7 Most Effective Social Media Advertising for Your Industry

As a marketer or business owner, it’s normal to feel like you have to be present for your audience across all social media platforms. But it depends on your business’s nature and target audience, you need to make sure you’re using the same platforms as they are.

After investing time and money on your digital marketing efforts, you may find that you keep getting inconsistent results that are not aligned with your expected social media goals you have set for your business.

The problem isn’t social media alone but perhaps lies in choosing the right social media platforms for your business. There are plenty of social media networks out there to be on, but some platforms are better suited for your business than others.

When you’re a marketer or are running a business, it’s almost impossible to be active on all the social media platforms out there, so by narrowing down your options to a select few platforms, it will allow you to focus on your social media advertising efforts and get the return of investment you desire.

Table of Contents:


Let’s get to the 7 effective social media advertising types:

1. Facebook

About this channel

It’s no surprise this social network is on our list because it is a multi-faceted powerhouse with a diverse audience when it comes to building personal relationships and professional relationships with your audience. With over 2.7 billion monthly users on it on the planet, it’s safe to say that it’s the most widely used platform worldwide.

This is the platform most businesses use to reach their audience, as it is a strong social site to grow meaningful relationships and also provides all types of businesses the opportunity to engage with their targeted users.

Businesses can rely on Facebook to introduce their brand name, products, and services through consistent communication via Facebook messenger which allows you to reach your targeted audience directly. All these features on Facebook help generate valuable leads and a potentially loyal following for your brand. So, whatever the goal is for your business is, whether it’s to create brand awareness, increase traffic to your website, lead generation, increase online conversions, and more, Facebook is the place to be (if executed well) to bring you one step closer to achieving your business goals.

What’s the target audience?

Facebook is the world’s largest social media platform with a diverse audience, and you can find users of all ages on it with over 1.69 billion users worldwide.

Let’s take a look at the statistics by NapoleanCat on Facebook users in Malaysia, as of August 2020.

According to the statistics above, there were 26,500,000 million Facebook users in Malaysia which accounts for 79.8% of the entire population.

People aged 25-34 years were the largest group (9,400,000) of users.

Within the age group of 25-34, men lead by 1,200,000 users in Malaysia.

Based on statistics alone, it indicates that Facebook is a definite must-have for marketers or business owners to include in their toolkit one of their main social media platforms based on its large audience number and multipurpose features, and it’s a powerful tool to get connected with your audience.

Ad types available and its use:

Facebook offers many ad types for marketers and business owners like you to advertise to your targeted audience. Let’s take a sneak peek at the choices available:

i. Image Ads

These are one of the simplest ones and easy to use type of ads. All you need is a strong ad copy that’s informative and concise. Avoid wordiness or Facebook’s algorithms may not work as great too.

ii. Video Ads

These are similar to image ads, except it’s a video. Facebook recommends your video to be summarized in 15 seconds. The audience today have short attention so make your brand, product, and message short, snappy, and catchy in 15 seconds to get your audience’s attention.

iii. Slideshow Ads

This is a good alternative to video ads and allows you to include multiple images in one and add effects and music to it.

iv. Carousel Ads

These ads are the best when you want to showcase all your products and allows you to share up to 10 images and videos to send your message across to your audience.

Marketers or B2B business owners can use this type of ad to hyper-target their audience locally to target a group with a specific need (e.g. Food delivery apps). It can also go beyond borders to promote your company’s effort or if you want to host a charitable cause, and the list of ideas goes on.

Tip: Use a Carousel ad if you have under 10 products. Anything beyond 10, you should consider the Dynamic Ad type.

v. Collection Ads

Collection ads go a long way when telling your brand story to a consumer. Marketers or business owners can highlight their products and services impactfully with good content and images.

Once the people you’re targeting on Facebook tap on the ad, it will link them directly to a fast-loading landing page, allowing your audience to browse through up to 50 products, from there people are able to purchase a product that will link to a retailer’s site. The layout of a collection ad comprises of a video on the top and 4 recommended products below, usually appearing on the Facebook newsfeed.

According to statistics from Facebook, brands like Adidas, Tommy Hilfiger, Sport Chek, and Michael Kors are among the top brands that have tested this ad format and the brand Sport Chek ran a campaign with the use of GIFs during the holidays,  the retailers witnessed doubled conversions and 28% increase in online sales.

