Social media advertising acts as a way of promoting your social media's message (and therefore business' message) on popular social media platforms. These interactions are on of the most important ways of growing your business. Social media advertising can be one of the most effective methods of growing your business' customer base as well as maintaining current customers. Some of the best sites to advertise on are Instagram, Twitter, Facebook, Snapchat, Pinterest, and LinkedIn. A good thing to consider is your business' age range and the concentration of your customers (usage, groups, etc), also consider where your customers are most accessible (what site your customers tend to use most), finally consider where your customers are most active and engage with ads most often. Using these important tactics you can target the already known customer base, and target a new customer base which will help to expand your business.
Recently, high engagement rates between businesses and consumers have been all the rage. These interactions draw in a young customer base that gets highly involved with the brands they like. Whether these interactions are positive feedback on a picture a customer shares with a clothing brand they purchased, or jokes about fast food restaurants that results in McDonald's, Burger King, and Wendy's all responding competing for social media fame, it means good business for brands.
Another huge trend that many brands are starting to pick up on is often controversial or unexpected moves. For example, IHOP recently launched a social media campaign around their name change to IHOP to celebrate adding burgers to their menu. This action resulted in huge traffic influxes and a large spotlight from the public. Even though many people questioned this move, it resulted in a significant increase in business for the chain.