Right now, Social is the new Black.
Because the world is in a frenzy, people are flocking to their daily escapes on social media.
Not only do 4.48 billion people log in to their favorite social app, but they also check in to an average 6.6 social media platforms daily. Mindblown.
The growth is impressive. And the pace of new social media network platform adoption is staggering.
Interestingly, social platforms are also penetrating the workplace. In fact, 4/10 of all internet users worldwide utilize social media for work purposes.
And, this is where marketers stepped up their game and took advantage of social media advertising for an even greater benefit. Social media ads are now a necessity, and boosting them on paid social media may just be your jackpot too.
Paid social advertising can be a game-changer for performance marketers. Businesses tend to leverage paid social because organic reach is tough in the current online landscape.
The social media advertising ecosystem is teeming with life, and ripe for the taking.
Before you delve into all the nooks and crannies, it is essential to learn the rules of the game.
According to Statista, ad spending in the social media advertising segment is projected to reach 153 billion dollars worldwide in 2021, and to show an annual growth rate (CAGR 2021-2025) of 10.55%, resulting in a projected market volume of nearly 230 billion dollars by 2025.
With regard to spending, since July of 2021, the 7 major social media platforms showed an impressive increase in numbers by users:
- Facebook with a record 2.9 billion monthly active users up to date
- YouTube standing strong at 2.3 billion
- Instagram dominating with nearly 1.4 billion users
- TikTok blasting at 732 million
- Snapchat with 514 million active users
- Pinterest hitting it with 478 million and
- Twitter having 206 million monetizable daily active users worldwide, “the lowest” of the 7
Performance marketers in e-commerce can easily flourish in such a rich ecosystem. The challenge, however, is identifying and reaching target audiences. To tell a unique and convincing story for each stage of the buyer journey is no picnic either.
Our comprehensive look at paid social media advertising will help you in that regard.
Below, you can check the topics covered in this article:
Why Paid Social
E-commerce stores need to push their ads through one of the top social media networks. It is a must.
So, let us examine paid social media best practices, and why certain networks are better than others, and what it takes to achieve the best results.
By ‘best results’ we mean more engagement, more conversions, and of course, more actual sales.
In this article, we will be taking a look at these 7 social media networks: Facebook, YouTube, Instagram, Twitter, Pinterest, TikTok, and Snapchat.
How do you consider which social media networks are good?
Again, it is not just about being on the most trendy network. It is more about knowing where your target audience hangs out and how best to reach them.
Once you are in the right place, you can define your message and produce better ads. With more relevant ads you unlock better performance and better results at an affordable price.
Understanding the ins and outs of paid social puts you ahead of the curve, and creates better opportunities.
Then you can start launching well-thought-out targeted campaigns, and ultimately increase your ROAS (Return on Ad Spend).
Social Media Networks Comparison
Choosing where to run your campaigns may seem overwhelming at first. It is, therefore, wise to explore each of the 7 social media networks a bit more closely.
It’s a perfect place for prospecting and retargeting, and the best place to make the most out of e-commerce ads.
The tracking pixel maximizes e-commerce ad conversions.
Of course, this creates bigger potential for brands to improve sales dramatically and drive a lot more traffic from well-targeted campaigns.
Cons: Having Facebook ads as a growth channel for performance marketing has a few disadvantages.
The sheer audience size makes it hard for your message to be heard or seen.
In most cases, e-commerce stores and businesses often struggle when setting up the right social strategy.
Pros: First and foremost, YouTube is the second largest search engine and the third most visited website worldwide.
With a huge user base, you’re guaranteed to find suitable audiences and as long as you entertain, educate, engage them and provide solutions to their problems, they can become your long-time customers.
On the SEO side, YouTube can help boost traffic on your website with quality content and backlinks you can add to your profile description, so you could be found on Google more often via searches.
Pro tip: Video ads.
Video content is much more engaging and clickable by users than text-only formats. It evokes emotion, so customers get familiar with the content and always get back to you.
Videos help build authority and trust with your customers.
Cons: Pop-up ads, period. Well, there’s a payable solution for this with YouTube Premium which allows you to watch videos without ads and many more.
Besides that, there are quite a bunch of social media restrictions you’d need to follow, even though your account can be disabled without any reason.
And this is by far the most demanding social media platform. You’ll need to step up your game with the influencers.
Pros: Instagram is a place where brands, influencers, and individuals thrive using organic content.
As a result, ad experiences need to be more engaging and direct. So, it is a great place to explore options for paid social media advertising.
Also, because it is part of the same ecosystem, Instagram advertising inherits all the pros of Facebook advertising.
Introducing Instagram Reels: The next big deal in Paid Social
In addition to the celebrated Stories, Instagram Reels are really hot right now.
If you are advertising on Instagram, and are aimed at mobile only to reach your audience, Instagram Reels can provide you awesome options such as full screen advantages, stories, amazing filters, mentions and more.
Instagram Reels is a huge opportunity for brands and businesses looking to drive awareness and sales from the platform.
They’re the secret to vital growth on Instagram.
Instagram Reels are a fun and engaging way to showcase your products, expand your reach and grow your community.
Like all ads, Reels ads show up on Instagram marked as sponsored.
Instagram Reels are shoppable, which means businesses can showcase products and tag them directly.
This is major. Since many Instagram creators were already featuring products in their Reels, the addition of shoppable products is a great way to increase sales and traffic to your IG Shop.
