11/06/2026

2026-06-11 Blog Image - Social Media vs. Advertising Gifts

Soziale Medien vs. Werbeartikel in 2026

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When discussing the topic of marketing and all the different methods an organisation can use to best promote their brand or product, a popular question that comes up often is: Social Media or Advertising Gifts? Now, while many businesses want to know which approach is better, the more important question to ask is: What is the desired outcome that we want to achieve?

With the boom of Tiktok and Instagram, social media advertising has been a great avenue for many corporations to gain popularity and increase brand awareness. The digital platforms allow businesses to reach individuals all across the globe, reaching an audience that would have been inconceivable to them a few decades ago. Now, through promoted reels, stories and posts, social media has revolutionised the way organisations market themselves to the public and society as a whole. On the other hand, advertising gifts (also known as Promotional Products) do not have the same reach as social media ads. However, they provide the recipient with a feeling of care and appreciation. Moreover, according to Reachdesk, the act of gifting not only helps strengthen business relationships but creates a debt of gratitude that encourages reciprocity. This will not only boost their loyalty towards a brand but build trust in the organisation and what they have to offer.

Let’s take a deeper look into the differences between social media advertising and promotional products in relation to determining the best suited strategy for each individual brand.

Social Media Advertising: Taking Advantage of the New Age of Technology

The definition of social media, according to the American Psychological Association, refers to the many different forms of digital communication that allow users to share ideas, information, messages and other content through online communities. Social Media is a bridge that links people from all around the world through our everyday devices. Through the creation of these platforms, the world of traditional marketing and advertising has changed completely. No longer do businesses worry about buying ads on buses or billboards at strategic locations, instead they rely on creativity of their content and how many views each of their posts generate across all platforms. According to Forbes, there are three main uses for social media to organisations, which are:

Building Brand Awareness and Reputation
Engaging with Customers and Building Relationships
Driving Traffic and Conversions

Now, when leveraging social media advertising, it’s not just simply taking a video of a product and uploading it. This method includes a lot of strategising when it comes to content, platform of choice and target audience for each individual ad. That begs the question: Are Social Media ads actually worth it? According to IAB UK’s Digital Adspend Study in 2025, the expenditure on Social Media advertising within the UK reached a total of £11.5 billion, which was a 21% increase from the previous year. Here’s a breakdown of the average cost per click of advertising on each digital platform in 2026:

While the average cost per click should be the only factor taken into account when budgeting for social media advertising, it gives a general overview of how the cost of this advertising method can build up. It’s important for brands to note the Cost Per Meaningful outcome (CPM) when choosing whether to use social media advertising. The total cost of UK businesses investing into social media ads can range anywhere from £2,000 to £10,000 each month, depending on the size of the organisation and their intended objectives.

Besides the cost of the ads itself, another aspect that should be taken into consideration is the Return On Investment (ROI) that each advertisement brings towards the business. When talking about Social Media, the term “ROI” doesn’t always mean the same thing for every brand. In order for an organisation to see a good ROI for the advertisement they must have a clear goal in mind, which could range from increased brand awareness to a rise in sales of a targeted product. According to We Do Marketing, in order for a business to accurately measure their ROI, they must have all the inputs tracked and outputs measured.

For example, a tech company in the UK ran an online campaign in 2026 with the following data:

Ad Spend: £10,000
Management & Creative Costs: £2,000

Total Expenditure/Investment on Campaign = £12,000

- Total Leads Generated: 100

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Soziale Medien vs. Werbeartikel in 2026

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Social Media Advertising: Taking Advantage of the New Age of Technology

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