Which Publicity Formats Work Best in Social Networks?

Publicity in social networks is the order of the day, as it allows us to address our target audience at a considerably lower price than if we used traditional media. Nowadays, good segmentation and good content can help us enormously to achieve our objectives thanks to these channels, but it’s just as important to choose the most effective format for our adverts. In this article, we’ll review some social networks that offer different possibilities depending on our objectives and budget.



This social network has one of the most active user bases. It allows a much more detailed segmentation based on demographics, purchasing behaviour, or personal likes. Among its formats, we can find from the classic advert in the right-hand column to the promoted post.

Promoted post: This is one of the most-used methods as it creates familiarity with the brand or company in a non-invasive way. It works very well when our objective is awareness. However, it’s not the best system when we’re looking to increase traffic.

Instant experience: If our goal is to generate conversions, this option might be interesting for us. It consists in creating a microsite inside a normal Facebook post. It’s totally customisable as we can include images, videos, external links, product collections, image carousels, landing pages, etc. it’s the perfect format for storytelling, as the time users spend on it is longer than for other formats.

Facebook Lead Ads: We’ll complete our Facebook selection with form adverts, which are ideal to capture potential customers without leaving Facebook. This feature allows us to transform followers into contact lists.



This is a social network owned by Facebook which offers adverts similar to its sister, such as sponsored posts, image carousels, videos, etc.

Instagram Stories Ads: It’s a fact that video is becoming more and more important nowadays. Stories Ads have become the star content of Instagram thanks to their visual power and short length. These adverts allow us to incorporate image as well as video and can contain a call to action to redirect users to our website.

Collections: This format also exists on Facebook and it allows us to add a product catalogue to our advertisements. In this case, some of the products that appear in the advert are placed in the lower part in the form of a catalogue. This format is perfect for online shops.



Twitter is the social network of immediateness, and a tweet can just as easily go viral as it can appear and disappear from your timeline in an instant. The publicity Twitter offers is, above all, from the media, leisure and entertainment sectors. These are both aspects that advertisers must keep in mind.

Conversational Ads: This is one of the Twitter advertising formats that generates the most interaction because the user can participate through a survey. Based on the user’s response, he or she will receive a specific message and call to action.



LinkedIn is presented as the social network that connects professionals. As advertisers, we must bear in mind that it’s one of the networks with the most social traffic and whose users show more commitment towards the content. However, most of its publicity is aimed at B2B companies. LinkedIn is perfect for searching for suppliers, partners, for launching businesses, or for offering services to other companies. Among the latest updates, it includes improvements in the formats and the possibility of creating much more specific segmentation.



We’ll end this article by mentioning Youtube, as it is the main video consumption platform and the second most-used information search engine. It’s no wonder that companies want to advertise on this platform. What’s more, as we’ve previously highlighted, video is an excellent format to generate visibility and conversions.


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