[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fwhich-paid-social-platform-is-right-for-your-business":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":351,"breadcrumbs":352,"reading_minutes":163,"category":360,"head":362},"2023-09-07T13:50:57",{"rendered":6},"\n\u003Cp>So, you’ve decided to push your business through paid social. But which platform should you focus on? Should you use a variety? What’s your objective? Is it cost-effective?\u003C\u002Fp>\n\n\n\n\u003Cp>The decisions can seem endless. Fear not, we have summarised the pros and cons of the most popular platforms using our own experience, research and expertise to help you navigate through the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social \u003C\u002Fa>minefield. \u003C\u002Fp>\n\n\n\n\u003Cp>To understand which platform is likely to provide the best return on investment for your next advertising push, it’s important to understand the typical cost of 3 key metrics across each platform, namely Cost per Click (CPC), Cost per Mile (CPM) and Click-through Rate (CTR). We have a snapshot of this below;\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-overall-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24792\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-overall-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24794\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-overall-cpm.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24793\" width=\"447\" height=\"276\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Whilst these numbers are useful, they do not tell the full story of what each platform can offer. From targeting options, budget scales, content, and business objectives, there are many factors to bear in mind.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meta\">Meta\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#audience-reach-and-scale\">Audience reach and scale\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#placement-fluidity-machine-learning\">Placement fluidity & machine learning\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tiktok\">TikTok\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#content-format-and-user-experience\">Content format and user experience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#audience-demographics-and-behaviour\">Audience demographics and behaviour\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#engagement-and-virality\">Engagement and virality\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#creativity-and-authenticity\">Creativity and authenticity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#linkedin\">LinkedIn\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#audience-and-purpose\">Audience and purpose\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#professional-context\">Professional context\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#lead-generation\">Lead generation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#twitter-now-x\">Twitter (Now ‘X’)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ad-hoc-trends-hashtags\">Ad-hoc trends & hashtags\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#conversational-engagement\">Conversational engagement\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#pinterest\">Pinterest\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#visual-discovery-and-inspiration\">Visual discovery and inspiration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#shopping-and-product-focus\">Shopping and product focus\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"meta\">Meta\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-reach-and-scale\">Audience reach and scale\u003C\u002Fh3>\n\n\n\n\u003Cp>In terms of daily users, Meta owns some of the largest social platforms in the world. Facebook ranks 1st, WhatsApp ranks 3rd, and Instagram ranks 4th worldwide. This in turn can provide you with access to a vast range of audiences, which is beneficial for brands seeking widespread visibility, all from an advertising suite that encompasses Facebook, Instagram and WhatsApp (Threads is likely pending too).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"placement-fluidity-machine-learning\">Placement fluidity & machine learning\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">\u003Cstrong>Meta Ads\u003C\u002Fstrong>\u003C\u002Fa> allow you to utilise its machine learning capabilities, arguably, more efficiently than other platforms, as Meta is able to deliver ads on a mixture of placements (primarily Facebook and Instagram) to deliver results. For instance, if you have set an objective of ‘maximise conversions’ then Meta will be able to divert traffic accordingly towards Instagram or Facebook based on the actions it’s seeing across those platforms.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-meta-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24790\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-meta-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24791\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">Meta performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>In terms of key metrics, Meta’s platforms tend to differ. Whilst Facebook and Instagram usually have similar CPMs, Facebook typically produces cheaper traffic thanks to its stronger CTR than Instagram. This difference has led to Facebook being one of the more efficient platforms for driving traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>Much of this difference in performance can be attributed to the typical ad delivery on both platforms. Facebook ads tend to be delivered in-feed which are more likely to deliver traffic, whereas Instagram leans towards delivering spend across Reels and Stories which are often viewed without necessarily driving clicks.