26 / 10 / 18

Sponsored: A Crash Course in Social Media Advertising

Social media advertising is so much more than a promoted Facebook post or an optimised article nowadays. It comes in many shapes and sizes, from a Snapchat filter to a video on an Instagram Story.

Social Media Advertising is now included in the marketing plan of 71% of SME’s in order to reach new clients. Facebook, Twitter and Instagram, together own over 80% of the market share. As of 2018, there are 3.196 billion people using social media on the planet, that’s up by 13% from 2017.

With social media platforms being utilised by over 3 billion of the world’s 7.524 billion population, it’s safe to say that in terms of reaching a large audience, you can’t go wrong. That being said, our trusted social media platforms each have a very different demographic utilising them, which is important to consider prior to running your social media campaign. See below a simple guide to the social audience of each platform.

In this article, I’m going to share with you a speedy overview of several platforms and my top-tips on how to best use them – I’ll be talking through the latest-and-greatest in social media campaigns, delving into who uses them and the type of ad opportunities they offer.

Spoilt for Choice

There are a plethora of different types of ads a business can opt for - Facebook sponsored posts, LinkedIn sponsored posts, boosted Twitter posts, Snap Ad’s or Instagram Stories, to name a few.

These ads can come in a number of formats including photo and video, both of which can be shared in a variety of ways including messenger ads or as a slideshow of photos, all typically featuring a call-to-action such as ‘shop now’, or ‘contact us today’.

Below are a few examples found in a matter of minutes on both Formation Media and my own personal social media accounts:

Formation primarily focuses on Facebook, LinkedIn and Twitter ads, due to our B2B nature. These platforms are excellent in allowing us to grow brand awareness for our clients, drive traffic to the website and increase conversions.

Facebook Ads - Sponsored Posts

Facebook ads can be targeted to specific demographics with filters including area radius, age and gender. (It’s worth noting not to segment your ad too much with topics such as recruitment, as Facebook may deem your advert to be discriminatory.)

Facebook ads are brilliant for:

  •  Building brand awareness or increasing reach
  • Sending traffic to your website and lead generation
  • Increasing engagement and encouraging interaction
  • Increasing conversions, making catalogue sales or driving traffic to high street stores

Facebook messenger ads are very similar to sponsored posts which appear on your newsfeed – the only difference being they appear amongst messages on the messenger app, rather than in your news feed – these ads can also link to a website, but can also encourage a user to engage in direct messaging, which can promote engagement and in turn, sales.

Facebook Info-graphic

LinkedIn – Sponsored Posts

LinkedIn follows a similar structure to Facebook – as a basic service, it peppers sponsored posts amongst the news feed, but advertisers also have the ability to send ‘InMail’s’ – this type of campaign allows you to send personalised messages directly to the inbox of your chosen demographic.

Use LinkedIn paid-for campaigns to:

  • Build brand awareness
  • Drive website traffic
  • Generate leads and convert prospects

LinkedIn has been rated the best platform for B2B lead generation as the platform is extremely business orientated. Advertisers can segment campaigns by numerous categories such as industry or company, but can even be as extreme as specific job titles and qualifications.

Here’s a LinkedIn post below, which we recently posted for our specialised CNC coolant manufacturing client.

LinkedIn Post
LinkedIn Info-Graphic

Twitter – Boosted Promotions

A tweet has a lifespan four times shorter than any Facebook post. With 7,000 new tweets being sent out every single second, it’s clear to see why it may disappear into the abyss.

With Twitter, it’s really important you get it right – this includes posting at optimum times throughout the day, using the right #hashtag (quality rather than quantity) and choosing the right imagery to support not only your tweets but your profile also.

Twitter is incredibly interactive, however, you may still need a little boost with your engagement. Twitter ads, generally more costly than Facebook, is a quick and easy way to get that desired engagement you’re after.

Twitter Info-graphic

Other Social Media Marketing Options – Instagram and Snapchat

It’s incredibly unlikely to scroll through the likes of Instagram, Pinterest or Snapchat, without seeing multiple ads.

Instagram is heavily reliant on influencer marketing, which is an expensive and short-term option, that undeniably does have a huge impact on the number of interactions and impressions. Some Instagram ‘influencers’, such as Selena Gomez, are even known to be charging more than £400,000 to upload a post featuring your brand.

Instagram Info-graphic

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Snapchat, if this platform suits your demographic, has a huge audience – it is, however, very costly. Take Taco Bell for example – the American fast food chain recently paid Snapchat to host their own Snapchat filter lens for a day, which cost them just shy of £578,000. The lens turned users’ heads into a giant taco, and resulted in 224 million views in one day, alongside 12.5 years’ worth of video play. See an example below from Reed.

Snapchat Info-graphic

One size fits all? Certainly not in Digital

I think it’s pretty clear to see why social media marketing is becoming such a key player in the digital marketing world. Over the next upcoming articles, I’ll share with you more insight into the specific ads available on each platform, shocking numbers and insight into influencer marketing, plus top-tips for your social media marketing strategy.

Formation has a dedicated social media team which encompasses all the necessary skills for a successful social media marketing campaign. If you’d like to talk to one of the team about social media marketing, contact us today.

Written by Jess Account Manager