The Most Effective and Innovative Types of Social Media Advertising in 2021 | Pepper Content

The Most Effective and Innovative Types of Social Media Advertising in 2021

Team Pepper
Team Pepper
Posted on 27/08/2115 min read
The Most Effective and Innovative Types of Social Media Advertising in 2021

Table of Contents What Is Social Media Advertising? Most Effective Kinds of Social Media Advertising in 2021 Facebook Instagram Google Nextdoor Pinterest Tips for Social Media Advertising Identify the business goal you’re attempting to attain Be mindful of your primary audience Allow your organic postings to guide your ad copy Pay attention to what’s important:… Continue reading The Most Effective and Innovative Types of Social Media Advertising in 2021

Table of Contents

  • What Is Social Media Advertising?
  • Most Effective Kinds of Social Media Advertising in 2021
    • Facebook
    • Instagram
    • Google
    • Nextdoor
    • Pinterest
  • Tips for Social Media Advertising
    • Identify the business goal you’re attempting to attain
    • Be mindful of your primary audience
    • Allow your organic postings to guide your ad copy
    • Pay attention to what’s important: first impressions or involvement
    • Make your advertisements mobile-friendly
    • Test your ads to optimize performance
    • Keep track of your progress and report on it
    • Know your connect
    • Know the value of experiences over things
    • Seek professional assistance
  • Why Use Social Media Advertising?
  • Different Types of Social Media Ads
    • Image Ads
    • Carousel Ads
    • Shoppable Ads
    • Collection Ads
    • Lead Generation Ads
    • Video Ads
    • Interactive Ads
    • Messenger Ads
    • Instagram Ads 
    • Text Ads 
  • Summary
  • FAQs

Social networking is something that many of us resort to on a daily basis. You, undoubtedly, spend a lot of time on social media – you may like Facebook or love browsing through content on TikTok.

This user behavior demonstrates why it is more vital than ever to create a solid social media advertising plan. You want your efforts to stop people in their tracks and grab the attention of potential consumers.

So, how do you reach more customers through social media marketing and advertising ads?

How do you win against a competitor with deep pockets?

How do you build a “connect” with your target customer?

If these are the questions you are trying to answer, it first becomes important to understand the ‘why’.    

Should you invest in social media ads – video ads or carousel ads? Why?

Do you really need a Facebook or Instagram shop? Why?

It could be time to take the next step if you’ve already established your audience, identified and created your brand, and invested in content. For a variety of reasons, advertising on social media is tricky.

The first thing to consider is timing. Companies either enter the advertising expenditure market too soon or too late.

The first step is to establish your brand and content, and the next step is to figure out your objectives and which social media platforms can help you achieve them. Make sure that you know how to invest and how the results of your investments will affect your entire organization.

In this article, we’ve looked at a number of factors that marketers should consider when developing future social media plans, as well as some pointers regarding how to do it right the first time.

But first, let’s define what social media advertising entails. And how to make the most of social media ads.

What Is Social Media Advertising?

One of the easiest and most successful methods to engage with your target audience is through social media advertising. These social media advertisements are a fantastic method to improve your digital marketing efforts and offer you many chances of profit-making.

These little but mighty advertisements harness all of the data people give on social media to provide highly customized and relevant content, increasing conversion chances and presenting your business to a larger audience.

As more and more businesses use social media advertising, it’s critical to understand how it works.

Social ads are a cost-effective and versatile advertising channel that allows us to develop unique campaigns on social media and accomplish a range of company goals.


Most Effective Kinds of Social Media Advertising in 2021

Do you know how to get the most out of your social media ads?

While you may believe that knowing which social media site has the greatest user base is the solution, there is no exact answer.

The truth is that it all depends on the circumstances. When making your selection, consider where you can locate your target audience on social media, the type of campaign you want to run using social advertisements, and how you can utilize this data to maximize your ad spend.

Here’s a quick rundown of the many sorts of social media advertising alternatives to assist you.

Following Facebook’s lead and success with its advertising platform, several platforms have launched their own advertising systems. So, in 2021, what will be the most effective kinds of social media advertising?

1. Facebook

Facebook has been in paid advertising for the longest time compared to all the social media advertising platforms, as it is one of the most popular in terms of daily users. Did you realize that Facebook has over 2.8 billion monthly users, according to Statista? In terms of sheer numbers, Facebook offers the best chance for companies to reach out to new customers.

