One of the most common questions I hear is, “How can I get more engagement on social media?” While engagement is a key metric, the real intent behind this question is usually, “How can my business leverage social media to grow my brand and increase profits?”
Before diving into strategies, it’s important to recognize that engagement alone doesn’t always translate to brand growth or profitability. Many viral posts have nothing to do with a brand’s identity or offerings – and in some cases, viral content can even harm a brand’s reputation.
The real question businesses should ask is: “How do I use social media ads to maximize brand growth and company profits?”
The answer lies in the fundamentals of marketing.
Your message should align with your goals. Are you aiming to increase brand awareness or generate leads and sales?
Understanding Your Audience
Your audience can typically be divided into three key groups:
Prospects
Potential customers who may need your product or service but haven’t interacted with your business yet.
Leads
Individuals who have shown interest in your business, your products or services
Customers
People who have made a purchase or used your services and may return for future business.
Strategic Ad Placement
Social media ads placement determines where your ads appear. For the purpose of this discussion, we’ll focus on Facebook and Instagram.
Facebook Ad Placements
Your ads can appear in multiple locations, including:
Instagram Ad Placements
Instagram offers similar placements, including:
The two most common placements for both platforms are Feed Ads and Reels Ads.
Choosing the Right Ad Format
While there are many types of social media ads, the most common formats are image ads and video ads
Image Ads:
Video Ads:
Which Format Should You Use?
Consider your marketing goals:
Ad Delivery & The Power of Social Media Algorithms
Organic vs. Paid Content
Not all content on social media is created equal. Understanding how organic, boosted, and paid ads work can help you maximize your reach.
ORGANIC POSTS
These appear in the feeds of your existing followers based on platform algorithms. Engagement determines how many people see the post. However, organic reach is limited—especially for businesses.
BOOSTED POSTS
These are organic posts that you pay to promote to a wider audience. While they offer some targeting capabilities (such as location and basic demographics), they still rely on the platform’s algorithm to determine who sees them.
ADVERTISEMENT
Paid ads provide the most advanced targeting, allowing you to refine your audience by:
Why Paid Ads Are More Effective?
Facebook and Instagram use advanced machine learning algorithms to analyze user data—including browsing habits, engagement, and purchase history. This enables platforms to serve ads to the right people at the right time, improving conversion rates and return on investment (ROI).
The Allure (and Pitfalls) of Virality
Many business owners dream of creating viral content, believing it will skyrocket their brand’s success. But here’s the reality: virality isn’t always beneficial.
Key Takeaways
Final Thoughts
If you’re serious about growing your brand and increasing profits through social media, relying on organic reach alone isn’t enough. The most effective strategy combines branding, audience targeting, and social ads placement with paid advertising to maximize visibility and conversions.
Virality might seem appealing, but it’s not the key to sustainable business growth. Instead of chasing fleeting internet fame, focus on strategies that bring in the right audience – the people who will actually buy from you. That’s where real success lies.
Ready to elevate your brand with expert social media advertising? Contact Rooks Advertising today for a tailored strategy to make your social media ads drive growth and maximize profits!
