Social network advertising has become an integral part of the activities of all companies and startups today. Until a few years ago, you could easily attract new customers and make a good income with a few daily posts on social networks. However, advertising has changed entirely in the modern world of digital marketing, with the use of different social media platforms and the emergence of new marketing methods.
In this article from Smart Strategy Blog, we will explain the goals of social network advertising, the advantage of this method of advertising, the types of social media for advertising, and how you can advertise effectively in social networks. Stay with us.
What is the purpose of social network advertising?
Before you start advertising, you must first have proper targeting. Then, your goals will determine how to communicate with your audience, measure advertising performance, choose the best social network, and set accurate metrics. In the following, we discuss the goals of social network advertising and its importance for different businesses:
Increasing brand awareness
According to studies, each person spends an average of 2 hours on social networks; Therefore, one of the goals you can have is to increase the audience’s brand awareness. Social media provides you with an excellent opportunity to create such advertising campaigns.
Increase website traffic
According to research, 3 out of 5 marketing professionals use social networks to distribute content to increase website traffic. So with this targeting, you can improve your traffic and build backlinks in the long run.
Attracting new interested customers (lead nurturing)
Attracting new potential customers requires the correct implementation of the sales process. Leads or interested customers are in the upper part of the sales funnel, and attracting new customers has become one of the goals of different companies today. Downloading paid content, registration, participation, and user activity are among the methods used to collect leads.
One of the most common purposes for businesses on social network advertising is to introduce products. This product can be newly launched or already exist. For example, Samsung uses social network advertising to present each product.
Differentiate from competitors
Another goal of social network advertising is to differentiate from competitors. Different companies cleverly use advertising to prove to customers that they are superior to their competitors. For example, talk about your commitments and guarantees instead of features. This targeting will ultimately lead to better brand recognition, and customers will prefer your brand over competitors.
One of the main goals of some companies is to continuously social network advertising and offer new products and services along with specifying features and facilities. In this way, they portray an image of their features in the user’s mind.
Although the purpose of social network advertising is tremendous, increasing sales and expanding business is one of the main goals. Of course, depending on the type of product and the time of peak sales, a suitable timing is considered to increase sales. For example, sometimes you have a product like “ice cream”; Therefore, it is better to aim to increase sales in the summer.
social network advertising platforms
Different social network platforms have their advantages. To know which types of social network is more suitable for your business and which audience is a better option for you, you should be familiar with each. Depending on the type of business, you may need to choose several social media to be more effective. We have mentioned the most important examples of social networks in the following.
With over 1.6 billion users, Facebook is the largest social network platform for businesses. This social network is perfectly suitable for store businesses, and it is possible to present the advertisement as images, videos, slideshow, full screen on mobile, etc. In addition, the companies’ advertisements can be seen in Facebook’s live and messenger feeds. You can also use this social network to generate leads or acquire new potential customers.
Instagram has become very popular with retail businesses because of its predominantly visual nature. It also has about 500 million online users daily. On Instagram, the advertisement content can be seen in images, videos, or carousels. Advertisement of businesses on Instagram is displayed in story, post, and feed. The advantage of this social network is that its engagement rate is up to 58% higher than Facebook. In addition, the audience’s age range is mainly between 18 and 34 years. So if your audience’s persona matches the people on Instagram, it can be the best possible social network advertising platform.
YouTube is the world’s largest video-sharing platform and the most prominent video search engine. People worldwide watch billions of hours of video daily, so YouTube is the best social network advertising platform for video promotion. For advertising on YouTube, you can also get help from Google Ads. Advertisements on YouTube are displayed in three ways:
TrueView: Videos that are shown before the selected video starts.
Unskippable: It is the same as the previous type, but it is impossible to reject the ad.
Bumper: short 6-second videos that play at the end of the video.
B2B businesses prefer LinkedIn to advertise and promote new activities, products, services, and more. LinkedIn is a place for professionals in various fields of work, and companies can sell their products to those involved in organizational decisions. In LinkedIn, there are video ads, dynamics, sponsorships, and in the form of short messages in the feed section.
Twitter is the following social network advertising platform where professional and ordinary people are active. Since the nature of Twitter is entirely dynamic, your ad can go viral much faster than other social networks; Therefore, various businesses, especially startups, can use Twitter to inform their audience about their brand.
However, it is possible to advertise products and services and create a direct conversion of a potential customer into a buyer. For example, advertisements on Twitter are done in the form of tweets, trends, and user account ads, and according to surveys, the desire to buy on Twitter users is 6.9 times higher than on other networks.
Another prevalent example of a social network advertising platform is Pinterest. This platform is crucial for commercial companies in advertising. Pinterest allows you to promote your products and services similar to Instagram, But unlike Instagram, this platform is more active in topics such as clothing, interior decoration, fashion, etc. In addition, it is possible to promote a Pin like a Tweet on Twitter on Pinterest. In this advertising method, it is possible to insert a CTA (call to action) or a site link.
7. WhatsApp and Telegram
WhatsApp and Telegram are very popular messengers worldwide, with several million active users. These messengers are one of the best advertising platforms for small businesses and startups that can reach their audience at a reasonable cost.
So, as you have seen, the way of social network advertising is different, and each has its advantages and characteristics.
in this article on smart strategy we deep dive into different advantages of social network advertising platforms.
smart strategy as a leading digital marketing agency providing social media services in Canada. To have more information about our social media marketing services and have a consultation with our social media strategist please contact us.