Social media advertising, or social media targeting, are advertisements served to users on social media platforms. Social networks utilize user information to serve highly relevant advertisements based on interactions within a specific platform. In many instances, when target market aligns with the user demographics of a social platform, social advertising can provide huge increases in conversions and sales with lower cost of acquisition.
Why is social media advertising your best advertising bet for quick ROI? Because…
- Most channels require significant lead time to yield an ROI. For example, content marketing works best over time after it has been able to yield backlinks and SEO traction.
- Some channels yield quick results but not day in and day out. For example, influencer marketing can earn you quick results in terms of sales for low effort (though high cost). But those results don’t continue occurring over time. Instead, you earn sales on a per post basis, and often less each time it is posted.
- Some channels are consistent but time consuming to dial in. For example, AdWords can produce consistent results for your brand, but it takes a while to master and earn specific placement.
With social media advertising, you can have consistent sales coming in from the first day your website is live.
For modern ecommerce sites, the ability to immediately and consistently bring in new customers is a HUGE deal. Even if you can’t achieve net positive revenue on the initial sale, referrals, email marketing and customer retention can pay off extensively with every marginal customer.
New social media networks come out every week, most of which will never gain any sort of traction.
In our opinion, it’s best to start with the most popular platforms, then once you have profitable systems running, you can look at allocating a percentage of your budget toward more experimental campaigns.
Facebook is THE universal social media network.
With more than 2 billion monthly users, Facebook hosts over a quarter of the world’s population, providing advertisers with an unparalleled opportunity to reach virtually anyone and everyone.
2. Instagram Advertising
While Facebook’s mind-boggling user numbers make it the undisputed king of social media, the company’s hottest acquisition is beginning to look like the king of social advertising.
Instagram now boasts more than 500 million monthly active users and commands one of the highest audience engagement rates in social media, 58% higher than Facebook and 2000% higher than Twitter.
3. Twitter Advertising
Twitter has revolutionized breaking news and provided unparalleled access for users to connect with both niche and mainstream influencers.
With 328 million monthly active users, it remains one of the most popular social media platforms.
4. Pinterest Advertising
Pinterest is unique. It’s visual, like Instagram, but unlike Instagram, it is highly targeted toward women with an 81% female user base.
With 175 million monthly users, it’s also an incredibly active platform.