TABLE OF CONTENTS

A. INTRODUCTION......................................................................................................

B. CONTENT.................................................................................................................

I. THE DEFINITION OF SOCIAL MEDIA ADVERTISING......................................

1.1. Explanation for definition...........................................................................

1.2. Common Types of Social Media Advertising.............................................

II.THE EVOLUTION OF SOCIAL MEDIA ADVERTISING......................................

2.1. Early stages: Organic engagement..............................................................

2.2. The rise of paid advertising.........................................................................

2.3. The current landscape..................................................................................

2.4. Major social media platforms and their advertising features......................

III. MAIN BENEFITS OF SOCIAL MEDIA IN ADVERTISING................................

3.1. Wide Reach & Audience Targeting............................................................

3.2. Cost-Effective Advertising..........................................................................

DISCUSSION
3.3. Real-Time Engagement & Interaction......................................................10
TOPIC: THE
3.4. Data-Driven ROLE
Marketing OF SOCIAL MEDIA IN
& Analytics.........................................................12

3.5. Virality &MODERN ADVERTISING

User-Generated Content..........................................................13

IV. CHALLENGES OF SOCIAL MEDIA IN ADVERTISING.................................14

4.1. Ad Fatigue and Consumer Skepticism......................................................14

4.2. Privacy Concerns & Data Protection Regulations....................................15

Lecturer: Ms Bui Thi Thu Trang
4.3. Managing Brand Reputation in the Age of Cancel Culture......................17

Class:
V. STRATEGIES 242_ENTI1012_22
FOR EFFECTIVE SOCIAL MEDIA ADVERTISING................18

5.1. Creating Engaging & Authentic Content..................................................19

Group: 7
5.2. Multi-Platform Social Media Distribution................................................20

5.3. Leveraging Influencers & Brand Ambassadors........................................22

 5.4. Using AI & Automation for Ad Optimization..........................................24

5.5. Balancing Paid & Organic Social..............................................................26

VI. CASE STUDIES OF SOCIAL MEDIA ADVERTISING CAMPAIGNS.............29

6.1. Case Study: Nike’s "You Can’t Stop Us" – A Deep Dive into a
Successful Social Media Advertising Campaign..................................................29

6.1.1. Background of the Campaign..............................................................29

6.1.2. Objectives of the Campaign.................................................................30

6.1.3. Execution Strategy: How Nike Made It Work.....................................31

6.1.4. Results & Success Metrics...................................................................32

6.1.5. Lessons learned for businesses............................................................33

6.2. Advertisement for Kera vegetable candy of CER Group..........................33

6.2.1. Background of the campaign...............................................................33

6.2.2. Execution Strategy: Which Strategies Did CER Group Use to

Advertise Kera Vegetable Candy?.....................................................................33

6.2.3. Results of the campaign.......................................................................34

6.2.4. Lessons learned for businesses............................................................36

C. CONCLUSION........................................................................................................38

D. DOCUMENTATION...............................................................................................39
 A. INTRODUCTION

In the digital age, social media has become an integral part of both personal and
business life. With billions of users worldwide, platforms like Facebook, Instagram,
YouTube, and TikTok serve not only as communication tools but also as powerful
advertising channels. The rise of social media has created new opportunities for
businesses to reach customers in innovative ways, engage with them directly, and
measure campaign performance with precision. However, alongside its many
advantages, social media advertising also presents challenges, requiring businesses to
continuously adapt and innovate in response to the rapidly changing landscape of these
platforms.

With the topic “The Role of Social Media in Modern Advertising,” we will
explore how social media has transformed traditional marketing approaches, examine
its key benefits and challenges, and highlight effective strategies that businesses can
adopt.

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 B. CONTENT

I. THE DEFINITION OF SOCIAL MEDIA ADVERTISING

1.1. Explanation for definition

Advertising is an essential communication activity that introduces and promotes

products, services, or brands to potential customers. It plays a crucial role in helping
businesses increase brand awareness, attract customers, and boost sales.

Kaplan and Haenlein (2010) describe social media as “a group of Internet based
applications that build on the ideological and technological foundations of Web 2.0,
and that allow the creation and exchange of user-generated content.” Social media
offers an abundance of services on the Internet. This makes it complicated for
companies to know which ones to use and how to use them. The types of social media
include: social networks (Facebook, Myspace, and LinkedIn), micro-blogs (Twitter,
Plurk, and Friend Feed), reviews and ratings (Yelp, Amazon, and Trip Advisor), video
(YouTube and Vimeo), and more.

Therefore, social media advertising is a form of online marketing in which

businesses or individuals use platforms such as Facebook, Instagram, TikTok,
LinkedIn, and Twitter,... to display paid advertisements to users. The main objectives
of social media advertising are to increase brand awareness, attract potential
customers, and drive sales.

1.2. Common Types of Social Media Advertising

There are various forms of social media advertising, allowing businesses to

reach customers in different ways:

Display ads: These ads use images, videos, or sponsored posts that appear on
users’ feeds to attract attention visually.

Search ads: These advertisements appear when users search for relevant
keywords, helping businesses connect with people who are actively looking for their
products or services.

Video ads: A highly effective format, especially on platforms like YouTube,

TikTok, and Facebook Watch, where video content captures significant user
engagement.
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 Messenger ads: These ads appear within messaging apps like Facebook
Messenger, allowing businesses to communicate directly with potential customers.

Engagement Ads: Designed to encourage interactions such as likes, shares,

comments, and follows, these ads help expand reach and strengthen brand
engagement.

II.THE EVOLUTION OF SOCIAL MEDIA ADVERTISING

Over time, social media advertising has evolved significantly, adapting to

changes in consumer behavior and technological advancements.

2.1. Early stages: Organic engagement

Social media advertising began in the early 2000s with platforms such as
MySpace and Friendster. Initially, advertisements were simple, mainly consisting of
traditional banner ads with limited targeting options. At this stage, businesses focused
on building brand awareness and increasing engagement through likes, shares, and
comments. Marketing strategies involved creating appealing content, forming online
communities, and organizing contests or giveaways. However, as social media
platforms changed their algorithms, organic reach became more difficult, leading to
the rise of paid advertising.

2.2. The rise of paid advertising

By the late 2000s, social media advertising underwent a major transformation,

particularly with the growth of Facebook. In 2007, Facebook introduced business
pages and advertising tools, changing the way companies connected with customers.
Twitter, launched in 2006, became a real-time communication platform that allowed
businesses to engage directly with their audience.

During the 2010s, platforms like Instagram and Pinterest gained popularity,
focusing on visual content. LinkedIn expanded its role beyond professional
networking to become an important B2B marketing platform. At the same time,
Influencer Marketing became a popular strategy, allowing brands to use trusted
influencers to promote products in a more natural and engaging way.

The increasing use of mobile devices also changed how users interacted with
social media. Platforms such as Snapchat and Instagram optimized their mobile

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experiences to attract younger audiences. In addition, some platforms introduced paid
subscription services, offering premium features and new advertising opportunities.
Businesses also began using user data to improve ad targeting and campaign
effectiveness.

2.3. The current landscape

Today, social media advertising has become a large and highly sophisticated
industry, supported by advanced technology and data analytics such as targeted
advertising, influencer marketing, AI and automation, and social commerce
platforms,...

Targeted advertising, with advanced algorithms analyzing user behavior, which

helps businesses can reach the right audience more effectively, optimizing costs and
increasing conversion rates.

Influencer marketing is collaboration with influencers, including both well-

known and smaller content creators such as KOLs, KOCs. It has become an important
strategy. Businesses use their credibility to promote products in a more trustworthy
and engaging manner.

Artificial Intelligence (AI) and automation has transformed social media

advertising by enabling personalized content, predicting consumer trends, and
improving campaign performance. Chatbots and virtual assistants also help businesses
interact with customers more efficiently.

Social commerce platforms such as Facebook, Instagram, and TikTok have

introduced direct shopping features, allowing users to purchase products without
leaving the app. This integration shortens the buying process and increases conversion
rates.

