Best Social Media Platforms for Advertising Your Business

Choosing the right social media platforms to promote your business is no easy task. We suggest paying attention to these criteria when making a decision:

1. Platform usage and demographics;
2. Platform’s benefits and drawbacks for advertisers;
3. Ideal business types for each platform;
4. Advertising costs.

Now, let’s dive into the most effective advertising platforms in the world of social media.

 

Best social media platforms to run ads for your business

1. Facebook

Facebook still reigns as the largest social media platform with about 3 billion monthly active users worldwide. This is over a third of the global population and more than half of all social media users. But there’s more to it than just large userbase.

Facebook ads benefits

Here’s why Facebook ads work for businesses:

1. Advertising powerhouse: Facebook offers several advanced targeting and budgeting options (including its Advantage suite), detailed analytics and performance breakdowns, and more.
2. Easy integration: Ads Manager lets you run ads across Facebook, Instagram, WhatsApp, and Messenger with ease – cross-platform campaigns aren’t hard to set up and manage anymore.
3. E-Commerce friendly: Facebook offers features like Facebook Shop and Advantage+ Shopping to help e-commerce businesses reach customers and drive conversions.
4. Advertising variety: this covers both ad formats and ad placements – there are numerous options to choose from. You can use images, carousels, Reels, Stories, and more, and show your ads on the News Feed, Messenger, Marketplace, and many other placements.

From local businesses to global brands, Facebook ads deliver results with precision targeting, diverse ad formats, and powerful analytics.

Facebook ads disadvantages

Despite the benefits, some drawbacks remain:

1. Learning curve: Facebook's ad system (targeting, placements, and bidding strategies) can be tricky for new businesses to navigate.
2. Ad fatigue: with so many businesses advertising on Facebook, keeping ads fresh and engaging can get quite difficult.
3. Fluctuating costs: while Facebook ads are generally affordable, competition in certain industries or high-demand periods (e.g., holidays) can drive up costs. Unprepared advertisers may face an unpleasant surprise.
4. Privacy concerns: Facebook's data practices face scrutiny, and privacy changes (e.g., iOS updates) can affect ad performance.

Who should advertise on Facebook?

Even with a large user base, some businesses see better results on Facebook than others:

• Small businesses: if you’re looking for a budget-friendly way to connect with local customers, Facebook ads with their location targeting, Facebook Shop, and Marketplace are a no-brainer.
• E-Commerce brands: Facebook's ad tools, Meta Pixel, and Shops help you track customer actions and boost sales.
• Service-based businesses: Facebook ads are great for driving traffic to a website and encouraging people to message the business directly.
• Brands targeting niche audiences: with Facebook’s detailed targeting options and custom audiences, businesses can narrow down their audiences based on hobbies, behaviors, preferences, etc.

Facebook advertising costs

WebFX reports the following average Facebook ad prices:

• CPC: $0.26-$0.3; CPM: $1.01-$3;
• Cost per reaction: $0.01-$0.25;
• Cost per install: $0.01-$5.

Keep in mind that advertising costs depend heavily on campaign objective, country, and other factors and can fluctuate due to increased competition. Despite that, Facebook ads are quite affordable and profitable: most advertisers are happy with their Facebook ad ROI.

 

Explore our blog to learn what affects Facebook ad costs and how to reduce them through ad automation.

 

2. Instagram

Instagram might not boast Facebook’s sheer numbers, but with over 2 billion monthly active users, it’s still a massive platform.

 

The difference? Instagram is where people go to see and be seen. It’s a highly visual, aspirational space, perfect for brands that thrive on creativity and aesthetics.

Instagram ads benefits

Here’s why Instagram deserves a spot in your ad strategy:

1. Visual engagement: Instagram’s image and video-first nature makes it ideal for showing products, services, and brand stories in a way that’s eye-catching and memorable.
2. Popular with younger audiences: Instagram attracts millennials and Gen Z in droves, making it the go-to platform for brands targeting younger demographics.
3. Diverse ad formats: Stories, Reels, in-feed posts, Shopping ads, etc. – Instagram offers plenty of ways to engage audiences;
4. Shopping features: Shoppable posts and Instagram Shops let users discover and buy products in-app.
5. Enhanced engagement: Instagram fosters engagement through likes, comments, saves, and shares, benefiting brands.

