Advertising on social media networks is attractive but how do you choose the network that will have the most impact on your business and reach your target?
On social media networks, you can spread your image and make your products and services known to a large number of people. But thatās not all! Paying for advertising on social networks will help you develop your business.
Social networks provide advertisers with a lot of data and possibilities to reach their future customers with extreme precision.
That said, if your budget is limited, you will have to choose where to allocate your budget in a thoughtful way for the best return on investment. And thatās what I want to share in this article.
Advantages of advertising on social networks
As you may already know, each social network offers advertisers its own ad network adapted to its value proposition and user mode. Each ad network allows the advertiser to segment its targets, configuration tools, and a dashboard.
To launch your advertising campaigns on social networks, you must first work on your strategy and clearly define your objectives and your budget. Once this is done, you will have to choose on which social network you will launch your sponsored or promoted ads.Ā
If you have a larger budget, nothing prevents you from advertising on several social networks. But be careful,Ā you will have to judiciously design your advertising campaigns by taking into account the specificities of each social network and the target you will want to address.
Advertising on Facebook and Instagram
Letās say it right away, you will find on Facebook the biggest community of people in the world and the possibility to access the most efficient targeting tool. In addition, the ad network of Facebook and Instagram is the same, so you can choose to broadcast your ads on either of the two social networks through the same platform.Ā
Advertising on Facebook and Instagram is the most powerful today
Because Facebook is the platform to reach the general public! With roughlyĀ 2.91 billionĀ monthly active users as of the fourth quarter of 2021, Facebook is the most used online social network worldwide.
Moreover, on the advertising network for advertisers, you will find a wide choice of advertising formats. This will allow you to try and find the ad format(s) that work best for you.
Depending on the chosen objective, you will be able to generate traffic on your website, promote your activity (company or store) in a limited geographical area.Ā
The choice of ads available on Facebook
On Facebook, you will have two main options for advertising:
- The āPost Boostā or promoting an existing post on your Facebook page.
- From the ad network, you can create an ad (which will not be visible on your Facebook page).
The Facebook ad network is the best that exists at the moment and allows you to create extremely effective ads, but be careful, as long as you have a publication strategy on Facebook and configure your ads properly!
Advertising on Twitter
With 217 million monthly active users on Twitter, more than 140 million tweets per day, including 20% of them mentioning products or brands, Twitter is the social network of immediacy and interaction with consumers.Ā
In the most active countries in January 2021 on this social network, we find the United States in the first position followed by, Japan, India, the United Kingdom, and Brazil.
Here is a sponsored ad in the Twitter newsfeed
Twitter is above all an opportunity for companies to create a marketing strategy in real-time. On the Twitter advertising network, you will find sponsorship offers adapted to the social network.
You will be able to target users by :
- centers of interest,
- by location,
- by gender,
- or target twittos (Twitter users) similar to the followers of a certain account,
You will choose your main objective :
- either the recruitment of followers,
- or more visibility of your tweets (publications),
- or increasing traffic.
To summarize, on Twitter you will find the advantage of accessing a huge community and a very qualified targeting.Ā
Advertising on the different social networks can be done by oneself, however, when you start to manage a certain budget, you can call an agency for your social media marketing campaigns.
How to advertise on Twitter?
The first step to advertise on Twitter is obviously to create a Twitter account and go to the tab reserved for advertisers, Twitter Ads.
There are three advertising possibilities on this platform to promote your business:
- Create a sponsored account: this will allow you to recruit a qualified community on your Twitter account. You will find yourself in the tabs āSuggestionsā and āWho to followā.
- Broadcast sponsored tweets: to have a good visibility in the news feed. The goal is to reach a larger audience than your own.
- Create a sponsored trend: this will generate engagement and an interesting conversion rate. This format is often used to promote TV shows
Advertising on LinkedIn
With over 810 million members in more than 200 countries and territories worldwide. LinkedIn is the platform for all professionals
Here is a prompted post on the LinkedIn news feed.
The ad network, LinkedIn Ads, allows you to choose different ad formats (image, text, video). So, if you decide to use this social network for your marketing strategy, you will be able to reach audiences of executives, managers, or even a specific profession, region, etc.
To sum up, on LinkedIn you will find all the professionals as long as you have a significant budget to spend.
The different possibilities of advertising on LinkedIn
So on LinkedIn, you can advertise on the Linkedin Ads network. First of all, you will have to create your advertising account on the āCampaign Managerā and connect your company page to it (you must be an administrator).
Then, choose the desired advertising format. Here are the available choices:
- Sponsored updates: this ad will be displayed in the Linkedin news feed of the users (even if they donāt follow your page). This format is very efficient but quite expensive.
- Text ads: you will be able to make ads composed of texts. With this format, itās a surgical targeting and a large diffusion guaranteed!
- Sponsored inMail: these ads will be sent to your target in private messages.
To avoid making mistakes on LinkedIn, and publish visuals in a perfect format, here is the guide of LinkedIn visuals format, you will surely need it to create your ads on LinkedIn.
Once you have chosen the best ad format for you, you will need to choose the targeting you want. LinkedIn allows you to target very precisely who you want to reach. In summary, LinkedIn has an extremely effective platform to advertise on.Ā Ā
Conclusion
So you have now seen the advertising platforms of the three main social networks today, Facebook (and Instagram), Twitter, and LinkedIn.
I hope youāll start advertising on social networks but be careful, first define a solid social media strategy that integrates good community management and a social ads part for always more efficiency.Ā
And then, always keep an eye on the performance analysis of your advertising campaigns (KPIs or key performance indicators) that will allow you to track your results on social networks whether they are paid or organic, and have good returns on investment.Ā
So, tell me, have you already done advertising on any social networks. Share your experience with us in the comments section.
