Paid Media Strategy

The social media paid media strategy refers to the plan or approach that a company or brand takes to use paid advertising. Paid advertising on social platforms (like Facebook, Instagram, LinkedIn, etc.) can take many forms and helps to achieve various marketing objectives. A comprehensive paid media strategy encompasses not just these advertising efforts but also the ways in which a brand can measure the success of a campaign. If done well, a paid media campaign can drive engagement with a brand, incite user interaction on social platforms, and ultimately lead to increased sales. In an ideal world, a brand's paid media strategy works alongside its organic social media strategy so that the two can serve as amplifiers for one another. If not, then at least a paid media strategy has some means by which to achieve a return on investment outside of the ad-serving platforms themselves.