With over a billion mobile users coming to the platform every day, it’s no surprise mobile advertising has accounted for 90% of Facebook’s revenue growth since opening up to advertisers in 2012.
If you’re not on social media, you’re losing out on targeted leads.
Here’s a few of the benefits social media has to offer for digital marketers in 2017.
Adaptable to a Wide Range of Marketing Objectives
Social media is the Swiss Army Knife of digital marketing. The social media landscape contains a ton of options in itself, and each platform offers additional layers of customizability for advertisers at the individual level.
Where you choose to advertise depends on who you’re trying to reach and what your marketing objective is. Every platform is different, and in turn, you can reach completely different people depending on which network you choose.
Instagram has a reputation for being saturated with millennials, LinkedIn with professionals, Snapchat with teens, and Facebook with… everyone.
Advertising on social media is a great way to build strong relationships with your customers and strengthen the effect of your brand. If you’ve got a large follower count, you already have a list of highly targeted leads that you know are interested in hearing what you have to say.
Social media also gives you the power to control exactly how you engage your audience. Use each individual platform to clearly define your objective and further narrow your reach. In terms of paid ads, all of today’s popular platforms have a wide variety campaigns designed to help you raise brand awareness, retarget past purchasers, drive sales, and generate new leads.
Virality and Massive Audience Sizes
It’s probably not a surprise that marketers are starting to fall in love with the reach social media has to offer. Facebook alone has well over 2,000,000 monthly active users, all neatly organized by their interests, online behavior, and demographics such as language, location, and age.
Regardless of what platform you end up choosing to launch your campaign, the one thing you can count on is having a large audience to choose from.
Facebook, Instagram, and LinkedIn all see their fair share of viral content—it’s hard to make the argument that any single platform is the best to go viral on.
Virality can be achieved on all social media platforms depending on how your content fits the audience you’re targeting. That’s why it’s important to research your audience first, and then find the social network that best works to serve those specific users.
Detailed Targeting Options
It’s nice that Instagram has almost a billion daily active users, but you’re never going to need to reach all of them. And even if you could, you shouldn’t. When it comes to targeting audiences for social media campaigns, more is definitely not merrier.
If you want your ads to actually convert customers, you need to focus on key audience insights to properly optimize how and where your ads are served.
It’s impossible to have an effective marketing campaign without detailed targeting. Don’t waste your budget serving ads to people that don’t fit your customer profiles.
While all modern social media sites offer some degree of targeting to advertisers, Facebook, Instagram, and LinkedIn offer especially detailed targeting parameters to better dial in your audience.
Paid ads on Facebook and Instagram can be targeted using:
- Sex, age, location, and language
- Job type, content consumption habits, page likes, external activities
- Who they engage with online
- What other ads they’ve clicked on and shown interest in
- Purchasing behaviors and traveling habits
Specific targeting is the key to increasing ad engagement while lowering your overall CPC.
In terms of content marketing, micro influencers have proven to be a great tool for businesses that want to target specific niches and build engagement at the individual community level.
Hashtag based platforms like Instagram and Twitter both make it easy to identify niches based on parameters you determine. Identifying key hashtags among a specific community allows you to easily track down popular influencers and distribute captivating branded content.
Multiple Ways to Display Ads
Each social media platform offers its own unique set of channels for marketers to display advertisements. Not only is each platform completely different in itself, but most offer completely different customization options when it comes to visuals of your ads.
Users also behave differently and change their content consumption habits depending on which platform they’re using. Some platforms see significantly better engagement with video, while others are better for sponsored posts. All platforms offer multiple locations for your ads, and their appearance will change depending on what devices your audience is using to access your content.
Facebook has eight different types of paid ads for desktop alone. And keep in mind, that doesn’t include sponsored page posts, Instagram, or Audience Network.
Instagram has its own set of parameters and allows for the placement of sponsored photos, carousel ads, videos, and promoted stories.
On the other hand, LinkedIn is better suited for content marketers that have the time to build an audience by offering valuable information on a daily basis. While the platform allows for a wide variety of ways to serve up paid ads, your efforts would be better spent targeting people using Facebook. LinkedIn users are highly receptive to valuable content—much more so than paid ads on the sidebar.
The point is, always think about who you’re trying to reach and what platform they’re likely to be on. Play to the strengths of each individual social network and optimize your advertising strategy accordingly.
Affordable and Easily Scalable
To start marketing on social media, all you need is a smartphone. The most effective way to organically grow your account is still by posting captivating content. The best part? Quality content doesn’t cost money—just time, effort, and knowledge.
Once you’ve established a following, you can use paid ads to target new users and expand your audience. Advertising on social media makes it incredibly easy to scale your marketing efforts—you’re almost never going to be limited by the size of your audience. If you want to expand your reach, simply increase your daily budget.
Social media is becoming an essential step in the early marketing efforts of modern businesses. If you don’t build a following, you have no social proof—having an audience of engaged users is your ticket to targeted leads.