This is all about exploring the social media advertising platforms, we’re going to cover eight of the most popular social media channels available today to learn who’s on them and the different advertising opportunities on each platform.
Taking Advantage Of Social Media Platforms
Let’s jump on it. There are so many social media advertising platforms to choose from. We’re going to explore some of the top social media advertising platforms today, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, Snapchat and Tick-Tock will cover best practices for advertising on each platform and explore the types of audiences that you can reach on each one. Facebook is the most widely used social media network. Almost two and a half billion people from around the world use Facebook. That’s more than 30 percent of the world’s population. With so many people using Facebook, you’re almost guaranteed to be able to reach an audience that’s relevant to any type of business. That’s where one of the most powerful features of advertising on Facebook comes in audience. Targeting the targeting capabilities on Facebook are really unmatched by any other social media network, making Facebook a great place to target based on interests. There are three types of audiences that you can target on Facebook core audiences, custom audiences and look alike audiences. Facebook core audiences is an audience based on criteria like age, interests and geography. Facebook custom audiences let you get back in touch with people who have already previously engaged with your business and Facebook look alike. Audiences allow you to reach new people whose interests are similar to those of your best customers.
Facebook’s advance targeting can be used to target your ads to the most relevant audience and even tap into new audiences you’d otherwise never reach with organic content alone. Advertising on Facebook includes a range of ad types, including photo ads, video ads, story ads and lead ads. Using different types of Facebook ads comes with different benefits. Photo ads are great for sharing collections of images.
Video ads are great for product explainer videos and for branding. Story ads allow you to use a combination of photo and short form video content. If you want to learn more about the different ad types, check out the Facebook advertising course linked and the resources section. But personally, my favorite way to advertise on Facebook is through lead ads because they give you the best of both worlds sharing visual content and generating leads for your business. Facebook lead ads capture lead information without directing people out of the Facebook platform. No matter your business’s size or industry, you can use lead as to find potential customers who are likely interested in your products or services. With lead ads, you provide a helpful piece of content that encourages viewers to sign up for a newsletter, receive a price estimate or request additional business information. In return, when the viewer fills out the form your business receives a new lead. Advertising on Facebook is only limited to Facebook. You can also advertise on Instagram as well through the Facebook ads manager. Instagram has over one billion monthly users globally. That’s a little less than half of the number of users on Facebook. The majority of users are between the ages of 18 and 34. Wondering how to advertise on Instagram? Well, there are three ways you can promote posts and stories directly from your Instagram professional account.
How To Use Social Media For Your Business
You can create ads from your Facebook page and promote them both on Facebook and Instagram. Or you can create ad campaigns in the Facebook as manager to access full targeting capabilities. I recommend taking the third option and creating custom campaigns for your audience on Instagram. This will allow you to create specific campaigns for your Instagram audience with unique imagery and language. After all, just because Instagram is owned by Facebook doesn’t mean the audiences across both platforms want to see the same ads. What ad types can you use on Instagram? Well, Instagram has similar ad types to Facebook, including photo ads, video ads and story ads. But by far the most interesting ad types right now are in the explore and shopping post ads. People using Instagram explore are exploring their interests and discovering new content creators. Ads on Instagram Explore are a great opportunity to put your brand in front of a new audience and shopping post. Ads allow you to include a tag that shows the product’s name and price all within your image. Clicking on that tag takes your prospects directly to a product page. Or they can purchase the item, all without leaving the Instagram app. Another way to advertise on Facebook is through Facebook’s messenger. Facebook Messenger is a separate messaging app that comes with its own advertising opportunities, Facebook Messenger is the go to messaging app in countries including the U.S., Canada and Australia. Other messaging apps like WhatsApp and WeChat are more popular in countries throughout South America, Europe, Africa and Asia. But across the world, 20 billion messages are exchanged between people and businesses every month on Facebook Messenger and ads play a big part of initiating those conversations. There are a few different ways that you can advertise on Facebook Messenger with Facebook Messenger.
Call to action in your ads. You can start conversation with ads on Facebook that include a call to action to send a message. There’s also Facebook Messenger story ads that allow you to run a story ad right there in the Messenger app. You can also use messenger ads to deliver content directly into Facebook Messenger chats. All of these ad types come together to encourage your audience to kick off conversations with your business.
They can be used to get in contact with the sales team, request more information on a product, or even share other content like blog posts and e-books. But my favorite way of advertising with Facebook Messenger is retargeting. Retargeting ads and Facebook Messenger are a great way to start targeted conversations and send personalized offers with content. Retargeting with Facebook Messenger include sponsored messages which allow you to advertise to people who have already interacted with your business and messenger. This is a great way to reengage your audience in a very personalized way. The LinkedIn platform has over six hundred and sixty million monthly active members worldwide. LinkedIn is a great place for B2B or business to business advertising. LinkedIn is the go to platform for working professionals, which provides B2B advertisers a large audience pool to reach. Plus, the advantage of advertising on LinkedIn is definitely its unique targeting capabilities. On LinkedIn, you’ll have access to unique targeting criteria that isn’t available in other platforms. You can target users on LinkedIn by unique demographics, including job title, job function and industry. For example, maybe you only want to advertise to potential customers at the director level and up who work in customer service within the recruiting industry. LinkedIn is targeting capabilities make that possible. Plus, with the option to include legion forms in your LinkedIn ads, LinkedIn can be a lead generation machine.
