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Social Media

Understanding How to Use Paid Social to Increase Brand Awareness

21 May 2024


In today’s digital landscape, paid social media advertising is a powerful tool for increasing brand awareness and establishing a company’s presence in the market. 

Leveraging targeted campaigns, creative content, and strategic planning can significantly enhance businesses’ visibility, helping them connect with their desired audience. 

Here’s a comprehensive guide on how to use paid social to increase brand awareness.

Understanding Your Target Audience

Before investing in paid social media advertising, it’s crucial to understand your target audience. 

Identify their demographics, interests, behaviours, and preferences. Platforms like Facebook, Instagram, LinkedIn, and Twitter offer robust audience insights and targeting options that allow you to tailor your campaigns to specific groups. 

Knowing who you are targeting can create more relevant and engaging ads that resonate with your audience, leading to higher engagement and brand recognition.

Choosing the Right Platforms

Not all social media platforms are created equal. Each one caters to a different audience and content type. 

Selecting the right platforms for your paid campaigns is essential for maximising your brand’s visibility. For example:

Facebook and Instagram

Both are ideal for visual content and reaching a broad audience. These platforms offer extensive targeting options and ad formats.


This platform is best for B2B marketing and professional services, focusing on industry-specific targeting.


Effective for real-time engagement and reaching an audience interested in trending topics and quick updates.


This site is excellent for visual-driven industries like fashion, home decor, and food, where users seek inspiration.

By choosing the right platforms, you can make sure your ads are seen by the people most likely to be interested in your brand.

Creating Compelling Ad Content

The success of your paid social media campaigns largely depends on the quality of your ad content. 

Compelling visuals, engaging copy, and a clear call-to-action (CTA) are key to producing an effective ad. Here are some tips for creating impactful ad content:


Use high-quality images and videos that capture attention. Consider using a mix of lifestyle imagery, your hospitality highlights, and behind-the-scenes content.


Write concise, persuasive copy that meets your audience’s needs and interests. Highlight your hotel’s unique value proposition.


Include a clear and compelling CTA encouraging users to take the desired action, whether visiting your hotel website, following your social media page, or signing up for a newsletter.

At Umi Digital, we recommend A/B testing different ad variations to help you determine what resonates best with your audience and refine your content for better performance.

Leveraging Targeted Campaigns

One of the most significant advantages of paid social media advertising is targeting specific audiences.

Use the targeting features available on each platform to reach users based on demographics, interests, behaviours, and even past interactions with your brand. Consider implementing the following strategies:


Re-engage users who have previously interacted with your website or social media profiles. This keeps your brand top-of-mind and encourages conversions.

Lookalike Audiences

Create lookalike audiences based on your existing customers to reach new users with similar characteristics likely to be interested in your brand.

Interest and Behaviour Targeting

Use detailed targeting options to reach users based on their interests and online behaviours, ensuring your ads are relevant to their needs.

Effective targeting increases the likelihood of reaching those interested in your brand, leading to higher engagement and brand awareness.

Measuring and Optimising Campaign Performance

It’s important to continuously measure and optimise your paid social media campaigns to ensure their success.

Use each platform’s analytics and reporting tools to track key metrics such as impressions, clicks, engagement rates, and conversions. Here are some steps to optimise your campaigns:

Monitor Performance

Regularly check the performance of your ads and identify any underperforming elements. Pay attention to metrics that align with your campaign goals.

Adjust Targeting

Based on the data you collect, refine your audience targeting. Narrow down or expand your audience segments to improve relevance.

Optimise Ad Content

 Based on performance data, tweak your ad visuals, copy, and CTAs to enhance their effectiveness. Test new creative approaches to keep your audience engaged.

Budget Allocation

Reallocate your budget to the best-performing ads and campaigns to maximise your return on investment (ROI).

By continuously measuring and optimising your campaigns, you can ensure that your paid social media efforts effectively increase brand awareness and drive meaningful results.

If you’d like to learn more about using paid social media to increase brand awareness, contact us, and a member of our team will be happy to assist you.

Alternatively, why not read our latest blog and explore how to improve your target marketing strategy

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