What is social media advertising?
What is social media advertising?
Before you start developing your social media advertising strategy, it’s important to understand exactly what social media ads are. Quite simply, a social media ad is any kind of paid content on a social media network. The options run from a one-off promoted Tweet or Facebook post to a full-scale campaign with major budgets attached. Each social network offers different options, and we’ll explore them in detail below.
Social media advertising tips
While the social ads tools and networks available are constantly evolving, the key principles of effective social media advertising are much more stable.
1. Use free social media to beta-test your paid social ads
You’re likely already posting content on Twitter, Facebook, and Instagram every day—and maybe LinkedIn and SnapChat, too. Some of these posts will resonate with followers; others won’t. Track which ones are being clicked, liked, shared, and commented on. These high-performing messages make the best candidates for social ads.
2. Take advantage of targeting features
Traditional ads are inefficient. One of many social media advertising benefits is that social platforms offer very effective targeting capabilities to address that problem. From targeting social media managers on LinkedIn to Stranger Things fans on Facebook, take advantage of this very useful targeting for more efficiency in advertising.
3. Rotate ads frequently
Though it’s annoying to see the same TV ad in every commercial break, repetition is an effective way of hammering home the message using one-way communication. But on advertising channels where engagement is key, and ads appear directly in users’ feeds, fresh content is the name of the game. Overly repetitive messaging may end up losing you more business than you gain. Hootsuite has found the best practice is to rotate ads every three to five days.
4. Use small samples to test the text and images used in your ads
One of the great virtues of social ads is instant feedback. You can gauge the effectiveness of a sponsored post in minutes and follow up with advanced analytics reports. The best practice is to test several ads with small audiences to determine what works best, then use the winning ad in the primary campaign.
5. Understand how ads are sold on different networks
You’ll learn the details below, but keep in mind that keeping your social media advertising budget under control means thinking about whether you’re designing an ad campaign based on impressions or engagements. If you’re paying every time someone sees your ad (impressions), your message can cast a wide net. But if you’re paying for engagement, you only want people who are really interested in doing business with you to engage. The wording of your ad should help people self-qualify.
6. Design ads with mobile in mind
More than 80 percent of social network users are accessing social media on a mobile device in 2016. This means most social media ads are being viewed on mobile devices as well. Your mobile ads should be specifically designed for the small screen, incorporating images that are easy to view on a pocket-sized device. You can also take advantage of “geofencing” to target mobile users when they are in a specific zip code, so they only see your ads when they are close enough to walk in your front door.
Creative Marketing Clinic information provided by hootsuite