From Need to Feed to Lead
Social networks provide a unique advertising opportunity at every stage of the sales funnel. Lower down on the funnel, social targeting is robust and can define audiences to a fine degree, allowing for a hyper-relevant ad experience. Higher up on the funnel, you can use social to target audiences just outside your core, isolating groups which have a higher likelihood of engagement.
Social ads appear in a user’s feed along with content from family, friends, public-personas, and interests they follow. The brand gains increased affinity and goodwill by association.