More than three billion Internet users are plugged into social media networks, with the average person spending 135 minutes per day on social sites. That makes social media advertising extremely enticing to marketers.

Through paid ads, brands can quickly boost visibility and start turning strangers into fans and customers into promoters. But realistic marketers know online advertising is not as easy as flooding newsfeeds with logos and product promos. The Internet is now a highly competitive space, and to get results with paid ads, you have to know what really resonates with consumers.

To create better advertising campaigns, take a look at these three social media marketing tips.

1. Match each platform’s personality

We can’t say it enough: there’s no one-size-fits-all approach to social media marketing, because every network is unique.

For starters, each platform tends to attract a certain type of user. Sure, it’s a bit of a generalization, but typically you’ll find professionals connecting on LinkedIn, do-it-yourselfers trading ideas on Pinterest, experts uploading how-to content on YouTube, youngsters getting candid on Snapchat, and foodies, fashionistas, and artists sharing stories on Instagram. But before launching any advertising campaign, it’s crucial to dig into each network’s specific user demographics.

Second, it’s also important to understand how the networks handle advertising content. Some platforms show ads outside of newsfeeds, which can boost brand visibility. Others emphasize sponsored placements in the feeds themselves, creating a softer entry. There may also be opportunities to publish ads on the networks’ affiliate websites or get more exposure by partnering with social media influencers, who will personally promote your brand to their followers.

Yet many companies treat each social network the same way. That’s a big mistake, says digital agency CEO Johnathan Dane. “Ads for different social channels should have different text copy; images should cater to the specific type of audience – it all starts with knowing the platform.”

Dane suggests following the lead of the users themselves. For example, on Facebook, people tend to be opinionated and generally willing to engage with posted content, so targeting video ads to likeminded audiences is a smart move. Twitter’s fast-paced environment, however, tends to be a better place for sharing hashtagged snippets that route readers back to a brand’s website.

That kind of tailored, targeted advertising drives greater results, but you won’t know if you’re doing it right unless you first understand the personality of each network and, of course, the audience you aim to reach.

2. Know your target audience

Without a well thought out marketing funnel, you can easily blow through a budget without gaining any meaningful return on investment. The key is to reach people with the right message, at the right place and time in their purchase journey.

Perhaps your goal is to reach consumers who haven’t yet heard of your brand. Offering access to helpful content is a good way to raise awareness about why your product or service is needed. However, while you may earn a high click-through rate with ads at this stage, visibility alone doesn’t always translate into sales. You’ll need to provide a bigger hook. (More on that below.)

What about the prospects who know your brand but are still on the fence about making a purchase? Using social proof – like peer reviews and customer photos – in ads is highly effective in building brand credibility, and martech tools like TwineSocial make it possible to acquire and repurpose those real-time stories and use cases for use all along the buyer journey.

Of course, social media advertising can also be used to increase loyalty among existing customers. Keep in mind that it costs five times as much to attract a new customer than to keep an existing one, so building relationships with current customers is tremendously valuable. Research indicates existing customers spend an average of 31% more on subsequent visits and are 50% more likely to try new products. Simply increasing retention by 5% can almost double a company’s revenue, so smart marketers are inviting customers to participate as co-creators in the brand story.

What we’ve discovered is that, at all stages of the buyer’s journey, introducing peer content into advertising generates feelings of trust and transparency – and, best of all, audiences want to see that kind of advertising. In fact, research shows a rise in overall receptiveness, click-through rates, and time spent on websites when UGC appears along with brand content.

Moral of the story? Keep ads relatable by incorporating actual user content.

3. Anchor ads around story-telling

Everybody loves a good daydream. In fact, studies show the human mind flitters away about one hundred times per waking hour -- except when absorbed in a good story. Only then do we remain focused.

Is it any surprise then that 92% of consumers want brands to make ads that feel like stories?

Sure, people may pride themselves in being logical – making purchase decisions based on cold, hard facts – but research shows otherwise. As content marketer Ana Gotter writes, “…unless you’re actually a computer, the simple fact of the matter is: every human decision is influenced by emotion.”

She’s right. Stories sell. Research shows that when humans read straight data – however sensible it may be – only the language portion of the brain works to decode the meaning. When we engage with a story, though, neural coupling occurs – allowing listeners to process and remember the information as if we were experiencing it ourselves.

It’s how top brands like Volkswagen, Nike, Budweiser, and numerous others are getting massive engagement. They understand that people want to see what the brand means – not just what it sells – and there’s no better way to do that then by featuring real user experiences.

To access your brand’s library of authentic UGC and begin deploying compelling ads on Facebook, Instagram, Doubleclick, Google Ads, and more, enjoy a free trial of TwineSocial’s powerful platform today!