2.4. Major social media platforms and their advertising features

Social media platforms play a crucial role in digital marketing, allowing

businesses to reach potential customers, promote brands, and increase sales. Each
platform offers unique advertising features suited to different campaign goals.

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 Figure 1.Bar chart Top 6 social media platforms offer marketers the highest
ROI

(source: HubSport Blog Research)

In the context of Marketing, ROI helps evaluate the success of specific

marketing campaigns such as SEO, Content Marketing, or Email Marketing. By
calculating ROI, marketers can determine which channels and strategies yield the best
results for each dollar spent. According to data from HubSpot's research report in
September 2023, the top six social media platforms with the highest ROI are
Facebook, Instagram, YouTube, TikTok, X, and LinkedIn.

Facebook ads, with 29% ROI, is one of the most powerful advertising
platforms, which offers various formats such as image ads, video ads, carousel ads,
and collection ads,... Facebook allows detailed targeting based on demographics,
interests, and behaviors, supporting tools like Custom Audiences and Lookalike
Audiences. Common pricing models include CPC (cost per click), CPM (cost per
1,000 impressions), and CPA (cost per action).

Instagram ads also is a popular platform for fashion, beauty, and travel
industries, offering different ad formats such as images, videos, stories, reels, and
carousels,... Instagram Shopping Ads enable businesses to tag products in posts or
stories, allowing customers to purchase directly within the app.

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 YouTube ads rank 3rd in the rankings with 26% ROI. It is a leading video
advertising platform integrated with Google Ads. Ad formats include Skippable In-
Stream Ads, Non-Skippable Ads, Bumper Ads, and Discovery Ads. YouTube Ads
support targeting by keyword, topic, interest, and location, using CPV (cost per view),
CPM, and CPA pricing models.

TikTok ads, with 24% ROI, is a rapidly growing platform among younger
audiences, featuring creative ad formats such as In-Feed Ads, TopView Ads, Branded
Hashtag Challenges, and Branded Effects. TikTok Ads offer targeting based on
demographics, interests, and behaviors, with pricing models such as CPC, CPM, and
CPV.

LinkedIn ads, with 16%, is highly effective for B2B marketing with a
professional networking platform. LinkedIn Ads allow businesses to target audiences
based on job titles, industries, companies, skills, and professional experience. Ad
formats include Sponsored Content, Message Ads (InMail), Text Ads, and Dynamic
Ads, with CPC, CPM, and CPL (cost per lead) pricing models.

Twitter ads (X ads) has an equal rating with LinkedIn Ads. It is known for quick
message distribution, offering ad formats such as Promoted Tweets, Promoted
Accounts, Promoted Trends, and Video Ads. Twitter Ads allow targeting by hashtag,
keyword, location, and interests, using CPC, CPM, and CPE (cost per engagement)
pricing models.

III. MAIN BENEFITS OF SOCIAL MEDIA IN ADVERTISING

3.1. Wide Reach & Audience Targeting

Social media has transformed the advertising landscape, giving brands an

unparalleled ability to reach vast audiences while precisely targeting specific customer
segments. Unlike traditional advertising methods, which often rely on broad
demographics and generalized messaging, social media allows businesses to deliver
highly tailored content to the right people at the right time. With billions of users
worldwide, platforms such as Facebook, Instagram, Twitter, LinkedIn, TikTok, and
Pinterest enable brands to connect with potential customers across the globe,
regardless of geographic limitations.

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 One of the primary advantages of social media advertising is its global reach.
Unlike TV, radio, or print ads that are restricted to certain regions, social media
platforms connect businesses with audiences worldwide. Whether a company is a local
startup or a multinational corporation, social media levels the playing field by allowing
businesses of all sizes to access a vast audience without requiring an enormous budget.
For instance, a small boutique in New York can promote its products to customers in
Europe or Asia with just a few clicks.

Additionally, social media allows brands to test different markets and expand
their customer base without investing heavily in physical infrastructure. By analyzing
engagement metrics and audience insights, businesses can identify high-potential
markets and tailor their strategies accordingly.

Beyond simply reaching a large audience, social media advertising excels in

precise audience segmentation. Platforms collect vast amounts of user data, allowing
advertisers to create highly targeted campaigns based on various criteria, including:

 Demographics: Age, gender, education level, occupation, and

relationship status.

 Location: City, country, or even specific neighborhoods. This is

especially useful for businesses that want to run geo-targeted promotions.

 Interests & Hobbies: Users’ preferences, such as fitness, travel,

technology, fashion, or food. This ensures ads are shown to people who are
genuinely interested in related products or services.

 Behavioral Targeting: Social media platforms track users' online

behaviors, including past purchases, websites visited, and interactions with
similar brands. For example, an e-commerce store can retarget users who
abandoned their shopping carts with special discount offers.

 Custom & Lookalike Audiences: Advertisers can upload existing

customer lists to target specific people or use AI-driven algorithms to find new
audiences that share similar traits with their best-performing customers.

This level of segmentation helps brands increase engagement rates, improve

conversion rates, and reduce wasted ad spend. Instead of showing ads to a broad

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audience that may not be interested, businesses can focus their marketing budget on
individuals who are most likely to engage and make a purchase.

Building on the advantages of global reach and advanced audience targeting,

social media advertising also enhances engagement and customer interaction. Social
media algorithms prioritize relevant content, meaning ads that receive high
engagement are more likely to be displayed to a larger audience. This creates a
snowball effect, where well-targeted ads not only reach the right audience but also
gain additional exposure through user interactions.

The ability to reach a global audience while precisely targeting potential

customers makes social media advertising one of the most powerful marketing tools
available today. With advanced audience segmentation, businesses can ensure that
their ads are seen by the right people at the right time, leading to higher engagement,
better conversion rates, and optimized ad spending. As social media platforms
continue to evolve, brands that effectively leverage their advertising capabilities will
gain a competitive advantage in the digital marketplace.

3.2. Cost-Effective Advertising

Social media advertising has transformed the marketing landscape by offering

businesses a more cost-effective and flexible alternative to traditional advertising
methods. This shift enables companies to allocate their marketing budgets more
efficiently while achieving targeted reach and measurable results.

Traditional advertising channels, such as television, radio, and print media,

often require substantial financial investments. For example, before the airing of "Táo
Quân 2024," the Television Advertising and Service Center (TVAd) under Vietnam
Television released the advertising price list for the program. According to the list, the
advertising durations and corresponding prices are as follows: 10 seconds: 322.750
million VND, 15 seconds: 378.300 million VND, 20 seconds: 484.125 million VND,
30 seconds: 645.500 million VND. Therefore, any brand wishing to have
approximately 1 minute of exposure during "Táo Quân 2024" would have to spend
nearly 1.3 billion VND. In comparison, advertising through platforms like Facebook or
YouTube is significantly less expensive. Similarly, print ads in major publications can

8
also entail significant expenses. These methods often lack precise targeting
capabilities, leading to potential inefficiencies in reaching the desired audience.

In contrast, social media platforms offer more affordable advertising options

with advanced targeting features. For instance, platforms like Facebook and Instagram
allow businesses to set budgets as low as a few dollars per day, making advertising
accessible to companies of all sizes. Additionally, social media ads typically have a
lower cost per thousand impressions (CPM) compared to traditional channels,
enhancing cost-effectiveness.

One of the standout advantages of social media advertising is the flexibility it

offers in budgeting and ad spending. Businesses can start with a small budget and
gradually scale up based on performance. Businesses can choose from various pricing
models, such as cost-per-click (CPC), cost-per-thousand impressions (CPM), click-
through rates (CTR) and cost per action (CPA), allowing them to align their
advertising strategy with specific goals and budget constraints.

Furthermore, businesses can tailor their budgets to their specific needs and
goals.

 Daily or Lifetime Budgets: Platforms allow you to set daily or lifetime

budgets, giving you complete control over your spending. You can choose to
spend a small amount each day or allocate a larger budget over a specific
campaign period.