Find out if Instagram ads are worth it and check tips for running successful Instagram ads in our other articles.

With Instagram’s diverse ad formats, you can reach a broader audience while increasing conversions — perfect for businesses aiming to grow rapidly.

Instagram ads disadvantages

Like any platform, Instagram has its challenges:

1. High competition: Instagram’s popularity means it’s also pretty crowded. Standing out in a sea of polished content requires consistent effort and creativity.
2. Costs can add up: while Instagram’s ad costs are reasonable, they’re often higher than Facebook’s due to the platform’s younger, high-value audience and visual content.
3. Fast-paced content: with Stories disappearing in 24 hours and Reels designed for quick viewing, your content needs to grab attention immediately.

 

Who should advertise on Instagram?

Instagram can be a solid choice for these types of businesses:

• E-Commerce brands: Instagram’s shopping features make it easy for users to browse and buy, especially if you have visually appealing products.
• Lifestyle and fashion brands: aesthetics rule over Instagram, and brands in these niches thrive by showing their products in attractive and inspiring settings.
• Brands targeting younger audiences: with millennials and Gen Z dominating the platform, Instagram is a must for brands looking to connect with these groups.

Instagram advertising costs

Instagram ad costs vary, but WebFX reports the following averages:

• CPC: $0.01-$0.25;
• CPM: $0.01-$4;
• Cost per engagement (CPE): $0.03-$0.08.

With its focus on engagement and visual storytelling, Instagram ads often deliver excellent value for the right businesses. 76% of marketers are happy with ROI, and nearly half allocate 20% of their ad budget to Instagram.

 

Want the full scoop on what drives these costs and how to keep them low? Check out our Instagram ads costs guide for more tips.

 

3. YouTube

With 2.53 billion monthly users and 1 billion hours of video watched daily, YouTube is a prime platform for meaningful engagement and conversions.

 

That’s because YouTube is not just a place for entertainment — it's where people research products, discover new brands, and make purchasing decisions.

YouTube ads benefits

YouTube ads offer several key benefits:

1. High engagement: YouTube's video format allows brands to tell stories, show products, and connect emotionally in ways text and images can't.
2. Diverse ad formats: YouTube offers everything from video and Shorts ads to simpler Bumper and Discovery formats.
3. Precise targeting: YouTube's Google-powered algorithms allow targeting by demographics, interests, and behaviors, with retargeting options for engaged users.
4. Actionable analytics: YouTube’s detailed metrics help you measure success and optimize campaigns in real time.
5. Cost-effective: With CPV pricing, you only pay when users interact with your ad.

Dive into our blog post about YouTube ads benefits and best practices for more details.

Whether it’s tutorials or testimonials, YouTube ads are perfect for grabbing attention and building trust with your audience.

YouTube ads disadvantages

Here are the key drawbacks of YouTube ads:

1. Resource-intensive: YouTube ads require more time and money for high-quality production. Low production can hurt your brand.
2. Skippable ads: your ads needs a strong hook in the first five seconds to avoid being skipped.
3. High competition: popular niches like beauty, tech, and fitness face expensive ad placements due to intense bidding.
4. Ad fatigue: repetitive ads can annoy viewers, especially with poor targeting or low-quality content.
5. Dependence on video: brands without resources or expertise may struggle to leverage YouTube's full potential.

 

Who should advertise on YouTube?

YouTube ads work well for these businesses:

• Brands with visually compelling products: if your product benefits from demonstration or storytelling — think beauty products, gadgets, or travel experiences — YouTube can become your mainstage.
• Businesses targeting younger audiences: millennials and Gen Z dominate the platform, making it perfect for brands looking to connect with these tech-savvy and trend-driven demographics.
• E-commerce brands: YouTube’s shoppable ads and direct links drive conversions. Content creators and educators: YouTube is ideal for tutorials, how-to guides, and informative content.

