SOCIAL MEDIA ADVERTISING: MODERN STRATEGIES, FORMATS AND EFFECTIVENESS

Abstract

Social media advertising represents a modern and efficient way to promote brands, products, and services through platforms such as Facebook, Instagram, Tik Tok, and others. These platforms enable precise audience targeting based on demographics, interests, and user behavior, making advertising campaigns highly measurable and effective (Sprinklr, n.d.). The objective of this paper is to examine the role and effectiveness of social media advertising in increasing brand visibility, user engagement, and conversions, and to highlight the strategic components necessary for successful campaigns. Several advertising formats—image ads, video ads, carousel ads, and story-based formats—are used depending on the goals of the campaign. Creating high-quality content, supported by analytics and continuous optimization, significantly enhances the success and visibility of businesses.