 Bid Management: Social media advertising platforms offer various

bidding options, allowing you to optimize your ad spending. You can set
maximum bids for clicks or impressions, ensuring that you stay within your
budget.

 A/B Testing: Social media platforms facilitate A/B testing, where you
can experiment with different ad creatives and targeting options to identify the
most effective strategies. This data-driven approach helps you maximize your
return on investment (ROI).

 Scalability: Social media advertising is highly scalable. You can start

with a small budget and gradually increase it as your campaign gains traction.

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 This flexibility allows you to adapt your spending to your evolving business
needs.

 Real-time analytics: Social media platforms provide detailed analytics

about the performance of your ads. This allows you to monitor your spending
and make adjustments as needed to optimize your ROI.

Clearly, social media advertising provides cost-effective, measurable, and

scalable marketing solutions that outperform traditional advertising in terms of
efficiency. Businesses can fine-tune their strategies, optimize their budgets, and
maximize the return on investment...

3.3. Real-Time Engagement & Interaction

Social media has ushered in a new era of communication between brands and
consumers. It breaks down traditional barriers, creating a direct interaction space
where brands can instantly listen, respond and address customer issues. This two-way
dialogue channel not only enhances the customer experience but also builds stronger
relationships, reinforcing loyalty and trust. Simultaneously, it provides brands with
valuable insights into customer needs and desires, helping them adjust their marketing
strategies more flexibly and effectively. In an increasingly connected world, this
ability to interact directly becomes a key factor in building and maintaining brand
success. Social media platforms have revolutionized how brands interact with
consumers by enabling real-time engagement through various interactive features.
These features include:

Comments: allow users to respond directly to posts, fostering a two-way

conversation between brands and their audience. For example, a cosmetics brand posts
a makeup tutorial video. Users can comment to inquire about the products used, seek
clarification on the application techniques or share their experiences with the featured
products. The brand can then engage with these comments by answering questions,
providing further details and encouraging users to showcase their makeup looks by
sharing photos.

Direct messages (DMs): provide a private channel for users to communicate

with brands, often used for customer service or personalized interactions. For example,
Saigontourist - a big travel company in Vietnam can use DMs to send special travel

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packages tailored to each customer, based on their travel history, preferences and even
special occasions like birthdays or anniversaries. For example, if a customer frequently
travels to the beach, Saigontourist can send them great deals on island tours or diving
trips. Additionally, DMs also help provide quick information about destinations,
schedule advice and easy booking. When customers encounter problems, DMs become
a very good support tool. If there are unexpected schedule changes, lost luggage or
urgent assistance is needed, customers can message directly for quick support.
Saigontourist can set up a team dedicated to handling messages, ensuring that all
problems are resolved quickly and effectively. After each trip, Saigontourist can also
use DMs to ask for customer feedback, thereby improving service.

Live videos: enable real-time streaming, allowing brands to engage with their
audience through live Q&A sessions, product launches or behind-the-scenes content.
This feature enhances user experience by creating an immersive environment where
viewers can interact with the content creator in real-time. Recently, TikTok has
emerged as a leading platform for live videos/livestreams, attracting millions of users
worldwide. With its intuitive interface and unique interactive features, TikTok allows
content creators to connect with their audience in real-time, creating a dynamic and
engaging experience. On TikTok, a fashion brand can host a live fashion show,
allowing viewers to see new collections in real-time and ask questions about materials,
sizes and styling. A celebrity chef can conduct a live cooking class, guiding viewers
through the steps of preparing dishes and answering questions directly. An artist can
host a live music performance, enabling fans to enjoy the music and interact with the
artist in real-time. Live videos can also be used to create highly interactive content,
such as online games, contests, or live interviews. This helps enhance audience
engagement and create a dynamic online community. The immersive environment
created by live videos fosters a sense of immediacy and connection, making viewers
feel like they are part of the event. This real-time interaction not only enhances user
experience but also allows brands to gather instant feedback and build stronger
relationships with their audience. The ability to respond to comments and questions in
real-time creates a sense of authenticity and transparency, which is highly valued by
today's consumers. Additionally, live videos can be archived and repurposed,
extending their reach and impact beyond the live broadcast.

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 3.4. Data-Driven Marketing & Analytics

Social media platforms offer extensive analytics tools that provide detailed
insights into content performance. Performance insights provided by social media
platforms are not merely a collection of numbers, but a powerful analytical tool that
helps brands gain a deeper understanding of audience behavior and preferences.
Metrics such as engagement rates, impressions, likes, comments and shares allow
brands to evaluate the effectiveness of their content and identify areas for
improvement. This includes understanding which types of content resonate most with
the audience, the optimal times to post and which demographics are engaging with the
content. Analyzing these data points helps brands optimize their social media
strategies, create more relevant content and enhance audience interaction. Moreover,
these insights can also help brands measure the ROI (return on investment) of their
social media campaigns, identify which campaigns are yielding the best results and
adjust budgets accordingly. Effectively utilizing performance insights not only helps
brands strengthen their online presence but also helps build a loyal and engaged
audience community. These are some significant methods:

A/B Testing: involves comparing two versions of a marketing element, for

example, when you create AdWords ads for the same keyword group, you should
write two different ad variations and run them simultaneously to determine which ad
performs better after some time to determine which performs better. A/B testing helps
marketers make informed decisions based on factual data, optimizing their campaigns
for better engagement and conversion rates.

AI-driven ad optimization: AI-driven ad optimization goes beyond simple task

automation; it involves leveraging sophisticated algorithms to analyze user data and
intelligently adjust advertising campaigns. AI tools automate tasks like bid
optimization, ad targeting and ad delivery, ensuring that ads are personalized and
relevant to the target audience. This enhances ad performance by continuously
monitoring and adjusting campaigns in real-time, leading to improved return on
investment. For example, an e-commerce company selling athletic shoes can utilize AI
to optimize its Google Ads campaign. AI can analyze user data such as search history,
browsing behavior and demographic information to identify users with the highest

12
propensity to purchase athletic shoes. Subsequently, AI can automatically adjust bids
and ad targeting to display relevant ads to these users.

Conversion tracking: conversion tracking is a crucial process in digital

marketing, particularly within social media campaigns. It goes beyond simply counting
link clicks; it involves measuring specific actions users take after interacting with your
social media content. These actions can include website visits, form submissions,
newsletter sign-ups or online purchases. By tracking these conversions, you can
evaluate the true effectiveness of your social media campaigns and identify which
strategies yield the best results. A real estate company might use conversion tracking
to measure the number of users who visit their website from Facebook posts and fill
out a form requesting information about apartments. They can use Google Analytics to
track the number of users who arrive from Facebook, the time they spend on the site
and the number who complete the form. This helps them determine which Facebook
posts are attracting the most potential customers.

3.5. Virality & User-Generated Content

Viral content, trends and challenges significantly boost brand awareness by

leveraging user engagement and participation. User-generated content (UGC) plays a
crucial role in shaping brand perception:

Power of Trends and Challenges: the power of viral trends and challenges lies in
their ability to spark user creativity and participation, transforming them into organic
brand advocates. When a trend or challenge becomes popular, users feel compelled to
create related content, share it on social media and tag the brand. This creates a viral
effect, allowing the brand to reach a vast audience without significant advertising
expenditure. A prime example is the "Ice Bucket Challenge," which went viral on
social media, encouraging users to pour ice water over their heads and donate to the
ALS Association. Notably, this campaign attracted the participation of numerous
celebrities like Bill Gates, Tim Cook and Mark Zuckerberg, creating a powerful media
wave and raising over 220 million USD in just two years. Although not a brand-
initiated campaign, many brands participated in the challenge, creating creative
content and boosting brand recognition.

