Social media advertising offers several advantages for new brands looking to establish themselves in the market. First, social media platforms offer sophisticated targeting capabilities that allow to target the specific customer on the basis of demographics, interests, behaviors, and other factors. This can increase the relevance and effectiveness of their advertising messages and ultimately drive engagement, leads, and sales. Social media advertising is generally more cost-effective than traditional forms of advertising. Advertisers can set their own budgets and pay only for the clicks, impressions, or conversions that they receive. This makes it easier for new brands to launch and scale their advertising campaigns without breaking the bank. The authors also highlight the various ad formats available on social media platforms, such as videos, carousels, and stories, which can capture the attention of audiences and drive engagement. They note that these formats offer a visually compelling way for brands to showcase their products or services and communicate their unique value proposition. This helps them to identify what's working and what's not and optimize their campaigns accordingly to achieve better results.