Ads make up a significant portion of the feed on social
media platforms such as instagram. With so many people on social media,
targeting has never been more important for marketing than now.
Traditional forms of marketing such as Television continue
to decline in popularity, as mediums like social media continue to grow.
Facebook has almost a quarter of the world's population engaging on its
platform each month. If a business is not marketing on social media, it is
missing out on a huge opportunity for growth and awareness.
Organic social media is great to sustain and keep your
followers engaged. However, it is important that you take advantage of paid ads
as well for three main reasons:
If you aren't using
paid ads, the effectiveness of your content is limited. As a business, it is
hard to compete on social media against so many different pages. Using ads
allows you to control how many eyeballs your content gets in front of. Facebook
only displays your content to users that like your page, which means the only
people who will see your content are your followers.
When you pay for ads, you are able to push the information
across to a larger range of people. Paid social media is a great way to build
awareness for specific campaigns, products, or services your business. It is
also a lot cheaper than a lot of other traditional forms of media such as radio
or Television.
Social media has
become so in depth that platforms like Facebook have created complete backend
portals and ad managers that allow you to see exactly who is seeing your ad,
allowing you to take control of who is seeing your ads. This is important
because not every person that is seeing your content is qualified. Targeting
allows you to pay adspend dollars getting the content in front of those that
are more likely to convert. Using ad managers, you can target by your specific
age demographic, income, gender, etc. The ability of social ads to be targeted
means some of the cheapest adspend dollars. Traditionally, you would have to
spend a lot more money to get your message across to the same amount of target
people.
If you are on a website
looking at a product, and then seen that product on facebook, you have been
retargeted. The Facebook Pixel is tracking code that allows you to track people
who land on your website, and then run retargeting ads to them through facebook
and instagram. This technique through social is highly effective, because you
are targeting those people who are already qualified and were interested in
your products. Before this feature, website owners had no way to target or run
ads to people who ran on the site after they left. This ability to run ads to
people who landed on your site make it an effective marketing and targeting
tool. There is a significantly higher click through rate for ads that are based
on the Pixel or re targeting audience versus a random audience.
There are a variety of
social media platforms, and each one should be used strategically based on a
few key factors.
You cant really go
wrong with Facebook. It is best to begin running on ads on Facebook because as
a platform it has the highest traffic, and is a leader in advertising
experience. The ability to target based on interests is one of the most useful
aspects of Facebook as a marketing tool. Facebook gives you the ability to run
a wide range of ads, including video, photo, and are constantly developing new
opportunities and different ways to advertise on their platform.
Facebook ads are usually the best place to start, because
Facebook is the industry leader in both users and advertising experience.
Facebook allows you to not only run campaigns, but also tack the success of
each campaign with useful analytics and data. People typically spend more time
on Facebook than most other platforms, which means it is also the platform that
has the largest opportunity for engagement.
Instagram, now owned
by Facebook, also has a great ad interface that allows you to find your
audience. Instagram actually uses the same ad manager as Facebook, which makes
it easy to manage both. The main difference between Facebook and Instagram is
the age demographic each platform attracts. Facebook attracts a much older
demographic, while instagram tends to be used more by people under the age of
30. Instagram also has a much higher quality of content, since it has been more
accepted by social media influencers as a daily platform. Even though it is
more challenging to create comparable content to influencers, companies that
can successfully take advantage of instagram ads can dominate. Statistics also show
that mobile users are much more likely to convert on a website if they come
from Instagram. If done properly, instagram can be a huge platform to build
brand awareness and drive qualified traffic to a website.
Youtube ads can be a
great advertising resource if you have all of the proper equipment. Every day,
more and more people are choosing the content they want to watch on sites like
youtube, and traditional TV is dying. Youtube ads run right before the video a
user is searching for is played. In this short amount of time, you can prompt
users to click through to your website, or just promote your brand as a whole.
Interestingly enough, Youtube is the only internet platform that actually
attracts more men than women. The platform is also owned by Google, which is
great because you have the ability to track the success of your campaigns with
Googles in depth analytics.
One of the platforms a
lot of people don't think about when considering ads on social media is
LinkedIn. Even though the platform has significantly less users than other
social media platforms, it is still a great tool to connect with other
businesses. If you are selling to consumers, it probably isn't the best route
to go. Because LinkedIn is mainly a social media site for businesses and
employees, there isn't as large of a consumer basis on the platform. One unique
thing about LinkedIn that may or may not be useful depending on the campaign is
the income demographic. People on Linkedin make a high average salary, and have
steady jobs.
Still gaining its
roots, Snapchat is starting to come into the world of social media ads.
Snapchats audience is almost entirely millennial based, with younger
generations following. Snapchat ads may run in between stories, or may live on
the feed page. Although snapchats ads are newer and still being updated, they
can be an effective way to stand out from other companies running social
campaigns. Snapchat is best used to promote brand awareness, or to influence
users to “swipe” through to a landing page.
Businesses that are
not hopping into the world of social media marketing are going to slowly
disappear in the digital world. Social is now an integral part of the internet,
and an integral part of our daily lives. It is important to start now, as
social media continues to develop and becomes more significant in daily life.
By putting out quality ads and having a good strategy for targeting, businesses
can expect great ROI from running sponsored ads.
demographic or target market there is a way to get your
message directly in front of them.
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