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How to Pick the Right Platform for Your Social Ads

If there’s one question every marketer hears at some point, it’s this:
“Where should I advertise?”

I wish there were a one-size-fits-all answer—but the truth is, it’s not that simple.

What I can tell you is this:
Go where your audience already is.
That’s the number one rule.

You could have the most brilliant ad in the world—but if your audience never sees it, it won’t convert. Your platform choice can make or break a campaign.

In most cases, using a combination of platforms (social and traditional) gives you the best shot of connecting with people where they already spend their time. But if you’re wondering how to choose, here’s a breakdown of today’s top social platforms—who uses them, how they behave, and what types of ads perform well.

 

Facebook: Your Catch-All for Digital Advertising

Primary Users: Adults aged 30–65+
Best for: Local businesses, community-based ads, events, and broad demographic targeting

Facebook may not be the new kid on the block, but it still holds massive value. Its strength is in its reach and ad customization options. It’s especially useful if your target market includes Gen X or Boomers, or if you’re trying to build brand awareness in specific regions. In 2025, roughly 39% of all social media purchases were made through Facebook. 

Pro Tip: Use Facebook’s robust audience targeting for remarketing or interest-based campaigns. Event promotion and lead gen ads also perform well here.

 

Instagram: Visual-First and Millennial-Driven

Primary Users: 18–35 year olds, heavy on Millennials and Gen Z
Best for: Visually appealing products, influencer partnerships, lifestyle content

Instagram is all about aesthetics. If your brand shines through visuals—fashion, food, fitness, or anything aspirational—it’s a great fit. Stories and Reels offer strong visibility, and shopping features make it easy to convert right from the app. Read this NISM blog to continue learning: What You Need to Know to Stay Afloat on Instagram.

Pro Tip: Pair short-form Reels with strong CTAs like “Shop Now” or “Learn More.” Test different visuals with A/B creative to see what gets the most engagement.

 

TikTok: Gen Z Goldmine

Primary Users: 13–30 years old
Best for: Viral marketing, challenges, storytelling, and fast brand recognition

TikTok is where brands go to become the trend. Its algorithm prioritizes creativity over following, meaning a clever, authentic video can go viral even with a small audience.

It’s not the best platform for every brand, but if you’re targeting a younger crowd or can position your brand with humor or strong storytelling, it’s worth exploring. Watch this past NISM Webinar to learn more about advertising on TikTok!

Pro Tip: Don’t repurpose traditional ads here. Native-style content that blends in with user videos performs best. Think like a creator, not a brand.

 

LinkedIn: The B2B Powerhouse

Primary Users: Professionals aged 25–55
Best for: B2B marketing, recruiting, thought leadership

If you’re in the B2B space, LinkedIn should be on your radar. While cost-per-click can be higher, the lead quality often makes up for it. This is the space for webinars, whitepapers, and professional services.

Pro Tip: Use LinkedIn lead gen forms for smoother conversions. Sponsored content and thought leadership articles can also build long-term trust.

 

YouTube: Long-Form Storytelling Meets Ads

Primary Users: Broad, but especially 18–49
Best for: Educational content, product demos, entertainment-style ads

YouTube acts like a hybrid of TV and a search engine. It’s perfect for more detailed ads—explainers, tutorials, testimonials—that might not fit into a 15-second social format.

Pro Tip: Use skippable in-stream ads paired with keyword targeting. Remarketing to those who’ve watched previous content is also a strong play here.

 

Pinterest: The Underrated Gem

Primary Users: 25–44 year-old women
Best for: Products, home decor, event planning, food, fashion

Pinterest users come to plan. Whether it’s a wedding, living room renovation, or outfit idea, this is a high-intent platform where people are actively searching and saving. 

Here’s the best part: 80% of weekly Pinners say they feel inspired by the shopping experience on Pinterest, and 96% of top searches are unbranded. That means users aren’t just browsing—they’re open to discovering new brands and products like yours!

Pro Tip: Focus on vertical pins with keyword-rich descriptions. Product pins with links to purchase are gold for ecommerce.

 

Twitter/X: Real-Time Relevance

Primary Users: 25–49, often professionals or news junkies
Best for: Thought leadership, trending conversations, tech, and media audiences

Twitter (now X) has a different energy—it’s all about the now. If you’re in a fast-moving industry or have a voice that stands out in real-time discourse, it might be worth a look. That said, ad performance can be hit or miss depending on recent platform changes.

Pro Tip: Promoted tweets work well during live events or trending conversations. Just make sure your message is timely and clear.

 

Bonus: Combine Social with Traditional Media

While digital is king in many ways, don’t sleep on traditional formats like television ads, local radio, print, or direct mail—especially if your audience skews older or you’re promoting something hyper-local. Integrated campaigns (social + traditional) tend to see better results across the board because they reinforce the message across multiple channels.

 

So…Where Should You Advertise?

Back to the original question. Where should you advertise?

Here’s the real answer:
Start where your audience already is—and then test from there.

Run A/B tests on different platforms. Experiment with formats—video, carousel, static, stories. Keep an eye on performance and be willing to pivot.

And remember, no matter the platform, success comes down to these core things:

• Know your audience.
• Match your content to the platform.
• Use strong calls to action.
• Test and optimize constantly.

There’s no one-size-fits-all in advertising—but there is a smart, strategic path forward.

 

Final Thoughts

Choosing the right platform isn’t about guessing—it’s about knowing your audience, understanding your options, and combining creativity with strategy. Social media advertising is always evolving, but one thing stays the same: the brands that adapt are the ones that win.

So the next time someone asks, “Where should I advertise?”—you’ll have a solid, data-backed answer.

 

Author Bio

Alexis Barth is a freelance marketer originally from Kearney, Nebraska, now based in Ohio. She earned her degree in marketing from Cedarville University and launched her own marketing company, REAL Marketing, during her senior year in 2024. Specializing in social media management and strategy, she works with a variety of clients to help them grow their presence and connect with the right audiences. She was a past intern with the National Institute for Social Media and is currently working toward her Social Media Strategist certification. She believes great marketing is really just about understanding people—and making the right connections that leave everyone better off.