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 Influence of UGC: the influence of UGC extends far beyond simply displaying
customer-posted photos or videos. UGC provides an authentic and trustworthy
perspective on a brand, as it reflects real experiences and opinions from those who
have used the products or services. Unlike brand-created content, which is often
designed to promote and sell, UGC is more objective and natural. This creates a
powerful connection with potential customers, who often seek genuine reviews and
experiences before making a purchase decision. Vo Ha Linh exemplifies the powerful
influence of UGC in the Vietnamese cosmetics industry. Her success stems from
detailed, authentic reviews and in-depth product knowledge. She builds trust with her
audience through objectivity, diverse product testing and close interaction. Her
positive reviews have a significant impact, driving sales and building brand trust. Vo
Ha Linh's success demonstrates that UGC can be a powerful marketing tool, helping
brands build trust and increase sales.

By leveraging trends, challenges and UGC, brands can create a buzz around
their products or services, fostering a strong brand identity and community
engagement.

IV. CHALLENGES OF SOCIAL MEDIA IN ADVERTISING

4.1. Ad Fatigue and Consumer Skepticism

When consumers are constantly exposed to the same advertisements on social

media, they can quickly become tired and irritated — a phenomenon known as ad
fatigue. This happens because repeated exposure to similar ads reduces their impact
and makes them feel like unwanted interruptions rather than useful information. As a
result, consumers may begin to develop negative feelings toward the brand, seeing it
as annoying, desperate, or overly aggressive.

For example, imagine a skincare brand running the same ad about a new
moisturizer on Facebook, Instagram, and YouTube several times a day. At first, people
might be curious, but after seeing the ad too often, they may feel overwhelmed or
frustrated. Instead of building interest, the repeated ad might make users question the
product’s quality or the brand’s credibility, leading them to scroll past, mute, or even
block the ads. In some cases, people may unfollow the brand’s page altogether.

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 Excessive advertising can also make consumers skeptical, causing them to
believe the brand is just trying to push sales without caring about their real needs or
preferences. This not only weakens the brand’s image but can also reduce trust and
loyalty over time. Therefore, it’s important for businesses to balance their ad
frequency and create fresh, engaging content that provides value rather than just
repeating the same message.

To keep content fresh and engaging on social media, brands need to use a
variety of creative strategies that capture attention and maintain interest. One effective
approach is creating diverse content formats, such as videos, images, infographics,
polls, quizzes, and stories. Mixing formats keeps the audience curious and prevents
boredom from seeing the same type of post every day. For example, instead of only
sharing product photos, a brand can post behind-the-scenes videos, customer
testimonials, or interactive polls to involve the audience.

Another strategy is personalizing content based on the target audience’s

interests, behaviors, and needs. By analyzing data and understanding what followers
like, brands can share content that feels more relevant and relatable. For instance, a
fitness brand can post workout tips during the mornings and healthy recipes in the
evenings when people are likely thinking about dinner.

Additionally, timely and trending content helps brands stay relevant. Joining
popular conversations, creating posts around current events, or participating in viral
challenges can increase engagement. For example, during holidays or special events
like Earth Day or International Women’s Day, brands can create themed content that
resonates with followers.

Lastly, asking questions, running contests, or offering giveaways can also boost
engagement. These activities motivate people to interact with the brand, making social
media pages lively and interesting. By combining these strategies, brands can maintain
an engaging social media presence and avoid ad fatigue.

4.2. Privacy Concerns & Data Protection Regulations

One of the biggest challenges in social media advertising is protecting people’s

privacy. Social media platforms collect a lot of personal information from users, like
their age, location, interests, and online behavior. Advertisers use this data to show

15
people ads that match their interests. While this can make ads feel more useful, many
users worry about how much these platforms know about them. People often don’t
realize how their information is being used or shared with third parties. This can make
them feel uncomfortable or unsafe online. Some users fear that companies are tracking
their every move just to sell products. When people lose trust in how their data is
being handled, they might stop using the platform or ignore the ads, which makes
advertising less effective.

Another major challenge is keeping up with strict data protection laws.

Governments around the world are creating rules to protect people’s personal
information online. One well-known example is the General Data Protection
Regulation (GDPR) in Europe, which gives users more control over their data. These
regulations make it harder for advertisers to collect, store, and use personal
information without clear permission. Social media platforms and businesses must be
very careful to follow these rules or they could face heavy fines. This means
advertisers now have to spend more time and money making sure their ads follow
legal guidelines. Sometimes, these rules limit the amount of data advertisers can
access, making it harder for them to target the right audience. Overall, while these
regulations help protect users, they also create new challenges for businesses trying to
reach customers through social media.

Collecting user data can be very useful for businesses, but it also comes with
important ethical responsibilities. Companies must respect people’s privacy and be
honest about how they collect, use, and share data. If not handled properly, collecting
personal information can cause harm, make users feel unsafe, or damage trust between
businesses and customers.

One of the most important ethical rules is getting clear consent from users
before collecting their data. This means companies should tell users exactly what
information they are collecting, why they need it, and how it will be used. Consent
must be given freely — people should have a real choice. They should not feel forced
to agree just because they want to use the service. For example, websites should avoid
hiding important information in long, complicated terms and conditions that people
don’t understand. Instead, they should clearly explain the purpose of collecting data in
simple language.
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 Another important ethical consideration is protecting the privacy and identity of
users. Companies must keep user data safe and make sure it does not fall into the
wrong hands. If the data is sensitive, like a person’s name, address, health information,
or financial details, companies should handle it with extra care. One way to protect
users is to collect only the data that is truly necessary and avoid asking for personal
information that is not needed. Whenever possible, companies should remove names
or other identifying details to keep users anonymous.

Lastly, companies must be clear about the purpose of collecting the data. They
should only collect data that is necessary for their work or to improve services for
users. It is not ethical to collect personal information just because it “might be useful
later” or to sell it to other companies without permission. The goal should always be to
use the data in a way that benefits users, not just the company.

4.3. Managing Brand Reputation in the Age of Cancel Culture

Another big challenge in social media advertising is protecting a brand’s

reputation, especially in the age of cancel culture. Today, social media gives people
the power to share their opinions quickly with a large audience. If a company says or
does something that upsets people, it can spread fast online. Sometimes, old posts, ads,
or statements from years ago resurface and cause anger. This can lead to people calling
for a boycott of the brand, also known as cancel culture. When this happens, the
company can lose customers, face negative media attention, and suffer serious damage
to its reputation.

Brands now have to be extra careful about what they post, how they advertise,
and even who they work with. One mistake or poorly worded ad can lead to backlash
and harm the company’s image. It’s also challenging because people’s opinions and
social values keep changing. What was acceptable before might not be seen as right
today. Companies must keep learning, listening to their audience, and making sure
their ads are respectful and sensitive. Managing a brand’s reputation on social media
requires constant attention, quick responses to problems, and a clear understanding of
what matters most to their audience. Otherwise, they risk losing trust and damaging
their brand in a very public way.

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 Because the risks of social media backlash are so serious, brands must be
prepared with good crisis management strategies. The first step is prevention. Brands
should regularly check their social media posts, ads, and campaigns to make sure
nothing is offensive or can be misunderstood. It’s also important to train employees,
especially those who handle online content, on how to communicate carefully and
respectfully. Simple mistakes can lead to big problems if people think the brand is
rude, insensitive, or disrespectful.

Another important strategy is monitoring online conversations about the brand.

Companies should use tools or have a team to watch what people are saying on social
media. If they see a problem starting, they can react quickly before it gets worse.

When a crisis happens, the brand must respond quickly and honestly. Staying
silent or deleting negative comments often makes people angrier. A fast response
shows the brand is paying attention and cares about what people think. If the brand is
at fault, it should apologize sincerely and explain what steps it will take to fix the
problem. People respect honesty and are more likely to forgive a brand that admits its
mistake.

Having a crisis plan ready is also very important. The company should know
who will speak for the brand, what words to use, and how to respond on each platform.
Practicing possible crisis situations helps the team stay calm and act fast when a real
problem happens.

Finally, the brand should work on rebuilding trust after the crisis. This might
include making real changes, supporting social causes, or doing positive campaigns to
show that the brand has learned from its mistake. Being transparent, respectful, and
caring will help the brand protect its reputation and win back customers.

