In this digital age, having a solid social media advertising plan is crucial for every business. Companies, big or small, can pay a certain amount for their advertisements to run on a social media network for a specific period. These ads can be in the form of posts, photos, or videos. It’s a highly effective marketing strategy because social media networks can utilize user information to serve your ads best. This way, you can be sure that your ads reach your specific target market.
There are many different social media networks out there, and new ones keep rolling out by the week. Most of these will soon fade away or never gain traction at all. That is why it is best to start your advertising campaign on the most popular and reliable platforms. Later on, when you have profitable systems in place, you can consider investing with more experimental channels. In this post, we discuss two social media giants of 2019. Read on to learn how they run ads and get tips on how to increase your ad performance on these platforms.
Founded 15 years ago, Facebook remains on top of the social world. It boasts of more than two billion monthly users—that’s 25 per cent of the world’s total population. By being on Facebook, advertisers can reach virtually anyone and everyone.
Facebook makes it easy and affordable for businesses to run their ads. You can set any budget, which will determine the length of your campaign and how many people it can reach. Keep in mind that the more money you allot, the more efficient Facebook’s algorithm will work.
To increase your ad performance on FB, consider variety. Avoid running the same campaign to all your audiences. Target your ads uniquely based on each audience’s interest and demographics. Remember that prospecting ads should aim to build brand awareness and inform people about your product. Meanwhile, use retargeting ads to create brand recall among your audience.
A common challenge with FB advertising is ad fatigue. It happens to even the most successful campaigns on the platform. When your campaign frequency gets too high, this causes your audience to see the same ads over and over. They become less responsive and choose to skip or scroll over your ads. As such, you should continually test your ads to make sure they deliver exceptional results. Thankfully, Facebook makes it possible for you to make adjustments along the way. What makes it a favourite among brands is that it’s not a “set it and forget it” ad platform.
Initially created as a photo journal for individuals, Instagram is now giving Facebook a run for its money when it comes to social advertising. Interestingly, they are now owned by the same group, as Instagram became FB’s latest acquisition.
With more than 500 million monthly active users, Instagram commands an impressive audience engagement rate—58 per cent higher than FB and 2,000 per cent higher than Twitter. Instagram’s greatest appeal is that it’s very image and video heavy. As they say, a picture is worth more than a thousand words. Advertisers capitalize on this format and incorporate compelling visuals into their campaigns.
Pricing is almost the same as Facebook ads at around $5 per thousand impressions (CPM). Its options and features are also similar to FB. However, it is worth noting that its demographics lean towards the 18–29 group, and there are slightly more female users.
The best way to increase your ad performance on IG is to focus on your custom audiences. Its algorithm is adept in finding a lookalike audience that would respond well to your ads. Make your photos bright and attractive, and your offers irresistible. Another cool feature of Instagram is that it allows brands to link their account or product page with an ad post. This option allows your users to click and go to your preferred landing page seamlessly.
Whether you’re a small business startup or already an established e-commerce brand, the best way to increase your sales is through social media advertising. Everyone is connected to the internet and social media in some way, so it is indeed a powerful tool to reach your target market.
If you’re looking for a social media marketing agency in London that specialises in social media advertising, get in touch with us today to see how we can help!