Channels and tools
Paid social is advertising space bought inside a social platform to put a message in front of an audience selected by interest and behaviour.
The articles use the form «social ads», and the criterion that matters is who sees the message, decided before how many people see it. The measurable effect arrives later: the public approval of the people who receive it becomes social proof, and sales follow from that.
An example
Somebody opens a blog about a passion and adds a small online shop to it, then uses social ads to put their own content in front of an audience of enthusiasts. Likes, shares and comments build the social proof, and the orders follow: when the spend moves from the content to the products alone, sales fall, because what convinces is the reason behind the choices.
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