A specific example of this problem is customers turning away from the CER
company when Hang Du Muc and Quang Linh Vlog falsely advertised the nutritional
content of the Kera candy product. This caused great anger and made most customers
stop supporting the brand. After this incident, Quang Linh Vlog and Hang Du Muc had
to hold a press conference to apologize to customers and promised to refund the
purchase price to them.

V. STRATEGIES FOR EFFECTIVE SOCIAL MEDIA ADVERTISING

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 In today’s digital era, social media advertising has become an essential pillar of
marketing strategies for businesses of all sizes. With billions of users actively
engaging on platforms like Facebook, Instagram, TikTok, and LinkedIn, brands have
an unprecedented opportunity to connect with their target audience. However, to truly
maximize the impact of social media advertising, businesses must go beyond basic
promotions and adopt strategies that foster engagement, build trust, and drive
measurable results. Below are five key strategies to help brands craft high-performing
social media ad campaigns.

5.1. Creating Engaging & Authentic Content

In social media advertising, content quality determines the effectiveness of a

campaign. Engaging and authentic content not only captures attention but also fosters
trust and strengthens the brand’s relationship with its audience. Consumers today are
bombarded with countless ads daily, making it crucial for brands to differentiate
themselves through meaningful and relatable storytelling rather than traditional
promotional messaging.

One of the most effective ways to engage audiences is through storytelling.

Storytelling is a powerful technique that transforms simple advertisements into
compelling narratives. When an ad tells a story, it creates an emotional connection
with the audience, making it more memorable and impactful. Instead of focusing
solely on selling a product, brands should craft stories that evoke emotions, inspire
action, or align with their customers’ experiences and aspirations. This approach not
only makes ads more relatable but also strengthens the brand’s identity. For example,
Nike’s “Just Do It” campaigns often focus on personal struggles and triumphs, making
them highly relatable and emotionally charged. These narratives go beyond the
product itself, creating a deeper bond between the brand and its customers.

In addition to storytelling, authenticity plays a crucial role in social media

advertising. Modern consumers value authenticity and transparency more than ever
before. Overly polished, sales-driven ads often come across as insincere, whereas
genuine and relatable content fosters trust. This is why user-generated content (UGC),
behind-the-scenes footage, and real customer testimonials perform exceptionally well.
When potential customers see real people sharing positive experiences with a brand,

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they are more likely to trust and engage with it. By showcasing authenticity, brands
can build stronger relationships with their audience and encourage long-term loyalty.

To create compelling and authentic content, brands should adopt best practices
that foster engagement and build trust. Harnessing real stories through testimonials and
case studies showcases genuine customer experiences, making the brand more
relatable. Bringing the brand’s personality to life with behind-the-scenes content, team
introductions, and candid moments helps humanize the brand and deepen connections
with the audience. Encouraging user-generated content—such as hashtag campaigns or
creative challenges—not only boosts authenticity but also increases audience
involvement. Additionally, visual storytelling through high-quality images, short-form
videos, and interactive content like polls and quizzes enhances engagement by making
content more dynamic and immersive. Maintaining a consistent brand voice, whether
humorous, inspirational, or educational, ensures that messaging remains recognizable
and reinforces the brand’s identity across all platforms. By integrating these strategies,
brands can craft engaging content that resonates with their audience, strengthens
relationships, and enhances their overall digital presence.

5.2. Multi-Platform Social Media Distribution

Relying on a single social media platform is no longer an effective marketing

strategy. Users engage with content across multiple channels, each with its own unique
algorithms, content formats, and user behaviors. A multi-platform approach allows
brands to optimize reach, enhance brand recognition, and improve engagement while
mitigating risks associated with algorithm changes on any single platform. A single-
platform focus can limit a brand’s exposure and reduce the opportunity to connect with
diverse audience segments. Additionally, social media algorithms frequently change,
affecting content visibility. A well-executed multi-platform distribution strategy
ensures that brands maintain a strong online presence, adapt to audience preferences,
and maximize content performance across different channels.

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 Figure 2: Infographic comparing major social media platforms in terms of user
demographics, content type, and engagement behavior

Source: Leverage Marketing – leveragestl.com

Each social media platform caters to distinct user demographics and content
styles. To maximize engagement, brands must tailor their content to fit the preferences
and behaviors of users on each platform. Facebook and Instagram prioritize visually
appealing content, with Instagram focusing more on short-form videos such as Reels
and Stories. TikTok thrives on short, engaging, and entertaining videos that encourage
participation. LinkedIn is best suited for professional networking, industry insights,
and long-form content, while Twitter (X) is ideal for real-time updates, trending
topics, and concise messaging. Pinterest works well for visually inspiring and
instructional content, while YouTube remains the top platform for long-form videos,
tutorials, and brand storytelling.

To effectively distribute content across multiple platforms, brands should

identify the right channels based on their target audience, customize content while
maintaining brand consistency, and use cross-promotion strategies. For example, a
TikTok video can be shared on Instagram Reels, and a LinkedIn article can be
summarized in a Twitter thread. Leveraging automation tools like Hootsuite or Buffer
can help schedule and manage content efficiently. Additionally, monitoring analytics
and performance metrics is essential for assessing content effectiveness and refining
strategies for better engagement.

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 By implementing a multi-platform content strategy, brands can increase
visibility, improve engagement, reduce reliance on a single platform, strengthen
credibility, and maximize their return on investment. In a competitive digital
landscape, optimizing content for each platform while maintaining a unified brand
identity is key to building audience connections, driving conversions, and achieving
long-term success.

5.3. Leveraging Influencers & Brand Ambassadors

Both influencer marketing and brand ambassador partnerships have become

powerful strategies for brands seeking to build trust, expand their reach, and foster
genuine connections with their audience.

Figure 3: Brand Ambassador vs. Influencer – A visual comparison of their

roles in social media advertising.

Source: https://www.audiense.com

While influencer marketing typically involves short-term collaborations to

promote specific products or campaigns, brand ambassadors establish long-term
relationships with companies, becoming ongoing representatives of their values and
identity.

Influencers earn credibility through a combination of expertise, transparency,

and consistent audience engagement. Instead of merely reading from a promotional
script, they share real-life experiences, personal stories, and genuine opinions, making
their endorsements more relatable and persuasive. Brand ambassadors further

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strengthen this trust by maintaining an ongoing relationship with a brand, rather than
participating in one-off campaigns. They become synonymous with the brand itself,
often integrating it naturally into their daily lives. For example, Roger Federer’s long-
term partnership with Rolex positions him not just as a promoter but as a true
representative of the brand’s luxury and prestige. Similarly, Taylor Swift’s association
with Coca-Cola has reinforced the beverage brand’s youthful and energetic appeal
over the years.

Many influencers are also seen as authorities in their respective niches, whether
in fashion, fitness, technology, or travel, further strengthening the credibility of their
recommendations. For example, Marques Brownle - a well-respected tech reviewer,
has built a loyal following through his in-depth analysis and objective assessments of
smartphones and gadgets. His audience values his opinions not just because of his
large following but because of his reputation for delivering well-researched, unbiased
reviews. When influencers like Marques Brownle endorse a product, it’s not just a
recommendation—it’s an informed, expert-backed opinion that carries significant
weight in the industry.

While influencer marketing holds immense potential, success depends on

selecting the right individuals, not just the most popular ones. A common mistake
brands make is prioritizing follower count over engagement and relevance, assuming
that a larger audience automatically leads to better results. However, research has
shown that smaller, highly engaged communities often generate higher conversion
rates than broad but passive audiences.

This is why micro-influencers (10K–100K followers) have become a preferred

choice for many brands. These influencers often have a stronger connection with their
audience and higher engagement rates, making their recommendations more impactful.
A prime example is Daniel Wellington, a watch brand that skyrocketed to fame
through a micro-influencer campaign. Instead of spending on celebrity endorsements,
the brand partnered with thousands of fashion and lifestyle influencers on Instagram,
encouraging them to share aesthetic, aspirational photos featuring their watches. This
grassroots approach not only drove brand awareness but also maintained a sense of
authenticity, making Daniel Wellington a recognizable name in the fashion world.

