August 27, 2014|
12 years ago, Friendster debuted.
Since then, the number of social networks has exploded.
And in the past few years, so too have the opportunities for social advertising: Facebook, Twitter, LinkedIn, Instagram, Pinterest, Google+.
It can be a little overwhelming.
Americans spend 37 minutes each day on social media, so social ads are a great opportunity to help you connect with your audience. But should you be using them? And which platforms should you put money into? How do you keep from getting bogged down in all your options? And how do you get the results you want?
So what is social advertising:
It’s advertising. It’s on a social networking site.
You’re paying to reach people who don’t already follow/like/whatever you.
For a lot of companies, social ads are part of the overall digital advertising strategy which might include Google AdWords and a few well-placed banner ads. (Yup, banner ads are coming back. Maybe.) But if you’re not advertising on social yet, there are a few key reasons to consider it:
- Many social ads don’t look like ads.
As a society, we’re flooded with advertising, so we’ve trained ourselves to tune the noise out. Automatically, we don’t pay attention to most solicitations. But social platforms have found a way to get through your filter and make you take a second look.
Many ads are either carefully crafted to look like content or are actual content from your pages. Take the Levis Instagram ad below. If it didn’t have the “sponsored” icon, it would look like just another Instagram post in your feed.
- You have many different ways to target your audience.
Geotargeting, or serving your ads to users based on their geographic location, revolutionized advertising and made digital far more efficient than print for many marketers. In the last five years we’ve seen it used in video, display, and search ads.
However, social took targeting even further so you can really hone in on your target audience. Social networks have access to information beyond location so, depending on the platform, you can target by gender, age, interests, behavior, and more. On Twitter, you can even target anyone who follows your competitors.
But, as we said, there are a lot of different social networks to advertise on. Should you be on any? Should you be on them all? Or maybe just a select few?
First you have to consider:
- What is the goal of your ad?
Do you want more people on your organization’s page? Then you should put money into ads where you have a strong presence and strong content. (What’s the point of having followers if they have nothing to follow?) Are you trying to get people to go to your website? Ad types with strong calls-to-action are best for this.
- What resources do you have?
First, images. The old adage is true; a picture is worth a thousand words. And all the big sites, even Twitter, have become more image-centric as of late. But images that work on Pinterest don’t always work on Facebook. Do you want to use a large photo? An infographic? An animated GIF?
Second, your (rough) budget. Can you throw $40 at this? Or $4,000? Or $400,000?
- Where is your audience?
Trying to sell to women who make a lot of money? You should be on Pinterest. Urban millenials? Instagram.
Once you have answered those questions, take a look at what’s out there and see what matches up.