Why Social Advertising Matters

social media advertising strategies for business growth

Social media has experienced explosive growth over the past few years. As of July 2015, there are 2.3 billion active social media users. With 1 million new mobile users joining social networks every day, it’s hard to ignore the boom and impact of people-based media.

The Rise of Social Networking

Due to the widespread adoption of mobile smart devices and the increase in the number of businesses that offer Wi-Fi hotspots at their brick and mortar stores and other public locations, consumers are now more digitally connected than ever before. Today’s smart marketers realize the value of social networking and the opportunities presented by increased mobile connectivity. Rather than marketing to people using traditional and digital media methods, marketers who are ahead of the curve are turning to social advertising to increase brand visibility and connect with consumers. With more people of all ages using social media daily, marketers who have a strong social advertising strategy can leverage platforms like Facebook, Twitter, Instagram, Pinterest and others to convert consumers into loyal brand followers. Along with the increasing number of consumers who use mobile phones to browse the web, make purchases, comment, like, and share videos with their fans and followers on established and emerging social platforms, brands that want to stay relevant and engage audiences must adapt.

Smart Marketers Are Investing in Social

To meet the demands and expectations of always-on consumers, marketers have to learn how to become socially embedded in the conversations happening around their brands. With nearly 40% of businesses planning to spend over one-fifth of their total advertising budgets on social media in 2015, (a 13% increase from 2014), more and more brands are integrating social advertising into their overall marketing strategy to engage audiences where they are most active: social media.

Social Advertising Matters to Small (and Large) Businesses

From raising brand awareness to increasing sales to converting consumers into loyal brand advocates, social advertising has incredible potential for businesses because it gives them the ability to find their target audience and craft relevant messaging that appeals to their wants and needs. Additionally, unlike traditional digital advertising methods like SEO and paid banner ads, social ads don’t require huge budgets and can offer a significant return on investment (ROI), making it an ideal option for small businesses. However, not only does social advertising allow small business to spend less on ads, but it also allows them to set specific targeting parameters and reach audiences that would find their messages most relevant to their wants and needs.

Social Advertising is the Future

Impressively, in 2015 alone, social networks earned about $8.3 billion dollars from advertising. However, given how only 4% of people that discuss brands online follow those brands’ profiles on social media, social advertising gives smart marketers tremendous opportunities to increase brand visibility, authentically engage with consumers, integrate user-generated content and turn what used to be a one-way conversation into a dialogue.

Written by

Ronn Torossian

Ronn Torossian is Founder and Chairman of 5W , the AI Communications Firm. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States, with senior practitioners serving corporate communications , consumer brands , technology , financial services , health and wellness , beauty , gaming , crisis communications , and public affairs . Under his leadership, 5W defined AI Communications, building brand authority across ChatGPT , Claude , Perplexity , Gemini , and Google AI Overviews, alongside earned media, digital, GEO, and influencer channels. Industry Recognition 5W has been recognized as a top U.S. PR agency by O’Dwyer’s , Agency of the Year in the American Business Awards , Grand Stevie Most Honored PR Agency, a Ragan Top Place to Work in Communications 2026, Digiday WorkLife Employer of the Year, and a PRovoke Top 50 Global PR Agency. Torossian has been recognized with the Stevie American Business Awards Entrepreneur of the Year, American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Research Franchise 5W’s research franchise has become an industry reference for measuring brand visibility inside AI-generated answers, including the AI Visibility Index Series , The GEO Reckoning , The Missing Rung Report, and the 5W AI Power User Study , which identified a 99-point AI favorability gap. Crisis Communications Torossian is one of the world’s foremost crisis communications experts. He has counseled blue chip companies, public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investors, product recalls, and reputational crises. He has taught crisis communications at Harvard University . Media & Commentary Torossian appears on CNN and CNBC . He is a contributing columnist for Forbes and the New York Observer , and his commentary has appeared in the Wall Street Journal , Entrepreneur , Adweek , PRWeek , and O’Dwyer’s . Published Work Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. Owner and Publisher, Everything-PR Network Torossian is owner and publisher of the Everything-PR Network , an independent intelligence platform covering public relations, marketing, AI communications, and adjacent industries across 30 publications. Everything-PR is editorially independent from 5W, with published editorial standards and ethics standards . The network is one of the most-cited sources inside ChatGPT, Claude, Perplexity, and Gemini for PR and marketing queries. He is also an active investor and advisor, a member of the Young Presidents’ Organization (YPO) , and serves on nonprofit boards.

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