Abstract:
Although traditional media investments remain important, developing technology, competitive conditions and the advantages they provide have led companies to turn to digital channels. Social media platforms, whose number of users is increasing day by day, offer important opportunities for companies to interact with their target markets. Within the scope of this study, which was prepared based on this purpose, the conceptual definition of social media and advertising was made and its development in the historical process was examined. Afterwards, the situation of social media advertising during the COVID 19 pandemic, which deeply affected the business world in 2020, was explained and two examples were analyzed. In the research part of the study, sample applications on social media advertising campaigns were selected and analyzed. For this purpose, a total of ten most watched advertising campaigns in Turkey in the last quarter of 2021 and 2022 on YouTube Ads Leaderboard were selected, and examinations and evaluations were made on sample applications on social media. The findings of the study show that brands' use of social media advertising campaigns is an effective promotional tool and provides the opportunity to reach a large number of consumers, receive positive comments and influence consumers.

Keywords: Social media and advertising, social media advertising applications, pandemic ads, YouTube.

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