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 Similarly, choosing the right brand ambassadors is just as critical. While
influencers provide short-term visibility, ambassadors ensure long-term consistency.
Selecting the right brand ambassadors is more than just a marketing decision - it’s a
strategic move that can shape a brand’s reputation and influence public perception.
Ambassadors serve as the face of a brand, making it essential for companies to
thoroughly assess their values, public image, and past behavior to mitigate potential
risks. A clear example of this is the case of Kim Soo Hyun, when controversy
prompted, multiple brands to swiftly terminate contracts and remove campaigns to
protect their image because when an ambassador faces public scrutiny, the fallout can
extend beyond their personal reputation, directly impacting the brands they represent.

Beyond just audience size, brands must evaluate an influencer’s content style,
authenticity, and past collaborations to ensure alignment with their own messaging. A
poor match in values or aesthetics can make a partnership feel forced, reducing the
campaign’s effectiveness. Additionally, authenticity should always be the priority—
overly scripted, commercialized endorsements can come across as insincere, leading to
skepticism rather than engagement.

By carefully selecting both influencers and brand ambassadors who align with
their brand’s identity, values, and audience, businesses can leverage these partnerships
to enhance credibility, build trust, and drive meaningful engagement. Influencer
marketing generates immediate buzz and brand awareness, while brand ambassadors
reinforce trust and long-term loyalty. When executed strategically, these partnerships
become more than just advertising—they serve as bridges that connect brands with
their consumers in an organic and lasting way, fostering deeper brand loyalty and
long-term success.

5.4. Using AI & Automation for Ad Optimization

AI and automation have transformed social media advertising by enabling

precise audience targeting, personalized content, and efficient campaign management.
These technologies help brands optimize ad performance, reduce manual work, and
increase return on investment (ROI). By leveraging AI-powered tools and automation,
businesses can create highly relevant ads while streamlining their advertising
operations.

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 One of the most significant advantages of AI in advertising is its ability to
analyze large amounts of data to understand user behavior, preferences, and trends.
This allows brands to deliver ads that resonate with their target audience. For instance,
predictive analytics uses machine learning algorithms to assess past user interactions,
browsing history, and purchasing behavior. By doing so, brands can anticipate future
actions and serve personalized ads to users who are most likely to engage, ultimately
improving conversion rates.

In addition to predictive analytics, Natural Language Processing (NLP)

enhances content personalization by analyzing social media conversations, comments,
and customer feedback. By understanding audience sentiment and language patterns,
AI can generate ad copy that feels natural and relevant to specific user groups.
Furthermore, image and video recognition tools take personalization a step further by
identifying popular visual elements, such as colors, objects, and themes that attract
consumer attention. This ensures that brands use engaging and effective visuals in
their ads.

Another powerful AI-driven approach is dynamic ad optimization, where ad

content is automatically adjusted in real time based on user behavior and interests.
This means that instead of showing static ads to all users, AI customizes each ad
experience, ensuring that audiences receive the most relevant messages at the right
time. As a result, AI-powered tools significantly enhance the impact of social media
advertising by making content more engaging and personalized.

Beyond targeting and personalization, automation plays a crucial role in

managing ad campaigns efficiently. With the help of AI, brands can optimize budgets,
adjust bids, and streamline operations in real time, allowing them to achieve better
results with minimal manual intervention. One of the most impactful applications of
automation is programmatic advertising, where AI-driven platforms automatically buy
and place ads based on predefined criteria. This ensures that brands reach the right
audience without the need for constant manual adjustments.

Additionally, automated bid optimization helps brands control advertising costs

while maximizing performance. AI continuously monitors campaign performance and
adjusts bidding strategies accordingly, ensuring that ads receive optimal visibility at

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the lowest possible cost. Another essential aspect of automation is A/B testing, where
AI-driven systems test multiple variations of an ad, including different images,
headlines, and calls-to-action (CTAs). Instead of relying on manual testing, AI quickly
identifies the best-performing version and prioritizes it, improving overall ad
effectiveness.

Moreover, AI-powered chatbots contribute to a seamless ad experience by

providing instant responses to customer inquiries. These chatbots help brands nurture
leads, offer personalized recommendations, and facilitate conversions, all without
requiring human intervention. This level of automation not only enhances customer
engagement but also increases the efficiency of social media ad campaigns.

Incorporating AI and automation into social media advertising allows brands to

achieve a higher level of precision, efficiency, and personalization. AI-powered tools
enhance targeting and content relevance, ensuring that ads reach the right people with
the right message. Meanwhile, automation simplifies campaign management,
optimizes budgets, and improves ad performance through data-driven decision-
making. As AI technology continues to evolve, businesses that embrace these
advancements will gain a competitive edge in the fast-paced digital advertising
landscape.

5.5. Balancing Paid & Organic Social

Relying solely on paid advertising or organic marketing is not sustainable.

While paid ads provide immediate reach and precise targeting, excessive dependence
on them can lead to ad fatigue, where users become disengaged or even annoyed by
repetitive ads. This results in lower engagement rates and increased advertising costs.
On the other hand, organic strategies, such as social media engagement, content
marketing, and SEO, help build long-term brand credibility and customer relationships
but take time to generate significant results. To maximize marketing effectiveness,
brands must integrate both paid and organic efforts strategically.

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 Figure 3: Venn diagram comparing Organic and Paid Social strategies,
illustrating the unique and overlapping benefits of each channel in an integrated
social media approach.

Source: impact.com

One of the biggest challenges with paid advertising is diminishing returns. The
more a brand spends on ads without refreshing content or diversifying strategies, the
less effective those ads become. To prevent this, brands can leverage organic
marketing to keep their audience engaged between paid ad exposures. For example,
instead of bombarding users with the same ads repeatedly, brands can use organic
content, such as blog posts, behind-the-scenes videos, customer testimonials, and
interactive social media posts - to maintain interest. When users see paid ads again,
they are more receptive because they feel a stronger connection to the brand.

A well-balanced approach also helps build brand trust and credibility. Today’s
consumers are more skeptical of direct advertisements and tend to trust brands that
provide authentic engagement. Organic marketing - whether through educational
content, community interactions, or influencer collaborations - creates a foundation of
trust. When brands combine this with paid advertising, they ensure that consumers not
only see their ads but also perceive them as credible and valuable. For instance, a paid
ad might introduce a product, but organic customer reviews, user-generated content

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(UGC), or a well-optimized blog post can reinforce the message and drive
conversions.

To integrate both strategies effectively, brands should focus on retargeting users

with organic content rather than solely relying on paid retargeting ads. For example,
after a user clicks on a paid ad but does not make a purchase, they can be re-engaged
through organic methods such as email marketing, social media posts, or influencer
testimonials. Additionally, brands can amplify their organic success by using paid ads
to boost high-performing content. Instead of creating entirely new ad creatives, brands
can promote engaging social media posts, customer testimonials, or popular blog
articles to a broader audience.

Maintaining a consistent brand message across both paid and organic channels
is crucial. Paid advertising should align with ongoing organic content strategies to
create a seamless customer journey. For example, if a brand runs a paid campaign
promoting sustainability, they should also highlight sustainability initiatives in their
organic content through social media engagement, blog posts, and customer stories.
This consistency ensures that ads feel more authentic and engaging rather than
intrusive promotions.

Several successful brands have effectively balanced paid and organic strategies.
Airbnb, for instance, runs targeted paid ads to attract travelers while maintaining a
strong organic presence through user-generated content that tells real customer stories.
Nike amplifies its organic content—such as inspirational athlete stories—through paid
promotions, ensuring that their ads feel more like storytelling than direct
advertisements. Glossier combines paid social media ads with community-driven
engagement, using user-generated content and influencer partnerships to create a
seamless blend of authenticity and advertising.

