Social Media Advertising: Best Practices and Key Trends in 2023 and Beyond

Social media networks have become powerful tools for businesses to connect with their target audience and drive results. Social media advertisements offer numerous advantages and benefits, allowing brands to reach a vast number of users, increase brand awareness, and drive conversions.

As we near the middle of 2023, it's crucial for businesses to understand the latest trends and best practices in social media advertising to maximise their online presence and stay ahead of the competition.

Social Media Ad Campaigns

A social media platform, such as Instagram or Twitter, is a great place to start when it comes to digital advertising. Not only is it an effective way to reach millions of users, but it also provides its own set of ad formats and targeting options that businesses can use to create custom campaigns and tailor their messages. Other social media platforms offer various creative options, like interactive stories and videos, which can be used to engage customers.

Utilising Social Media Platforms

Mobile Phone Displaying Social Media IconsTwitter ads, Instagram ads and LinkedIn ads etc. all have their own unique offerings and are great for reaching different audiences.

When it comes to creating effective social media campaigns, one of the most important things to remember is that it is not a “one-size-fits-all” approach. Different platforms have different objectives and users, so understanding how to reach each audience with the right message is key.

It’s also essential to be aware of the different ad formats and features each platform offers, such as image ads, video ads, carousels, link clicks and more. Understanding the various platforms will help you make better use of your social media advertising efforts.

Ad Campaign Objectives

Social Media Ads Objectives need to be clearly defined and monitored regularly. Common objectives include increasing brand awareness, promoting an event or product launch, driving website traffic and generating leads and conversions.

When building a social media ad campaign, businesses should consider the following:

  • The type of content they will create (e.g. videos, images, story ads etc.)
  • What platforms do they want to target (e.g. Facebook, Twitter, Instagram, etc.)
  • What their goal is for each campaign
  • Who their target audience

Social Media Advertising Strategy

Develop a targeted audience -

Understand the demographics of your target market and focus on reaching them with the right messaging and creativity. Establish what type of content resonates best with your target audience (e.g., images, videos, GIFs, etc.).

Choose relevant ad formats -

Try different ad formats to create effective campaigns that reach users in various ways. Take advantage of interactive features, such as carousels and stories, to make your ads more engaging.

Optimise your budget -

Utilise cost-effective strategies such as automation and optimisation techniques to get maximum results from your ad spend. Experiment with different budget levels to find the right balance between reach and efficiency.

Fine-tune your targeting -

Make sure you target users appropriate to your product or service. Find the right people by using the most up-to-date filters and audiences available on social media platforms. Utilise custom segments, such as lookalikes and retargeting audiences, to reach users with tailored messages. And ensure you target mobile users for increased visibility as most of online shopping now takes place on mobile devices.

Analyse and adjust -

Regularly track results and adjust your campaigns accordingly. Experiment with different creatives, messaging and targeting to continually improve the performance of your ads.

Paid Social Media Advertising Campaigns

Paid ads, in particular, have emerged as a powerhouse marketing strategy for creating ad campaigns with a targeted focus. Platforms such as Facebook and Instagram offer a variety of ad formats, to target social media users, including 'stories ads', which enable businesses to reach a massive audience.

Furthermore, YouTube ads are an excellent way for businesses to reach users on the second-largest search engine in the world. Social media platform ads can be an effective way for businesses to build brand awareness, drive website traffic, and ultimately, increase revenue. By creating a targeted ad campaign, businesses can take advantage of the marketing potential that social media platforms have to offer.

Advantages of Social Media Ads

Social media advertising brings forth a myriad of advantages that make them an indispensable part of any comprehensive marketing strategy. Let's explore some key advantages of advertising on social media:

Unparalleled Reach:

With billions of active users across various platforms, social media provides unparalleled reach to businesses. Whether you are targeting a specific demographic or a global audience, platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube offer extensive opportunities to connect with potential customers.

Precise Targeting:

Social media platforms excel at data collection, allowing businesses to target specific audiences with pinpoint accuracy. Detailed demographic, behavioural, and interest-based targeting options ensure that your ads are shown to the right people, maximising the chances of engagement and conversion.

