Social Media Platforms
Paid social media advertising can help you grow your audience and your business. By leveraging the power of paid advertising on social media, you will undoubtedly see the benefit of investing in growing and promoting your brand on your social channels.
The following are the top 3 social media channels that you should seriously consider advertising on, as well as a quick look at what you can expect when you start using them.
1. Facebook - 2.8 billion monthly active users
Facebook Ads offers a robust advertising platform called Ads Manager, where you can reach your target audience thanks to the wide range of options available.
When you first create a new campaign on Ads Manager, you can specify your campaign's objective so that you reach the right audience according to how they may potentially align with your sales funnel. Options include Awareness, Consideration, and Conversion. These categories have subcategories that allow you to be even more selective about your goals.
For example, under Awareness, you can select between Brand Awareness and Reach. The Awareness objective usually results in the most significant reach you can have at the lowest possible cost; this is primarily because these users are at the top of the funnel and are not likely to convert into leads or buyers right away. Depending on your targeting options, only a few of them may end up moving along the buyer's journey.
2. Instagram - Over 1 billion monthly active users
Advertising on Instagram is no different from advertising on Facebook. Just like on Facebook, to post an ad on Instagram, you must use Ads Manager. As you move along the ad creation interface, you'll have the option of only targeting Instagram users. By default, your ads would show to users on both platforms unless you explicitly exclude Facebook placements.
Check out this Facebook help page to effectively set up your Instagram exclusive campaign.
3. YouTube - 2 billion monthly logged-in users
To advertise on YouTube, you must sign up for a Google Ads account. Google Ads allows you to manage your advertising efforts for Google's Search Network and YouTube video ads.
When creating a Campaign on Google Ads, you'll be able to select your campaign's primary objective, or "goal," after which you can specify the campaign type and then select "Video" to advertise on YouTube. At this point, you'll have a wide range of options to promote your paid video marketing efforts on YouTube to increase brand awareness or generate leads and sales by linking directly to a landing page on your website.
Honorable Mentions
You'll also want to consider paid advertising on other platforms, including LinkedIn, Twitter, and Pinterest. And while the reach on these platforms may be more limited to a certain degree than the ones we've covered, LinkedIn, in particular, is an excellent option for B2B advertising.
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