Social Media Advertising: Building Brand Awareness & Staying Relevant

Social media has become an integral part of any successful marketing strategy. It’s not just about sharing posts; it’s about connecting with your audience, building brand awareness, and staying relevant in a rapidly evolving landscape.

In our latest blog post from our social media management team here at Click Through Digital, we’ll explore the crucial elements of social media advertising and how you can leverage them to strengthen your brand presence and stay on top of current trends.

Brand Awareness

Brand awareness is the foundation upon which successful businesses are built. It’s the level of recognition and familiarity your target audience has with your brand. Social media platforms offer a powerful avenue to enhance brand awareness. Through consistent and compelling messaging, you can imprint your brand in the minds of your audience.

  • Regular Posting – Consistency is key. Regular posting keeps your brand in the forefront of your audience’s minds. It’s not just about quantity, but also about quality. Engaging, relevant content establishes your brand’s voice and identity, making it instantly recognisable.
  • Engaging Content – The content you share should be engaging and relevant to your audience. This can include a mix of informative articles, visually appealing images, videos, and interactive posts. Respond promptly to comments and messages to foster a sense of community and build trust

Staying Relevant

In the fast-paced world of social media, staying relevant is essential to retaining and attracting new followers. This involves a dynamic process of adapting to emerging trends, leveraging evolving technologies, and understanding shifting user behaviours.

  • Embracing Emerging Trends – Keeping a finger on the pulse of emerging trends is crucial. This includes not only staying aware of what’s currently popular but also anticipating what’s on the horizon. This proactive approach ensures that your content and messaging resonate with the trend of the moment. For instance, with the rapid rise of short-form video content on platforms like TikTok, adapting your content strategy to include engaging, bite-sized videos can be a powerful way to tap into this trend and reach a wider audience.
  • Leveraging Evolving Technologies – Technology is a driving force behind the evolution of social media. Staying relevant means being open to adopting new features and functionalities offered by platforms. This might include exploring live streaming, interactive polls, and other interactive elements that enhance user engagement. For example, Instagram’s introduction of Stories revolutionised how users interact with content and is proving a hugely popular way of using Instagram, essentially even changing their model. By embracing and creatively utilising such features, brands can captivate their audience in more dynamic and immersive ways.
  • Understanding User Behaviours – We’ve discussed user behaviour in terms of websites in previous blog posts, however user behaviour on social media platforms is subject to change, influenced by factors like evolving demographics, cultural shifts, and alterations in platform algorithms. By closely monitoring analytics and user feedback, brands can gain insights into what resonates with their audience and adjust their content accordingly. For instance, as younger audiences flock to newer platforms like TikTok, understanding the preferences and habits of these demographics can inform your content strategy, ensuring it remains appealing and relevant.
  • Maintaining Consistency with Brand Identity – While adapting to new trends and technologies is essential, it’s equally important to ensure that these adaptations align with your brand’s identity and values. Like we said in the section on brand awareness, consistency in messaging, tone, and visual elements helps maintain a strong brand presence, even as you evolve with the changing social media landscape.

Paid Social Advertising

Paid social advertising can be a vital element for any social media marketing strategy, especially if your business wants to reach a new audience. It provides the opportunity to reach a wider audience and target specific demographics, interests, and behaviours.

Platforms like Facebook, Instagram, and LinkedIn offer robust advertising tools that allow you to tailor your content to reach the right people.

  • If You Do Paid Social – You Must Be Posting Organically Too – Paid social advertising and organic posting complement each other. While paid advertising helps you reach a larger audience, organic posts foster a deeper connection with your existing followers. Both strategies work hand in hand to create a well-rounded social media presence.
  • Reach A New Audience – Expanding your reach is vital for growth. Social media advertising enables you to target specific demographics with precision.
  • Targeting Specifics – Platforms like Facebook and Instagram allow you to target based on factors like age, location, interests, behaviours, and even job titles. This specificity ensures that your content reaches the people most likely to be interested in your products or services.

Use An Agency

Leveraging the expertise of a social media advertising agency can be a game-changer. These professionals have a deep understanding of the platforms, algorithms, and best practices. They can create and optimise campaigns, ensuring you get the most out of your advertising budget.

Social media platforms are diverse ecosystems, each with its own unique features, user behaviours, and advertising opportunities.

For example, an agency can identify which platforms align best with your target audience and objectives. They’ll know where your content is likely to perform best and which advertising formats (such as video ads, carousel ads, or sponsored posts) are most effective on specific platforms.

  • Navigating Algorithms and Trends – Social media algorithms are notorious for continually evolving, influencing how content is distributed and viewed. Staying abreast of these changes and adapting strategies accordingly is a daunting task for a business with no marketing team! A social media advertising agency or digital marketing agency is dedicated to monitoring and understanding these algorithms, allowing them to optimise your campaigns for maximum visibility and engagement. Plus, digital marketing agencies have their finger on the pulse of current trends and innovations in social media. They can identify opportunities to leverage emerging features or capitalise on trending topics, ensuring your brand remains at the forefront of your audience’s attention.
  • Creating and Optimising Campaigns – Crafting effective social media campaigns requires a blend of creativity, data analysis, and strategic planning. Social media advertising agencies have a wealth of experience in designing campaigns that resonate with your target audience. They understand how to craft compelling ad copy, select the most engaging visuals, and structure campaigns for optimal performance.
  • Continuous Monitoring and Optimisation – Successful social media advertising doesn’t end with the launch of a campaign! Agencies like us here at Click Through Digital, provide ongoing monitoring and optimisation to ensure that your campaigns deliver the desired results. We track key performance indicators (KPIs) like click- through rates, conversion rates, and return on ad spend (ROAS). This allows us to make data-driven adjustments to maximise your campaign’s effectiveness.


Social media advertising is a dynamic and powerful tool for building brand awareness and staying relevant in today’s digital landscape. By combining regular posting, engaging content, paid advertising, and potentially partnering with an agency that specialise in social media advertising services, you can maximise your brand’s impact on social media platforms. Remember, the key lies in understanding your audience, delivering value, and maintaining a consistent and authentic brand voice.

Here at Click Through Digital we provide social media management services in Yorkshire and beyond. Helping businesses like yours to successfully manage their social media and social media advertising and above all, get results! So, if you’re looking for a team to help, please get in touch today. [email protected]

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