Social media advertising is the use of social media platforms, like Facebook, Instagram, Twitter, and TikTok to promote a product or service. Most social media platforms have built-in data analytics tools, enabling marketers to track the progress, success, and engagement of advertising campaigns. Marketers can reach a wide range of audiences through social media advertising, including current, potential, and dormant customers. On a strategic level, social media advertising includes the management of an advertising campaign, governance, setting the scope, and the establishment of a brand’s customer awareness.
When using social media advertising, brands can allow audiences to post user-generated content (e.g., online comments, product reviews, etc.), also known as “earned media,” in addition to using marketer-prepared advertising creative.
So, how are marketing and social media advertising related?
Why do marketers care about social media for their advertising strategy? Social media advertising allows brands to connect with their audience to increase app downloads, revenue, and drive traffic through easy-to-create advertising campaigns. Ad campaigns on social media typically have specific goals and marketers create ads within those campaigns to help them reach those goals.
How to Setup a Social Media Advertising Campaign
Create A Social Media Strategy
What are your goals? How can social media help you achieve your brand goals? Some brands use social media for increasing app downloads and IAP, others for their brand awareness, driving website traffic, and sales. Social media can also help you generate engagement around your brand, create a community, and serve as a customer support channel for your customers.
Which social media platforms do you want to focus on? The major social media platforms, as mentioned above, are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. There are also smaller and up-and-coming platforms, such as Tumblr, Tik Tok, and Anchor, and social messaging platforms, such as Messenger, WhatsApp, and WeChat. When starting out, it’s better to pick a few platforms that you think your target audience is on than to be on all platforms.
Develop Ad Creative That Stands Out
For your social media advertising campaigns, you’ll need creative, lots of it. Whether you create static or video creative, you’ll want to continually develop, test, and optimize your campaign creatives. Learn how to use creative testing best practices to drive performance. Social media audiences require a cadence of fresh content and creative, otherwise, they get ‘creative fatigue’ and will begin to ignore your campaigns. If you can’t test creative ads quickly and affordably, your campaign’s financial performance is likely to suffer from a lot of non-converting spend.
But testing alone isn’t enough. You also must generate enough original creative concepts to fuel testing and uncover winners. Over the years, we’ve found that 19 out of 20 ads fail (5% success rate). You don’t just need one new creative: You need 20 new original ideas or more to sustain performance and scale! Check out our article on how to make creative that stands out.
Leverage Measurement Tools
Along the way, you will want to know how your social media advertising is performing. Whether you are running paid campaigns, publishing content, or engaging on social media. Are you reaching more people on social media than last month? How many positive mentions do you get a month? How many people used your brand’s hashtag on their social media posts?
The social media platforms themselves provide a basic level of such information. For instance, check out Facebook’s Analytics overview to learn more.
Creating Your Social Media Advertising Ad Campaigns
Social media advertising platforms are so powerful nowadays that you can specify exactly who to display your ads to. You can create target audiences based on their demographics, interests, behaviors, and more. We recommend starting with Facebook ad campaigns because of the power of their tools and platform to reach your desired audience.
You can create Facebook ads through Ads Manager or a Facebook Advertising Partner, like us, who can help you build and optimize your ads as well as to measure their success.
You decide how much you want to spend on your Facebook ads by setting a budget for each campaign you create. Facebook uses an ads auction system. This is so you can bid to have your ad shown to the audience of your choice. These bids are based on the cost per click on your ad or the cost per impression on your ad. There are a few main factors that can influence the cost of your Facebook advertising:
Social media platforms are always evolving. When Facebook first started, people could only share text updates. Now, there are so many content formats such as images, videos, live videos, and Stories.
Hence, social media advertising is always changing, too. We want to help you stay up-to-date with all the latest changes and strategies to succeed on social media. Here are a few resources to get you started with social media advertising:
- Check out our newest whitepaper and learn how to scale Facebook user acquisition in 2020
- See our recommendations on How To Scale Facebook User Acquisition in 2020