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tiktok\">TikTok\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"content-format-and-user-experience\">Content format and user experience\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok is primarily focused on short-form video user-generated content (UGC), often set to trending music, visuals and audio effects. This is distinct from other platforms (Instagram Reels excluded) that may offer a more traditional mix of text, images, and videos. Successful advertisers on TikTok should create engaging video content that aligns with the platform’s unique style of having UGC front and centre of its offering.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-demographics-and-behaviour\">Audience demographics and behaviour\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok has gained popularity, especially among younger audiences. While other social platforms may have a broader user base, TikTok’s core demographic tends to skew towards younger age groups, primarily teens and young adults with 86.4% of male and 84.5% female users aged below 34. However, with over 1.09 billion active monthly active users, if this isn’t your audience, there may still be a niche for you, as older demographics \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.adweek.com\u002Fperformance-marketing\u002Ftiktok-is-growing-up-and-so-are-its-users\u002F\">are increasing rapidly\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"engagement-and-virality\">\u003Cstrong>Engagement and virality\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok’s algorithm is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2022\u002Foct\u002F23\u002Ftiktok-rise-algorithm-popularity\">known\u003C\u002Fa> for its ability to quickly spread content virally, allowing even relatively unknown creators to gain significant organic traction. This can provide even small brands with the potential for wide exposure, provided their content resonates with users.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"creativity-and-authenticity\">\u003Cstrong>Creativity and authenticity\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok values \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnewsroom.tiktok.com\u002Fen-us\u002Funlocking-even-more-opportunities-for-creators-with-the-creativity-program-beta\">creativity and authenticity\u003C\u002Fa>, with users responding well to content that feels genuine and relatable. If your brand also values this, your content may do well with content that feels native to TikTok’s environment.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-tik-tok-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24797\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-tiktok-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24798\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">TikTok performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>TikTok tends to sit in the middle range versus its competitors. This in itself can be surprising as its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstrikesocial.com\u002Fblog\u002Ftiktok-video-view-ads-metrics\u002F\">users tend to view content quickly\u003C\u002Fa> before scrolling through to the next video, this makes the CTR result impressive compared to its closest rival Instagram (in particular reels) which tends to drive more expensive traffic and delivers a worse CTR. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"linkedin\">LinkedIn\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-and-purpose\">Audience and purpose\u003C\u002Fh3>\n\n\n\n\u003Cp>LinkedIn is a professional networking social media platform, which makes it suited for B2B advertising and targeting a more business-oriented audience. Other social platforms like Facebook and Instagram tend to have a broader user base that includes both personal and professional users. However, be aware that not everyone on LinkedIn might be as professional as you.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"professional-context\">Professional context\u003C\u002Fh3>\n\n\n\n\u003Cp>Users on LinkedIn are in a professional mindset when using the platform, which can influence the type of content and messaging that resonates. You can leverage this context to promote products and services relevant to business needs.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"lead-generation\">Lead generation\u003C\u002Fh3>\n\n\n\n\u003Cp>Despite the higher CPC, LinkedIn is well-suited for lead generation campaigns in the B2B space. Whilst most platforms offer this campaign type, you can use LinkedIn to drive high-quality leads, utilising the highly-specific targeting options to reach business decision-makers across various industries\u002Fsectors.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-linkedin-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24788\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-linkedin-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24789\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">Key metrics performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>LinkedIn is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.webfx.com\u002Fsocial-media\u002Fpricing\u002Fhow-much-does-social-media-advertising-cost\u002F\">typically more expensive\u003C\u002Fa> in terms of CPC versus other platforms. This is despite having one of the cheaper CPMs, the reason for the expensive CPC can be attributed to the CTR which tends to be much lower. