Underrated Paid Social Media Opportunities
When it comes to advertising on social media, one size does not fit all. And there are a lot of paid social media options available. Sure, it’s easy to click “Boost Post” and let Facebook do the rest, but there are more lucrative options available to advertisers, and leveraging compelling ad campaigns that map back to SMART goals is the most strategic way to reach and engage new audiences.
When you create an ad, you first choose your objective. The objective you choose aligns with your overall business goals:
Objectives that generate interest in your product or service.
Objectives that get people to start thinking about your business and look for more information about it.
Objectives that encourage people interested in your business to purchase or use your product or service.
There are a multitude of advertising options available on each platform, but here are a few of INK’s favorites that will make your content stand out from the rest.
What they are: Facebook Offers allow brands to post an offer, such as a weekly sales coupon or a customized birthday deal, on their Facebook page. This type of ad is customizable, effective, and easy to create. Advertisers can choose how many offers will be available and even send automatic reminders when the deal is about to expire.
Types of Facebook Offers:
- In-Store Only
- Online Only
- Both In-Store and Online
When to use them: Typically optimized for mobile, Offers are ideal for boosting sales, connecting with current customers, or acquiring new ones. In the case of in-store offers, if the user has their location enabled on Facebook and they’ve saved the active offer, they’ll be notified when they are within the vicinity of the store. At INK, we utilize Offer claim ads to drive traffic to B2C retail clients.
How to measure success: Link clicks, cost per result, website registrations completed.
What they are: Catalog Sales automatically show items from your catalog based on your target audience. This ad type is a part of Facebook’s Dynamic Ads, which automatically promote products to people who have expressed interest on your website, in your app, or elsewhere online. Note that you must have a Facebook pixel set up on your site to reach people with intent to purchase your products.
When to use them: This type of campaign is ideal for re-targeting individuals who have looked at certain items on a website, but haven’t purchased. They can be shown the same item, or complementary items as a nudge to revisit and complete the purchase. The most common application drives traffic to popular retail sites like ASOS or West Elm.
How to measure success: Conversions, cost per conversion
What they are: Twitter Cards empower brands to take tweets beyond basic text, allowing you to create a media-rich experience for website visitors by combining images, video, audio, product info, and download links. Brands can simply add a few lines of code to their site, users who tweet links to the content will have a “Card” added to the Tweet that’s visible to their followers.
Types of Twitter cards:
- Summary Card: Title, description, and thumbnail.
- Summary Card with Large Image: Similar to the Summary Card, but with a prominently-featured image.
- App Card: A Card with a direct download to a mobile app.
- Player Card: A Card that can display video/audio/media.
When to use them: When used strategically, Twitter Cards can lead to increased visibility, click-throughs, and Retweets. Use one of the unique card types to ask your audience to take an action like view an image, watch a video, download an app, or visit a landing page, without them having to leave Twitter.
How to measure success: Link clicks, install attempts, Retweets
What it is: Twitter Promote Mode is an always-on advertising solution that automatically amplifies your message to a larger, interested audience, for a flat monthly fee of $99. You can choose up to five interests, metro locations or regions within a selected country, to target their Tweets.
When to use it: Twitter’s first ads subscription offering is ideal for small and midsized businesses and personal brands that want a no-fuss approach to Twitter advertising. Twitter claims that accounts with up to 2,000 followers benefit most from Promote Mode, and that on average, accounts will reach 30,000 additional people and earn 30 followers each month. While our digital team prefers to take a highly targeted approach to social media advertising, this solution is ideal for brands without a large paid social budget.
How to measure success: Follows, people reached, profile visits
What it is: Unlike advertising trailblazers Facebook and Twitter, LinkedIn’s advertising platform is relatively new and only offers three advertising formats: sponsored content, sponsored InMail, and text ads. Sponsored InMail is a unique advertising option that allows advertisers to drive more leads and engage relevant audiences by delivering personalized, private messages right to their LinkedIn inboxes. These ads are billed on a “cost per send” basis, unlike most ads, which are optimized for impressions or engagements.
When to use it: LinkedIn recommends using sponsored InMail to directly engage valuable prospects or connections, whether they be job prospects or qualified B2B leads. A few common objectives achievable through Sponsored InMail are: driving downloads of gated assets, promoting content downloads, or boosting registrations to webinars or events.
How to measure success: Sends, opens
Each social media advertising platform is set up to help you achieve success and reach your target audience. But pushing paid content in front of random users isn’t going to immediately work or perform successfully. You must be strategic with your advertising objective, audience targeting, ad spend and bid, content selection, targeting frequency and more. The first step is understanding how each advertising platform, ad type, and objective maps back to your SMART goals. For more social media tips and tricks, subscribe to The Pit Stop, our monthly social media blog series that explores the latest and greatest updates in social media.