Advertising on Social Media

The advantages and benefits of advertising on social media

Social Ads have quickly become an highly effective method for making conversions. Nevertheless, the advantages of Social Ads are offered in order to provide businesses with better brand recognition; ads can be linked to any one of a company’s networks within the world of social media.

Perhaps you are someone who knows for sure that you want to advertise on these platforms or, perhaps, you still have doubts regarding whether or not you actually need to? Either way, keep on reading about advertising and social media!

Advertising on Social Media

What are Social Ads?

A Social Ad is an ad that is advertised by way of social media platforms. Generally speaking, they contain a title, a description and are accompanied by some sort of multimedia element (e.g. a picture, video, infographic, etc…). At any rate, the recommendation is that within this description should be a “call to action” wlhich grabs a user’s attention and invites them to interact with the business, a product or a service.

Depending on the social media platform in which an ad is posted, a Social Ad can be published in many different formats. Even though there are many different ways to create an ad, don’t veer too far away from the manner in which ads are published on search engines. The primary differences reside in the fact the general public is ‘online’ and that one can generate better branding simply by association to a specific company page on a given social network.

Advantages for using Social Ads

The number of business and entrepreneurs who implement a marketing strategy with Social Ads continues to rise. However, there are still some companies who resist. This is more than likely due to the fact that these business don’t realize the advantages of Social Ads. Some of the most relevant reasons include:

  • Price. The cost of Social Ads is relatively low in comparison to other advertising methods. Therefore, a portion of the budget could go towards Social Ads, where you can achieve tremendous results without the cost skyrocketing.
  • Reach. Advertising on social medias allows us to reach a lot of people. This also means you can reach a large number of potential clients, thus increasing your conversion rate.
  • Segmentation. Social Ads, in respect to other mediums, allows for a wide segmentation. This means if you are selling a very specific product/service, you can advertise to specific users with predetermined characteristics, such as sex, age, socioeconomic situation, usage of a specific website or if they speak a particular language. These are just some of the variables which allow you to accurately identify your target audience.
  • Brand Visibility. If we’re honest, the entire world is on social media. If a business utilizes ads in order to advertise themself, their brand awareness and overall market visibility will increase considerably.
  • User experience and loyalty. Advertising on social medias is generally associated with a brand that has its own profile on any given network. This allows for communication with potential clients. Additionally, a company can create a dedicated customer service account, thus bettering the public’s corporate image of the brand and increasing sales of repeat customers.

Most popular social media marketing platforms

Even if you already are familiar with publishing ads on social medias using Social Ads, the way in which an ad is publicized greatly depends on the social network you have selected for a campaign. We will now delve into the most popular platforms:

  • Facebook: advertising on Facebook allows you to reach a large community of online users. Right now, there are approximately 1.5 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 only on Facebook, Instagram, Facebook Messenger or in third party apps/websites. There are various types of ads which exist depending on the objectives your company has. It can also establish different metrics for measuring the efficiency of campaigns (i.e. clicks, interactions, conversions, sales, etc.)
  • LinkedIn: LinkedIn offers the ability to publish ads (either text or multimedia) and/or to disseminate promotional content/news. In order to reach the target audience that you want your ad to reach, naturally, a solid title is crucial here as well. Additionally, you can also indicate if you want users to visit your business’s website or even your business’s LinkedIn profile.
  • Twitter: 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 which 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; e.g. a share, a RT, a favorite, etc. Within this social network exists many different types of campaigns according to the objectives a business wishes to accomplish.
  • Instagram: Instagram ads are actually quite simple. Each ad is clearly labeled as an “Sponsored” in order to tell users that a given post is part of paid advertising. At the same time, the option of clicking on “Learn More” is plainly visible as well. By tapping on this call to action, you 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 medias, in relation to a device’s search history, or based on “likes” given to a Facebook page. At the moment, there are around 600 million Instagram users

How can Social Ads help you with advertising?

  • Brand Recognition: thanks to the large number of users on social medias, the use of Social Ads is a very effective strategy for increasing brand awareness.
  • Connectivity: this type of tool lets a company create a channel designated specifically for customer interaction, thus allowing clients to feel a sense of connection with a business. In this way, social ads can help a business strengthen the bond between clients, and/or establish new ties within the target company.
  • Sales, signups and/or leads: Whether in the form of sales, website signups and/or leads, Social Ads is another ideal method for getting conversions. If a user is given what they’re looking for, and they choose the right call to action, it’s quite the effective method!
  • Creation and knowledge of the target audience: another advantage which Social Ads offers is in relation to understanding the current target audience and the creation of new target audiences. Social medias allow us to segment ads as much as possible so that they are explicitly seen by the desired (potential) clients. This same trait also allows us to establish new audience details not yet tested (which could end up being interesting segments for the company in the future). 

Differences between online advertising and Social Ads

  • Micro-segmentations: social media users connect with any given number of people, posts and businesses each day. Those specific connections create micro-segmentations which can allow you to launch advertising campaigns based on these concrete actions. This is done in order to achieve a more effective reach.
  • Organic diffusion: Social Ads are more likely to allow more actions than conventional online advertising platforms. In fact, not only can you click on something, you can also “like” or “share” something with your own personal network. These “likes” and “shares” can mean the organic diffusion of an ad without costing the advertiser anything.
  • Familiarity: the format of Social Ads, for example, allows a user to be told that one of their contacts has liked their post. With this method, click rates increase and readers will consider an ad to be less intrusive.

Now that you have acquired a theoretical baseline, we encourage you to take the plunge and create your own social ads campaign! And if you’ve already done so, make sure to put into practice the above advise so that you can increase your conversion rate as well!