Paid social company are social media marketing agencies that specialize in creating and managing paid advertising campaigns on social platforms like Facebook, Instagram, LinkedIn and TikTok. They use a data-driven approach that taps into existing consumer behavior to reach specific audiences and align with business objectives such as increasing brand awareness, building community or driving conversions.

It’s important to differentiate paid social company social from social media management, which refers to the general maintenance and growth of your company’s social channels and presence. A good paid social agency can offer both services, but will be better equipped to focus on paid marketing.

A solid paid social strategy starts with two critical items: an objective and a budget. The objective gives your campaign direction and a target, while the budget establishes how much you’re willing to spend. From there, tactics can be added and trimmed to fit your budget and meet the goal.

Choosing the Right Partner: Selecting a Paid Social Company

Having this type of flexibility can help you stay in the game even when the landscape shifts. It also allows you to optimize your spend and ROI.

Social ad formats vary by platform, so it’s important to tailor your content to each one. For example, Instagram is all about visuals, while Facebook focuses on text and short-form content. Choosing the right format will ensure that your ads hit the bullseye and drive engagement and conversions.

Another great feature of paid social is the ability to retarget consumers who have visited your website. Using cookies (although the future of these is a bit murky as new privacy regulations come into play), this technique can deliver your content to people who have already expressed an interest in your products or services.