Social advertising - what is it? When is it used?
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10 July 2025
What are social ads and why do they serve a purpose? How do they differ from commercial ones and why do some companies choose to use them? It's a good idea to find out these things before you create your first marketing plan outline - we have prepared information that can help you promote your business on a larger scale!
What is social advertising?
If you are involved in online promotion, it is useful to know what it is advertisement Social. Social advertisements are marketing materials that promote important topics. They aim to encourage individual audiences to change their attitudes or behaviour for the general good.
They tend to draw attention to significant issues:
- community-wide;
- Health;
- Educational;
- Environmental;
- ethical.
They have inspire positive action or reflection on important issues - Companies and organisations can use this to build awareness around their chosen themes (while showing personal commitment). This is an excellent tool for creating a desirable image and gaining the trust and loyalty of business customers.
What is social advertising? Examples
Examples of such marketing campaigns may include:
- promoting a healthy lifestyle;
- encouraging recycling;
- raising awareness of gender equality.
A model description for social advertising could be as follows: a colourful presentation of the benefits of a balanced diet and physical and mental health care. The message must be motivating and show that change for the better is possible and accessible to everyone.
At InPost, we encourage consumers to adopt an eco-friendly lifestyle. In our campaigns, we focus on promoting solutions that do not harm the environment. Through such actions, we not only minimise our own negative impact, but also inspire others to consciously choose planet-friendly services.
Controversial social advertising - is it worth the risk?
Some social advertisements are known in Poland primarily because of the controversy they caused. This is because they contained questionable content, including ambiguous slogans and graphic (violent) images or videos. Should companies consider using such measures? Not necessarily.
While such campaigns have great potential to draw attention to important topics, they can provoke negative reactions, and these will crush the brand image. It is therefore important to consider whether the potential benefits will outweigh the risk of rejection by some audiences.
Objectives of the social campaign
Social campaigns have a an important function in shaping certain social attitudes - concerning, among other things, environmental protection and even public health. For companies, this represents an excellent opportunity to reinforce their brand image as committed to public affairs and environmentally conscious.
Such investment brings direct and indirect benefits to the business. The business builds its reputation as a leader in promoting sustainability. A commitment to eco-solutions is able to attract customers who prefer environmentally friendly services.
Our company can serve as an example. Reducing CO2 emissions and using biodegradable packaging materials and highlighting their importance encourage consumers to support a company that actively implements sustainable business practices.
In other words, social campaigns provide a platform for businesses to showcase their values and beliefs and their commitment to solving global challenges, while broadening their base of socially conscious customer-consumers.
Differences between social and commercial advertising
Social campaigning and commercial advertising - are they the same? No. The differences seem significant and are worth bearing in mind.
Social advertising focuses on promoting ideas and behaviours that are beneficial to society . Commercial ones, on the other hand, aim to recommend products or services to support the generation of financial profit.
The former aim to change attitudes or behaviour for the benefit of the general public and have indirect benefits, such as increasing the willingness of consumers who are sensitive to environmental issues to visit the shop. The latter, on the other hand, primarily serve to build brand awareness and attract new customers.
What can social advertising be about?
Social advertising is mainly concerned with topics that require public awareness of them. These can be issues calling for action to change the future of humanity for the better or issues requiring education on, for example, global warming or the depletion of non-renewable resources.
It is worth trying to ensure that the theme of social advertising coincides with the interests of the business being run, otherwise it may not translate even indirectly into increased sales performance.
InPost advertising - why use our potential for a social campaign?
Thinking about creating a social campaign? Consider our offer to promote the materials you have prepared. We provide several solutions and services that can be extremely helpful. These include:
- wrapping of Paczkomat® machines;
- advertising on the screens of Paczkomat® machines;
- online advertising campaigns;
- PUSH notifications (messages displayed on the phones of InPost Mobile users);
- newsletters (sent to the emails of those registered with InPost Mobile).
All of which can increase the visibility of your activities offline and online . Take a look at the detailed offer and express your willingness to cooperate!
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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