, and targeting strategies to see what resonates best with your audience. This process not only leads to more effective long-term campaigns but also provides valuable insights that can inform and enhance your overall marketing strategy.

With all of this in mind, if you’d like our expert help in getting started and growing your business, drop us an email at

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Louise Penfold

Fabric Social, Team Member

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