Advertising has undergone significant changes in recent years with the increasing use of social media platforms. Social media offers a more targeted, measurable, and interactive advertising strategy compared to traditional advertising methods. In addition, social media advertising has become accessible to small businesses due to its low costs. Social media allows brands to better understand their target audiences and provide them with more relevant content. Therefore, investing in social media advertising can help brands achieve greater engagement and higher conversion rates. However, social media advertising also faces its own challenges. The majority of ads on social media platforms are often ignored or have low click-through rates. This is because users tend to be generally unresponsive to ads or have a lack of trust in them. As a result, social media advertising is still an evolving field, and brands need to continually update their strategies and tactics to successfully use it. Nevertheless, social media advertising remains a more effective marketing tool compared to traditional advertising methods and offers a cost-effective option for small businesses. When investing in social media advertising, it is important for brands to properly identify their target audiences, produce targeted content, and regularly analyze their results. Social media advertising will continue to play an important role in marketing strategies in the future, and investing in this area can help brands achieve greater reach and higher conversion rates.