One of the biggest advantages of advertising on social media that we can use is targeting of promotions. Systems such as Facebook Ads or advertising on Twitter and other social media give us the ability to target promotions. This means that we can consciously select people who must meet certain characteristics in order for our ad to be displayed to them. Social networks collect a lot of data about their users, which gives the possibility of targeting. In general, there are very many parameters that we can determine. These are both information such as age, gender or place of residence, but also more detailed as the interests or activity in the network. We can also define a few conditions that need to be met by the recipients of our ads and exclude them after the given parameters. Targeting in social media gives the possibility to direct ads to exactly the people we want - increasing the effectiveness and efficiency of the promotion.

Thanks to this, our advertising message will be delivered to the right people and we will gain much more benefits than if we broadcast it to a group of random people. We will also be able to effectively spend money on promotion, because we will pay only for the advertising that has a good chance of success, and not, as is the case for example with handing out leaflets, waste a large part of the budget on advertising among people who will certainly not benefit from our promotion.