Because Facebook is known for retaining data on its users, it also provides marketers with the most incredible audience analytics. Advertisers may utilize this information to precisely target their ideal audience and tailor their campaign message to match consumers’ interests, life events, online habits, and more.

You may run a lead generation ad, a page promotion, or even a traffic ad on Facebook’s advertising platform. No matter what sort of business you’re in, the several alternatives offer a beneficial approach.

Knowing how to optimize these techniques and create a sales funnel is a different story, and it takes a lot of trial and error to figure out which efforts yield the best social media advertising results for your company. 

2. Instagram

Instagram is a platform to keep an eye on in 2021 regarding social media advertising since it is trendy and still growing in terms of daily users. The nicest part about Instagram-sponsored initiatives is that they are integrated with Facebook’s ad platform. Users may use Instagram as a placement option when generating a Facebook ad, in addition to Facebook and Audience Network.

When you choose Instagram as a placement, the ad you produced on the Facebook ad platform will appear on the Instagram feed of the account linked with your Facebook page. This allows you to locate the same targeted audience on Instagram that you have established for your Facebook ad.

In-app marketing, similar to boosted posts on Instagram, are also available. Advertisers may spend marketing money to boost the number of people who view their Instagram posts and their overall reach on the site. The campaign’s audience may be established from inside the app, and consumers can control the promotion from there as well.

3. Google

In 2021, Google, or search engine marketing, will be one of the most prominent venues for paid advertising. Google Ads are essential for driving traffic and leads to your organization, as well as raising call volume. Whether you’re a business wanting to sell products, a financial adviser looking for new customers, or a startup looking to get your brand out there, Google Ads are a great way to get your name in front of people looking for what you have to offer.

Google Ads are distinguished by the fact that they are based on keywords. Advertisers can place bids on keywords related to the products or services they offer. Google shows your ad to a person who is currently browsing the web.

4. Nextdoor

Due to the pandemic, small companies have been forced to develop creative strategies to restart operations after the shutdowns. Small companies becoming involved in paid socials and growing participation in their own local community is expected to be a significant trend in 2021.

Nextdoor is a neighborhood-based social networking site. Initially, the site drew its audience from local users who wanted to communicate neighborhood happenings, buy and sell things, promote local community events, and even post lost-and-found items.

Local companies can also have their own Nextdoor profile sites. Businesses may publish twice a month for free and valuable suggestions and reviews to grow their followings.

Nextdoor first entered the realm of paid social advertising in 2017. Local companies may target specific neighborhoods with advertising, and advertisers pay based on the popularity of the zip code compared to other advertisers on the site – similar to Google’s keyword bidding system.

Nextdoor advertising offers a one-of-a-kind chance to enhance user awareness and visibility on a platform built on the principles of authenticity and trust, as well as community support for local companies.

5. Pinterest

Pinterest is a fantastic way to promote your company and products. It’s a platform where you can get ideas, attract traffic to your website, and even sell your pins!

Pinterest is also a fantastic location to promote your brand when it comes to advertising on social media platforms. Why? Pinterest does not make an effort to get users to spend all of their time on their site. Pinterest is, in and of itself, a search engine. This implies that individuals visit Pinterest to obtain ideas for what they want to do or purchase next, so they are already in the decision-making process. Pinterest advertising is a fantastic method to promote your business in front of a larger audience.

Pinterest advertising is a wonderful method to bring your business in front of a larger audience that is ready to act.

While all these platforms provide excellent chances of exposure, it’s vital to consider your marketing objectives to determine which platform is ideal for you. Do you want to know how to make your own social media marketing strategy for 2021? We’d be delighted to discuss your objectives and assist you in developing a social media ads plan from scratch. 

Tips for Social Media Advertising

1. Identify the business goal you’re attempting to attain

It isn’t easy to attain your objectives if you don’t know what they are in the first place.

It’s crucial to know what your company’s goals are. It guarantees that you select the appropriate social media network for your advertising. It assists you in selecting the proper advertising solution inside that platform. It can even help you plan your creative strategy.

2. Be mindful of your primary audience

For each of the social networks, we’ve outlined specific audience concerns. Remember that they all provide precise ad targeting. To get the most out of these targeting choices, know who you’re attempting to reach, and this guarantees that you get the most bang for your ad dollar.

