In our last blog, we gave an insight on how to use paid social media marketing, and to which extent this implementation can stand beneficial to your business.
Today we dive a little deeper into this by exploring which social media platforms are most effective for this marketing strategy, and how you could use them.
As mentioned in our previous blog, every social media platform has its own unique purposes and functions to better the offering to its users and to stand out from competition. Though, when crafting a paid social media ad, there are a few standing requirements that businesses expect the platform to fulfil no matter what social media platform it is. These requirements are to support visual content, have easily accessible lead capture forms, and have enough storage for the ad copy.
Meet The Platforms
The 4 platforms that we think work best with paid social media marketing are:
A space for professionals to network and connect with other professionals, find new job opportunities, and ease hiring and recruiting procedures. LinkedIn enables a much wider reach to a countless number of professionals all over the globe from various backgrounds and industries.
Did you know that every four in five of the 740 million LinkedIn professionals drive business decisions? There is no doubt in saying this is every B2B marketer’s dream come true as this enables them to reach these decision-makers on the most well-known social media platform for lead generation.
LinkedIn can help recruiters effectively post vacancies by finding various candidates with relevant experiences. This is done through the powerful targeted ads that LinkedIn uses that allow you to type keywords to select audiences from within a specified category.
The speciality of Twitter’s paid marketing that pulls it aside from other paid social media marketing is that the paid campaigns look identical to those that aren’t. This means that more people will engage with the tweet because they would assume it is a regular type, which of course works in our benefit.
Twitter ads are reported to be extremely effective as they are viewed daily by 192 million users. Moreover, this social platform’s paid ads also allow marketers to target ads to demographics of their own choice through Twitter’s ad software.
On Twitter, users can embed links within their tweets, enabling viewers to be redirected to specific webpages of your choice. This directly brings more traffic towards your company’s website as users who discover the embedded links through a social media platform have now landed onto your website. Boom.
Here you don’t have to worry about blowing off your budget at all – Twitter provides as settings that can work around your available budget. This would filter where the ad will be seen, and what type of ad to run.
Did you know that Facebook is known as the most vigorous paid advertising platform? Well, it’s not highly credited for nothing! Targeted ads are always a good idea to use on Facebook due to the advertising buying process that it offers. The feature runs on a bidding system that allows advertisers to bid on various ads based on the desired target market to whom they wish to advertise to. The bid is then transferred into a lottery for the chance to be selected and displayed to that desired market.
Facebook ads also have the power to narrow down a large audience to just a few hundred people based upon geography, occupation, demographics, and more. Although this may not be the ideal for large multinational organisations, it can take small businesses very far, from a slow month to a sold-out day.
Beside Facebook’s extraordinary lottery process, the social platform also enables behaviour-based delivery which means that advertisements are shown to customers based upon their behaviour. This is proficient as it allows you to continue advertising to your existing customers based on their usage of their Facebook account.
You can generate new leads and create brand awareness by using Facebook paid marketing, as well as being able to analyse campaign results through reports and analytics that give a much clearer outlook of the campaign. These give a deeper insight into what the best posting time is, or what the most desired type of content can be, so play around with these features to ensure you are receiving the most back from your Facebook paid marketing campaign.
Through Facebook ads, users are kept on the platform even through download clicks because these clicks do not redirect the user to external websites but lands them onto an in-app form fill so they remained hooked on the ad whilst they convert. This offers users a seamless experience as no disruption is caused towards their Facebook session.
Instagram is the hub for discovering brand new products every single day. The social platform has seen a dramatic increase of 20% just over the last four years in the number of people who discover new products through Instagram. With such a crazy growth, who would think twice about using Instagram as a platform for paid social media marketing? Especially knowing that there are more than a billion users within Instagram’s reach.
One thing to note here though is that you must have a business profile to run paid marketing campaigns on Instagram. This comes with benefits too such as setting up your own ecommerce store on the social platform’s app.
On Instagram, you can limit your ad spend to what works for you, even starting at as little as £1. Your chosen amount is what identifies the timeline for the campaign and the size of your audience. Think of it as fuel for your car – your car keeps going for as long as the fuel that you’ve paid for. On your Instagram paid marketing campaign, your ad keeps going for as long as the time you’ve paid for.
A plus here is that you can simultaneously run your ads on Instagram as well as Facebook due to Instagram being owned by Facebook which is where all the ads are managed.
As everyone knows, Instagram is a platform all about the visuals and aesthetics. Ads also work quite similarly here – the more aesthetic and visually appealing that your ad is, the more clicks you are likely to receive from it.
Above all, Instagram has an extremely seamless paid ad feature for enticed users who want to learn more. You simply swipe up on the ad to obtain more information or even make a purchase on the product or service by being directed to the company’s website all through the Instagram app. Once you’re done, you simply close the website and you’re back to where you left your Instagram feed! Now tell me something simpler than that.
Accelerating Your Paid Social Media Marketing
Once you invest your money into something, no matter how big or little the investment, you want to ensure to receive a sufficient ROI sum from it that shows all the effort was worth it. Think of it as a new pair of shoes – no matter how cheap or expensive that new pair of sneakers were, I still expect them to take me further than the park round the corner.
Growth in your ROI means that you can scale your future campaigns, and paid marketing can accelerate your success.
Hopefully this blog has given you a deeper insight on the most popular paid social media marketing platforms and how important the analytics and monitoring behind the ad are. All four platforms mentioned earlier offer reporting and analytics tools to ensure monitoring of the success of every single paid campaign that you broadcast.