When retailers and other marketers talk about social media marketing, they’re really just talking about marketing, says Nate Elliott, a Forrester vice president and analyst. “Social networks’ ads aren’t social,” he says. “They’re just ads.”

What he means is that social networks like Facebook, Pinterest and Twitter are increasingly focused on delivering ads that seek to drive direct actions via remarketing or other advanced targeting options. rather than focused on building relationships or driving engagement with shoppers.

Despite the social networks’ strategic shift, most companies let the team responsible for producing and overseeing their social content handle their advertising on social networks. And that doesn’t make sense, says Elliott, who recently wrote a report that suggests marketers instead let their media buyers handle their social ad budgets.

“Social marketers might be great at social, but that doesn’t have anything to do with the advertising they’re running,” he says.

Advertising is where marketers are devoting the majority—83%, according to Forrester—of their social spending. That spending is on the rise; more than two-thirds of avid social marketers say they’ve increased their social ad budgets this year, including 29% who say they have added significantly more money to the channel. That’s because the ads are enticing; social media offers advertisers a ton of inventory—Facebook alone is expected to account for at least 25% of all U.S. display ad impressions this year, according to eMarketer Inc.—and those ads are far less expensive than ads on other platforms, Elliott says.

Read more: It’s time to take social media marketing out of the silo