@Brands: Success in Social Media Advertising

Social media advertising is an amazing way to reach people and grow your business. Things like leads, engagement, installs, web traffic, and even real life foot traffic can be targeted specifically on many platforms. But because of this level of control, it can be a little overwhelming to get into. I’m here to give you a quick look at your best options.


1) Demographics

Let’s look at the demographics for some of the main social media platforms and keep your target audience in mind.

Facebook is a great place to start for most companies because it crosses generations, gender, and income.

YouTube is similar to Facebook in size and spread of audience type, with a slightly younger average age. Interestingly though, YouTube has more male users than Facebook on average, which could potentially be important for your brand.

Instagram and Twitter each have about half the audience of Facebook and skew younger like YouTube, but they still have a wide range of income, education, and gender, so they’re also very good options.

I think LinkedIn is interesting because it’s a little different than the others. Its main user base is way older and more educated than any other social media platform. It caters more toward professionals which could be perfect for your brand, especially if you’re looking to pursue B2B marketing.

Pinterest is also quite different as it is 85% female. This platform is perfect if your company is promoting DIY, recipes, fashion, or something along those lines. The click-through rates for those things on Pinterest are very high.

An important note, each of these platforms vary in the amount you can customize who will see your ad, the most specific being Facebook and Instagram. All the platforms allow gender, age, and general location specifications, but Facebook and Instagram allow you to specify even further. You can choose interests, job title, salary, hobbies, and even down to very specific things like whether they just started dating someone. This is another reason why Facebook is so popular for advertisers.

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2) Objectives

So now that we’ve looked at some general demographics, let’s look at some objectives.

Most platforms can provide the same basic ones like:

  1. Awareness, which is increasing general reach and brand awareness.

  2. Consideration, which can be a couple of different things, like sending people to your website, increasing engagement somewhere, encouraging views or installs, generating leads, something like that.

  3. The last one is conversions, which is the concrete action like making sales or getting foot traffic to at your real life store.

While each platform usually contains this same outline, each still has its own spin on it which makes things a little bit more interesting.

At the end of the day, I wouldn’t choose a platform solely based on objectives since most platforms can be used to achieve whatever goal your business is going for. I would choose more on the types of ads they can provide. If one matches your business really well, it might be worth a look.

YouTube is mostly video based obviously, but something to keep in mind is that many of their ads are skippable or opt-in, so you really have to catch attention with your ad. The huge advantage to YouTube is most users have their sound on. Facebook and Instagram have a similar ad system, but most users have their sound off.

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Generally speaking, Facebook and Instagram’s ad types are optimized for online retail. The carousel and collections ads, in particular, are perfect for that.

Twitter and Linkedin are flexible with their ad types, but photo and video are still usually the way to go. LinkedIn has a unique option that allows advertisers to send personalized messages to customers which can really help to increase trust between consumer and advertiser.

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3) Cost

So here is the big question when it comes to advertising, how much is it gonna cost me?

I wish there was a simple answer to that. It depends on so many factors, but I’m gonna try and make it clear.

The things to keep in mind with this is whether you want impressions or engagement and which you’re paying for. Impressions are reach whereas engagement is an action like a click.

So, let’s say Facebook is charging around 50 cents per click which is around the average. Instagram is usually a little more than double that and LinkedIn is 10 times that. But when we look at the cost per 1000 impressions, the ratios changeup. Facebook shoots up to somewhere closer to $9. Instagram is around $7 and LinkedIn is a little less with $6.

You have to keep in mind which one you’re looking for. Engagement is expensive. But it’s also very valuable, so don’t be afraid to pay for it. I recommend listening to what the platform suggests for your campaign. They’re usually right.

The reason these ratios vary so much has to do with how likely a user of these social media platforms is to engage with your ad and how limited the adspace is. For example, Facebook’s ad costs have been increasing as their ad space becomes more limited.

If you’re interested in more details about these social media platforms, subscribe to our YouTube channel. We’ll be going more into depth about several of them. I hope you learned something!

Happy advertising.