The fact that social media delivers better end result on advertisements does not mean it can be used haphazardly. There are some certain factors to be considered. You have to know which of the social media has the engagement of your niche. For instance, celebrities are much more active on Instagram. Business people are on LinkedIn and Twitter. Facebook is for general set of people. Engagement on Facebook is not that active like that of Instagram and Twitter. So if you have to advertise, consider your targeted traffic first.