Social Media Advertising: How to Pick Your Platform & Run Your First Campaign

if you want to get your name out there
and build brand recognition then what
better place to do this than on the
social media that keeps us glued to our
phones all day unfortunately social
media is a saturated marketing landscape
so how do you cut through the Clutter
and end up in the right feed at the
right time social media advertising of
course but you might be asking what is
social media advertising how much does
it cost what social media channels are
best for my brand
[Music]
what's good guys it's jacinta here from
neighborhood where we help businesses
find sell to and keep their people today
I'll give you a complete guide on social
media advertising and how to pick the
best platform for your company I'll also
provide tips on creating effective
strategies for your social media
campaigns including how to maximize your
advertising budget so let's get cracking
social media advertising is a branch of
digital marketing that involves
delivering paid ads to your target
audiences using social networks like
Instagram Facebook and Twitter it can be
a quick and cost effective way to reach
new prospects while enhancing your
Brand's awareness among your existing
customers a well-planned social media
campaign can also enable businesses to
generate more sales with minimal effort
research shows that approximately 26 of
Facebook users who click on ads make
purchases and the more your clients can
support your business online the more
likely they will identify with your
goods and services that explains why a
survey of CMOS showed that businesses
plan to to double their social media
advertising budgets by next year and
that's where the problem lies as
everybody tries to ensure their brand
has a solid social media presence it's
no longer easy to stand out and get
customers attention fortunately social
media advertising comes with
sophisticated targeting capabilities
traditional marketing channels use the
carpet forming technique where
businesses broadcast ads to as many
people as possible in comparison social
media advertising involves delivering
optimized ads to Ideal prospects if
you're selling men's shoes you can
choose to deliver social media
advertisements to men only and you can
even Target consumers who have
previously shown interest in shoes by
viewing content or liking pages to
understand how social media marketing
works you first need to understand the
five key components number one target
audience it is important to understand
who is most likely to engage with your
brand so you can be as specific as
possible with selecting a campaign's
Target audience before placing an ad
review your social media platforms to
identify your client's interests
characteristics and tricks target
audience selection is inarguably the
most crucial part of social media
advertising if you do it well you're
likely to narrow it down on an audience
that relates to your ads and have
interest in your products on the other
hand if you mess up at this stage you're
likely to Target the wrong demographic
they will have zero interest in your
products causing their campaign to fail
even before it begins the second
component is campaign budget and key
performance indicators a lot of people
will only focus on the budget and forget
success metrics but the two are
inseparable your campaign budget should
never exceed the returns that you expect
to get back from an investment for
example if you're targeting 100 sales of
products that cost two dollars each your
marketing expenses should always be less
than two hundred dollars number three
campaign creatives a social media
campaign can use image images videos
gifts and creative copy to deliver the
Brand's message to the target audience
ensure these match not only your brand
image but also your customers
preferences and the platform's
guidelines for instance when targeting
kids it will be more effective to use
colorful visuals that can get their
attention than big chunks of text
jumping into component number four
campaign overview an overview outlines
Elementary details about the campaign it
can also highlight how the initiative
will help you achieve your business
needs quantify your objectives to make
it easy to track performance finally
number five social media platforms
different social media platforms offer
access to varying audiences for instance
if your business targets teams it might
be better to play through social media
ads on Instagram or Tick Tock as they
are popular with this age group
selecting the right social channels can
also help you decide the content formats
messaging approach and budget let's dive
in and take a look at the five most
popular social media channels to
understand how they differ Facebook is
arguably the most popular social media
advertising medium today the platform
has over 2.96 billion active users
globally in Australia it has over 13
million users 9 million of which use it
daily while the network is popular among
all age groups most Australian users are
millennials students and mums so if you
want to Target men above 30 years this
network might not be a deal meta's data
also shows that the majority of Facebook
users access the platform through their
mobile phones Facebook charges an
average of around 12 dollars per 1000
Impressions or 94 cents per click making
it cheaper than most other platforms
cost per click is ideal for advertisers
who Target direct sales or site visits
while cost per mil is perfect for those
seeking to enhance brand awareness
Facebook offers comprehensive digital
marketing packages that support videos
