If you are thinking of making the big leap towards social media advertising, the numbers are on your side. Social media advertising is an amazing way to reach hundreds of thousands of people, and with a click through rate (CTR) of between .70% to 1.61%, smart brands and affiliate marketers are enjoying the ride straight to the bank! This Guide for Advertising on Social Networks will tell you more about each of the most popular social media ad networks, and go over the benefits of advertising on each network…
Hang tight for just a second and we will get you up to speed!
A Guide for Advertising on Social Networks
According to Zenith Media estimates, the social media advertising investment will exceed that of the press for 2019 and it is estimated to reach US $ 50,000 millions.
Do you need more reasons to develop an advertising strategy in networks?
When we talk about advertising on social networks we mean essentially those ads paid by the brands and that are shown to carefully selected users. And here you have one of the great advantages of this investment: you can precisely segment who you want to reach, whether by ages, professions, geographic location, hobbies, etc.
And of course, as a result (if your advertising strategy is well planned) you could get conversions and increase customers and sales, in addition to taking advantage of the content generated by your users (CGU) as material for the preparation of your ads.
A Guide for Advertising on Social Networks – The Benefits
ALL of this follows that the metrics you will get from your ads will be quite accurate and in real time: you will know how each ad is received by each audience. Valuable information and without intermediaries.
Another advantage of advertising on social networks is its low cost, especially if you compare it to traditional media advertising such as television or written press. It is the ideal option for small businesses because of its low investment and its wide reach. And the best thing is that it is not limited to a single format, that is, you can use videos, interactive content, photos, etc. in a creative way. The best? Well done they do not have the classic aspect of “advertisement” that moving it to the television language “would change channels” to your potential clients.
It is important that you ask yourself what you want to achieve (objectives) with your social media campaign:
- Increase your visibility.
- Bring traffic to your website.
- Increase engagement.
- Raise lead generation.
- Have more sales.
And where do you want to achieve these goals? Also understand how the audience works and moves on each of these platforms. Facebook and its variety of formats is ideal for B2C (Business To Consumer or Business to Consumer) campaigns and allows you a deep understanding of your audience in addition to reaching potential customers; while Instagram and its ads are great for B2C conversions, increase sales and brand presence; while Twitter makes it easier for brands to get new followers and get clicks on your website.
Also ask yourself if the demography of the platform you choose will serve your brand, or how your competition is doing in this same channel or if your audience has a strong engagement with the chosen channel.
Take advantage of free publications to evaluate your paid ads. Examine which posts had the most clicks, likes, shares or comments. Those who have more interaction are possible candidates to be paid ads.
Among the great advantages of this network that adds 2,000 million users is its high segmentation power and have highly differentiated audiences within the same audience. You can choose who to show (and to whom, not) your ads. And it is that Facebook facilitates you to exclude those people who already know you as well as their contacts.
You can segment up to 9 demographic categories (ranging from personal relationships to education), 9 interests (such as exercise and lifestyle or shopping and fashion) and behaviors. And continue spinning fine with segmentation and choose to show your ads to users who connect with WiFi or using their own credit.
Among the ad formats on Facebook we have:
- Carousel ads: Or sequence of up to 10 images and a link for each.
- Ads with videos: Upload videos directly from Facebook and not from YouTube. It is proven that the former perform better. The text must include a call to action of the type “Take advantage of the offer”, “Buy today”, etc.
- Ads with photos: Take advantage of creating attractive text that complements the image. It also includes a call to action.
- Video presentation ads: Ideal if you don’t have much budget, it allows you to make a small presentation using several images.
- Collection ads: Ideal for Smartphone because opening an image takes you to a page that allows you to buy while still being on Facebook.
- Canvas ads: covers the entire screen and includes photos and video.
And the costs? There is no fixed system, you can pay for every time you get a new follower, a conversion or someone clicks on your ad. It also depends on where the user connects from, whether from a mobile phone or device or a desktop computer.