Ultimately, balancing paid advertising with organic strategies is essential for

long-term success. While paid ads drive immediate visibility, organic content nurtures
customer relationships and reduces reliance on costly ad placements. By integrating
both approaches, brands can optimize engagement, maximize return on investment
(ROI), and create a more sustainable and trustworthy digital presence.

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 In conclusion, successful social media advertising demands a well-rounded and
strategic approach. Compelling, authentic content fosters trust and deepens audience
connections, while a multi-platform distribution strategy amplifies reach and
adaptability. Collaborating with influencers and brand ambassadors strengthens
credibility, and leveraging AI-driven automation enhances targeting precision and
campaign efficiency. Furthermore, striking the right balance between paid and organic
strategies ensures sustained engagement and long-term brand loyalty. However, no
single tactic can drive success alone-true effectiveness lies in seamlessly integrating
multiple strategies to maximize impact, optimize resources, and secure lasting growth
in the ever-evolving digital landscape.

VI. CASE STUDIES OF SOCIAL MEDIA ADVERTISING CAMPAIGNS

6.1. Case Study: Nike’s "You Can’t Stop Us" – A Deep Dive into a
Successful Social Media Advertising Campaign

Nike’s "You Can’t Stop Us" campaign is one of the most successful social
media advertising campaigns in recent years. It combined powerful storytelling,
seamless video editing, multi-platform distribution, influencer partnerships, and user
engagement to create a viral campaign that resonated globally. Below is a detailed
analysis of its success.

6.1.1. Background of the Campaign

Nike launched "You Can’t Stop Us" in July 2020 amid the COVID-19
pandemic, a period of uncertainty that disrupted global sports, economies, and social
interactions. With major sporting events canceled, athletes and fans faced challenges
in maintaining their passion for sports.

Nike saw an opportunity to connect emotionally with its audience by

emphasizing resilience, perseverance, and unity—core values of both sports and the
brand itself. The campaign was positioned as a message of hope and solidarity,
encouraging people to stay strong and motivated despite challenges.

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 6.1.2. Objectives of the Campaign

Nike designed the You Can’t Stop Us campaign with several key objectives,
ensuring that its message resonated deeply with audiences while driving engagement
and sales.

Firstly, Strengthening Brand Identity & Emotional Connection

One of the primary goals of the campaign was to reinforce Nike’s brand
positioning as a champion of determination, inclusivity, and equality in sports. By
showcasing diverse athletes from different backgrounds, genders, and abilities, Nike
emphasized its commitment to breaking barriers and fostering unity. The campaign
also aimed to deepen the emotional connection between the brand and its audience by
addressing shared struggles, particularly during the challenging times of the COVID-
19 pandemic. Through powerful visuals and Megan Rapinoe’s stirring narration, the
campaign encouraged viewers to see themselves as part of a global movement of
resilience and perseverance.

Secondly, Maximizing Social Media Reach & Engagement

Nike strategically designed the campaign to encourage organic shares,

discussions, and user-generated content (UGC). By leveraging a multi-platform
approach across YouTube, Instagram, Twitter, TikTok, and Facebook, Nike ensured
maximum visibility and audience interaction. The campaign’s seamless split-screen
visuals and inspiring messaging made it highly shareable, while the hashtag
#YouCantStopUs sparked conversations and community participation. TikTok
challenges and behind-the-scenes content further amplified engagement, allowing
users to actively participate rather than passively consume the campaign’s message.

Thirdly, Driving Brand Loyalty & Digital Sales

Beyond brand messaging, You Can’t Stop Us also played a crucial role in
increasing brand loyalty and boosting digital sales. By standing in solidarity with
athletes and sports enthusiasts during uncertain times, Nike strengthened its
relationship with its audience. The campaign’s emphasis on resilience and
perseverance resonated with consumers, making them more likely to align with Nike’s
values and continue supporting the brand. Additionally, with physical retail declining

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due to the pandemic, the campaign encouraged digital engagement with Nike products,
ultimately leading to a significant surge in online sales.

By aligning these strategic objectives with compelling storytelling and

innovative social media execution, Nike successfully transformed You Can’t Stop Us
into a landmark campaign that left a lasting impact on both its audience and the
industry.

6.1.3. Execution Strategy: How Nike Made It Work

 A Masterpiece of Video Storytelling

Nike’s You Can’t Stop Us campaign stands as a testament to the power of video
storytelling. At the heart of the campaign was a 90-second video featuring a seamless
split-screen montage of 36 carefully curated sports clips. The editing technique created
a striking parallelism, showing athletes from different sports performing similar
motions side by side. For example, a skateboarder landing a trick was perfectly
synchronized with a gymnast’s flip, reinforcing the idea of unity in movement and
perseverance.

Beyond its technical brilliance, the video embraced diversity and inclusion by
showcasing athletes of different backgrounds, genders, abilities, and nationalities. This
representation aligned with Nike’s core message of breaking barriers and fostering a
sense of global unity. Additionally, soccer star Megan Rapinoe’s emotionally powerful
narration emphasized perseverance and collective strength, stating, “We’re never
alone. And that is our strength.” The video also addressed the challenges posed by
COVID-19 on sports, acknowledging the crisis but ultimately highlighting human
resilience. Thanks to its emotional depth and cinematic execution, the ad became one
of the most widely shared commercials of the year.

 Multi-Platform Social Media Distribution

Nike ensured maximum visibility for the campaign by distributing it across

multiple digital platforms. YouTube served as the primary platform, where the ad
premiered and amassed millions of views within just 24 hours. On Instagram and
Twitter, Nike posted short clips and behind-the-scenes content to sustain engagement,
while the hashtag #YouCantStopUs encouraged user participation and conversation.

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 TikTok played a crucial role in driving user-generated content, as Nike launched
challenges that invited users to replicate sports movements in sync with others,
following the campaign’s signature split-screen format. Meanwhile, Facebook was
used to foster community engagement by sharing personal stories of athletes who
overcame struggles, inspiring audiences to interact through comments and shares. By
implementing a multi-platform approach, Nike successfully reached diverse
demographics across different regions, ensuring maximum impact.

 Celebrity & Influencer Collaborations

Nike further expanded the campaign’s reach by collaborating with top athletes,
celebrities, and influencers. Among the most notable figures was Megan Rapinoe, who
narrated the campaign video, adding credibility and emotional weight to the message.
Basketball superstar LeBron James shared the campaign on Twitter, generating
millions of interactions, while tennis legend Serena Williams posted inspirational
messages about resilience and inclusion.

Beyond elite athletes, Nike engaged fitness coaches, sports influencers, and
TikTok creators to participate in the campaign, making it more relatable and
interactive. By leveraging the influence of global sports icons and digital creators,
Nike amplified the campaign’s reach and strengthened its emotional connection with
audiences worldwide.

6.1.4. Results & Success Metrics

The campaign’s impact was undeniable, achieving impressive results across

multiple metrics. Within the first 48 hours, the video surpassed 50 million views on
YouTube, making it one of the most shared ads of 2020. The hashtag
#YouCantStopUs was used in over 2.7 million social media posts, while more than
600,000 TikTok videos were created in response to the campaign.

Beyond engagement, the campaign drove significant business success. Nike’s

online sales surged by 36% during the campaign, demonstrating its effectiveness in
influencing consumer behavior. Despite widespread retail disruptions caused by
COVID-19, Nike’s Q2 revenue grew by an impressive 82%, further solidifying the
brand’s dominance in the sportswear industry.

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 6.1.5. Lessons learned for businesses

Nike’s You Can’t Stop Us campaign highlights several essential lessons in

digital marketing. Firstly, emotional storytelling plays a crucial role in building strong
audience connections, making campaigns more memorable and impactful. Secondly, a
multi-platform strategy ensures that a campaign reaches the widest possible audience,
leveraging different social media channels for maximum visibility. Lastly,
collaborations with influencers and user-generated content significantly boost
engagement and foster a sense of community.

