What are Social Media Ads?

Social media ads are paid messages displayed on social media platforms such as Facebook, Instagram, and X (formerly Twitter), and others to promote products and services. In the modern advertising ecosystem, social media ads are a vital part of markets’ digital strategies, and are widely employed due to the global reach, extensive targeting potential, and in-built analytics and optimization features that social media platforms offer.

How do social media ads work?

Social media ads are typically served to users through an automated auction system. When a user visits a page on a social media platform, the ad space on the page becomes available for auction, and advertisers can submit automated bids to have their ads displayed there. The publishers, the social media site, then automatically selects a winning bid based on predetermined factors, such as the bid amount, the quality of the ad, and its relevance to the user audience. This algorithmically driven process, known as programmatic advertising, occurs in fractions of a second every time a page is loaded.

What are the different types of social media ads?

Advertisers can use a variety of different social media ad types, depending on their specific objectives. Some types are well-suited to driving traffic or increasing brand awareness, for instance, while others are better for generating conversions. The following are the main types of ads offered on social media platforms: 

• Image ads: Static ads with a single image that appear in the main feed and redirect users to the advertiser’s site when clicked. Used for simple, direct messaging that drives site traffic.
• Video ads: Promotional videos that showcase the advertiser’s products or describe their services, typically displayed in the same locations as image ads. Used for more dynamic brand storytelling.
• Carousel ads: Ads that contain a selection of rotating images or videos that appear in a single ad unit, allowing users to swipe between them.
• Story ads: Full-screen video ads that are displayed between the story posts of accounts the user is following. Used for more immersive, engaging, and organic storytelling.
• Collection ads: Ads that give users the option to browse products directly where the ad is displayed, rather than needing to leave the social media platform. Used to drive conversions.
• Direct message ads: Ad messages sent directly to users’ private message inboxes. These are usually personalized to the individual. Used to drive engagement and build loyalty using 1:1 communication with users.
• Playable ads: Ads that include interactive elements that users can interact with. These are often used to give a preview for downloadable games so as to boost conversions from high-intent users.

What are the sizes of social media ads?

When it comes to the size of social media ads, social media platforms have recommended minimum display sizes intended for optimal performance. The following are some examples of recommended specs on popular social media platforms:

Meta (Facebook &Instagram): 

1440x1440px (1:1) or 1440x1800px (4:5) for image ads 

1440x1440px (1:1) or 1440x1800px (4:5) for video ads

X (Formerly Twitter): 

1200x1200px (1:1) or 1200x628px (1.91:1) for image ads

720x1280px (9:16) for video ads

TikTok:

720x1280px for vertical images (16:9), 640x640px (1:1) for square images

 1080×1920 (16:9) for video ads

The exact optimal display size for an ad will depend on the specific ad type and platform. There is considerable variance between platforms, as each has its own minimum, maximum, and recommended size for each ad type, and these specifications are subject to updates.