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When used the right way, social media can be a powerful tool for increasing your revenue and building your reputation online.
Popular social networks, like Facebook, Twitter, Instagram and Pinterest have not only taken into account the communication and socialization needs of individuals.
But they continuously innovate their features to address the marketing needs of businesses that use social media to get more customers or drive sales.
Social media has helped leverage many digital marketing campaigns. Companies, particularly start-ups, use social media to promote their products and services while projecting a trustworthy and reliable image to attract a target client base.
These companies create their own business profiles or pages on various social media sites, where they can set up ads that can be customised, based on their preferences.
Businesses determine their target demographics by specifying the gender, age group and location they want their ads to be exposed to. Social media ads run on a schedule at a frequency of your choosing.
In 2017, revenue earned from social network advertising was a whopping 41 billion USD worldwide. That’s how lucrative and profitable social media ads are.
Unfortunately, just because you know how to set up an advertisement doesn’t mean you will already get through to your clients or get the profit you need.
While advertising helps generate revenue, it is far more important to set up an effective social media ad campaign – one that attracts the right prospects and turns them into actual clients.
Here are 7 social media advertising tips to make your social media ads more effective:
1. Define Your Advertising Goals and Objectives
Regardless of your level of expertise, you are capable of driving business growth through social media ads.
But such capability will remain just that unless you execute a workable plan. Set your own expectations straight and ask yourself why you want to run this advertising campaign.
What are your goals? What do you hope to achieve in the long run?
2. Set a Workable Budget
Since you have chosen to promote your company or your products and services through advertising, this means you are willing to pay a certain amount to get results.
How much are you willing to spend and for how long?
3. Social Media Advertising Tips: Know Your Target Audience
You also need to have a clear idea of your target audience. You can’t just advertise to random people, a number of which may not be interested in what you have to offer.
Which age group, gender or region is likely to respond to your ad?
For instance, if you’re selling skincare products for women manufactured in your hometown, young adult and working women in your local community are the most plausible target audience for such products.
Set your ads with this market in mind.
4. Identify the Best Social Networks for Your Ad Placements
There are hundreds of social networks out there and you need to choose the ones that will give you the kind of growth your business needs.
Below are popular social networks that are ideal for marketing any type of business. The following information will help you decide where to place your ads:
Date Founded: 2004
Users: 2 billion
Pages for People and Businesses
83% of active users are outside of the United States and Canada
53% of female Internet users have Facebook
47% of male Internet users have Facebook
87% of users belong to the 18-29 age group
74% of users are college graduates
84% of adults make less than $30,000
40 million SMEs have an active business page on Facebook
Third quarter ad revenue was an impressive $4.7 billion
Available in 101 languages
Facebook’s current stock exchange valuation is $245 billion
Date Founded: 2006
Users: 330 million
Almost 80% of accounts are US-based
24 % of male Internet users have Twitter accounts
21 % of female Internet users have Twitter accounts
18-29 age group comprises 37% of Twitter users
30-49 age group comprises 25% of Twitter users
56% of users have a yearly income of $50,000 above
91 % year-over-year ad engagements
$545 million year-over-year ad revenue
Twitter is valued at $16 B
Date Founded: 2010
Users: 800 million
Videos (with editing features)
80% of users are outside the U.S.
59% of Instagram users are aged 18-29
More female users (38%) than males (26%)
32% teens consider Instagram as better than other social networking sites
32% users attended college or have graduated college
70.7 percent of businesses (SMEs and large companies) in the U.S. use Instagram
48% of U.S. brands actively promote on Instagram
3.64 billion ad revenue from global mobile advertising in 2017
Ad recall 2.8 times higher than the norm
Valued at $35 billion
Date Founded: 2010
Users: 175 million
Image, video and GIF Pinning
Exploring other pins/boards
80 million users are non-U.S. residents
84% of users open the site on multiple devices
67% of users are under 40 years old
93% of users intend to make a purchase
87% have made a purchase via Pinterest
72% use Pinterest as a guide for offline purchases
70% of ad sales from promoted pins were driven by new customers
40% of global marketers use Pinterest
Valued at $3.8 billion
5. Understand User Engagement Metrics
A strong ad copy and quality images are certainly important factors for getting more ad clicks.
But knowing when users are active, and at what time of the day, can give your advertisement an edge over advertisers who ignore user engagement patterns.
There’s a science behind it. For instance, Pinterest pins have the most user engagement on Saturdays between 8 and 11 p.m.
While Facebook posts have a high average click-through on Weekdays from 1 to 4 p.m. This is when most young professionals are still at work.
Twitter engagement is similar to Facebook, but with a 12-hour peak (from 9 a.m. to 9 p.m.) every Monday to Thursday.
Instagram activities peak over the weekends, so that’s the best time to run ads in this platform.
6. Target Multiple Devices
Where devices are concerned, your social media marketing should cover as much ground as possible. Set your campaigns to display on multiple devices – desktop, mobile and tablet.
Ad clicks from mobile users have increased drastically in the last few years. 48.9% of Google ad clicks, as per recent statistics, come from smart phones.
7. Select the Most Responsive Type of Ad
Facebook and Instagram allow for different types of ads. Some ads are purely image-based while others are in video format.
Lauren McLaren is a content marketer with years of experience in technical writing, business writing and search engine optimisation (SEO). She currently works with Digital Muscle limited, a leading Sydney-based company that provides affordable SEO services in Sydney to any type of business. She likes to visit food stalls, play with cats and dogs, watch movies and dramas, and read novels in her spare time.