In addition, Adidas claimed a 1.8X decrease in cost-per-conversion with one of their campaigns where they posted a hoodie and similar products.

It seems like this ad format is a great way to showcase your products and to drive sales for marketers and apply them to many businesses.

vi. Instant Experience

Previously known as Canvas Ads, Instant Experience is fully optimized for mobile, providing an immersive experience for the targeted audience with beautiful images with the option to zoom in on panoramic images and to even tilt the screen.

This ad format gives marketers, advertisers, and business owners the opportunity to attract their target audience with a unique viewing experience.

Advertising on mobile platforms has always been a challenge for businesses due to the loading time and slow response, but Facebook never fails to disappoint with their cutting-edge technology by creating Instant Experience Ads, apparently 10X faster than other mobile platforms in loading speed.

Instant Experience Ads would be an ideal platform to create a successful mobile marketing campaign, reaching out to a majority of people on their phones.

vii. Lead Generation Ads

If your business depends on generating leads, then this ad is for you. A lead ad is basically a lead form that collects the information you require in order to subscribe or to receive email newsletters from your brand or service. Usually, your audience would be required to specify general information (You can choose to customize or use Facebook’s template) such as full name, email, etc.

It’s a good way to grow your database and fill that email list with interested subscribers and their information.

Tip: Avoid asking for too much information as it will make the audience uncomfortable to pursue sharing further.

viii. Dynamic Ads

Dynamic ads are designed to help advertisers promote multiple products or an entire catalog across all devices the consumers use. These ads are able to target certain products to a specific target audience.

These ads empower marketers to retarget and track down potential customers that have previously visited added to an online shopping cart on your website.

Tip: If your business has over 10-20 products, you should consider using Dynamic ads.

Which industry is recommended?

We are all aware of Facebook’s popularity and how it is home to billions in the world, and also how we all check it a few times a day too (admit it).

However, the success of your business on this platform can only be measured by how applicable your content marketing and social media advertising strategy is — overall, knowing your audience to the very core.

All these key aspects contribute to a well-executed marketing plan and in turn the success of your campaign and social media advertising efforts.

However, as diverse as Facebook is, there are several industries where Facebook advertising works better than others — but don’t let that burst your bubble.

The top industries where Facebook Advertising works best are:

According to the most recent statistics in Statista 2020, the industry that dominates Facebook is Ecommerce with 32.3 million, followed by services, retail, fashion, and FMCG food, and probably more industries too with strong social media marketing plan and know their audience well.

One thing these industries all have in common when advertising their business on Facebook is having visually oriented and quality images to grab their audience’s attention. They adapt to the Facebook culture and format of advertising.

Given Facebook’s diverse target audience, it also allows you to identify your specific audience and reach out to them according to specifics such as location, age, interests, behavior, and many more specifications that maximize the opportunities for many industries trying to target their ideal target audience.

And you should too. Here’s a gist of targeting your audience on Facebook for business with the Facebook Ads Manager.

Due to Facebook’s incredible features, marketers and business owners can now reach their people by targeting and building relationships with their desired audience.


2. Instagram

About this channel

Owned by Facebook, Instagram is a social platform that is visually-orientated that focuses more on visual content. It is a highly interactive media sharing platform that allows users to assign preset or in-the-moment filtered images to share with their followers.

The good thing about Instagram is that you can sync your posts to be posted directly on other social media networks like Facebook, Twitter, Tumblr, Flickr, and Foursquare all at once!

In Malaysia, the use of Instagram for business is growing as they need to leverage visual content is gaining popularity on social media.

The trend of using Instagram in businesses is growing. The need for businesses to create and leverage via media sharing platforms like Instagram has been on the rise as visual content has been gaining popularity on social media. The most popular feature which attracts most advertisers today is the story sharing feature which allows people to share photos or videos for up to 15 seconds and it lasts for a good 24 hours before it disappears, but it can always be saved into a highlight album.

What’s the target audience?

Based on the above chart by Statista, 33.8 million make up the global Instagram population are aged 25-34 years and in total, two-thirds of Instagram audiences are aged 34 years, and below. The 18-24 age group is the largest of the demographics, all these statistics indicate opportunity which makes it an attractive platform for marketers to use.

