Advertising on Social Networks: what it is, how to do it and types

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Advertising on Social Networks

The social network advertising has emerged as one of the main ways to become known to companies who find this tool effective, controllable, and economical way to reach their customers and sell more.

The good results of the advertising investment in social networks make it grow year after year and at a considerable rate. For example, in 2019, it increased by almost 70%. Today, during the Covid-19 crisis, advertising on social networks is especially useful for those companies that have started selling online or have joined the modality of services/products at home. With de-escalation, it is also very useful for communicating openings and new offers that allow attracting new customers.

How to advertise on social networks?
To start advertising on social networks, you must first have a profile on them. It is not valid with a personal profile, you will need to open a company page in each of the networks in which you want to advertise. There is the caveat of advertising on Instagram since you can do it with Facebook Ads without having a profile on this social network, but it is still advisable to have one because users who see the ad can search for you on that network.

What social network to choose? That will depend on your target audience and on which networks it is present. Instagram is popular among young people, among Twitter users, the age group between 25 and 44 has more weight (they add up to almost more than 60% of users) and something similar happens on LinkedIn. On Facebook, all ages have a strong presence. In addition to that, it is the social network with the largest number of users in Spain and its advertising platform, Facebook Ads, offers many metrics and functionalities to create ads in different formats.

Once you have created a page in the chosen social network, you can already prepare a budget and start the advertising investment from the advertising platform of each network. But do not forget to also make publications without promoting (what is known as ‘organic’) because they provide confidence to users and help to retain those who already follow you.

Types of advertising on social networks
Each social network has its differentiating characteristics. However, there are certain types of ads that can be launched on almost all social networks.

Promoted posts. They are publications that are shared on the company page (blog posts or texts that can include photos), with the exception that they are promoted so that they reach more people, not just followers or friends of followers who interact with the publication. This type of advertising is usually used to bring traffic to the website (with some interesting content, for example) or to advertise something new in the company or the services/products offered.

Retargeting ads. The purpose of retargeting ads is to close the purchase and/or combat abandoned shopping carts. They are shown to users who have already visited the company’s website but have not finished consuming, reminding them of the products/services in which they have shown the most interest.

Image and video ads. They value the image, so it is necessary to have attractive photos or videos. Within the image ads, we can find several formats, such as sequence ads (several images, each with a different hyperlink) or presentation (which can combine videos, audio, texts, and sound).

Lead capture ads. The objective of these advertisements is to collect data (mainly the name, telephone number, and email) of users potentially interested in the products and services offered. Afterward, the sales team must follow the contact until a sale is closed. This type of advertisement is very effective for the B2B environment or for sales that involve high turnover. It can also be used as a cross strategy to increase the database and thus improve email marketing.

What strategy to do in advertising on social networks?
There is no absolute truth that gives an answer to which is the perfect strategy for advertising on social networks, but there are some common points that all good strategies share:

It starts with Facebook. It does not require a minimum investment and is one of the cheapest networks. In addition, it allows all the types of ads that we have talked about in the previous point and more.

Study your audience. To develop an attractive message that offers good results, you must know what your customers want. Think about what they value most about your product and put it in value. Also study the majority profile of your audience (cities of origin, sex, age, education, interests …) because this will help you make a good segmentation, as we will see in the next point.

Spend a good time segmenting your audience. Segmenting is limiting the audience of your ad so that it is shown to users who meet the indicated characteristics. Facebook allows you to choose many parameters to segment your ads since it has a lot of data: age, gender, location, and profession, hobbies … Remember that you can perform different segmentations for different products/services.

Diversify. Don’t put your entire budget on a single ad or campaign. Start by diversifying, investing little in each ad, until you figure out what works best for your business and your audience.

Measure continuously. Consistent measurement and analysis are essential for success. Don’t go blind: analyze the results of all your ads in order to improve them and redirect the strategy on time, if necessary.

Measure continuously. Consistent measurement and analysis are essential for success. Don’t go blind: analyze the results of all your ads in order to improve them and redirect the strategy on time, if necessary.

Advantages of advertising on social networks
Greater visibility of the company
. Which translates into more customers and more traffic to the web (and, in turn, improves web positioning).

It’s economic. The initial investment is not high (especially on Facebook), so it is useful for any type of company, even the smallest.

It is measurable and easily controllable. Advertising on social networks offers many metrics that allow you to determine if you are achieving good results. In addition, most social networks allow you to stop ad campaigns at any time,

Ads by objectives. The ads are adapted to the objective of the company, be it closing sales, getting leads, more traffic, getting followers…

Aimed at who we are interested in. In this way, the ads reach users who match our target audience.

Communication can be bidirectional. Social media users can comment on the ads, present their doubts and, ultimately, interact with the brand, which benefits from the feedback.

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