B2B paid social plans – time for a rebuild

In 2024, paid social media is expected to lead all platforms in advertising spend. For B2B brands, this raises the question: how can they effectively organise their paid social strategies to get the most out of their advertising budgets? Additionally, which platforms should they focus on to optimise their investment?

LinkedIn is a common choice for targeting, but it might not always be the most effective one. Consider that the marketing director for business A is also a parent browsing Facebook, an enthusiast watching gardening tips on TikTok, and someone enjoying family vacation photos on Instagram. Diversifying your paid social strategy across different platforms can help you reach your audience in more personalised and contextually relevant ways.

No, I don’t want a different ad per platform, thank you

A common misconception is that if someone sees an ad on LinkedIn, they won’t want to see the same ad on Facebook because one platform is for business and the other for leisure. However, we need to remember that most people use social media to pass the time—whether they’re waiting for a train or an ad break to end. In these moments, they’re looking for content that entertains or teaches them something in a simple and engaging way.


A good ad with a strong message should work effectively, regardless of the platform. At an event last week, a gentleman said to one of our team about seeing a work-related ad on Facebook that annoyed him because he preferred to focus on personal interests there, without being reminded of work. Our perspective? He remembered the ad, so it actually achieved its goal!

While some might be frustrated to see an ad for a work-related app while scrolling through their aunt’s cat photos, today’s hyper-connected world makes such overlaps commonplace. With Google syncing across so many platforms, browsing kettles on Amazon can easily lead to seeing a YouTube ad for one, along with banner ads on a local news website for a similar product.

How do I know my audience is even there?

Identifying where your audience is begins with understanding your own business and goals. However, pinpointing exactly where your audience engages may require more advanced tools. Platforms like Brandwatch and GWI are excellent for discovering where relevant conversations about your industry are happening and where your business should be present.

If you’re looking for guidance on how to use these tools – or more detail on how to translate their output – contact us today!

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