According to Instagram, they have 1 billion monthly active users, 500 million over daily active users, and 25 million-plus of businesses using the platform worldwide. Moreover, Instagram indicates that they have 500 over daily Instagram stories and active users, 50 plus billion photos being shared to date, and 100 over a million posts being shared per day worldwide. It’s super happening!

Now let’s take a look at Instagram users in Malaysia, based on statistics by Napolean Cat.

According to the chart above, there were 13, 064,000 million Instagram users in Malaysia which accounts for 39.4% of the entire population. Adults aged within the 25-34 age group (4,600,000 million) were the largest users.

An interesting fact is that the majority of users on Instagram are women at 54.6% and the highest difference occurs between ages 35-44 where women lead by 360,000.

This nature of its interactivity and capability alone is exactly why your business needs to get on Instagram right this instant!

Your business will benefit from this platform if you aim to create or increase your brand awareness, increase engagement, strengthen your brand persona, and build trust, increase traffic, and more. But most importantly— reach the chosen ones.

Ad types available and its use:

Here are some ad samples of the most effective forms of advertising on Instagram, which also applies to its parent company, Facebook. Except, Instagram’s main focus is on the mobile user experience.

i. Image Ads

This is one of the simplest and the most standard format to use. If your brand prides itself on creating quality content and visually pleasing images, this ad would be effective and easy to set up, plus you can even slide this ad between stories too!

Marketers or business owners can use this type of ad to reach their audience, conversions, lead generation, app installations, links to store visits, and to create brand awareness.

ii. Video Ads 

Video ads are really hot in the market right now, especially with 65% of the world are visual learners. It is hot, hot, hot!

It’s a lot of effort but it is interactive and engages with your audience and video products are great for video product/instructional content such as online reviews and more.

The power of sight and sound in motion is an aesthetically pleasing experience for all, so advertisers better be testing your video ads soon. Advertisers can sneak it in subtlety between stories too, which is just fabulous!

Video ads create high reach, high engagement, conversions, lead store visits, generations, and awareness, and allows the audience to imagine beyond a simple text or an image.

Which industry is recommended?

Instagram is a good platform for industries that rely heavily on visual content or influencer marketing for their social media marketing.

Instagram would suit industries that are lifestyle-related such as, F&B, restaurants, fashion, travel, interior design, architecture, technology, or any brands targeting the 18-29 age bracket will most likely perform well on this platform.


3. LinkedIn

About this channel

LinkedIn is a social network platform for career-minded and busy professionals to get together and network, form business relationships, and communicate regarding relevant industry topics.

It’s also a good place for marketers or business owners to network, get some industry insight, on individuals / industry, and share information.

The free basic tools of LinkedIn allow you to:

  • Create a professional profile on LinkedIn and share your expertise and interests or your portfolio, similar to an online resume.
  • See who has viewed your professional profile.
  • Have the ability to see 100 profiles per search.
  • Get skill endorsements from workmates or professionals you have worked with.
  • Ability to save your searches.
  • Ability to share and view industry-related posts on the news feed.

What’s the target audience?

According to LinkedIn, there are currently 675 million LinkedIn users globally and 310 monthly active users, which is 46.97% of users worldwide.

From 765 million users, there are 17 million opinion leaders and 10 million C-level executives on board.

LinkedIn is at the top and is referred to as the #1 channel B2B marketers use to distribute content at 94%.

LinkedIn tends to favor individuals with professional careers that are reportedly too busy to visit LinkedIn more than once a day, unlike Facebook and Instagram.

Here are demographics based on the country with the top users of LinkedIn, the United States.

According to the statistics based on the US demographics, the percentage of men and women users are almost similar, with men leading by 4%. It shows that 44% of 25-34-year old’s make the largest user group.

Let’s view the statistics of LinkedIn in Malaysia.

According to statistics, LinkedIn there were 4, 649,000 million users in Malaysia as of August 2020 which makes up 17% of the total population.

The age group of 25-34 (3,500,000 million) are the largest user group.

Ad types available and its use: 

As a marketer or business owner, before you advertise on LinkedIn, determine if you have the budget too.

Unlike most platforms out there that have a fixed cost, LinkedIn doesn’t have a set cost for ads and their CPCs (cost-per-click) are priced higher than other ad platforms.