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"twitter-now-x\">Twitter (Now ‘X’)\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ad-hoc-trends-hashtags\">Ad-hoc trends & hashtags\u003C\u002Fh3>\n\n\n\n\u003Cp>Hashtags and trending topics play a significant role on Twitter, allowing you to join ongoing conversations and trends. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.twitter.com\u002Fen\u002Fblog\u002Fhow-to-create-and-use-hashtags.html#:~:text=Don't%20forget%2C%20you%20can,when%20Branded%20Hashtags%20are%20included.\">This can lead to increased visibility and engagement if used effectively.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"conversational-engagement\">Conversational engagement\u003C\u002Fh3>\n\n\n\n\u003Cp>Twitter encourages direct interactions and conversations between users. Ryanair is a classic example of this both through organic and paid content;\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-twitter-interaction.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24801\" width=\"502\" height=\"503\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Like Ryanair it’s great to engage with users through replies, retweets, and conversations, creating a more conversational and interactive advertising experience.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-twitter-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24799\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-twitter-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24800\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">Key metrics performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>Twitter is really competitive in terms of CPC. This is thanks to both having a really cheap CPM and one of the strongest CTR versus other social media platforms due to its ability to effectively leverage trending and relevant topics\u002Fhashtags as part of its targeting. With these really competitive metrics if you are looking to drive traffic at an efficient rate you should consider investing in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftwitter-advertising\u002F\">Twitter advertising services\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"pinterest\">Pinterest\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"visual-discovery-and-inspiration\">Visual discovery and inspiration\u003C\u002Fh3>\n\n\n\n\u003Cp>Pinterest is focused on visual content and discovery. Users come to Pinterest to find ideas, inspiration, and products. This sets it apart from platforms that might prioritise social interactions or news updates.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpinterest-visual-discover-and-inspiration-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24804\" width=\"237\" height=\"494\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpinterest-visual-and-inspiration-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24802\" width=\"237\" height=\"494\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"shopping-and-product-focus\">Shopping and product focus\u003C\u002Fh3>\n\n\n\n\u003Cp>Pinterest is popular for shopping-related searches and product discovery. Users often use the platform to plan for purchases, making it an attractive space for e-commerce businesses.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-pinterest-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24795\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-pinterest-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24796\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">Key metrics performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>Pinterest produces a mixed bag of statistics. Typically Pinterest has the most expensive CPM versus other platforms, however, this is offset by having the strongest CTR. When all things are considered this ends up producing a CPC which falls into the middle range when compared against its competitors. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-thoughts\">Final thoughts\u003C\u002Fh2>\n\n\n\n\u003Cp>As you can probably tell when it comes to picking out the perfect social platform there isn’t a one-size-fits-all answer. It’s always best to carry out audience research prior to launching your activity and ask yourself what is your ultimate goal, before selecting your platform or platforms of choice. \u003C\u002Fp>\n\n\n\n\u003Cp>Key avenues to consider can include using third-party tools such as SimilarWeb to pinpoint how much traffic is being driven by channels for competitors or businesses in similar verticals. It’s also a great idea to reference where your existing organic traffic is coming from using tools like the Google Analytics referral report as this could help paint a clearer picture of where your typical user base is.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Using this information we can gauge which platforms are most likely to support objectives. \u003C\u002Fp>\n\n\n\n\u003Cp>Here are two simple scenarios:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>If your objective is to \u003Cstrong>drive quality leads\u003C\u002Fstrong> for a \u003Cstrong>construction\u003C\u002Fstrong> company that specialises in high-rise buildings, you will most likely want to utilise \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Flinkedin-advertising\u002F\">LinkedIn’s\u003C\u002Fa> highly specific \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Fb2b-marketing-agency\u002F\">B2B\u003C\u002Fa> targeting, despite the more expensive CPCs, as this will have more value to the business than driving cheaper traffic from irrelevant audiences. \u003C\u002Fli>\n\n\n\n\u003Cli>If your objective is to\u003Cstrong> raise awareness\u003C\u002Fstrong> for an FMCG brand, then LinkedIn is not the optimal choice. As the barrier to entry for these products is much lower you would be wiser to select a platform such as Facebook or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftiktok-advertising\u002F\">TikTok\u003C\u002Fa> that will enable you to reach a broader audience for a cheaper cost.