What is paid content on social media?

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Paid content on social media is nothing more than advertising. It involves brands paying Facebook, LinkedIn, Twitter, YouTube, and other platforms to present their content to new users who may be interested, whether by boosting their organic content or presenting specific ads.

According to eMarketer , paid content is making a strong comeback after a period of uncertainty in 2020. Users are now spending more time on social media, but they're also much more accustomed to shopping in online stores or on social media. This makes ads seem more natural to them, especially when they're carefully crafted.

Chart: Projections of social media ad spending by US sellers for the period 2018-2022
Source: eMarketer
Be careful, however, it would be wrong to believe that online sellers specializing in bahamas phone number data B2C are the only ones interested in advertising on social networks. More than organic content, sponsored posts are the best way for brands to target new users and turn them into customers . Companies and organizations use paid content for the following purposes:

Increase brand awareness and attract new subscribers
Promote their latest offer, latest content, latest event, etc.
Generate leads
Boost conversions (including online sales)
Here are some recent examples we've spotted.

Contentful Facebook ad
Source: Contentful
Contentful, a cloud-based content management solution company, used Facebook lead ads (ads that, despite their name, are specifically designed to generate leads) featuring a simple illustration and straightforward text to invite prospects to download their digital guide.

sponsored advertisement from London Review of Books
Source: @londonreviewofbooks
A classic strategy is to target users who have already shown interest in your sector. London Review of Books, for example, relies on a tried and tested formula: target people who follow similar accounts (in their case, FSG Books, Artforum , Paris Review, etc.), offer them a significant discount, and redirect them to a simplified Instagram landing page via Instagram Shopping .