YouTube advertising costs

According to WebFX, here’s how much YouTube ads might cost on average:

• Cost Per View (CPV): most businesses spend $0.11-$0.4 per view;
• CPM: $13.03-$15.34;
• Monthly ad spend: more than half (53%) of advertisers allocate between $101 and $1,000 per month to YouTube ads.

With 75% of businesses satisfied with their ROI, YouTube ads prove to be a worthwhile investment for video-driven campaigns. For a deeper dive into pricing and budgeting, check out our YouTube ad costs guide.

 

4. TikTok

With over 1 billion users, TikTok is among the fastest-growing platforms, engaging younger audiences (Gen Z, Gen Alpha) and expanding to Millennials and Gen X. TikTok shapes culture, starts trends, and turns brands into viral sensations.

TikTok ads benefits

Here’s why TikTok ads might be a great fit for your business:

1. Creative flexibility: various ad formats (In-Feed Ads, TopView Ads, Branded Hashtag Challenges, etc.) let you experiment with trends and storytelling.
2. Virality potential: TikTok’s algorithm favors engagement, not follower count, so any ad can go viral. See our viral TikTok ads guide for tips.
3. High engagement rates: with users spending 95 minutes daily, TikTok is ideal for capturing attention.
4. Influence on spending decisions: TikTok ads drive awareness and spending through trusted creators and a community vibe.
5. E-Commerce integration: TikTok Shop and shoppable video ads make it easy to promote and sell products directly on the platform.

If you’re looking for more reasons to use TikTok, dive into our TikTok ads for business article for all the details.

TikTok ads put your brand in front of the trendsetters - you can reach engaged audiences with creative, scroll-stopping videos that drive results.

TikTok ads disadvantages

As much as TikTok offers, it’s not without its drawbacks:

1. Demanding creative process: TikTok ads need trend-focused, fresh content, which may challenge smaller brands.
2. Short attention spans: TikTok users scroll quickly; ads must hook attention in 2-3 seconds to avoid being skipped.
3. Limited targeting options: TikTok’s targeting is less advanced than on Facebook or Google, but you can collaborate with microinfluencers to reach niche audiences.

Who should advertise on TikTok?

TikTok works best for brands that can adapt to its fast-paced environment:

• Businesses targeting younger audiences: TikTok suits brands targeting younger, trend-driven audiences.
• E-Commerce businesses: TikTok Shop and shoppable ads are ideal for businesses that sell products online.
• Businesses that bet on creativity: brands willing to embrace viral trends and challenges and constantly entertain their audiences thrive on TikTok.

TikTok advertising costs

Here are the average TikTok ads according to Business of Apps:

• CPM: $3.2-$10;
• CPC: $0.25-$4;
• Minimum campaign spend starts at $500.

For comparison, premium formats like Brand Takeovers start at $50,000, while a Branded Hashtag Challenge might cost approximately $150,000 per week – these are meant for raising awareness large-scale businesses.

 

For a more detailed breakdown, check out our TikTok ad costs guide.

 

5. Snapchat

Snapchat, with over 800 million active users, connects businesses with younger audiences (Millennials and Gen Z) through unique, engaging features.

Snapchat ads benefits

Here’s why Snapchat could be a great fit for your business:

1. Engagement with young audiences: Snapchat is popular with 15-25-year-olds who check the app frequently, making it ideal for connecting with this demographic.
2. Creative ad options: Snapchat offers unique ad formats like Filter, Story, and Dynamic ads, along with features like virtual try-ons and location filters, perfect for interactive, shareable ads.
3. Influence on spending decisions: younger users have significant influence on family purchases and brand trends, making them valuable for building long-term loyalty.
4. Real and authentic marketing: Snapchat’s disappearing content is ideal for sharing behind-the-scenes moments, live events, or exclusive offers, appealing to younger audiences who value authenticity.
5. Boosting brand visibility: Snapchat’s Discover feature and regular content sharing expand your reach beyond immediate followers.

