In the previous video, we had a look at the ways in which paid ads differ from organic posts, and you will find that the main components of ads on different social platforms, are the same. But it's helpful, to take a closer look at examples from Facebook and Instagram. After all, they are the biggest social media channels, so it's important you get to know them in detail. By the end of this video, you will have a better understanding of why ads on Facebook and Instagram can be a valuable addition to organic posts, and you'll be able to point out the two ways in which they differ from their organic siblings. No matter what kind of business you have on Facebook and Instagram, you can connect with people who care about what you do. Through regular posts, you can keep people who followed or liked your page informed on everything happening in your business, such as: sales, events, promotions, or information about your product or services. Same goes for people who followed your account on Instagram. When you post to your page, people who've liked or followed your page can see that post. And when you post on your Instagram account, people who follow you can see your content in their feed. People may like, comment, or share this content if they wish, and this type of reach is called 'organic', which is another way to say that it's free. You create a post and it spreads organically from people who engage with your content to their friends and so on. This process is an important part of increasing your number of page or account followers, but it may not grow your audience as quickly as you'd like, and this is when you might want to think about advertising. Advertising on Facebook and Instagram, can help you accomplish specific business goals. Here are a few ways in which you can utilize ads on Facebook and Instagram. First, let's say you want to grow your Facebook page to build an audience of loyal followers. Then you can create an ad to promote your business page to more people, which can help increase engagement on your posts, and get you more likes, comments and shares. Remember Imre at Calla & Ivy? She wants to grow the audience for her website, so she can sell her hand bound bouquets online. One way in which Imre could build up the audience for a site is by promoting her Facebook business page. That way, she can increase her followers, which may help her to get the word out. Second, you can use ads to market your goods and services on Facebook and Instagram. To do that, you can create an organic post showcasing your businesses products and services, and then turn it into an ad, and with that ad, you can reach shoppers who are likely to be interested in your product, and turn them into customers. On Facebook, ads you create from posts on your page are called "boosted" posts. So for Calla & Ivy, boosting posts with images of bouquets that people can buy on the website could help to get the posts in front of immerse target audience. Boosting posts may also help Imre to get more people to react, share, and comment on them. Third, if you have a local business, you can use ads to drive potential customers to your store. By targeting people who are living nearby or visiting a specific city, you can make it easier for them to discover, and visit your physical place of business. So Imre could use this type of ad to get people to come, and check out her store in Amsterdam. Fourth, you can use ads on Facebook and Instagram to promote your website. If you've invested in a great website, use your Facebook page to help increase traffic to it. That's especially useful if you have an online shop and wanted to promote and directly sell the items you offer. So for Calla & Ivy, this is a great way to get the word out about their new website and get people who are interested in hand bound bouquets to visit the site and buy some flowers. Advertising on Facebook and Instagram can be a great way to accomplish these goals and many others. Based on what you choose, your will ads can appear in people's Facebook and Instagram feeds, and stories alongside images and videos, shared by their friends, family, and other accounts and pages they follow. You can also choose to show your ads in Messenger where people are connecting with others. There different ways you can set up an ad on Facebook and Instagram, either based on an existing post, or from scratch, and we'll dive into the details later. Either way, your promoted post will appear alongside other posts and stories, and look almost like an organic post. However, there are two differences we briefly want to point out here: first, at the top of your promoted posts people will see a label that lets them know you've sponsored the post, because you want to reach out to them. Have a look at these examples. Second, ads can have a call to action or CTA, and this call to action is a little button at the bottom of the ad that tells your audience what to do next. Facebook and Instagram give you some suggestions for your call to action, such as learn more or sign up. Alternatively, you can also pick from a list of options. Call to action buttons are optional but they can be a powerful way to point your audience in the right direction. In our next video, we'll take a closer look at a few examples of what paid ads, look like on a few other social media platforms, and we will discuss how to choose the right platforms, for your campaign goals.