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The Benefits of Paid Social Media Marketing

The Benefits of Paid Social Media Marketing

The Benefits of Paid Social Media Marketing

Statista found that in 2020, an estimated 3.6 billion people are using social media worldwide. While these numbers are impressive, it’s also true that organic social media reach has declined over the past few years.

This is why more and more marketers are using paid social media to support their organic content. Paid social media can better enable you to get your content in the hands (or on the screens) of the right audiences at the right times.

It might seem daunting to move from an organic strategy to using paid adverts, so it’s important to understand how to effectively use paid social media, and how your organisation might benefit from its use.

In this post, we’ll go into more detail about paid social media and how it can help marketing professionals in the science, engineering and healthcare fields with their content marketing.


Paid social media is a way to display adverts or other sponsored content via social media platforms. These apps usually have in-app tools to create, schedule and post your ads. These ads can be very useful for targeting specific audiences, based on core demographics like age, location and even interests.

Take a moment to think about your organisation’s target audience and their demographics and interests. Your target audience might be based in a particular location, have a particular level of education or have interests in the fields of science, engineering or healthcare. Now, think about how much more effectively you could be targeting your audience with these kinds of paid ads.

Most of the major social media platforms offer users the ability to manage paid ads. Each platform has unique benefits and uses. Find out more about how to choose the best social media channel for your company.


Why should my company use paid social media?


Increase brand awareness

Paid social media advertising is a great way to boost your brand awareness, especially for SMEs. If your content appears in users’ newsfeeds regularly, brand recognition will naturally increase.


All platforms offer a pay-per-click model, meaning you pay only when users engage with your content.

Ask a question about Social Media

Increase reach and target audiences more effectively

Most social media platforms enable users to use interest-based targeting to ensure ads are reaching the people who are truly interested in your content. You’ll also be able to reach customers that might not know your brand but are interested in your product.


Maybe your company already has a significant social media presence from your organic strategy, but you’re looking to remain engaged with previous or current customers? Paid social ads can help you re-engage with existing customers or followers and promote your latest developments.

Variety of formats available for ads

With many different platforms to choose from and different types of adverts, paid social media advertising will allow you to cater to different audiences and preferences.

Ability to measure success

For marketers, it’s crucial to know how well your ad campaigns are doing. With paid social adverts, it’s easy to measure the performance of your ads – whether you are looking at clicks, reach or engagement. You’ll be able to easily measure ROI and measure the overall success of your ad campaigns.


As a marketing professional in the science, engineering and healthcare field, you may have the challenge of frequently generating content for complex new company developments, products or news.

Paid social can help to ensure your brand and content is always at the forefront of your audience’s mind – both for new and existing followers. Social media ads can also be put out in a variety of formats like video, images or stories, to ensure that content is delivered in a digestible and engaging way.

Get in touch with the team to arrange a free consultation about how we can help your organisation better utilise paid social media marketing.  

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Posted by Elizabeth Rudy

Elizabeth graduated from Wesleyan University (Middletown, CT) with a BA in Psychology and completed a MA in Organizational Psychology at Adelphi University in New York. Elizabeth recently relocated from New York, and she has enjoyed exploring and getting to know her new home in Manchester. Elizabeth started her career in human resources and operations before discovering a passion for marketing. She previously worked as a marketing and operations professional in the international education sector. Outside of work, Elizabeth loves cooking and is always interested to experiment with new cuisines and dishes. She also enjoys baking, true crime, traveling, playing the piano and singing.

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