For more details, read our article about Snapchat advertising and marketing for business.

Snapchat is perfect for showing behind-the-scenes content, exclusive offers, or fun campaigns that get people talking.

Snapchat ads disadvantages

There are a few challenges to keep in mind when it comes to Snapchat:

1. ROI tracking is tricky: Snapchat’s analytics are less detailed, making ROI tracking harder to measure.
2. Demanding creative process: Snapchat requires fresh, eye-catching content that engages viewers quickly, which can be challenging for smaller teams.
3. Narrower audience appeal: Snapchat’s younger user base works well for targeting Gen Z and Millennials but may not suit broader age groups.

Who should advertise on Snapchat?

Snapchat is great for these types of businesses:

• Businesses with younger audiences: Snapchat’s interactive features are ideal for targeting Gen Z and Millennials with creative content.
• E-commerce businesses: these brands can use Collection Ads and AR Lenses to drive sales on Snapchat.
• Brands that embrace playful branding: Snapchat suits brands with a casual, fun personality, like those in entertainment, fashion, and beauty.
• Local businesses: with its geotargeting and Snap Map, Snapchat is great for attracting nearby customers or driving foot traffic to local stores.

Snapchat advertising costs

According to Gupta Media, here are the average costs of advertising on Snapchats:

• CPM: $8.85;
• Cost per Link Click: $1.93.

Snapchat ads costs fluctuate based on demand, objectives and formats. For example, video ads start at $3,000/month, Sponsored Lenses cost $450,000+ per day, and Discover Ads start at $50,000/day.

 

That being said, other Snapchat ad formats are more affordable for smaller businesses. Check our Snapchat ad costs guide for tips on reducing ad spend.

 

6. LinkedIn

LinkedIn, with 424 million active users, is the go-to platform for professionals to connect, build personal brands, and share industry knowledge. For businesses, this is a great place to showcase expertise, attract talent, and engage potential customers.

LinkedIn ads benefits

Here’s why LinkedIn can be a game-changer for your business:

1. Professional audiences: LinkedIn is ideal for B2B businesses offering professional services or high-value products in industries like finance, education, and consulting.
2. Strong buying power: LinkedIn users typically have higher buying power, making it valuable for reaching professionals ready to invest.
3. Thought leadership: LinkedIn lets you establish thought leadership, build trust, and engage with industry leaders.
4. Targeting precision: LinkedIn’s precise targeting options help you reach your ideal audience based on job title, industry, and company size.

For a simple breakdown of why your business should be on LinkedIn, check out our article about benefits of LinkedIn ads.

With LinkedIn ads, you can target by job title, industry, or skills to make sure your message reaches the right people.

LinkedIn ads disadvantages

Here are the main cons of LinkedIn advertising you should be aware of:

1. Not ideal for B2C: If your business caters to consumers directly, LinkedIn may not be the best platform for you, as it’s more geared towards B2B.
2. High costs: LinkedIn ads can be expensive compared to other platforms, especially for smaller businesses or startups.
3. Less casual engagement: LinkedIn’s professional nature limits casual, fun engagement seen on platforms like Instagram or TikTok.

Who should advertise on LinkedIn?

LinkedIn is perfect for:

• B2B businesses: LinkedIn is perfect for B2B businesses targeting professionals and generating leads, especially in finance, consulting, and education.
• Businesses focused on thought leadership: LinkedIn is great for businesses aiming to position themselves as industry leaders with valuable insights.
• Businesses looking for new hires: LinkedIn is ideal for businesses hiring top talent or promoting job opportunities.

LinkedIn advertising costs

Based on WebFX’s data, here are the average LinkedIn advertising costs:

• CPM: $5.01-$8;
• CPC: $2.00-$3;
• Cost per Send: $0.26-$0.5.

