Which Digital Channels Should You Be Advertising On? The 2024 Playbook

In the current age of endless digital noise, the question isn’t if your brand should be advertising, it’s where. With more platforms available than ever before, knowing which channels deserve your budget is critical to brand growth.

Choosing the right paid media platform is about understanding your audience, what makes them tick and knowing what each platform is uniquely designed to deliver.

Here we’ll take a closer look at some leading and emerging advertising channels and offer a strategic lens through which to choose the right mix for your business goals.

Google Ads: Meeting Intent Head-On

Google remains non-negotiable for most performance-driven advertisers. When someone actively searches for a product or service, appearing at the top of that results page is a direct invitation to convert.

In the UK mobile search dominates and visibility on Google can drive measurable gains across sectors, from trades and legal services to e-commerce and healthcare. It’s not just about being seen it’s about being seen when it matters most.

When to use Google Ads:

• To capture in-market customers ready to act
• To dominate category terms and own brand visibility
• To drive demand through tools like Performance Max and Demand Gen
  
  

Meta (Facebook & Instagram): Where Stories Become Sales

Social media advertising has evolved far beyond likes and comments. Today, Facebook and Instagram serve as powerful commercial engines, particularly when campaigns are tailored to audiences, behaviours and interests.

When used correctly, these platforms can tell a brand story with stunning visuals and precise delivery. Whether you’re re-engaging previous visitors or introducing your brand to a new market, the power lies in personalisation and Meta’s platforms are built for it.

When to use Meta Advertising platforms:

• For product discovery and brand building
• To re-engage warm leads through targeted dynamic product ads
• For community-based brands that thrive on UGC and interaction
  
  

Microsoft Ads: Low-Cost, High-Value Search

Often overshadowed by Google, Microsoft Ads (formerly Bing Ads) holds surprising impact with the ability to reach users across Bing, Yahoo and AOL networks. The platform often attracts an older, more affluent demographic, particularly in sectors like finance, professional services and B2B.

CPCs are generally lower than on Google, thanks to reduced competition, but intent remains higher. Integration with LinkedIn targeting also unlocks niche B2B opportunities that no other search platform currently offers.

When to use Microsoft Ads:

• To complement Google search efforts with incremental reach
• For B2B campaigns using LinkedIn audience targeting
• In high-CPC industries where efficiency matters

LinkedIn: Precision for B2B and Professional Brands

For B2B marketers LinkedIn offers a way to tap into a true decision-making ecosystem. With over 35 million UK users and rich segmentation tools, LinkedIn allows brands to speak directly to the usually inaccessible C-suite, industry professionals and niche audiences.

LinkedIn is great for campaigns with longer consideration cycles, such as software solutions, consultancy services or corporate training. If your value lies in insight, expertise or transformation, this is where your marketing should lie.

Thought leadership campaigns (blogs, whitepapers, webinars, insights) tend to perform best on LinkedIn, especially when supported by strong creative and well-optimised lead gen forms.

When to use LinkedIn Ads:

• For B2B lead generation
• To build awareness and establish authority in specialist sectors
• When you want to target specific professional audiences or companies

Reddit Ads: Build Influence in Niche Communities

Reddit remains one of the internet’s most engaged platforms with deep, interest-based communities (subreddits) across every imaginable topic. While not traditionally seen as an ad-first channel, Reddit has quietly grown into a viable option for brands who value authenticity, feedback and community-driven influence.

Campaigns that respect the culture of each subreddit tend to perform best so ensure you stay relevant and avoid generic messaging. It’s an ideal platform for research-heavy buyers and tech audiences.

When to use Reddit Ads:

• For launching niche products with a passionate user base
• When feedback, education or dialogue matters
• To connect with sceptical or ad-resistant demographics

Pinterest Ads: Visual Discovery Meets Purchase Intent

Pinterest is less social network and more visual search engine that’s especially effective for verticals like interiors, fashion, food, weddings and DIY. Users come to plan, dream and shop, often with high intent but without a specific brand in mind. That makes it the ultimate space for brand discovery and inspiration. 

With robust shopping features, keyword targeting and trend forecasting tools, Pinterest Ads lets brands show up early in the decision-making journey, getting you in front of potential customers before your competitors.

Consider Pinterest almost as visual SEO instead of social media – keywords and content are everything.  

When to use Pinterest Ads:

• For lifestyle brands, ecommerce or seasonal campaigns
• To drive product and brand discoverability 
• When your creative is highly visual and aspirational

YouTube: Capturing Attention in Motion

YouTube bridges brand awareness with performance. Google regularly informs us that it’s not just a video platform, but is instead the world’s second-largest search engine where users turn for reviews, demos and tutorials. 

The power of video to explain, inspire and influence cannot be overstated. YouTube offers ad formats across the full purchasing journey – with skippable TrueView ads for reach, bumper ads for brand recall and action-driven formats for direct conversion. When paired with Google Ads, you have access to measurement within Google’s walled garden and integrated search and video strategies.

When to use YouTube Ads:

• To simplify complex products or services through explainer content
• To drive awareness of a new brand or product
• To retarget users with sequential storytelling

TikTok: Fast-Paced Creativity 

TikTok is no longer just for Gen Z. Across the UK, we’re seeing growth across demographics with a strong presence among 25-44 year olds and rising B2B interest.

TikTok has the shown it has the ability to humanise and bring brands to life through short-form storytelling and trend participation. The platform is all about showing up authentically with imperfect UGC (user-generated content) often outperforming professionally produced videos.

When to use TikTok Ads:

• For challenger brands looking to break through
• To drive brand engagement with UGC content
• When visual storytelling aligns with short-form content

WeAre8: The Ethical Advertising Platform

WeAre8 offers a radically different approach to digital advertising. Built on ethical principles the platform pays users to watch ads and donates a portion to charities. For brands with strong ESG credentials, this platform can reinforce values and reach.

Though newer to the scene and not yet a mass-reach solution, it’s gaining traction in the UK, particularly among socially conscious Gen Z and millennial audiences.

When to use WeAre8:

• To align campaigns with social or environmental missions
• When brand equity is just as important as performance
• For building trust with value-driven customers

International Expansion: Looking Further Afield? 

If you’re looking further afield, you’ll need to tailor your media platforms to the country and audience you’re targeting. Many of these solutions will require localisation, compliance and cultural nuance. That being said, for many brands, these platforms will unlock entire market segments that more traditional platforms can’t reach. 

Yahoo! Japan

In Japan, Yahoo! Japan is one of the top search and content platforms, used by millions of users daily for news, shopping and browsing. Offering both search and display ad formats, it’s a strong choice for brands trying to enter and build trust in the Japanese market.

Baidu, WeChat & Douyin

If you’re entering the Chinese market or even targeting Chinese-speaking audiences in the UK, Baidu (China’s primary search engine) and platforms like WeChat Ads or Douyin (think Chinese TikTok) will become essential.

Final Thought: Right Place, Right Person, Right Time

We know the number of ad platforms out there, and the pace at which they move can be overwhelming. At Floresco, we’re focused on designing the right strategy for your brand at each moment. The platforms we’ve explored in this blog all offer something unique and we can help you identify which is right for your brand, audience and goals, to help drive sustainable growth for your business. 

If you want to find a paid media agency to help you advertise across these platforms and drive business growth, we’d love to talk.