One of the main advantages of social media advertising is the ability to micro-target your ad campaigns. Creating audience personas might assist you in determining which audience groups to target.

3. Allow your organic postings to guide your ad copy

Every day, you’re most certainly publishing material on Twitter, Facebook, and Instagram. Perhaps LinkedIn and Snapchat as well.

Some of these posts will be well-received, while others will not. Keep track of which ones get the most clicks, likes, shares, and comments. These high-performing messages are ideal for social advertising.

Start modestly with your social media advertising if you’re venturing out into a new network. As a beginning point, consider what you’ve learned from your organic postings. However, keep in mind that such lessons may not apply to all social media platforms.

4. Pay attention to what’s important: first impressions or involvement

Consider if you want impressions or engagements to keep your spending in check.

You don’t want to spend money on engagements that aren’t related to your company’s objectives. Your ad’s language should make it clear if it’s intended for them or not.

For your business, both engagement and impressions marketing may be beneficial. All you have to do now is pick the best one for your business goals so that you only pay for genuine business outcomes.

5. Make your advertisements mobile-friendly

A mobile device is used by more than 3.25 billion active social media users to access social networks.

As a result, the majority of social media advertising is viewed on mobile devices. Your mobile advertisements should be optimized for the small screen. Include photos that can be easily viewed on a small device (unless, of course, you want to put it on your desktop).

You may use “geofencing” to target mobile users while they are in a certain zip code if you operate a brick-and-mortar business. This means they only view your advertisements when they are within walking distance of your front door.

6. Test your ads to optimize performance

Instant feedback is one of the significant advantages of social advertisements. In minutes, you can assess the success of a sponsored post and follow up with sophisticated analytics data.

The ideal technique is to test multiple commercials on small audiences to see which ones perform the best, then utilize the winning ad in the primary campaign.

A/B testing is the process of comparing one ad to another to see which one performs better and optimize your approach. It’s an essential component of your social media marketing strategy.

7. Keep track of your progress and report on it

Measuring success is just as crucial as knowing your goals before launching an ad campaign. This will tell you if you’ve met your objectives, and it reveals what worked and what didn’t so that you can do better in the future.

A crucial component of showing ROI is measuring your outcomes and having actual statistics regarding your advertisements’ value to the organization (purchases, leads, and so on). And if you can show that your advertisements are paying off, you’ll be able to acquire the funding you need to keep working.

8. Know your connect

Before you spend a single buck on advertising, you first have to ask yourself, what would your customer want? Would he/she want you to spend a truckload of cash to find him/her and then show him/her a documentary on why your product is better? Or would he/she rather come across a teeny tiny ad on his/her way to work, click on a link and browse through a few images to decide for himself/herself?

If it is his/her favorite sports team merchandise, he/she probably wouldn’t mind watching a documentary. It might even go viral. If he/she is buying a car, he/she would want a test drive. If he/she is buying a lotion or a chocolate cookie, he/she may want to limit himself/herself to that teeny tiny ad.

Relevance matters. 

Now that you have looked at your product from the customer’s lens, let’s get to work.

9. Know the value of experiences over things

You should build social media ads around interactions on whichever social media platform you use. However, you can combine that approach with eCommerce and content development.

Remember that social media advertising should be a fun experience. Consumers today place a higher value on experiences rather than on stuff.

By designing interesting advertising, you encourage people to participate in the purchasing process and put in place steps to help your business develop.

10. Seek professional assistance

Even if you know which social media platforms to promote on, a successful marketing strategy requires more than just visibility. Expert users of the most well-known social media sites understand how to put up a cohesive strategy.

Why Use Social Media Advertising?

Customers can be directed to your site through social media marketing. It’s unlikely that search engines will be the sole source of your traffic. Inbound traffic streams from social media networks are increasingly varied.

Therefore, there is only one reason to invest in social media advertising – it’s the easiest way you can reach most of your consumers multiple times a week. 2020 Connected to India report on how much time Indians spend online found that 560 million Indians spend around 17 hours a week on social media.  


While it is getting harder than ever to connect with current and potential customers, it is still a great way to support your business goals. In short, social media is a must-have to reach and acquire new customers – fast.