LinkedIn advertising costs vary by campaign objective, bidding strategy, and target audience. Minimum spend is usually $10/day or $100 for new campaigns. Despite higher costs, 57% of businesses see a positive ROI with LinkedIn ads, especially when targeting professionals or job titles. Half of advertisers spend up to $500/month, similar to other platforms.

 

For tips on managing and lowering ad spend, check our LinkedIn ad costs and best practices guides.

 

7. Reddit

Reddit, with 430 million MAUs, is known for diverse topics, celebrity AMAs, and niche discussions. With a subreddit for nearly everything, businesses can easily find and connect with their audience.

Reddit ads benefits

Here’s why Reddit is worth considering as a part of your advertising strategy:

1. Targeted engagement: Reddit’s niche subreddits allow highly targeted campaigns, letting you connect with specific interests and tailor content.
2. SEO boost: Reddit posts appear in Google search, boosting visibility and driving organic traffic to your site or subreddit.
3. Authenticity and trust: Reddit users trust real-world opinions and community recommendations, making it a powerful platform to build influence.

With Reddit ads, your brand can reach communities that matter most to your audience.

Reddit ads disadvantages

Reddit has its cons, too:

1. Ad fatigue: Reddit’s smaller user base limits reach, especially for broader audiences compared to Facebook or Instagram.
2. Self-promotion challenges: Reddit’s strict anti-self-promotion rules require genuine engagement without pushing products.
3. Complexity of engagement: to succeed on Reddit, ads must blend naturally into discussions; pushing ads without understanding the community can lead to negative feedback.
4. Limited demographics: Reddit skews younger (18-29), so engagement may be lower for older demographics compared to platforms like Facebook.

Who should advertise on Reddit?

Reddit works best for these types of businesses:

• Niche brands: businesses targeting dedicated communities, like tech, gaming, and beauty, will thrive on Reddit.
• Businesses with strong content: companies providing educational, insightful, or entertaining content can succeed by participating in relevant subreddits and running authentic ads.
• Innovative and transparent businesses: Reddit users value transparency and authenticity; brands engaging in real conversations and offering helpful advice succeed.

Reddit advertising costs

Here’s a breakdown of typical Reddit ad costs:

• CPM: $1.5-$10;
• CPC: $0.5-$2.

Costs vary by audience, bids, and ad format. Video ads cost more than display ads, which cost more than promoted posts.

 

Reddit is more affordable than many platforms but requires careful placement for good results. With proper testing, it delivers solid ROI, especially for niche or community-driven brands.

 

8. X (formerly Twitter)

X has 611 million active users monthly, making it ideal for real-time engagement. The platform is especially popular with people aged 18-49, making it an excellent option for reaching younger audiences.

X (Twitter) ads benefits

Here’s why X ads could be an excellent choice for your business:

1. Real-time engagement: X’s fast pace is ideal for businesses capitalizing on trends, breaking news, or live events.
2. Targeted audience: you can target users by interests, hashtags, and conversations to reach the right people at the right time.
3. Trends and hashtags: promoting hashtags or trends helps generate visibility and connect with a wider audience.
4. Variety of ad formats: X offers ad formats like Promoted Tweets, Video Ads, and Trends to capture attention across touchpoints.
5. Strong audience loyalty: X’s loyal user base leads to stronger brand interactions and customer retention.

For more insights on how to use X to promote your business, check out this article on X (Twitter) ads benefits.

X Ads are great for trending topics, fast campaigns, and driving engagement with the audience that matters most.

X (Twitter) ads disadvantages

While X offers a lot of benefits, there are some challenges:

1. Limited ad targeting options: X targeting is effective but less detailed than Facebook’s, requiring more creativity.
2. Brand safety concerns: X’s open platform may expose ads to controversial content, posing risks to brand image.

Learn more about a few key strategies for X ads to deal with these challenges effectively.

Who should advertise on X (Twitter)?

