Considering paid social media advertising with a limited budget requires careful platform selection to avoid wasting money that could be better utilized elsewhere, such as PPC or traditional advertising methods.
Before delving into paid social media advertising, it’s essential to exhaust organic growth options like SEO and organic posts. Quick results may be tempting, but they might not align with your desired outcomes.
This article explores two paid social media solutions beneficial for small businesses: TikTok for Business and Reddit Ads.
TikTok for Business
With a user base of over 25 million in the UK and close to 2 billion globally, TikTok presents an excellent marketing and advertising opportunity for businesses of all sizes.
Numerous establishments, from eateries to specialty stores, have achieved viral status on TikTok, resulting in substantial foot traffic. While TikTok boasts many success stories, is it a viable choice for most small businesses?
Pros
Wide Audience Reach
One of the most significant advantages of TikTok for Business is its expansive audience. With over 25 million UK users spanning various age groups, your business could potentially reach a large number of users within hours. Additionally, TikTok Shop allows for seamless redirection of users to an ecommerce store without leaving the app.
Direct Traffic to Your TikTok Shop
TikTok for Business offers a range of campaign options, including lead generation and video views. Directing traffic to your TikTok Shop can significantly boost sales.
Creating all campaign types is straightforward using TikTok Ads Manager:
- Choose the campaign objective
- Set the campaign budget
- Upload your video/photo, ad copy, and calls to action (CTA)
- Submit
Smart+ Campaigns utilize machine learning and AI to construct high-performing campaigns, preventing audience fatigue by refreshing CTAs and formats.
Encourage Creativity
A notable aspect of TikTok ads is their emphasis on creativity.
Given TikTok’s vibrant and fun atmosphere, successful ads often mirror the energy of organic posts. Let your creativity shine!
Interested in Advertising on TikTok for Business?
Whether your goal is to boost sales, generate leads, or enhance engagement, TikTok for Business can assist. Setting up campaigns is simple, and you can monitor performance in Ad Manager.
Currently, there are enticing offers to enhance your initial campaign:
- Spend $200 → receive an additional $200 ad credit
- Spend $500 → receive an additional $500 ad credit
Sign up for TikTok for Business
Cons
Ad-Free Subscription Service
TikTok recently introduced a subscription service in the UK where users can pay £3.99 per month to avoid ads. The impact of this subscription on ad visibility remains uncertain, potentially reducing the audience reached by your ads.
Easily Skippable Ads
Given the platform’s nature, promoted content on TikTok is often skipped. Advertisements must blend in as regular videos to have a chance at being viewed, typically having only a few seconds to capture user interest before they move on. Users frequent TikTok for entertainment rather than information.
Time-Consuming Ad Creation
Developing a TikTok ad can be more time-intensive than anticipated. The platform favors video ads, necessitating filming and editing. While AI tools can assist in ad creation, incorrect prompts can lead to extended creation times. Additionally, users may find AI-generated ads off-putting and unappealing.
Reddit Ads
Reddit’s popularity surged following Elon Musk’s involvement with Twitter, leading to a rebranding as X. In 2026, Reddit became the fourth most visited social media platform in the UK, surpassing TikTok in the process.
The platform allows users to engage in various forums (subreddits) moderated by volunteers who enforce rules. Subreddit sizes vary widely, from millions of weekly visitors in larger communities to smaller, niche groups.
Pros
Target Niche Audiences
Reddit Ads offer the ability to target audiences based on keywords and specific communities, enabling ads to appear in relevant discussions and communities.
Diverse Ad Formats
Reddit provides a variety of advertising options, some requiring minimal creative input:
- Promoted posts
- Display ads (banner)
- Video ads
- Carousel ads
- Text ads – ideal for impressions
Self-Serve or Managed Campaigns
You can manage your Reddit Ads campaigns independently or opt for a campaign manager for additional support (at a cost).
Setting up a campaign is straightforward: create an account, choose your campaign type, set your budget, and publish.
Join Reddit Ads Today
Looking to reach elusive communities? Sign up for Reddit Ads for free and explore the potential user reach through keyword and community targeting.
Sign up for Reddit Ads
Cons
Ad-Free Subscription
Similar to TikTok, Reddit offers an ad-free subscription (Reddit Premium). However, at £6.49 per month (or £58.99 per year), it is unlikely to significantly impact ad visibility.
Intrusive Ads
Unlike TikTok where users may scroll past ads, Reddit users tend to downvote or ‘ratio’ ads if they find them unappealing. Managing and moderating comments is essential to maintain ad effectiveness unless votes and comments are disabled.
Reddit ads can be intrusive, often appearing between posts or mid-comments. Careful formatting and campaign objectives are crucial. Text ads are effective for brand awareness but may yield low click-through rates.
Risk of Targeting Too Niche
Targeting the right audience on Reddit can present challenges. Casting a broad net may result in high views but low engagement, while a narrow focus may yield relevance but limited clicks.
TikTok for Business vs. Reddit Ads
Choosing between TikTok for Business and Reddit Ads hinges on your objectives, business type, associated products, budget, and creative capabilities.
For expansive reach, TikTok for Business shines with its large UK user base. However, the introduction of a £3.99 monthly subscription for ad-free viewing could impact ad visibility.
To drive clicks and target niche audiences effectively, Reddit Ads prove beneficial. With numerous communities to choose from, you can tailor ads to specific keywords and subreddits.
Reddit Ads offer a simpler approach compared to TikTok for Business. While both platforms provide similar campaign creation tools, TikTok ads require captivating videos, whereas Reddit Ads can utilize static images or text.
For small businesses, TikTok for Business may be the preferred choice, especially in the hospitality sector. The platform’s wide audience reach and seamless ecommerce integration make it appealing. Conversely, Reddit Ads cater well to businesses targeting niche audiences like hobbyists.
Tips for Paid Social Media
While venturing into social media advertising is exciting and can lead to significant brand exposure, it’s crucial to manage expectations and spending effectively to maximize returns.
Here are some key tips to remember:
- Ensure your landing page functions smoothly before running ads, especially if it involves lead generation.
- Exercise caution with ad spending; evaluate campaign success before reinvesting.
- Recognize that views may not translate directly into immediate sales; repeated exposure builds brand familiarity and trust over time.
- Monitor website traffic alongside social media campaigns to gauge direct interest.
- Prepare to capitalize on success by managing increased sales volume effectively, potentially with a suitable CRM system.
Interested in Learning More About Advertising?