Different Types of Social Media Ads

Now that you know why you want to invest in social media advertising, let’s try to understand the tools at your disposal and how you should use them. While these are the most effective tools you can use, make sure that you customize them for your business

1. Image Ads

Available on almost all social media platforms, single-image ads are ideal for driving users to your website or a specific page of the website (say a landing page that records interest in the brand or announces a sale). These are no-frills ads that either feature information about the business or combine a compelling visual with an urgency-building callout to influence the desired action.  

Helpful Tip: Image ads are a great way to increase your click-through rate.

Where to Use: While they can be used on all major platforms, Instagram and Facebook are the most powerful ones for B2C products. 

2. Carousel Ads

While image ads tend to work better for established brands with a loyal follower base, newer brands, which are being seen for the first time, need to tell a story. To make your customers go gaga all in a matter of seconds, use carousel ads. 

In the example below, the denim brand used a video to get customers interested and then showcased products with more tiles. 

Carousel ads allow you to showcase up to 10 images each with a different CTA (call to action) and individual link.

What makes carousels great is that they are multipurpose and can be used to showcase a process (or a story), different products to attract different segments of customers, or even delve deeper into the finer features of a single product.

For example, the Facebook ad below showcases how the brand’s product works.


Carousel ads are available on most major platforms like Facebook, Instagram, LinkedIn, and Twitter (great for app installs).  

Helpful Tip: Learn the ins and outs of using automated optimization with carousel ads.

Where to Use: If you have an Instagram/Facebook shop, you should definitely use them there. However, in some cases, service businesses can also use carousel ads to show various services on LinkedIn. While it’s rare, nothing gets more attention than something that breaks routine. 

3. Shoppable Ads

Talking of an Instagram shop, how fast do you think you get a viewer to turn into a shopper? With shoppable ads, the entire buyer journey may just be completed in a matter of seconds. Tag up to 5 products (recommended by Instagram) on your feed posts, promoted posts, reels, stories, and more!  

In one example – a jeans brand achieved 32% higher click-through rates, 47% lower cost per click, and over 90% increase in traffic with shoppable ads.  

Helpful Tip: Promote and repurpose old posts (single image, video, or carousel) showcasing product collections or newly launched products to shoppable ads by adding product tags. 


4. Collection Ads

Collection ads are a lot like carousel product ads, except that they are more like a storefront – they have one main visual with a row of four products underneath. The key visual does the job of nurturing interest and the sub-visuals are designed to support window shopping for product discovery (a lot like a carousel). Unlike a carousel though, the collections support an eCommerce-like experience that blurs the line between social media browsing and eCommerce shopping, making purchases quick and simple.

Helpful Tip: Use the cover video to focus on brand-building and the images to showcase different products. 

5. Lead Generation Ads

Are you a service business wanting to find more quality leads? Have a great idea for a webinar or podcast? Want to use free webinars to create a funnel of consumers, advertise your services and acquire customers? 

But how do you get people into a webinar? Ideally used by the service industry (especially ed-tech), lead generation ads help you build a prospective list of interested customers, subscribers or even attendees for your event, service or offering.  

For example, the ad below takes users to the ISB landing page where the user is asked to share his or her personal information before downloading the program brochure so that he/she can be contacted by the sales team. 

Helpful Tip: You can even advertise the podcast after it is over like HBR has done in the example below by sharing a link to the recording.

6. Video Ads

Video ads work best at grabbing and holding the audience’s attention. The catch – is always, relevance is key; limit your video to one powerful message.

For example – the ad below showcases true stories of how the brand’s product has become an integral part of its consumers’ lives; thus, driving trust in the brand through customer testimonials. While it doesn’t surpass word of mouth, it certainly builds a powerful case. 

Given India has the sixth-largest video consumption market, and is set to grow in the future, according to Brand Equity, The Economic Times, a great video strategy is undoubtedly an integral part of your marketing mix.

Helpful Tip: When using video ads, remember that more than half your audience watches ads with the sound turned off, according to Digivizer.     

7. Interactive Ads

Last but definitely not least, we have something that has been around for a while, but not stealthily. 

If you are regular with games on your mobile, you have probably engaged with interactive ads more than you realize. Have you ever seen an ad stop to give you a chance to test it before letting you continue with your game?

Have you come across surveys on YouTube?

Both are examples of social media interactive ads. Probably the least known and most customizable addition to the advertising portfolio, interactive ads leverage digital technology to physically engage audiences by turning traditional advertising into a fun activity!

The result?


Did you know that chatbots are also a type of interactive ad? Try customizing a chatbot to serve customers 24/7.