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>This is of course not to say choices are set in stone, with so many options available it’s vital to test which approach works for your business by gathering data on each platform. Armed with this, you can feel safe in your ability to pivot to another platform when performance needs adjusting.\u003C\u002Fp>\n\n\n\n\u003Cp>For more tips and advice, check out our other \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social blogs.\u003C\u002Fa>\u003C\u002Fp>\n",false,"standard",[10],36,[],[13],222,[15,16,17,18,19,20,21,22],"post-24779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social",{"page_content_modules":24,"hero":159},[25,113],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Which paid social platform is right for your business?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},76,"\u002Fabout\u002Four-team\u002Fjames-taylor\u002F","James Taylor","Senior Paid Social Strategist","I'm a Senior Paid Social Strategist at Impression. My day-to-day focuses are on account audits, reporting on performance, campaign creation\u002Foptimisation, client communication, campaign planning and forecasting. I am a massive football fan and have a love-hate relationship with Nottingham Forest ⚽️","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":58},"\u003Cp>Senior Paid Social Strategist. Joined Impression in July 2019.\u003C\u002Fp>\n\u003Cp>After graduating from the University of Lincoln with a degree in business and advertising my first role was as a digital marketing executive at Pendragon. Here, I was able to get stuck into a wide range of digital marketing activities including paid search, paid social and Google analytics. After gaining some really valuable experience, I was lucky enough to be offered a job at Impression as a paid media executive ensuring I could continue to work across both paid search and paid social channels. More recently I have decided to specialise in paid social.\u003C\u002Fp>\n\u003Cp>The great thing about working at Impression is that no two days are the same! However if I was to describe a typical day it would involve account audits, reporting on performance, campaign creation\u002Foptimisation, client communication, campaign planning and forecasting. Outside of that there is also time set aside for internal meetings and training to help stay up to date with the rest of the team.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBeing part of the team that won the 2019 ‘Shopping Campaign of the Year’ at the UK Biddable Media awards.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI am a massive football fan and have a love-hate relationship with Nottingham Forest. I am also a keen gamer and can often be found sinking way too many hours into my PlayStation!\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},233,"98","2020-12-21 13:00:55","","Paid Social","publish","closed","paid-social","2026-01-13 11:01:54",169,"\u002F?page_id=233",0,"page","0","raw","\u002Fpaid-media\u002Fpaid-social\u002F",{"ID":59,"id":59,"title":60,"filename":61,"filesize":53,"url":62,"link":63,"alt":45,"author":64,"description":45,"caption":45,"name":65,"status":66,"uploaded_to":53,"date":67,"modified":67,"menu_order":53,"mime_type":68,"type":69,"subtype":70,"icon":71,"width":72,"height":73,"sizes":74},7456,"James-Taylor","XICeHh4Z-James-Taylor.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&q=90","\u002Fjames-taylor\u002F","12","james-taylor","inherit","2021-06-29 09:39:58","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":75,"thumbnail-width":76,"thumbnail-height":76,"medium":77,"medium-width":78,"medium-height":79,"medium_large":80,"medium_large-width":81,"medium_large-height":82,"large":83,"large-width":84,"large-height":85,"1536x1536":86,"1536x1536-width":87,"1536x1536-height":88,"2048x2048":89,"2048x2048-width":90,"2048x2048-height":91,"post-thumbnail":92,"post-thumbnail-width":93,"post-thumbnail-height":94,"12_col":95,"12_col-width":96,"12_col-height":97,"default_landscape":98,"default_landscape-width":99,"default_landscape-height":73,"default_portrait":100,"default_portrait-width":73,"default_portrait-height":99,"6_col_and_margin_short":101,"6_col_and_margin_short-width":93,"6_col_and_margin_short-height":97,"11_col_and_margin":102,"11_col_and_margin-width":103,"11_col_and_margin-height":97,"9_col_rectangle":104,"9_col_rectangle-width":105,"9_col_rectangle-height":106,"11_col":107,"11_col-width":108,"11_col-height":97,"staff_image_696_600":109,"staff_image_696_600-width":72,"staff_image_696_600-height":73,"rectangular_thumbnail":110,"rectangular_thumbnail-width":111,"rectangular_thumbnail-height":112},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":114,"reduced":27,"top_overlap":115,"bottom_underlap":115,"disable_observer":-1,"heading":116,"cta_text":117,"cta_link":118,"items":119},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[120,133,148],{"type_key":16,"title":121,"excerpt":122,"to":123,"postedAt":124,"readingTime":125,"image":126,"authors":127,"category":131},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-05T15:49:53",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[128],{"name":129,"image":130},"Matthew Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":132,"name":46},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"type_key":16,"title":134,"excerpt":135,"to":136,"postedAt":137,"readingTime":138,"image":139,"authors":140,"category":147},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141,144],{"name":142,"image":143},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":145,"image":146},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":132,"name":46},{"type_key":16,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":125,"image":153,"authors":154,"category":158},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[155,157],{"name":156,"image":143},"Harry