X ads are well-suited for the following businesses:

• News outlets and media companies: X is ideal for businesses relying on real-time content and conversations.
• Event-driven businesses: X’s immediacy is perfect for promoting live events, product launches, or time-sensitive offers.
• Businesses targeting thought leaders and influencers: X is great for networking with industry leaders, journalists, and influencers.
• Companies with a strong brand personality: X is ideal for brands with a unique, witty voice or conversational content.

X (Twitter) advertising costs

Here’s a quick overview of typical X ad costs according to WebFX:

• Cost per Action (CPA): $0.26-$1.5 per first action (click, reply, etc.);
• Cost per Follow: Promoted accounts cost $0-$4 per new follow.

Most advertisers spend up to $500 monthly, with costs ranging from under $100 to over $10,000, depending on the campaign. You can also get a $500 ad credit with a $250 spend.

 

Check out this X ads costs guide for more details and tips.

 

9. Pinterest

Pinterest has 500 million active users monthly, making it a great platform to showcase products. People use Pinterest to discover ideas and products. If your content inspires, it's a good match.

Pinterest ads benefits

Here’s what Pinterest has to offer to advertisers:

1. Visual discovery: Pinterest thrives on visuals — images, videos, and infographics. Perfect for brands with striking content.
2. High purchase content: Pinterest users are seven times more likely to buy pinned products, making it great for direct traffic and conversions.
3. Targeted reach: Pinterest’s targeted search engine helps you reach users actively seeking new ideas.
4. Ad variety: Pinterest offers ad formats like Standard Pins, Video Pins, Carousel Pins, and Idea Pins for detailed brand stories.

People come to Pinterest to find inspiration. Advertise here to connect with shoppers who are ready to buy.

Pinterest ads disadvantages

Here are the cons of advertising on Pinterest:

1. Gender skew: Pinterest’s mostly female user base may limit reach if your target is more diverse or male-dominated.
2. Niche-specific: Pinterest works best for brands in fashion, home decor, food, health, and weddings. Other niches may struggle unless their content aligns with Pinterest’s visual focus.

Who should advertise on Pinterest?

Due to its visual nature, Pinterest is best suited for these businesses:

• Lifestyle brands: Pinterest is perfect for fashion, beauty, wellness, and home decor brands that rely on visuals.
• Food and beverage businesses: these brands can share recipes, cooking tips, or promote products with high-quality visuals.
• Travel and event businesses: Pinterest is ideal for showcasing destinations, events, or wedding ideas.
• E-commerce businesses: with direct links to products, Pinterest is great for driving traffic and boosting sales.

Pinterest advertising costs

Pinterest ads are budget-friendly and adaptable for various marketing goals. Here’s an overview of typical costs based on WebFX’s data:

• CPC: $0.2 and lower;
• CPM: $1.5 and lower;
• Cost per Conversion: up to $2 for awareness campaigns; $6-$10 per action for conversion-focused campaigns.

59% of businesses spend $0–$500 per month on Pinterest, and 57% report strong ROI.

 

Recap

Choosing the right platform for your business can be overwhelming with so many options. It comes down to a few key moments:

1. Know your audience: platforms attract different demographics: Gen Z favors TikTok and Snapchat, Millennials and professionals use Facebook, Instagram, and LinkedIn. Pinterest works for lifestyle, fashion, and food. For a broad audience, go with Facebook and Instagram.
2. Set clear goals: Facebook, Instagram, and TikTok are great for brand awareness; Instagram, TikTok, and Pinterest work for direct sales. LinkedIn is key for B2B, YouTube excels with video-heavy campaigns.
3. Consider content style: Instagram, Pinterest, and TikTok are best for visuals; TikTok and YouTube excel with videos; LinkedIn is best for thought leadership. Snapchat is ideal for fun, behind-the-scenes content.
4. Budget matters: Facebook and Instagram are more affordable; LinkedIn, YouTube, and Snapchat tend to be pricier, especially for video or premium ads.

Finally, don’t be afraid to test multiple platforms to find what works best. Start with a couple of key platforms aligned with your goals, then optimize your strategy as you gain insights.