Helpful Tip: 88% of marketers find that interactive advertising is great for brands to differentiate themselves from competitors, according to Instapage.

Interactive ads are still in their growing phase with platforms experimenting and rolling out new tech frequently.

For example – in the first of many interactive features coming to the TV screen, YouTube will soon roll out Brand Extensions, a tool that would allow viewers to shop through a second screen after viewing a TV ad. Users will be prompted to click a “send on phone” option on their connected TV to send their URL directly to their mobile device without interrupting streaming. How cool is that?  

8. Messenger Ads

Messenger advertisements are Facebook advertising that appears in the Messenger app’s Chats tab. They’ll pop up in the middle of a conversation. They may be used to start an automated discussion with a potential consumer immediately on Messenger or link to your website or app.

More than 1.3 billion individuals use Messenger every month, many of whom aren’t even Facebook users. Start a conversation. 

Pro tip: You can utilize Messenger advertisements to pick up where a discussion has ended. Use a bespoke audience of people who have messaged your company in the past.


9. Instagram Ads

Facebook owns Instagram. As a result, Instagram advertising supports the same three sorts of campaign goals as Facebook advertising does:

  • Awareness
  • Consideration
  • Conversion 

Instagram is the most popular social media platform among millennials. Many Generation Z people and Gen Xers also use the platform.

You may target your ideal audience with specific targeting choices, just like on Facebook. Create lookalike audiences by defining the behaviors, activities, interests, and demographics of your target audience. For a better understanding, you can refer to some of the best social media advertising examples available on the web.


A few Facebook ad types are also mirrored in the Instagram ad types:

  • Photos/Videos
  • Carousel
  • Collection

Each sort of ad may be made for the regular Instagram feed or Instagram Stories. Ads on IG TV are also a unique method to contact your target audience.

Instagram Reels are a new type of content on the site; however, there are no paid advertising options. Having said that, Reels’ uniqueness may make it a perfect place to experiment with organic reach. Get in early and tell your grandchildren you were there when it all started.

10. Text Ads

Text advertising appears at the top and right of the LinkedIn news stream as tiny ad units. They are only visible to desktop users and not to mobile users.

Text advertisements, despite their name, can feature a thumbnail picture of 50 x 50 pixels.

Pro tip: Make two to three different versions of your campaign for A/B testing and show your audience your various sides.



While marketing tactics and advertising gimmicks will keep evolving over time, the one thing that has to remain consistent is “Connect”. 

Remember, marketing your business through social media ads is not about you, it has, it is and it will always be about the consumer, ergo, keep it interesting for you and for them! 


1. What are the most effective types of social media advertising in 2021?

Facebook Advertising
Instagram Advertising
Twitter Advertising
Pinterest Advertising
LinkedIn Advertising
Snapchat Advertising

2. Which is the most effective kind of advertising?

One of the most efficient methods to interact with your potential consumers online is through social media marketing. Why? It’s all about paying attention. And the truth is that almost everyone is on social media these days, with their eyes riveted to their screens.

3. How much should you spend on social media advertising?

According to The Content Factory’s research, a typical company spends between $200 and $350 each day on social media marketing. This equates to a monthly wage of between $6,000 and $10,500 or a yearly salary of between $72,000 and $126,000.

4. What are some of the best social media ads to enhance your reach?

Social ads on YouTube. YouTube video marketing is the most conventional kind of advertising that exists. Make the most of it by telling stories that your audience will relate to.

5. Why should we take social media marketing and advertising into consideration?

Small companies may utilize social media marketing as one of the most adaptable and cost-effective techniques to reach their target audience and increase sales over time. That is why 97% of marketers use social media to communicate with their target audiences.

6. What constitutes a successful social media advertising strategy?

A strong social media plan will always contain the time to talk to the individuals we’re attempting to reach, ask questions, and connect with them. In addition, when presenting your content to your audience, algorithms consider your degree of involvement.

7. Is advertising on social media affordable?

Any other kind of advertising now available is less costly than social networking. It’s one of the few types of media that can get you in front of 1,000 people for around $3. Social media is the only “billboard” that can connect with your consumers, answer their queries, and offer feedback.

8. What are the different types of advertising?

Paid search advertising
Social media advertising
Native advertising
Display advertising
Print advertising
Broadcast advertising
Outdoor advertising

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