Why Use Social Media Marketing for Advertising?

Originally published April 11, 2012 · Updated Oct 2026 · By Black Box Social Media

Quick answer: Businesses use social media marketing for advertising because it increases exposure and website traffic, generates leads and sales, can cost less than traditional media, and builds an audience you can reach again and again. Results improve with time invested and consistency. Black Box Social Media combines organic posting with paid Meta ads so businesses don't depend on organic reach alone.

Why do so many businesses advertise on social media? Industry surveys have asked marketers that question for years. Social Media Examiner's 2012 Social Media Marketing Industry Report, for example, found that 83% of marketers said social media was important to their business, with increased exposure and increased traffic as the top two benefits. The specific numbers below come from that 2012 report, but the patterns behind them still hold.

How does social media increase exposure?

If you want more people to know your business, social media is a strong step in the right direction. In the 2012 report, 85% of marketers said their social media efforts increased exposure, even with a modest time investment. Experience mattered: 95% of those doing it for more than three years agreed, compared with 73% of those with six months or less. Social media advertising isn't a fad. Plan for the long term, and like wine, the results get better with time.

Can social media increase sales?

For most businesses, the end goal is more sales and revenue. In the 2012 report, 58% of marketers with three-plus years of social media experience said it helped improve sales. But it takes more than one Facebook post a week. Ask yourself how much time and budget you can commit. If you don't have the time or resources, working with a social media marketing firm may be the better route.

Is social media good for lead generation?

For many businesses the goal isn't an immediate sale but a lead: an opt-in, a quote request or a booked call. In the 2012 report, 61% of marketers spending as little as six hours a week saw lead-generation benefits. Today, Facebook and Instagram lead ads, paired with a landing page and fast follow-up, make this even more direct. See our funnel builds service.

Does social media reduce advertising costs?

Meta reported 3.60 billion people using at least one of its apps (Facebook, Instagram, Messenger or WhatsApp) every day in June 2026, and creating a business presence is free. TV, radio and print ads can be expensive and hard to measure. With social media, the main costs are time and, increasingly, ad spend, because organic reach alone is limited. The advantage is control: you set the budget, target specific audiences and see exactly what each campaign returns.

How does social media build a loyal fan base?

A newspaper, TV or radio ad affects people briefly. When the event or promotion ends, you start from scratch next time. With social media, you keep your followers and can engage them continuously. You can also retarget people who've visited your website or watched your videos, so every campaign builds on the last.

What's the bottom line?

Social media advertising gives you an affordable, measurable way to build exposure, generate leads, increase sales and grow a loyal audience. If you're excited about the possibilities but not sure where to start, our Meta advertising team, with over $250M in ad spend managed, can build and run your campaigns. More reading in our Meta & Social Advertising hub.

FAQ

Why should a business advertise on social media? To reach large, targetable audiences at a controllable cost, drive traffic and leads, and measure exactly what each campaign returns.

Is organic social media enough? Usually not on its own. Organic posting builds trust and engagement, while paid ads ensure your offers reach the right people consistently.

How long does social media advertising take to work? Paid campaigns can produce leads within days, but the best results usually come from consistent testing and optimization over months.

Ready to talk it through?

Want a second set of eyes on your own plan? Black Box Social Media has been known for Meta advertising since 2010 and has managed over $250M in ad spend for growth-focused brands. Book a 30-minute strategy call and we'll show you where the biggest wins are.

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