Social Media Advertising for Beginners: What You Need to Know in 2025

Social media advertising has become an indispensable tool for businesses looking to reach new customers and grow their brand. With billions of active users on platforms like Facebook, Instagram, and X (Twitter), the potential audience for your advertising campaign is virtually limitless. But with so many options and variables to consider, it can be difficult to know where to start.

That's why in this blog, I’ll be covering the essential steps you need to take to run a successful ad campaign on social media. From choosing the right platform to setting clear expectations and measuring results, I’ll help you navigate the process and achieve your marketing goals.

STEP 1 - CHOOSE THE RIGHT PLATFORM

The first step in running a successful ad campaign is to choose the right platform. Some popular options include Facebook, Instagram, X (Twitter), TikTok, Reddit and LinkedIn. Each platform has its own unique audience and targeting options, so it's important to choose the one that best aligns with your business and target audience. Consider the following factors when selecting a platform:

• Demographic: Who is your target audience, and where are they most likely to be found on social media?
• Purpose: What is the purpose of your ad campaign, and which platform aligns best with your goals?
• Ideal user persona: What type of user is most likely to be found on each platform?
  

Ideal User Personas by Platform (2025)

Choosing the right platform for your social media advertising campaign is key to maximizing ROI. Each platform attracts a different type of user, and understanding these personas will help you craft content that connects. Here's a breakdown of who you’ll likely reach on each major platform in 2025:

• TikTok - TikTok now boasts over 1.59 billion active users globally, with the majority aged 18–34.
  
  • Ideal user persona: Creative, trend-savvy individuals who enjoy fast-paced, short-form video content. Great for brands targeting Gen Z and younger millennials with viral or culturally relevant messaging.
• Facebook - While newer platforms dominate Gen Z, Facebook remains essential for broad demographic reach.
  
  • Ideal user persona: Adults 30+, family-oriented users, and those active in community groups or event planning. Still highly relevant for local businesses, B2C services, and real estate.
• Instagram - Still going strong with over 2 billion users, Instagram thrives on visual storytelling.
  
  • Ideal user persona: Aesthetics-driven users interested in fashion, food, fitness, and lifestyle. Often follow influencers and use the platform to discover new products and experiences—ideal for ecommerce, beauty, and wellness brands.
• ‍X (formerly Twitter) - X is the platform of choice for real-time news, commentary, and thought leadership.
  
  • Ideal user persona: News junkies, opinion leaders, and professionals who enjoy rapid, text-driven interactions. Best suited for B2B brands, media, politics, and live event engagement.
• LinkedIn - With close to 1 billion members, LinkedIn dominates the professional networking space.
  
  • Ideal user persona: Career-focused individuals, B2B buyers, recruiters, and decision-makers. Perfect for SaaS, finance, education, and any brand looking to build authority in a professional niche.

Pro Tip: The platform you choose should align not just with your product, but also with your campaign goal. For example, if you’re looking to drive direct conversions for a DTC product, Instagram or TikTok may outperform LinkedIn. But if you’re nurturing leads for a B2B software product, LinkedIn or X will likely be more efficient.

STEP 2 - LIST DOWN EXPECTATIONS AND SUCCESS PARAMETERS FOR THE CAMPAIGN

Before you begin your ad campaign, it's important to set clear expectations and success parameters. This will help you measure the effectiveness of your campaign and make necessary adjustments. Some examples of success parameters may include:

• Number of clicks on your ad
• Number of conversions (sales, sign-ups, etc.)
• Return on investment (ROI) or Return on Ad Spend (ROAS)
• Engagement rate (likes, comments, shares)
• Brand awareness (reach, impressions)
  

Setting clear expectations and success parameters will also help you stay focused on your goals and ensure that you're making the most of your advertising budget.

STEP 3 - DECIDE ON A BUDGET

Once you have your expectations and success parameters in place, it's time to decide on a budget. This will help you determine how much you're willing to spend on your campaign, and will also help you decide on the scope of your campaign. Keep in mind that while a higher budget can lead to more visibility and better results, it's not always necessary to spend a lot of money to achieve success. Consider your marketing goals and budget when deciding on the amount you want to spend.

STEP 4 - CAP DAILY BUDGET

It's important to cap your daily budget to avoid overspending or spending too much on a single day. This will allow you to spread your ad spend over the course of your campaign, and will also help you to better track your results. By capping your daily budget, you'll be able to avoid any sudden spikes in spending and better manage your advertising budget.

STEP 5 - GRAPHICS

The visuals you use in your ad are just as important as the text. People are more likely to engage with an ad that has an attractive and high-quality image or video. Make sure that your graphics are visually appealing and relevant to your message. High-quality graphics can help increase engagement and drive conversions, so it's important to invest in good visuals for your ad campaign.

STEP 6 - CALL-TO-ACTION

Your ad should include a clear call-to-action (CTA) that tells people what you want them to do next. This can be something as simple as "Learn more" or "Buy now." Make sure your CTA is prominently placed and easy to find. A clear and effective CTA can help drive conversions and make your ad more effective.

STEP 7 - EXECUTE

Once you have your ad set up and ready to go, it's time to execute your campaign. This is where you'll turn your planning into action and start reaching your target audience. Make sure that you closely monitor your campaign and adjust as needed. Consider testing different ad variations, such as different graphics or messaging, to see what works best. You can also use A/B testing to see which version of your ad is most effective.

STEP 8 - A/B TEST

A/B testing involves creating two different versions of your ad and running them simultaneously to see which one performs better. This can be a great way to optimize your ad and improve its performance. For example, you might test different graphics or messaging to see what resonates best with your target audience. The data you gather from A/B testing can help you make informed decisions and optimize your ad for better results.

TLDR

In conclusion, running a successful ad campaign on social media requires careful planning, strategic execution, and ongoing analysis. By following the steps outlined in this blog, you'll be well on your way to reaching your target audience, boosting your brand, and driving conversions. Don't be afraid to experiment, A/B test your ads, and make adjustments as needed. Remember, the key to success is to be strategic and measure your results, so you can optimize your campaign and get the best possible return on investment (ROI).

Additionally, don’t forget to choose the right platform based on your target audience and goals, set clear expectations and success parameters, and focus on creating high-quality graphics and a strong call-to-action. With these tips in mind, you'll be able to run an effective social media advertising campaign and achieve your marketing goals.

Good luck with your ad campaign, and don't hesitate to share this blog with friends and colleagues who may also be interested in advertising on social media.