Clements",{"name":145,"image":146},{"to":132,"name":46},{"type":160,"style":161,"heading":28,"date":4,"updatedAt":162,"reading_minutes":163,"image":164,"imageAlt":28,"categories":165,"collections":350},"blog-post","light","2025-03-05T17:40:22",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F12\u002Frahul-chakraborty-xsGxhtAsfSA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[166],{"id":10,"count":167,"description":168,"link":132,"name":46,"slug":49,"taxonomy":169,"parent":53,"meta":170,"acf":171,"head_links":172,"resource_count":173,"yoast_title":174,"yoast_meta":175,"yoast_json_ld":220,"_links":318,"path":132},104,"Keeping up to date with the latest \u003Ca href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> trends, strategies, and announcements can be difficult. Our digital experts regularly blog about paid social media news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!","category",[],[],[],11,"Paid Social Media Blog | Tips & Advice | Impression",[176,178,181,184,187,190,193,195,197,199,202,205,208,211,214,217],{"property":177,"content":174},"title",{"property":179,"content":180},"description","Keeping up to date with the latest paid social media trends, strategies, and announcements can be difficult. Browse our tips and advice in our latest blogs!",{"name":182,"content":183},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":185,"content":186},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"name":188,"content":189},"og:locale","en-GB",{"property":191,"content":192},"og:type","article",{"property":194,"content":174},"og:title",{"property":196,"content":180},"og:description",{"property":198,"content":186},"og:url",{"property":200,"content":201},"og:site_name","Impression",{"property":203,"content":204},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":206,"content":207},"og:image:width",1200,{"property":209,"content":210},"og:image:height",630,{"property":212,"content":213},"og:image:type","image\u002Fjpeg",{"property":215,"content":216},"twitter:card","summary_large_image",{"property":218,"content":219},"twitter:site","@impressiontalk",{"@context":221,"@graph":222},"https:\u002F\u002Fschema.org",[223,231,241,251],{"@type":224,"@id":225,"url":225,"name":174,"isPartOf":226,"description":180,"breadcrumb":228,"inLanguage":230},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"@id":227},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":229},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fpaid-social\u002F#breadcrumb","en",{"@type":232,"@id":229,"itemListElement":233},"BreadcrumbList",[234,239],{"@type":235,"position":236,"name":237,"item":238},"ListItem",1,"Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":235,"position":240,"name":46},2,{"@type":242,"@id":227,"url":238,"name":201,"description":45,"publisher":243,"inLanguage":189,"potentialAction":245},"WebSite",{"@id":244},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":246,"target":247,"query-input":250},"SearchAction",{"@type":248,"urlTemplate":249},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":252,"@id":244,"name":201,"url":238,"logo":253,"image":259,"sameAs":260,"@context":264,"email":265,"foundingDate":266,"legalName":267,"vatID":268,"description":269,"telephone":270,"address":271,"location":278,"areaServed":311},"Organization",{"@type":254,"inLanguage":189,"@id":255,"url":256,"contentUrl":256,"width":257,"height":258,"caption":201},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[261,262,263],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":272,"streetAddress":273,"addressLocality":274,"addressRegion":275,"postalCode":276,"addressCountry":277},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[279,288,300],{"@type":280,"name":281,"geo":282,"address":286,"photo":259,"telephone":287},"Place","Impression Digital - Nottingham",{"@type":283,"latitude":284,"longitude":285},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":272,"streetAddress":273,"addressLocality":274,"addressRegion":275,"postalCode":276,"addressCountry":277},"+44 01158 242 212",{"@type":280,"name":289,"geo":290,"address":293,"photo":298,"telephone":299},"Impression Digital - London",{"@type":283,"latitude":291,"longitude":292},"51.50237208377361","-0.09229841534284115",{"@type":272,"streetAddress":294,"addressLocality":295,"addressRegion":296,"postalCode":297,"addressCountry":277},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":280,"name":301,"geo":302,"address":305},"Impression Digital - New York",{"@type":283,"latitude":303,"longitude":304},"40.726722746949","-74.00527778220652",{"@type":272,"streetAddress":306,"addressLocality":307,"addressRegion":308,"postalCode":309,"addressCountry":310},"160 Varick St","New