and images depending on your target
audience and marketing objectives you
can run the following Facebook ads
collection these ads feature one primary
video or image and full other photos in
a grid format under the primary media
when users click on them the platform
automatically redirects them to the
product's landing page without leaving
the app engagement posts if you want to
enhance brand awareness these are your
best shot they typically boost your post
to enable them to get more views
comments likes and shares slideshow
these allow advertisers to create
slideshow videos by adding motion sound
and text to still photos you can make
these directly in Facebook ad manager by
selecting the images you want to use
generating a slideshow and they're
simply posting it as an ad Carousel this
ad involves adding up to 10 videos or
images in one ad with each video or
image comprising links to different
products or Pages lead generation ads
these ads enable organizations to gather
information from users who may be
interested in their products this data
can be used to create email marketing
campaigns to provide sales teams with
interested leads or to help you create
more relevant campaign materials event
responses are you planning an event well
you can create an ad to invite attendees
to boost Iris VPS office businesses can
run these Facebook ads to inform their
clients about discounts instant
experience these mobile exclusive ads
allow mobile users to interact with the
ad content they can hold up to 20 videos
or images but should be at most two
minutes next up is Instagram Instagram
and Facebook belong to the same parent
company meta and offer similar ads there
are however some differences here's what
you need to know to consider before
placing an ad on insta Instagram has
over a billion active monthly users
approximately 31 of these users are 25
to 34 years old with over 2 thirds of
being below age 35. in Australia over 13
million people use the network
accounting for almost 51 of the
country's total population approximately
52.2 percent of Instagram users are
females the almost perfect 50 50 ratio
between male and female users makes it
ideal for social media ads targeting
both genders like Facebook most of the
Instagrams users access the platform
through mobile phones with over 25 of
smartphone users having the app
Instagram ads cost 20 cents to two
dollars per click or 6.70 for every 1000
impression like Facebook Instagram
supports ads images videos and text
formats you can also use customized show
reels comprising several images with
texts and accompanying music as
Instagram and Facebook offer similar ads
I'll try to avoid too much repetition
but here are a few examples photo ads
story ads Carousel ads video ads and
collection ads moving on to Twitter the
platform has over 365 million active
monthly users Australia accounts for 5.8
million of the apps users of which
almost 70 percent are men and 42 have a
college education additionally 85 of
Twitter's users earn over 30 000 US
dollars per annum this makes it ideal
for Brands targeting well-educated men
with stable income there's currently a
wide variety of Twitter ads on offer
including app engagements brand
awareness promoted hashtags or Trends
tweet engagement app installs website
clicks promoted videos and in-stream
video reviews changes can vary depending
on advertiser's preferred model for
instance promoted Trends cost
approximately two hundred thousand
dollars per day at the opposite end of
the spectrum tweet engagements cost 1.35
per reply retweet or click up next is
LinkedIn of the platforms 875 million
users is 56.4 percent are male unlike
Facebook and Instagram the platform is
more business oriented it's targeting
criteria revolve around job title
education industry and business science
it has three types of advertising offers
sponsored ads these ads appear in your
target audience's LinkedIn feeds they're
perfect for brand awareness promotion
lead generation and conversion in mail
this feature allows users to send 5 to
30 messages to Target audiences it's
only available to premium users for
every response you get LinkedIn Awards
you one in mail credit sponsored in mail
unlike in males these mails go directly
to recipient's General inboxes you can
use them to increase engagement and
sales and finally we have Tick Tock one
of the newest social media platforms
Tick Tock has taken the World by storm
boosting 689 million users worldwide one
of the most important demographic
factors of the user base is that 40 of
tick tock users are between ages 10 to
29. this makes perfect photography
younger gen Z and Millennial consumer
Tick Tock offers six types of ads in
feed ads these are the ads that appear
as you scroll through the for your page
they contain a call to action button
that links to a landing page or website
and can be great for driving sales spark
ads created from existing user generated
content this ad type allows you to boost
that content and make it more likely to
appear on relevant fyps they link back
to the tick tock account itself and not
an external link meaning they appear
more organic and are great for promoting
a brand account top few ads these are
the first thing a user sees when opening
The Tick Tock app and consists of a
video that autoplays in full screen
while banking appear less organic than
other ads they're definitely attention
grabbing and allow for a CTA button to
an external link brand takeover ads
similar to top ads these appeal when a
user first opens the app they consist of
much shorter three to five second videos
or image sets each user will only see
one per day they can be great for
