Even if you already are familiar with paid ads on social media, the way an ad is publicized greatly depends on the social network you select for a campaign.
To better understand the benefits of social media, let’s delve into the most popular platforms.
Advertising on Facebook allows you to reach a large community of online users. Right now, there are approximately 2.5 billion active Facebook profiles. Although the basic requirements are just a title and the ad itself, the possibilities are endless. You can post to your webpage or Facebook page. You can post on Facebook, Instagram, Facebook Messenger, or in third party apps and websites. There are various types of ads you can implement depending on your company’s objectives. You can also establish different metrics for measuring the efficiency of campaigns (i.e. clicks, interactions, conversions, sales, etc.)
Instagram ads are actually quite simple, since the network is owned by Facebook. Ads on Facebook can be easily adapted and shared on Instagram, all from the same advertising platform. Each ad is clearly labeled as “Sponsored” in order to tell users that a given post is paid advertising. At the same time, the option of clicking on “Learn More” is plainly visible. By tapping on this call to action, users can directly access the advertiser’s website. A company that advertises on Instagram can also make ads visible to certain audiences based on the accounts they follow on social media, in relation to a device’s search history, or based on Facebook page “likes.” At the moment, there are around a billion Instagram users.
Though TikTok is the new kid on the block in the social media world, it’s a forced to be reckoned with, especially if your target audience is Gen Z. With over 680 million active users, advertising on TikTok is a great option. Because advertising on the platform is still relatively new, the only self-service style ads are biddable ads. However, if you have the budget, you can work with a TikTok Account Manager to create other advertisements, including Brand Takeovers, official Hashtag Challenges, Branded Lenses, and more.
LinkedIn offers the ability to publish ads (either text or multimedia) and/or to disseminate promotional content and news. In order to reach your target audience, a solid title is crucial here. You can also indicate if you want users to visit your business’s website or your business’s LinkedIn profile.
Businesses take advantage of advertising on Twitter in order to help extend the reach of a their tweets and to get better ‘tweet interaction’. Companies who use Twitter pay using a system called “cost per interaction” (CPI). This means that you are only billed if/when a user effectively interacts with a tweet through a share, a RT, a favorite, etc. Within this social network there are many different types of campaigns depending on the objectives a business has.
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