Here are the types of ads on LinkedIn:

i. Sponsored Content

These ads allow you to promote your company about updates, share content, drive users directly to a landing page, and to target audiences on their mobile, desktop, and tablet. You can use the cost per click model or opt for a cost per thousand impressions.

Sponsored Content allows you to advertise to targeted LinkedIn users aside from visitors and your followers.

These posts are valuable because they are interactive and cater to likes, comments, and shares to help engage with your followers and outside other users outside your circle across all devices such as mobile, laptop, desktop, and tablet.

ii. In Mail Ads

 These ads reach the users directly in their inbox mail on LinkedIn. They have a higher percentage rate of being discovered through this direct form.

iii. Dynamic Ads

Dynamic Ads on LinkedIn help create that personalized feel and captures the audience’s attention. It includes your LinkedIn Bio and details and is effective for creating awareness, lead generation, conversion of prospects, etc.

Which industry is recommended?

LinkedIn is a superior B2B platform for business professionals, so it would be suitable for industries such as information technology and services, hospital healthcare, construction, real estate, computer software, financial services, and any business that has a strong focus on B2B.

LinkedIn launched a new targeting platform to reach your ideal audience with options like job title, industry, company size, etc. This tool has helped tremendously. For more information, check out LinkedIn Matched Audience.


4. YouTube

About this channel

YouTube is an interactive video sharing platform that makes it easy for users to watch videos or post videos of their own.

Almost everyone’s on this platform to learn, teach, engage, laugh, it just ticks all the boxes!

Today, it stands as one of the top social platforms to be advertised on due to its popularity and active nature and offers many attractive features like better live streams, 360 videos, a studio creator app, improved comments, subscriber notifications, and the list will continue to go on for as long as YouTube lives on.

What’s the target audience?

According to Statistics, YouTube has over 2 billion users that log in and with over 126 million viewers on its site per month, which makes YouTube is definitely a large video asset in the United States alone.

According to the image graph above, YouTube users are led by males at 78% and female at 69%, only 10% shy. The largest age group goes out to 91% aged 18-29 followed by the age group of 30-49 at 87% which gives marketers ample choices to target the age groups based on the brand’s audience.

Based on research by GlobalWebIndex, YouTube ranked first as the most used social platform in Malaysia at 93% as a percentage of internet users aged 16-64.

Ad types available and its use:

i. TrueView Ads 

TrueView ads are the standard ad types you get on YouTube and the ones that advertisers only pay for when the viewers come across the ad by clicking a call-to-action button. Plus, they can easily customize it by sharing a variety of content.

Advertisers will only pay when the user watches the ad for 30 seconds or more, and if the viewer acts by clicking a call-to-action button.

YouTube requires skippable TrueView ads to maintain the length between 12 seconds and 6 minutes in length and the non-skippable ads be 15-20 seconds in length.

There are two types of TrueView ads you can use:

– Video Ads

These ads show up on the YouTube homepage, search results, and related videos watch pages. They appear after your YouTube search.

– In-Stream Ads

These ads play prior to someone watching a video they’ve selected. Sometimes viewers might have the option to skip ads after 5 seconds.

Marketers can have the videos play in the Google Display Network (GDN) or sites owned by Google video ad space.

ii. Preroll Ads

Some of these ads can be non-skippable and will play before, mid-roll, or after the video. They are known as Preroll ads and last between 15-20 seconds.

iii. Bumpers

These ads are the shortest type of YouTube ad at just 6 seconds per bumper before the next video begins (usually used for a quick shout out on a product or video campaign for your viewer to be informed).

Which industry is recommended?

To be honest, when it comes to advertising on YouTube, there are no limits to what type of industry should or shouldn’t advertise on it, especially on this platform.

YouTube relates to everyone of all ages, all types of people, and interests.

Whether it’s educational, musical, instructional, and so on, this is a platform for every industry to adapt to creatively and strategically.

This is a must-have on every marketer or business owner’s snack plate! According to YouTube statistics, 8 out of 10 marketers consider YouTube to be the most effective video marketing platform. Having doubts about that? Check out the stats!


5. Snapchat

About this channel

Snapchat is a fun and interactive social media platform where users can use filters and other effects before sending an image or a video directly to a fellow Snapchatter or to their Snapchat story.