Showcase products as creatively as you want and within 3-clicks, users can actually purchase your products straight from the video.
If a user is interested, they can tap “View Products” to learn more about the product, save for later, or go ahead and purchase.
Additionally, if your brand already has a solid presence on TikTok (or just Reels itself), you’re ahead of the game with a stockpile of creative.
Reels content can take a lot of time to create, but if you can mine from user-generated content for your paid social ads, you’ll be able to start advertising faster than competitors.
Also, we anticipate Reels being a bit more affordable Instagram advertising option than Stories, with the potential for more customer interaction than feed ads.
Cons: Instagram can be challenging for paid social. Getting people to leave the platform and visit your e-commerce store is hard.
It also diminishes chances to get conversions through clicks, especially if you are using Instagram story ads.
CTAs may not be as effective as on other social media networks, simply because they are harder to spot.
But don’t forget you essentially have the same options as on Facebook paid advertising, which is still a good thing.
Pros: Twitter ads feature rich options for segmenting audiences according to keywords, common interests and such, and is a perfect example of a social network for raising awareness and engagement on many topics for a broad audience.
Also, you can create custom CRM lists to get more accurate audience targeting.
Ads can show up in search results, in profiles, and timelines, and they can be matched to readers’ interests.
It is even possible to promote trends and have them show up in the trending box.
Cons: Ads on Twitter can get really expensive, so you’ll need to organize your budget and resources carefully for your campaign.
Also, reporting and analytics may not be as efficient on Twitter as on other platforms such as Facebook or Google.
Twitter is a platform for quick, short-form content, so ads can easily get lost in the shuffle.
You’ll have to think smart with paid social ads here. Twitter ads are quite different than your usual Instagram ad.
Pros: Pinterest can be an extremely valuable ally, especially if you are looking to promote specific products to a specific target audience and raise brand awareness.
Also, pins will stay for a long time and can be re-pinned, so it’s clever to use paid social here.
Making Pinterest ads work for you takes quite an effort, but if you stick with it, it can be worth the amount of time you invest.
Cons: While Pinterest can be a solid solution, advertising on this social network is a time-consuming process. Additionally, Pinterest has a niche audience.
Quite a large group of that audience (81%) are women, aged between 25 and 50.
So, in general terms regarding paid social ads on social media platforms, Pinterest is not a wise investment if your e-commerce products are not fit for that particular target audience.
Pros: Following trends is a vital component in performance marketing, and TikTok is as trendy as it gets.
Fresh and new platforms are often a good place to get a head start because there is less competition with paid social media advertising there.
You are encouraged to create engaging ads because content created for this platform needs to be immensely engaging.
Interesting video posts drive a lot of organic traffic for businesses on this social network because users tend to react more to video ads rather than usual Twitter Facebook social posts.
Sales begin with lead generation, and fast-growing businesses should get started with using paid social on TikTok since there’s lots of traffic and target users can be easily reached.
Cons: Bear in mind that because this is a trendy, fairly new social media network, that means many of its methods for paid social media marketing are in experimental mode.
You need to design new content for social media ads on platforms like this one.
Also, you often kill your budget and waste resources by treading new advertising ground without any tangible results.
In addition, ad formats have low campaign flexibility.
Pros: Snapchat is usually used by brands that are looking to attract younger audiences.
This social platform has a large user base, though mostly 12 and 17-year-olds.
While these users may not be the preferred audience for most marketers, it does have solid e-commerce capabilities for product catalogs, video paid ads and even features pixel targeting.
Cons: For the most part, the platform has decreased visibility.
Users get paid ads in their feeds and may easily get fed up with the lack of organic content.
This makes them unfollow business accounts, and avoid interacting with these social media ads.
All in all, social media advertising on platforms like Snapchat needs a cautiously tailored campaign for successful and profitable paid social media marketing.
Embrace Your Ultimate Strategy for Paid Social Media Advertising
Okay, you are on your way to conquer the realm of paid social advertising. By now you understand that diving blindly into any social media network is not an option.
Performance marketing requires you to stay focused at all times.
Using Facebook ads is clearly the way to go. Otherwise, your ads may get lost in the massive whirlpool of fast information on Twitter, or in the uncharted realms of trendy networks, for example, TikTok and Pinterest.
You want to achieve the best results, the best ROAS, so people can hear your brand voice echoing across social media plains.
Your strategy will get better by the week if you take the time to create more personalized ads.
Through automation and brand-owned data, dynamic creative is a perfect example that opens more doors than any other method in paid social media marketing.
Use paid social media to turn your campaign strategy around and unlock the full potential of your product catalog.
In the process of creating your own paid social advertising plan, you may feel both excited and overwhelmed. Even though you know it will benefit your business, it seems almost impossible to get started due to the many factors to think about. This guide should help you see the light at the end of the tunnel.
In the end, what choice do you have?
It is your customers who are online and interacting on facebook and they expect you to follow suit. You can either ignore or embrace that reality.
You can hire someone who is already proficient in paid social advertising plan to handle it for you rather than learning it yourself.
Damex Digital is a professional digital marketing agency located in Smithers, British Columbia, that offers a range of social media marketing services, among them facebook marketing, instagram marketing, social media marketing, paid social advertising plan and more.
Our list of satisfied clients is growing rapidly and we are an experienced company with years of experience. Let Damex Digital help you get your digital marketing goals met by unlocking the true potential of your social media profile.