This will allow you to not only reach a very specific audience, but drive leads from the ads that you serve to them all without directing them outside of the LinkedIn platform. In my opinion, the most interesting ad types on LinkedIn are message ads. Message ads allow you to send direct messages to your prospects to spark an immediate action. Why are linked in message as effective, they deliver a targeted message with a single drive, stronger engagement and response than traditional email and allow you to measure the impact of your messages. But a word of warning don’t send too many message ads to the same people or will come off as spam. Remember, this channel is a one to one conversation.
Direct messages are sacred spaces and if you’re going to advertise there, you need to be extra careful about taking the time to make sure that your message ads feel personal and relevant to your users. Make sure that you’re delivering value to them in a way that feels authentic. Twitter is one of the less popular platforms for advertising. Digital advertising is less common on Twitter because organic reach is still a significant driver of a brand’s performance on the platform. This is very unique to Twitter, but even so, ads can still deliver strong results depending on what your goals are. Twitter has over 330 million monthly users globally. That’s half the size of LinkedIn. The majority of users are between the ages of 35 to 65 years old. Advertisers have discovered a few niches that have high engagement on Twitter, B2B and e-commerce. Many B2B companies are using Twitter as a digital marketing tool, and Twitter users are known to spend a lot of money online. This makes advertising specifically to these audiences a great strategy.
So what are the goal of Twitter ads? Twitter breaks down their ads into five goals awareness, where you promote your tweets and maximize your reach. Tweet engagement where you promote your tweets and get more retweeted likes and replies follows where you promote your account and grow your Twitter following and website clicks and app downloads, where you promote your website or app and get more traffic and more downloads. All of these can work together to help you grow your audience on the platform and convert users into customers. Pinterest is a unique social media platform, with three hundred million users who are highly engaged and predominantly female. That’s more users than Instagram, but less than Twitter. Some people say that Pinterest is the only platform where users actually want to see ads from brands they love because Pinterest is all about visuals. So what are the steps for advertising on Pinterest? First you pick a pin. That’s where you promote your best pins so that they appear in the most relevant places, then decide who sees it set up targeting so that the right people see your ads, pay for results, choose to pay. Or engagement or visits to your site and then track what’s working once your campaign starts, see how it’s doing and make changes along the way. Pinterest is great for businesses relying on photography to sell their products and to have a female target buyer persona. Rounding out the social media advertising platforms, our three networks that are centered around video, YouTube, Snapchat and tick tock. YouTube is the second largest search engine, only second to Google, with over two billion monthly active users. Plus young people. Watch more video content on YouTube than any television network out there. That makes YouTube a great platform for reaching a young target audience.
YouTube and Social Media
Ads on YouTube appear before and during other YouTube videos or as a stand alone promoted video that’s displayed after performing a search. Since you can target by demographic information and interests, you can share videos to a specific, relevant audience that’s already watching videos from similar brands on related topics. Snapshots 218 million users are predominantly made up of people between the ages of 18 and 24. Snapchat offers a few ad types, including story ads sponsored Tilles and Snapchat, Discover and augmented reality lenses. Snapchat ad types feel pretty similar to the advertising options available on Instagram. What makes Snapchat really unique is its augmented reality lens. ÁR lenses are sponsored by a business to create interactive moments that users can use to share with their friends. It might be hard to believe, but in this example from Domino’s that pizza isn’t really there. That’s the lens at work. Er lenses are great for driving brand awareness since the users share their photos or videos with their friends in their network. A new player to the social media advertising world is tick tock. Tick Tock is all about creating short, creative and oftentimes funny videos. Tick Tock has exploded in the past few years and reach 500 million monthly users. That’s more than double the size of Snapchat. Advertising options are still pretty limited and are mainly geared towards driving brand awareness. Tick Tock doesn’t hyperlink post to websites and only recently started allowing advertising. So businesses, advertising and tick tock are focusing on boosting brand awareness rather than leads or traffic advertising on Tick Tock includes promoting videos that allow brands to build brand awareness with a younger target audience. Most of the posts that you’ll see on Tick Tock are aimed at getting laughs from a brand perspective.
You’ll want to create videos that are funny and feel at home with other content on the platform. Think of things like dance challenges and memes. This type of content is most effective. As you can see, there are a lot of opportunities to advertise to your target audience across many social media platforms. But one last piece of advice don’t feel overwhelmed by the opportunities available to you.
By understanding the social media platforms and identifying the audience that you want to reach, you can prioritize your efforts based on the platforms that you think hold the greatest opportunity. That’s all I’ve got time for. But if you want to learn more about getting started with digital advertising, check out Rulership Academy’s new course on the fundamentals of digital advertising. I’ll see you there.