Social Media Advertising
Consumers spend increasing amounts of time online each year, and a large majority of that time is spent on social media platforms. Between Facebook, Instagram, Twitter, Pinterest, YouTube, Snapchat, Reddit, Quora (we think you get the picture), it’s nearly impossible to run out of ways to reach your target audience where they spend their free time. Most social media platforms offer the opportunity to advertise in a number of ways, whether that be boosting engagement on their platform or serving ads that lead to you.
What is Social Media Advertising?
Social media advertising is paid online advertising on social networking platforms such as Facebook, Instagram, Twitter, Snapchat, LinkedIn and more. These ads show up when users of the platforms are scrolling or watching videos, which is why most of these platforms charge every time they show the ad, rather than every time someone clicks on it. Outside of search advertising, social media advertising is the most popular digital advertising channel available.
Social media advertising stands out, as it lets advertisers incorporate videos or images to create a more attractive offer for their audience. This makes it easier for relatively unestablished brands to make sales and scale quickly. With Facebook and its platforms seeing so much success from social advertising, it’s easy to see why many of the other social networking platforms have recently implemented their own advertising channels.
An added benefit of social media advertising is the ability to leverage incredibly detailed audience information from the platform. People tend to share a lot when they post to social media, and platforms like Facebook or LinkedIn are able to use that data to create audience segments to match your potential customer. If you know your target audience, you can easily craft a specific message for that person, which is more likely to convert.
Where can my Paid Social campaigns run?
Almost every social media platform makes money via advertising. Because of this, you can advertise wherever your potential client may be spending their time, whether that is on Facebook, Reddit, LinkedIn, or anywhere in between. It’s estimated that Facebook took in over $69 billion in revenue in 2019, with 98% of that coming from advertising. LinkedIn, one of the small social media companies to offer advertising, made over $6.8 billion in 2019. These numbers continue to increase year over year, as more companies find value in social media advertising.
Facebook advertising is the most common type of social media advertising. Facebook ads show up in the Facebook newsfeed, in other Facebook properties like Facebook Messenger & Facebook Marketplace, and on affiliated partner sites known as the Audience Network. Ads on Facebook are highly visual in nature, designed to feel native to the newsfeed. Because of this, Facebook ads can help build trust with a potential customer.
Twitter advertising is often an underutilized channel for social media advertising, but has a lot of potential! Twitter’s audience is very active and eager to discover new things. Users on Twitter are often engaged in online conversation, so ads can help your business be part of the conversation too. Twitter ads work best to help promote brand awareness and other top of funnel actions, as they can help promote your message and company.
Instagram advertising is the perfect blend of a visual, engaging ad platform with an active, converting audience. Run through Facebook’s Ads Manager, Instagram ads allow you to target specific audiences with advertising, and can help your business increase awareness, traffic, and sales. The best performing ads on Instagram incorporate elements of traditional Instagram posts, making for a seamless transition between the platform and your website.
LinkedIn advertising is the place to be for those in the B2B space. As the go-to destination for professionals looking to network, users share a lot of information about where they work and what activities they get involved in. Leveraging the same audience power of Facebook and Instagram, LinkedIn ads can be targeted to users based on where they work, what management level they are at, or different groups that they are members of on LinkedIn. If you have a product or service that businesses would need, LinkedIn ads are a great opportunity for you.
The popular lifestyle platform, Pinterest, is a great advertising opportunity for companies focused on selling products or looking to get more attention on their brand. Much like the regular Pinterest experience, advertisers create pins and promote them via audience targeting. Ads can help increase the reach of your own Pinterest page, or can help drive traffic to a website and push sales.
Snapchat advertising is a newer opportunity in social media advertising, and is great for businesses that want to hit a younger and socially active audience. JEMSU has found Snapchat ads to be best for companies looking to gain awareness with an under 30 audience, but the platform allows for ads to be tailored to different ages. Snapchat also boasts the ability to drive traffic to your site and help increase sales for your business.
Other Platforms (Reddit, Quora, etc.)
New social media platforms pop up every day, and almost all of them include opportunities to advertise. Platforms like Reddit, Quora, Tik Tok, and more have advertising options that can help improve brand awareness, traffic, and sales for your business. Many of these platforms share similar ad interfaces and targeting options, meaning businesses can incorporate them into their strategies with little added effort. As long as the audience matches your potential customers, the possibilities are endless!
Why should I do Social Media Advertising?
Social media advertising is the fastest growing advertising channel, with profits growing by millions each year. Many companies continue to work social ads into their marketing budgets, and increase spending year over year as they find success. There are plenty of reasons that your business should do social media advertising, but here are a few of the biggest reasons.
A huge advantage social media advertising has compared to search-specific advertising is the ability to combine detailed geotargeting, behavioral targeting, socio-psychographic targeting and more to reach the most specific audiences on the internet. LinkedIn even gives you the ability to target based on job title. This gives businesses the ability to put their ad in front of someone who is interested and ready to buy even if they aren’t searching for it.
In social media advertising, the ad is everything. As long as the ad is engaging enough to stop a user from scrolling through their timeline, most of the time that product/service is going to convert. This is very different from search advertising where the ad is taken into account, but ultimately the intent behind a user’s search, and the overall quality of the site are the determining factors. Social media advertising allows brands and products that are relatively unheard of to scale massively within a few weeks.
The flexibility of social media ads are unmatched. From objectives to targeting to placements to creatives to CTAs to headlines and so on and so forth, everything can be customized to match a business’ needs.
With tools like the Facebook Pixel, LinkedIn Insight Tag, and other proprietary tracking codes, advertisers can track people who’ve been on their site, viewed a certain page, or taken a certain action to easily remarket their products and services to them.
Social media advertising has the added benefit of being highly trackable. Know which ad leads to each conversion throughout the customer’s buying journey, and put value behind your advertising dollars.
Why should you do Social Media Advertising with JEMSU?
JEMSU has been working in digital marketing for over a decade, and our Digital Advertising team has worked with dozens of businesses over the years. After so many years of running advertising campaigns, we’ve gotten a good pulse on what works and what doesn’t for your industry. There are plenty of reasons that JEMSU should help you with your campaigns, but here are a few highlights of what makes us so great.