A Snapchat sent directly to another user can only be viewed once, whereas a Snapchat on a story lasts up to 24 hours, similar to Instagram Stories.


What’s the target audience?

According to statistics, Snapchat has 360 over monthly active users and around 238 daily active users worldwide in the second quarter of 2020.

Snapchat is no longer a habitat for millennials to interact and is now ruled by the GenZs which comprise 90% of teens and young adults aged between 13-24. In the US alone, Snapchat has reached 75% of 13-34-year olds who spend at least 30 minutes a day using Snapchat.

This makes it an ideal place for marketers or business owners who are targeting ages 34 and below as it accounts for 75% of Snapchat’s audience.

Ad types available and its use:

Snapchat offers three types of filters:

i. Snapchat Sponsored Geofilters

This Snapchat ad type is an overlay that varies according to the location of users and what they’re currently doing.

Marketers can use this as a killer marketing tool by adding customized messages or doing some branding on the filters to showcase your brand, plus with the filters being viewed at least 2.16 billion times a day, it’s a done deal!

The GeoFilters can be included in privately sent photos or videos or to shared stories to the public.

Marketers should use GeoFilters when they are hosting an event and activate it so the guests can get access and post pics of your event, helping you spread awareness. The marketer will determine the duration of the filters based on your social media marketing campaign goals.

ii. Snapchat Sponsored Lenses

This type of ad includes a filter design to alter faces and apply animation or effects. Users usually spend a lot of time adjusting the color, filtered lenses before they publish it.

iii. Snap Ads

 These ads are vertical videos that go on for 10 seconds and pop up in Snapchat’s original shows, curated stories, media companies’ Publisher stories between publicly posted stories too.

 Apply a Snap ad if there’s a call-to-action involved or if you want them to direct them to your website.

Which industry is recommended?

Its human-centric nature is what attracts big brands such as Tacobell, Sour Patch Kids, FeatSocks, and more to advertise on the platform.

However, there’s room for marketers or business owners from many industries who feel they can adapt to the fun platform to expand their reach, given the targeted audience is on this platform.

The industries recommended would range from the entertainment business, even a multinational oil company, Exxon Mobil, F&B, FMCG, and almost any business with a good ideation team and digital marketing agency, really. Unless you’re a serious industry like finance or like to be safe with your social media, then Snapchat is not the platform for you.


6. TikTok

About this channel

This channel is notorious for creating hype and attention and is probably more happening than your average Instagram or Snapchat put together. It’s an app that allows you to watch entertaining and fun videos, create your own, and share videos backed up with the top music that’s trending, dance moves, lip-synching, challenges, etc — all on mobile.

What’s the target audience?

Based on statistics, TikTok currently has 800 million active users worldwide and this app has been downloaded 2 billion times on the App Store and Google Play.

This social media platform is available in 155 countries and in 75 languages.

According to the recent study by DATAREPORTAL, 41% of TikTok users are aged between 16-24 and 56% of the users are male and 44% are female. It is estimated that TikTok’s global audience falls under the age of 34 and 26% between ages 18-24.

Refer to more statistics on TikTok here.

Ad types available and its use: 

i. In-Feed Ads 

These are 60-second video ads that pop up between user videos when a user scrolls through the ‘For You’ page. They need to be engaging to capture the audience’s attention because it goes on for a few seconds before they scroll on.

They can include multiple types of call-to-actions to direct users to your website, to shop at your site, or to download apps, and more once they tap on it.


ii. Brand Takeover Ad 

These ads appear on full screen when opening the app and not only can they be targeted and include links to direct potential customers but they’re highly engaging and can’t be missed. It’s a good way for brands who want to create mass awareness.

iii. Branded Hashtag Challenge

 Anybody can simply create a Branded Hashtag Challenge on TikTok, but whether it is guaranteed popularity can’t be determined.

It would only be worth doing when a brand pairs up with a popular TikTok Influencer for a higher chance of your brand to trend.

These ads help marketers achieve reach on the channel and may also drive conversions. Once a user clicks on the sponsored hashtag, it will lead them to a landing page on TikTok with the brand’s logo, links, and description of the challenge.

Highly recommended to utilize this ad form in your social media marketing campaigns. Start planning your social media campaign today!

Check out a successful example from Clean & Clear!

iv. Which industry is recommended?

