In the ever-evolving landscape of paid social media, strategy is everything. Knowing your audience is key—but so is knowing where and how to reach them. Each social media platform offers unique campaign types tailored to different business goals, and understanding those differences can be the game-changer your brand needs.
At Crux, we believe in building marketing strategy from the inside out. That means aligning campaign structure not only with business objectives but also with the unique behavior of users on each platform. Whether you’re working with B2B clients looking to generate leads or a DTC brand aiming to drive awareness, there’s a strategic campaign type ready to deliver results.
Let’s break down the primary campaign types across Meta, LinkedIn, TikTok and Pinterest—and explore the purpose behind each.
Meta continues to dominate when it comes to robust targeting options and versatile ad formats. With billions of users, it’s a platform where virtually any brand can find success—when campaigns are structured strategically.
| Campaign Type | Optimization Event | Purpose |
| Awareness | Reach, Impressions, Video Views | Introduce your brand to new audiences. Ideal for brand launches, platform expansions, or reaching untapped markets. |
| Traffic | Link Clicks, Landing Page Views, Profile Visits | Drive users to your website or landing pages to build remarketing audiences and track user behavior. |
| Engagement | Boosted Posts, Events, Profile Engagement | Increase visibility of content, grow followers, and promote events. |
| Lead Gen | Sales, Form Fills, Conversion Events | Capture actions like purchases, newsletter signups, or quote requests through in-platform forms or custom events. |
To launch a new location, a sports bar brand could start with an awareness campaign using short-form video to reach fans in the new city. As interest builds, traffic and engagement campaigns drive users to RSVP for grand opening events or browse the menu. Finally, a lead gen campaign could collect emails for loyalty rewards and promotions.
TikTok is a storytelling platform. Audiences here respond to authenticity and entertainment. Campaigns should feel native and offer real value or entertainment in the first few seconds.
| Campaign Type | Optimization Event | Purpose |
| Reach & Awareness | Reach, Video Views | Get your brand in front of a broad audience quickly. Great for product launches or events. |
| Traffic | Website Clicks, Profile Visits | Push viewers to take action beyond the app. |
| Conversions | Add to Cart, Purchase, Lead Submission | Track and drive purchases or form submissions. |
A university promoting summer programs could launch a reach campaign featuring students showing “a day in the life” on campus. Top-performing content can be recycled for broader reach. Then, conversion campaigns push high school juniors to sign up for campus tours or apply for early enrollment.
What sets TikTok apart from other platforms is its unique ability to deliver massive reach—even for brands with little to no existing following. Thanks to the For You Page (FYP) algorithm, content is served based on relevance, not just follower count. That means a well-crafted video with strong engagement signals can gain traction quickly, reaching thousands (or even millions) of viewers organically or with minimal paid support.
For advertisers, this makes TikTok an ideal platform for generating top-of-funnel awareness and testing creative at scale. Brands can enter the conversation faster and more authentically, tapping into trending audio, creator partnerships, and native-feeling storytelling to build visibility in a way that feels less like an ad and more like entertainment.
LinkedIn is the gold standard for B2B marketing and professional networking. Campaigns here tend to focus on high-value leads, career-driven engagement, and thought leadership.
| Campaign Type | Optimization Event | Purpose |
| Awareness | Brand Awareness | Build brand credibility and increase visibility with industry-specific audiences. |
| Consideration | Web Visits, Engagement, Video Views | Drive traffic to whitepapers, blog posts, or case studies. Great for mid-funnel education. |
| Conversion | Lead Generation, Website Conversions, Job Applicants | Generate leads, promote job openings, or drive form submissions through custom landing pages or in-platform lead gen forms. |
A B2B IT provider could use a consideration campaign to promote gated content like cybersecurity checklists or product demos. Once engagement increases, a conversion campaign targets IT directors with lead gen forms offering a free consultation. Meanwhile, awareness campaigns boost the brand’s credibility with thought-leadership content from its CEO.
Pinterest is a visual discovery engine. Users come to the platform in planning mode, whether they’re redecorating a home, planning an event, or looking for seasonal style inspiration.
| Campaign Type | Optimization Event | Purpose |
| Awareness | Impressions, Video Views | Get your product or service in front of planners and dreamers. |
| Consideration | Clicks, Saves | Drive traffic to landing pages or product collections. |
| Conversions | Checkouts, Sign-Ups | Encourage users to take action with shoppable, conversion-focused pins. |
| Shopping | Catalog Sales | Dynamically serve product feeds to users searching for similar items. |
A women’s apparel brand preparing for a spring launch could start with awareness pins showcasing seasonal outfit ideas. Consideration campaigns would drive traffic to blog-style lookbooks. Then, shopping campaigns with dynamic product feeds make it easy for users to buy what they’ve pinned or saved.
The platform and campaign type you choose should align your marketing strategy with your business goals. Here’s how that might break down by objective:
The bottom line: platform selection and campaign structure must match business goals, audience behaviors, and where users are in their journey.
Social media advertising isn’t one-size-fits-all—and neither are the platforms. The most effective campaigns are those that pair the right message with the right medium, meeting users where they are in their journey. Whether it’s building awareness on TikTok, driving leads through LinkedIn or converting Pinterest scrollers into buyers, the campaign type matters.
Crux is your outsourced marketing team, adept at building full-funnel strategies that put business goals front and center. By understanding each platform’s unique capabilities, we turn your marketing strategy into a revenue engine for your business.
Want to build smarter campaigns for your brand? Let’s talk outsourced marketing!