driving exposure for one-off events or
sales branded hashtag challenge ads this
ad type is designed to inspire user
generated content sponsoring a hashtag
makes it more likely to appear on the
fyp meaning content generators are
likely to create content around that
hashtag by pushing users to generate
content it can lead to a much more
organic feeling advertising campaign
which is perfect for building awareness
and engagement branded effect ads these
are the filters or special effects that
feature a company's branding like
branded hashtags they also encourage
user generated content as they can be
quite attention grabbing branded effects
are perfect for Brands looking to create
exposure and communicate their brand
identity so you might still be asking
which social media platform has the most
effective advertising Facebook is the
most popular social media platform for
marketers however this doesn't mean it
will always deliver the best results for
you before deciding the platform to use
consider the following factors your
target audience the audience is
inarguably the most crucial factor of
the ideal platform the rule of thumb is
always to go with the network your
target audience is used the most for
example while Facebook has the largest
number of active users it might not have
as many Teenage users as Instagram and
Tick Tock so these platforms would be
better for targeting these consumers
your products and services which goods
or services to yourself do you want your
products to come out as formal or casual
your products business type and
personality also play a significant role
in helping you decide on the best
platform for instance if you're selling
clothes it might be appropriate to use
Instagram or tick tock on the other hand
B2B companies are more likely to derive
better results through Linkedin your
competitors before you start your
campaign why not see what's working for
everyone else consider the platforms
your competitors are using and whether
they work for them competitive research
can help you emulate the success of
others in the market while avoiding
making the same mistakes your marketing
goals social media is not one size fits
all before starting you need to know
what you wish to achieve if your main
aim is to offer customer support Twitter
and Facebook should be your first
options comparatively if your primary
target is to enhance brand awareness
Instagram or Tick Tock may be the better
choice what about the content what type
of content is best for social media
advertising the best ad type depends on
your marketing objectives target
audience and preferred platform let's
discuss a few common examples static
image apps social media users tend to be
drawn water visuals than text because of
this photos are a perfect way to cut the
target audience's attention and
appealingly communicate your message
most platforms support adding shop now
buttons or photos to redirect users to
check out our product landing pages if
we decide to use this format ensure the
static image is high quality and
consistent with the accompanying message
video ads videos are often more visually
appealing than static images platforms
like Instagram Facebook and Tick Tock
allow businesses to upload or create and
in-app videos that social media users
can view as they navigate their fees for
the best for results use short videos
story ads social media networks like
Instagram Twitter LinkedIn and Facebook
allow users to share story ads
comprising videos and photos these ads
typically disappear after 24 hours often
cost less than standard social media
posts users will view a photo for 6
seconds if you add a photo to your
Facebook story ad Instagram story ads
can last up to 120 seconds messenger ads
these ads involve sending direct
messages to Facebook users you can use
them to answer customer questions
initiate conversations with potential
customers or redirect prospects to your
websites now you know a bit more about
the major social media channels and how
to choose the best one for you you might
be wondering how to ensure campaign
success why don't we go over a few final
tips that can help you make your social
media advertising campaigns more
effective start by analyzing what
already Works before investing in social
media ads start by determining what
content will actually resonate with your
customers this can be done by focusing
on leads that have already shown
interest in your organic content focus
on the needs of your audience we cannot
underscore the importance of
prioritizing value for your target
audience enough if customers find your
content relatable you can get their
attention quickly create engaging
content use Graphics videos images and
social media posts create exciting
content that can Inspire likes comments
and shares from your target audience
social media networks typically favor
users and posts with high engagements
and that's it everything you need to
know to get started in social media
advertising you're ready to get out
there and get your products and services
on the right screens to ensure attention
from your ideal customers I hope today's
video has helped you understand what
social media advertising is how to
determine what platform is best for you
and what you need to know to get started
if you still think you need some extra
help getting started with social media
apps please don't hesitate to reach out
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more about advertising social media
marketing or a whole range of other
topics you'll find the linktop blog the
link down in the description that's it
for me guys happy marketing
[Music]
thank you