# Social media advertising: what it is and how it works
> Social media advertising involves distributing paid messages within social platforms.
URL: https://www.zorraquino.com/en/dictionary/advertising/social-media-advertising.html

# Social media advertising

Social media advertising involves distributing paid messages within social platforms. It may use different formats and distribution criteria depending on the service

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

Within [social media](https://www.zorraquino.com/en/dictionary/internet/social-networks.html), it differs from organic publishing and community management, even when they form part of the same strategy. A campaign needs to connect its objective, [audience](https://www.zorraquino.com/en/dictionary/advertising/audiencie.html), creative and destination. Targeting options are neither universal nor permanent; measurement should explain which result is attributed to the advertisement and within what limits.

Also known as

Social ads, Paid social

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Social media marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/social-media-marketing.html)
- [Facebook Ads](https://www.zorraquino.com/en/dictionary/digital-marketing/facebook-ads.html)
- [Lookalike audiences](https://www.zorraquino.com/en/dictionary/digital-marketing/lookalike-audiences.html)