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Getting Started with Social Advertising

If you haven’t started advertising your business across social media platforms yet, now is the time do so. According to Hootsuite, analysts predict social media spending to increase 26.3 percent worldwide by the end of 2017. Whether you are already advertising on Facebook, and wondering whether advertising on another platform would work for you, or have never created an ad for social media before, here is a basic breakdown of each platform’s strengths and weaknesses.

Facebook

Pros: Detailed targeting, large audience reach

Cons: Limited space for copy, strict rules regarding imagery
Facebook Advertising has become a must-have for business owners looking to expand their reach. The ability to target users based on location, other pages liked, employment status, relationship status, and other demographics and interests offers in-depth criteria and can help you target the right buyers. Facebook advertising is also relatively inexpensive compared to other ads, especially when it comes to costs per click. Facebook tends to be strict when it comes to copy ads, and recommends that any banner should have less than 20 percent copy, and that any text should be limited to one or two sentences.

Twitter

Pros: Advanced targeting, keyword tool

Cons: High costs, spam accounts might follow you
Similar to Facebook Advertising, Twitter offers various targeting metrics to build the exact audience you might be looking for. If you’re familiar with Google AdWords at all, then Twitter ads should be simple for you to create. While the setup process is a bit tricky, running and managing an ad is simple. Tracking and reporting on how your ad performed is a bit trickier, and there are not as many resources and guides available for ad management as other platforms. Twitter ads are also pricier due to more competition for space, compared to LinkedIn and Facebook.

Instagram

Pros: Ads can be created through Facebook manager, visually pleasing

Cons: Ads are mobile only
Looking to reach a younger demographic? Instagram ads should definitely be in your social media strategy. According to Fast Company, Instagram users are 58 times more likely to like, comment, or share an ad over Facebook. Ensure that you use your own images and that they are high quality.
Instagram ads can be set through Facebook Business Manager or through the new Instagram Business App. As Instagram advertising is new, there is still competition for reaching your target audience over larger brands. Also, demographics for Instagram tend to skew younger, so the audience looking at your post may not be able to make a purchase.

LinkedIn

Pros: Many key leaders in industries can be targeted

Cons: High cost to run ads
LinkedIn is a great source for B2B marketers to advertise. The audiences for LinkedIn should tie close to any buyer personas you might have and can tend to have a higher value. You can even reach senior vice presidents of Fortune 500 companies. LinkedIn ads can be a bit pricey, especially if you decide to run a cost-per-click campaign. LinkedIn also charges $10 minimum for any campaign you create.

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