There has never been a time in history where businesses could reach billions of users daily almost immediately, until now. That means landing potential leads should be a breeze, right?
Not exactly. Advertisers now are faced with the challenge of narrowing down their niche and targeting the appropriate audience for their product or service. Instead of pouring your resources and energy into just anyone, the best approach is finding who is most likely to respond to your ads.
The key to reaching your target audience is finding the right social media platform to start your campaign. Our author, Michelle H. Thomas, is an expert in casinos and transparency within the iGaming industry. Here, she shares with us her thoughts on social media advertising and the best platforms to do it.
Social media advertising (often confused with social media marketing) is any paid action you take on social media. This can take the form of sponsored posts, ads, and more, all with the goal to increase reach and drive more traffic to your business.
Remember: some platforms or users may require written permission before using their advertising tools. Let’s say you’re in the gambling market, and you want to promote a free Keno online game to prospective players. Not only is there a chance that users may block gambling ads, but platforms may limit or prohibit adverts that don’t adhere to their terms and conditions.
Depending on the platform’s policy and the nature of the ads, your company may only be permitted to target those of legal gambling age who are in jurisdictions for which permission has been granted. Don’t let this discourage you; with a bit of research, advertisers can learn how they can conduct their sponsored posts.
No matter your company or budget, each social media platform has specific characteristics and perks. Here are the top seven sites that have the highest social media advertising effectiveness in 2020.
With an average login of 1.66 billion users each day, it’s a given that it’s the number one social media platform in the world. On top of hosting over a quarter of the global population, Facebook is a go-to for various campaigns.
Facebook is also number one due to the variety in target ad customization and ad format. Advertisers can target their audience by gender, age, location, job description, interests, past activity, and many other important factors in a user’s life.
While having fewer users, Instagram advertising ranks higher in audience engagement, as it is heavily focused on image and video content. Similar to Facebook, it allows advertisers to tailor their ads for specific audiences.
You’ll find that the user base on Instagram consists of an age range of 18 to 29 and is geared more toward women. Ideally, if this demographic aligns with your targeted demographic, Instagram is a great place to start.
Twitter boasts over 330 million monthly active users as a dynamic social media platform for regular, frequent updates. It rates the highest in organic engagement, while its advertising tools are underutilised.
Brands can reach their followers through promoted tweets, in-stream video ads, sponsorships, and more. Posts on Twitter are also more likely to go viral – enhancing brand awareness and the platform’s value when running paid ads.
YouTube is the largest video-sharing social media platform and the biggest video search engine in the world. Almost 5 billion videos are watched on Youtube every day. In many ways, YouTube is the new television of this generation.
Advertisers set YouTube ads through the Google Ads platform – which displays ads across the entire Google Display Network. There are several types of ads formats used when videos are monetized:
In-video sponsored content is also an option. Advertisers can support creators by sponsoring demonetized videos related to their product or service.
With YouTube ads, businesses of all sizes can reach potential customers and take action when they watch or search for videos on YouTube. The best part? They only pay when viewers show interest.
With 175 million monthly users, Pinterest is similar to Instagram because it is image-based and highly visual. In terms of demographics, 81% of its user base is female, significantly more than Instagram.
Promoted images or video pins blend well with relevant content, making it a great tool for business accounts. Not only is there a higher engagement rate, but users in Pinterest are also actively looking for new products and creative posts.
LinkedIn is a unique social platform that primarily focuses on the B2B market. It has an estimated 227 million monthly active users, with a demographic distributed evenly between male and female users. More than half of the users fall within the 30-64 age range.
What makes LinkedIn stand out is that it has the highest earning leads. It has the highest earning users, with three-fourths of users reporting a yearly income of $50k or more. It is the ideal social network for industries that advertise recruiters, secondary education, and offer B2B products and services.
Snapchat is a mobile messaging application used to share temporary photos, videos, and text. While it is a newer platform, it has an average of 229 million users every day. 90% of its demographic consists mainly of children and young adults ranging between 13-24 years old. Due to being a strictly mobile platform, Snapchat offers unique ad formats::
Social media advertising is proven to be one of the most effective methods of advertising today. The best part is that you don’t have to settle with only one platform – you can use different ads and reach audiences across more than one network. Don’t forget to use analytic tools to keep up with your results across networks – that way, you can optimize your reach to the max.