York","NY","10013","USA",[312,315,317],{"@type":313,"name":314},"Country","Worldwide",{"@type":313,"name":316},"GBR",{"@type":313,"name":310},{"self":319,"collection":329,"about":332,"wp:post_type":335,"curies":346},[320],{"href":321,"targetHints":322},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F36",{"allow":323},[324,325,326,327,328],"GET","POST","PUT","PATCH","DELETE",[330],{"href":331},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[333],{"href":334},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[336,338,340,342,344],{"href":337},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=36",{"href":339},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=36",{"href":341},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=36",{"href":343},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=36",{"href":345},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=36",[347],{"name":348,"href":349,"templated":27},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",[],[],[353,355,357,358],{"path":354,"name":237},"\u002F",{"path":118,"name":356},"Blog",{"path":132,"name":46},{"path":359,"name":28},null,[361],{"id":10,"name":46,"path":132},{"title":363,"script":364,"meta":435,"link":465},"Which paid social platform is right for your business? | Impression",[365],{"type":366,"key":367,"innerHTML":368},"application\u002Fld+json","yoast-json-ld",{"@context":221,"@graph":369},[370,387,395,397,406,410,428],{"@type":371,"@id":372,"isPartOf":373,"author":375,"headline":28,"datePublished":377,"dateModified":378,"mainEntityOfPage":379,"wordCount":380,"publisher":381,"image":383,"thumbnailUrl":385,"articleSection":386,"inLanguage":189},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhich-paid-social-platform-is-right-for-your-business\u002F#article",{"@id":374},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhich-paid-social-platform-is-right-for-your-business\u002F",{"name":33,"@id":376},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F6f2f90268151a53be07721bec68db884","2023-09-07T13:50:57+00:00","2025-03-05T17:40:22+00:00",{"@id":374},1484,{"@id":382},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":384},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhich-paid-social-platform-is-right-for-your-business\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F12\u002Frahul-chakraborty-xsGxhtAsfSA-unsplash.jpg?auto=compress%2Cformat&q=90",[46],{"@type":388,"@id":374,"url":374,"name":363,"isPartOf":389,"primaryImageOfPage":390,"image":391,"thumbnailUrl":385,"datePublished":377,"dateModified":378,"description":392,"breadcrumb":393,"inLanguage":230},"WebPage",{"@id":227},{"@id":384},{"@id":384},"You’ve decided to push your business through paid social. But which platform should you focus on? Find a platform that best suits your business.",{"@id":394},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhich-paid-social-platform-is-right-for-your-business\u002F#breadcrumb",{"@type":254,"inLanguage":189,"@id":384,"url":385,"contentUrl":385,"width":396,"height":396},2400,{"@type":232,"@id":394,"itemListElement":398},[399,400,402,404],{"@type":235,"position":236,"name":237,"item":238},{"@type":235,"position":240,"name":356,"item":401},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":235,"position":403,"name":46,"item":225},3,{"@type":235,"position":405,"name":28},4,{"@type":242,"@id":227,"url":238,"name":201,"description":45,"publisher":407,"inLanguage":189,"potentialAction":408},{"@id":244},{"@type":246,"target":409,"query-input":250},{"@type":248,"urlTemplate":249},{"@type":252,"@id":244,"name":201,"url":238,"logo":411,"image":259,"sameAs":412,"@context":264,"email":265,"foundingDate":266,"legalName":267,"vatID":268,"description":269,"telephone":270,"address":413,"location":414,"areaServed":424},{"@type":254,"inLanguage":189,"@id":255,"url":256,"contentUrl":256,"width":257,"height":258,"caption":201},[261,262,263],{"@type":272,"streetAddress":273,"addressLocality":274,"addressRegion":275,"postalCode":276,"addressCountry":277},[415,418,421],{"@type":280,"name":281,"geo":416,"address":417,"photo":259,"telephone":287},{"@type":283,"latitude":284,"longitude":285},{"@type":272,"streetAddress":273,"addressLocality":274,"addressRegion":275,"postalCode":276,"addressCountry":277},{"@type":280,"name":289,"geo":419,"address":420,"photo":298,"telephone":299},{"@type":283,"latitude":291,"longitude":292},{"@type":272,"streetAddress":294,"addressLocality":295,"addressRegion":296,"postalCode":297,"addressCountry":277},{"@type":280,"name":301,"geo":422,"address":423},{"@type":283,"latitude":303,"longitude":304},{"@type":272,"streetAddress":306,"addressLocality":307,"addressRegion":308,"postalCode":309,"addressCountry":310},[425,426,427],{"@type":313,"name":314},{"@type":313,"name":316},{"@type":313,"name":310},{"@type":429,"@id":430,"name":33,"image":431,"description":35,"url":434},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F6f2f90268151a53be07721bec68db884",{"@type":254,"inLanguage":189,"@id":432,"url":433,"contentUrl":433,"caption":33},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96659f6fbd9ce5727719ae1b4d5721632b","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fjames-taylor\u002F",[436,437,438,440,441,442,443,444,445,448,450,452,454,455,456,457,459,460,462,464],{"name":179,"content":392},{"name":182,"content":183},{"property":188,"content":439},"en_GB",{"property":191,"content":192},{"property":194,"content":363},{"property":196,"content":392},{"property":198,"content":374},{"property":200,"content":201},{"property":446,"content":447},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":449,"content":377},"article:published_time",{"property":451,"content":378},"article:modified_time",{"property":203,"content":453},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fopen-graph-best-paid-social-platform.png?auto=compress%2Cformat&q=90",{"property":206,"content":207},{"property":209,"content":210},{"property":212,"content":68},{"name":458,"content":33},"author",{"name":215,"content":216},{"name":461,"content":453},"twitter:image",{"name":463,"content":219},"twitter:creator",{"name":218,"content":219},[]]