Who would have thought that the platforms created to let people share stories from their lives through pictures and videos would turn out to be such great tools for audiences to discover new products and services and for brands to find these new audiences. And the pandemic has only made it more so!

It is time to go deeper into the social media rabbit hole.

Social media marketing and social media advertising. Always knew they were different, but didn’t know who to ask?

First things first, social media marketing is purely organic activity, which involves posting pictures, publishing stories, responding to comments and inquiries on messages and sharing the posts in various groups and communication channels.

While social media advertising comprises all paid marketing activity on various social media platforms through the means of sponsored posts and boosts, done over and above the usual social media marketing activity such as posting and creating stories.

While there is an overlap between the two in terms of results and goals, advertising on social media is a different ball game altogether, with targeted budgets, a keener understanding of target audiences, and a smart selection of the content that should be boosted.

Because of the difference in strategy and skills required for the two. We suggests that a mere social media strategy or calendar does not cut it for a brand. Serious brands must have a separate game plan for the two. Read on to know why and everything else about social media advertising.


Social media advertising is an all-encompassing format of marketing for a brand. Since social media is a place where the people are a bit chilled out, it gives marketers the opportunity to go out of their way with creativity to make their brand stand out.

The regular advertising in the digital world includes the usual suspects, like pay-per-click ads, website display ads, video popup ads, digital billboards, etc. But social media has promotions and boosts, which offers them great flexibility in tweaking the audience, its reach perimeter, the budgets, and putting a pause or restart as per the brands requirements.

Even the best digital marketing agencies in India believe that organic reach is hard to achieve, hence if a brand has the bandwidth and resources to spend, they must consider social media advertising for quick win and turn around.


Different platforms have different ways to let businesses and individuals promote themselves and their services to a large swathe of potential customers with interests that align with what they sell.

Listed below are the various kinds of paid promotions a brand can run on different platforms.


With Twitter Promote, the Twitter algorithm automatically promotes Tweets to the brand’s specified audience. It promotes the first 10 daily organic Tweets that pass the Twitter quality filter. It also promotes the brand account to attract new followers.

Marketeers can focus on up to 5 interests or metro locations, and let Twitter do the rest. Unfortunately, with this feature, marketers can’t choose which Tweets to promote. (That’s why creating great content on a regular basis for every platform is important).


With over 2.45 billion monthly active users, Facebook is popular across many demographics. Just as many teenagers use Facebook as their parents—and seniors are quickly catching up. With ads, brands can direct users to its Facebook Page or the website as a part of the sales funnel. One such great form of advertising is Carousel ads on Facebook timelines.

Carousel ads work well to showcase different features of a product, or to explain a step-by-step process. They’re also a great way to present multiple products or services.

Sometimes, brands can showcase a variety of products in a single carousel chain, and every picture can have a customized purchase or inquiry link. This way, it can not only be a great sales and data collection tool too.

About the Author: Flora Fountain

We are an Ahmedabad-based creative digital agency that specialises in Digital Strategy, Branding, Social Media Marketing, Web Design & Development, Copywriting, Concept Shoots, Ecommerce Management, SEO and Video Creation. If you have problems, we have ideas. If you have a product to sell or a story to tell, we have the strategy and skills to do it well. If you want one agency to guide and take your brand on its digital journey, then call Flora Fountain.

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