Enhanced Brand Awareness:

Social media advertising offers a powerful platform to boost brand awareness. By utilising engaging ad formats, captivating visuals, and compelling ad copy, businesses can create a lasting impression on their target audience. Through consistent exposure, social media ads can increase brand recall and recognition.

Cost-Effective Advertising:

Compared to traditional advertising channels, social media advertising often offers a more cost-effective solution. With flexible budgeting options and advanced targeting capabilities, businesses can optimise their ad spend, reaching a larger audience without breaking the bank.

Measurable Results:

One of the most significant advantages of social media advertising is the ability to track and measure campaign performance in real time. Comprehensive analytics and reporting tools provide insights into ad impressions, clicks, conversions, and more. This data empowers businesses to optimise their campaigns, improve ROI, and make data-driven decisions.

Social Media Advertising Tips

To make the most of social media advertising in 2023, it's essential to follow these best practices:

Understand Your Audience:

Get to know your social media audience. Identify the demographics, interests, behaviours, and pain points to create personalised and relevant ad campaigns.

Engaging Visuals and Compelling Copy:

Create visually appealing and attention-grabbing ad creatives. Use high-quality images or videos and craft compelling ad copy that resonates with your audience.

Test and Optimise:

Implement A/B testing to experiment with different ad formats, visuals, copy, and targeting options. Continuously monitor and optimise your campaigns based on performance metrics to achieve better results over time.

Utilise Video Ads:

Video content continues to dominate social media, providing a powerful way to engage users. Incorporate video ads into your strategy to capture attention, convey your message effectively, and increase engagement rates.

User-Generated Content:

User-generated content fosters authenticity, builds trust, and enhances brand loyalty, leading to higher engagement and conversions. Encourage your social media users to share content related to your brand, to help increase social proof (and reach) for your ads.

Social media advertising provides businesses with a powerful platform to reach and engage their target audience. By utilising the right strategies, companies can leverage social media ads to build brand awareness, drive website traffic, increase engagement rates, and ultimately boost sales. With the growing popularity of social media platforms, these marketing channels offer an extensive reach and potential customer base.

Key Trends for Social Media Advertising in 2023 and Beyond

Looking ahead, several trends are poised to shape the landscape of social media advertising:

Influencer Marketing Evolution:

Influencer marketing will continue to thrive as brands partner with micro-influencers and nano-influencers who have highly engaged niche audiences. Authenticity, trust, and audience alignment will be prioritised over follower count.

Augmented Reality (AR) Ads:

AR ads will gain prominence, allowing users to interact with products virtually. Brands will leverage AR to provide immersive experiences, enabling users to try products before making a purchase.

Social Commerce Expansion:

Social media platforms will further integrate e-commerce features, allowing businesses to sell products directly within the platforms. This streamlined shopping experience will enhance conversions and reduce friction in the buyer's journey.

Personalisation and Customisation:

Social media platforms will continue to invest in personalisation and customisation features. Advertisers will be able to deliver tailored content to users, enhancing relevance and driving better engagement.

Privacy and Data Protection:

As data privacy concerns grow, platforms will enhance their privacy measures, prompting advertisers to adopt more transparent and ethical data collection practices. Brands that prioritise user privacy will build trust and loyalty.


Social media advertising is an advantageous and lucrative way to reach customers, build awareness of your brand, and gain insight into customer interest. With the right best practices in place and consideration of key trends like audience targeting, budgeting, testing variations, and authenticity in content, you can maximise success from your social media advertising campaigns in 2023.

It's essential for businesses to harness the power of social advertising to reach target audiences, develop brand loyalty, and generate conversions. A lot of time and money can be wasted though on social media advertising costs if social ads are not monitored closely nor tested for effectiveness.

At PS Website Design, we specialise in providing personalised social media solutions that have proven results. Our extensive team of social media experts are committed to helping you create a tactical campaign strategy ensuring your social media advertising cost is kept low but your ROI is high.

Ready to get started? Head over to our website at for more information or contact us with your unique needs and objectives.

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