Targeted advertising 2025: which channels will deliver the best results

Targeted advertising is a powerful tool for attracting customers, but the world of digital marketing is changing so fast that what worked yesterday may not work today. In 2025, advertising algorithms are getting smarter, competition is growing, and users are less and less likely to respond to the same type of adverts. Where to look for your audience now and how to get maximum conversions? Let's find out!

Facebook, Instagram, TikTok, LinkedIn - where your audience is

Choosing a site for targeted advertising is a 50% of success. Wrong channel? Get ready to waste your budget. Let's find out where to look for your target audience in 2025.

Facebook: oldie but goodie

Facebook is a dinosaur among social networks, but it still remains a powerful platform, especially for B2B, niche products and complex services. The audience here is mature, solvent, but spoilt by advertising. What works?

• Advertising based on CRM data (retargeting, look-alike)
• Engaging content: quizzes, tests, interactivity
• Videos and carousels with real cases
• Social proof: testimonials, cases, expert articles

Instagram: visual paradise for e-commerce

In 2025, Instagram remains a strong channel for online retailers, fashion, infobusinesses and personal brands. Jobs:

• Reels and storis with quick engagement
• Shopping within Instagram (Instagram Shopping)
• Bloggers and microinfluencers
• Trends and Challenges that engage the audience

TikTok: the main vehicle for warming up the audience

If your business is not on TikTok, you are already losing out. The platform reaches a young and active audience, and the algorithms allow you to fire up content for free. What gets fired?

• Native advertising (Influencers + organics)
• Short educational and entertaining videos
• Trends, Challenges, Viral Mechanics
• Dynamic ads with personalised content

LinkedIn: B2B and premium audiences

For complex and expensive products (consulting, IT solutions, business services), LinkedIn remains king. Effective formats:

• Lead Gen Forms (Lead Gen Forms)
• Personalised messages in InMail
• Advertising to C-level audiences
• Content marketing and native publishing

The choice of platform depends on your target audience and product. Now let's take a look at which ad formats get the best results.

Which ad formats work best

Social media algorithms change, but one thing remains the same - users love content that entertains, engages and delivers value. What works best in 2025:

• Video advertising - short, dynamic videos adjusted to the format of the site (Reels, TikTok, Stories)
• Carousels - great for showcasing products and cases
• Advertising with lead forms is a handy tool for quick collection of applications
• Remarketing and look-alike - show adverts to those who are already interested
• Chatbots in advertising - interaction with the audience immediately after a click
• Gamification - mini-games, interactive quizzes and contests increase engagement
• Ads with UGC (user-generated content) - recommendations from real people are more trustworthy

Optimising your advertising budget: how not to waste money

The biggest pain point for any business - how do you not throw money away on advertising that doesn't convert? Here are some tips:

• Test everything! Minimum 3-5 ad variants, different audiences, formats, texts.
• Use analytics. Install Facebook, TikTok, LinkedIn pixels, connect Google Analytics 4.
• Retargeting is a must-have. Warm up those who have already been to the site but didn't buy.
• Keep an eye on the creatives. The same adverts burn out quickly. Update content every 2-3 weeks.
• Optimise the funnel. If users click but don't buy - the problem is not in the advert, but in the website, the offerer or the UX.
• Focus on audiences. Break down the CA into segments and test hypotheses.
• Use algorithms. Entrust part of the optimisation to advertising systems, they know how to find the right users.

Targeted advertising in 2025 is not just about setting up adverts, but a well-thought-out strategy for interacting with your audience. Choose the right platforms, test formats, optimise your budget - and your advertising campaigns will bring not just clicks, but real sales!