By combining powerful storytelling, innovative social media execution, and

strategic influencer marketing, Nike successfully transformed You Can’t Stop Us into
one of the most influential advertising campaigns of the year.

6.2. Advertisement for Kera vegetable candy of CER Group

6.2.1. Background of the campaign

In early 2025, Quang Linh Vlog and Hang Du Muc’s CER Group introduced
Kera Vegetable Candy, a product inspired by the need to supplement fiber for
individuals who do not enjoy eating vegetables. The idea stemmed from the common
challenge of maintaining a balanced diet, as many people, especially children and busy
adults, struggle to consume enough green vegetables daily.

Understanding this issue, CER Group aimed to provide a convenient, tasty, and
portable alternative that could help bridge the fiber gap in people’s diets. The brand
positioned Kera Vegetable Candy as a nutritious and innovative solution, leveraging
the appeal of candy while incorporating vegetable-based ingredients to promote health
benefits. This concept aligned with the growing trend of functional foods-products
designed not just for taste but also for added nutritional value.

6.2.2. Execution Strategy: Which Strategies Did CER Group Use to Advertise
Kera Vegetable Candy?

 Influencers Marketing

One of the key strategies employed by CER Group in advertising Kera

Vegetable Candy was partnering with influential public figures. The company
collaborated with Quang Linh Vlog, a widely respected YouTuber known for his

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humanitarian work; Nguyễn Thúc Thùy Tiên, Miss Grand International 2021; and
Hằng Du Mục, a popular parenting influencer. By leveraging these personalities, CER
Group was able to tap into multiple audience segments—ranging from young adults to
parents—through trusted and admired voices. These influencers used personal
storytelling, family-related content, and everyday scenarios to promote Kera as a
reliable and healthy alternative for picky eaters. Their endorsements played a crucial
role in building emotional trust and encouraging product trial among their large and
loyal followings.

 Multi platforms social media distribution

To amplify its reach, CER Group adopted a multi-platform communication

strategy by leveraging livestreams, influencer networks, and company-owned social
media channels. On TikTok, the brand conducted livestream sessions featuring
influencers to directly engage with viewers, introduce the product, and answer live
questions—creating a sense of authenticity and immediacy. Meanwhile, advertising
posts and sponsored content were shared across CER Group’s official social media
pages as well as the personal accounts of partnered influencers. These posts were
strategically distributed on Facebook, TikTok, and YouTube, allowing the campaign
to reach different audience segments while aligning the brand message across
platforms. This approach enabled CER Group to strengthen its digital presence and
connect with consumers through multiple interactive and trusted channels.

6.2.3. Results of the campaign

Although CER Group adopted strategies similar to those used in Nike’s

successful “You Can’t Stop Us” campaign—such as leveraging emotional storytelling,
influencer engagement, and multi-platform content distribution—the outcome was
drastically different. CER Group’s campaign for Kera Vegetable Candy failed
completely.

In social networking livestreams, Quang Linh Vlog and Hang Du Muc affirmed
that "a candy is equivalent to a plate of vegetables". Along with that, the company's
advertisements on social networking sites also posted information about the vegetable
and fiber content in the product with high indexes. This made consumers
misunderstand that their product could replace green vegetables.

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 However, some consumers did not believe the advertisement, so they brought
the product to the inspection agency. After inspection, the authorities confirmed that
the candy was not as nutritious as advertised. Specifically, the results showed that each
candy weighs about 3.2g, which means only 0.016g of fiber/piece. Thus, to get the
amount of fiber in 100g of spinach, you need to eat more than 300g of candy, which
means eating more than 90 candies. This has caused a lot of controversy and negative
reactions from the public..

After the test results of Kera vegetable candy products were announced, the
brand and KOLs faced a wave of outrage from consumers for falsely advertising the
product, exaggerating the benefits of the product beyond what it actually brings. As a
result of the incident, the company and Kera vegetable candy products were
investigated, Chi Em Rot Group Joint Stock Company (CER Group) was fined 125
million VND and forced to recall the self-declared product. Quang Linh Vlog and
Hang Du Du were each fined 70 million VND for violating advertising regulations and
had to speak up to correct information, admit mistakes and apologize to consumers for
false advertising. Along with that, those involved in the incident were criticized by
social media users, the product was not accepted by consumers in the market.

The main reason for the failure of this campaign was due to false advertising,
exaggerating the product beyond its actual benefits. Famous people gain influence
because of the love of their followers. However, when KOLs advertise falsely, it will
lead to consumer outrage and loss of trust. Quang Linh Vlogs' assertion that "a candy
is worth a plate of vegetables" has no scientific basis, which leads to consumer doubts.

The second reason is due to the lack of verification before advertising.

Influencers do not carefully check product information before promoting, leading to
the transmission of inaccurate information. That dishonesty has caused the opposite
effect, instead of attracting consumers, as a result, consumers on social networking
sites have turned their backs and boycotted the product strongly and resolutely. The
number of followers of famous people advertising is very large, so the wave of
criticism is also very large.

As soon as the consumer boycott wave broke out, the brand did not clarify the
evidence of the product but posted tests with inaccurate results and ambiguity about

35
the origin and quality of the product, causing consumers to lose confidence. The brand
did not immediately post an apology but chose to remain silent, letting public opinion
continue to stir until the authorities intervened. This shows the brand's poor response
and handling of situations in using social media as a product promotion tool.

Overall, the failure of the Kera vegetable candy advertising campaign stems
from a lack of transparency, verification, and responsibility in the transmission of
information. When advertising is not based on facts, not only businesses but also
influencers suffer the consequences.

6.2.4. Lessons learned for businesses

From the Kera vegetable candy advertising campaign, many important lessons
can be drawn about responsibility in communication and product promotion on social
networking sites. Using personal influence for advertising is not simply a commercial
activity, but also has a great impact on the awareness and consumer behavior of the
community. When information is inaccurate or exaggerated, the consequences not only
affect the business but also undermine customer trust and cause serious legal
consequences.

First, honestly advertise products with benefits equivalent to the value they
bring. Exaggerating the uses or providing false information not only causes
misunderstandings but can also affect the health and interests of consumers.
Businesses need to ensure that all product information is presented clearly, has a
scientific basis and complies with legal regulations to avoid reputational and legal
risks.

Second, individuals receiving advertisements should closely verify the brand's

product information before promoting it to consumers. The biggest lesson from the
Kera vegetable candy advertising campaign is the responsibility of influencers on
social networks. When promoting products, they are not only the representative face
but also responsible for ensuring that the information conveyed to the public is
accurate. False advertising can negatively affect consumer confidence and lead to
serious legal consequences. Therefore, content creators need to thoroughly verify
products before introducing them to the public.

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 Third, when faced with negative feedback, businesses need a crisis
communications team instead of staying silent or reacting harshly. Actively listening
and adjusting will help businesses regain customer trust.

Fourth, strengthen control from authorities. The role of state management

agencies needs to be enhanced in supervising advertising activities, especially on
online platforms. With the rapid development of social networks, forms of product
promotion are increasingly diverse and difficult to control. Tightening regulations and
having strict sanctions will help limit false advertising, protect consumers and ensure a
fair and transparent business environment.

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 C. CONCLUSION

Social media has transformed modern advertising, providing businesses with

powerful tools to connect with consumers in a more personalized, interactive, and
data-driven way. Its ability to precisely target audiences, offer cost-effective marketing
solutions, and facilitate real-time engagement has made it an essential part of digital
advertising strategies. However, challenges such as ad fatigue, privacy concerns, and
brand reputation management require businesses to be adaptable and strategic.

To thrive in the ever-evolving landscape of social media advertising, brands

must focus on creating authentic and engaging content, leveraging influencer
partnerships, utilizing AI-driven optimization, and balancing paid and organic
strategies. By learning from successful campaigns and staying ahead of platform
trends, businesses can maximize their impact. As social media continues to evolve, its
influence on advertising will only grow, shaping the future of digital marketing in
profound and innovative ways.

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