By now, it is apparent that TikTok dominates 41% of the ages between 16-24, but mainly more to the teenage department. They just go gaga over TikTok.

Many industries have advertised with TikTok ranging from Chipotle, Nike, Fenty Beauty, Pepsi, Nike, Universal Pictures, and many more.


7. Twitter

About this channel

Twitter is a ‘microblogging’ social network that allows you to post statuses known as ‘tweets’ and send to receive and send out short messages to people.

Back then, Twitter was limited to 140 words, but today the limit has doubled to 280 and you can also post videos on the platform which creates more strategic options for marketers for their social media campaigns.

What’s the target audience?

There are 330 million monthly active users and 145 million active daily users on Twitter worldwide.

According to sources, more than 80% of Twitter’s global population is under 50 years old (except for Trump), 34% of users are females, and males at 66%. 38% of Twitter users are between the age groups of 18-29 and 26% of users are 30-49 years old.

Ad types available and its use:

i. Promoted Tweets

These tweets may seem like your regular Tweets, only the difference is that advertisers pay to display the content to users who already follow that advertiser on Twitter.

These Tweets may contain video and will autoplay in the users’ timeline. The video is kept short to 60 seconds then it loops.

ii. Promoted Accounts

Promoted accounts are a type of ad that allows you to promote your entire brand’s Twitter account and targets users who don’t follow your brand. This form of ad can help with brand awareness and grow your Twitter following.

There are more forms of ads on Twitter from Promoted Trends, Promoted Moments, and more. Visit ads.Twitter.com.

Which industry is recommended?

This is also a question marketers and business owners must ask themselves if they want to include Twitter into their social media strategy.

There is no set industry specifically for Twitter, as it applies to all industries willing to invest time on good content on it.

Twitter has been used by a range of various industries with customer service and updates in real-time as a priority, such as Starbucks, Wholefoods, Jet Blue, Manufacturers, Healthcare, and many more.

With a solid marketing strategy, businesses can use Twitter to create successful campaigns to increase sales, boost brand recognition, and improve their customer service.

Twitter is THE ultimate and practical communication platform where people communicate concisely within the 240-character limit. This also a platform that people frequently visit to get live updates on news and current trends.


Brief comparison among these channels


Facebook is mainly catered to a B2C audience and is the leading social network worldwide where a majority of individuals and businesses in the world have an account.


The world’s leading media sharing platform is highly interactive and is fully dedicated to mobile user experience, especially quality images, not like Facebook that relies on text and image or Twitter that is text-dependent.  Instagram’s lifestyle-related site makes it B2C friendly. 


The biggest social network among businesses and busy professionals. Provides a solid base for the B2B market.


The leading video sharing platform worldwide and caters to B2B/B2C markets independent artists, entrepreneurs, SMEs, agencies, lifestyle brands, education, and covers all aspects of human interests, and is more diverse than IGTV which is dominated by influencers in the cosmetics/beauty industry.


Snapchat can cater to both B2B and B2C markets, but it is not ideal for businesses such as banking, construction, etc. As most of its target audience are teenagers. Its story feature makes it similar to Instagram for the younger market.


TikTok is a fully integrated media sharing platform that provides music, effects, catered to pure entertainment. The target audience is similar to Snapchat, which are teenagers. They offer a B2C model which is an opportunity for marketers to advertise to young adults included. For example, the finance industry would not be suitable on this channel. 


Twitter applies to all markets, B2B and B2C, and is the main channel to get news sources and trending content. But is not an integrated media sharing platform like Instagram, Snapchat, and TikTok.



To sum it all up, there are plenty of social media platforms waiting for marketers and business owners to hop on, but at the end of the day, what matters is a solid social media strategy and how well they understand their audiences to succeed. There is no shortcut when you’re on the digital platforms and the only shortcut available is once you’ve taken time to know your audience and their desires.

Marketers and business owners must understand that it takes effort to know your audience well before targeting them, or else you’re just shooting blanks and wasting your time and investment.

We have learned that businesses, even with really good ads might not do well if it’s targeting the wrong market or it’s on the wrong platform. It can be a challenge for brands to be spread across all platforms just to keep up. They shouldn’t have to.

At Synergy XYZ, we are a digital marketing agency in Malaysia to consult for all your social media or digital marketing concerns.