As we have already mentioned in previous articles it is important that you design a strategy. This should be clear to the audience you are going to and what you want to achieve (conversions, purchases, traffic). You can launch similar advertising campaigns with details that differentiate them and test which one works best. So you can invest in the one that gives you better results. And broken, the ideal is to change ads at least every week. We share a step by step how to make your campaign on Facebook.
Among the advantages of Instagram is its high engagement: 58% more than Facebook and up to 2000% more than Twitter. Here that phrase “everything enters through the eyes” is law and if you are thinking about advertising on this network you should opt for images (never from stock, please!) And shocking videos that, after clicking, take you directly to the purchase of the product without intermediaries.
In addition to the images you will also have to work (and a lot) the hashtags or tags that are an important part of the Instagram community.
Also consider that you are facing a network that is consumed exclusively by phones or mobile devices. And keep in mind that you must create your campaign from Facebook and the Power Editor that, among its advantages, allows you to define your objectives (promote your page, increase the facilities of your application, get people to request your offer, etc.), so how to choose precisely the audience (among its more than 700 million users) that you want to reach and segment it from basic aspects such as age, sex or geographic location to more complex ones related to their interests, hobbies or behaviors.
You can choose between different types of ad formats:
- Single image: Shows a single image and includes a button to request more information or download some material.
- Carousel: You can use 5 images that are scrolling.
Video: It can’t last more than a minute. You will keep the accounting of the times it has been seen.
Image reproduction: It is a combination of the single image ad and the carousel ad.
Stories: You can use a video or image and a call to action. If you want to “see more” you have to swipe the screen up.
Like all other platforms, advertising on Instagram is quite cheap. The average cost per click can cost you $ 0.72.
And although Instagram is essentially visual, don’t neglect the text that accompanies the image. Be direct, brief and write calls to action in your copies, watermarks and, of course, if you can include your logo. And it varies, be creative: don’t repeat the same ad. Create several and rotate them until you find that style and message that best connects with your audience.
Remember that the style you choose to apply in your ads should be in harmony with the spirit of your brand and with the rest of the images that make up your Instagram profile, both in colors, type of images, filters, frames, etc.
With more than 300 million active users, Twitter has established itself as the great means of communication of these times and where we find out what, when and where it is happening in the world.
When designing your advertising campaign on Twitter, you must consider what goals you intend to achieve:
- Generate conversations about your brand or business.
- Consolidate your brand.
- Increase followers.
- Get more people to reach your website.
- That more people download and install your apps.
Among the options of ads that Twitter offers you we have:
- Promoted accounts: Twitter will suggest following your account under the “promoted” sign. And you will only pay when you get a new follower by promotion. Advantage? The more followers, more traffic to your website or more leads.
- Promoted Tweets: Increase the reach and consolidate our branding.
- Promoted trends: You pay for your hashtag to be trending topic in your country.
Whichever option you choose you should not lose sight of the audience (better if it is for interests) that you are looking to reach. You can rely on geographic location, sex, language, but also by trends in consumption (series or movies they watch), keywords or people or accounts they follow.
Create ads that are attractive with striking images and, above all, related to the niche in which you move. And it always includes a call to action that directs towards the page of the promoted product.
And as with Facebook, the video is getting more and more welcome. You can try using First View video, as long as it is a few seconds. This format improves brand and message recall.
And how much to invest? It depends. There are promotions of tweets and accounts ranging from US $ 0.25 and others that can cost you about US $ 10 a day if it is interactive material such as videos or apps.
A Guide for Advertising on Social Networks – Final Thoughts
Do not settle for a warnings. Monitor which ads work best and in which networks. What words or images do you think are best reaching your audience? Have you tried variations of it? The answer is the same? As you know, Sprout gives you the tools for this and many other follow-up tasks.
And do not forget to always verify that each of your notices leads to your website. Otherwise your advertising efforts will have been almost in vain. You will see that you will learn from experience and what actions have been effective and which have not. Over time, it will be easier for you to create and design your network advertising campaigns.