Social media is at the heart of multi-channel marketing, influencing where your customers spend their time. Social media advertising can be used at different stages of the buying journey - reaching new audiences, building awareness, driving traffic to your site, converting leads and direct purchases, and engaging customers.

Social media marketing has several specific features. Ads are cleverly targeted and end up in the newsfeed of a customer interested in your business, and in certain ad spots, ads fill the entire screen to get full attention. Unlike others, social media ads can also be commented on and directly messaged, making social media advertising an excellent way to interact with your target audience.

The vast majority of Finns regularly use at least one social media channel. On Meta's Facebook and Instagram, you can advertise on both channels at the same time for effective coverage and impact. In addition to demographic data, meta advertising can be targeted by, for example, interests or behaviour. An AI-based algorithm effectively targets ads to interested audiences. The meta can also be used to remarket to people who have already visited the site and turn them into a lookalike audience based on similarity.

LinkedIn is an exceptional marketing channel for reaching B2B audiences with up-to-date job information. Advertising can be coded, for example through titles, which offers excellent opportunities to reach decision-makers or "gatekeepers". Similarly, the entire staff of potential target companies, or the most relevant members of the companies or industries for the service or product being sold, can be influenced.

The X service advertises about the target group by identifying their behaviour. Targeting can be done through tags, user followers and interests, for example.

Each channel has its own characteristics and targeting possibilities. Advertising tools, settings and attention-grabbing features differ from one to the other. The competition between social media channels is fierce, which is why they regularly make changes. Social media advertisers must constantly monitor changes.