It’s a tumultuous time for social media advertisers.
Facebook is in a very public dispute with Apple over iOS users’ privacy settings. Instagram’s (likely) algorithm update is to blame for falling Impression stats. And formerly niche social media platforms like Tik Tok are having a moment as advertisers look for unique and creative ways to reach new audiences.
It’s quite the jungle out there on the social media scene.
To weather these turbulent waters, your social media advertising needs to be flexible and adaptable to remain competitive.
The Shift to Social Media Advertising
The COVID-19 pandemic ushered in a new wave of digital advertising in 2020. Despite an overall decrease of 4.2% in the global advertising marketplace, digital advertising bucked the trend. Across search, video, social, and banners, digital advertising revenue grew by an incredible 8% for a total of $336 billion, hitting a new market share of 59% globally, according to marketing resource Magna Global.
This shift to a digital advertising landscape provides the perfect jumping-off point for small to medium-sized companies. Social media ads allow businesses to connect directly with consumers where they are. And there’s every indication that this digital migration of the marketplace is here to stay. With so many people indicating they plan to continue shopping online even after the pandemic passes, every business needs a digital strategy now more than ever. And that strategy should include a social media advertising plan.
Facebook & Instagram Ads
Despite somewhat waning public opinion, Facebook remains the dominating social media advertising platform on the web. The social media site boasts an audience of 190 million users, according to Statista. But changes to Apple’s privacy settings will now require iOS users to provide permission to Facebook (and other apps) to track them outside of the platform, thereby preventing certain data collection. This could in turn impact Facebook advertising campaigns that utilize that data for targeting purposes, among other consequences. Advertisers need to have a plan for their Facebook campaigns that are impacted. Some workarounds may include running campaigns that exclude iOS users or developing your own user database from which to target and remarket. Along these lines, Facebook forms are a useful way to collect data from users who are interested in your business or product directly on the platform.
Instagram ads are also shifting. Organic engagement on the platform has fallen since 2020, and the ever-evolving Instagram algorithm continues to bewilder marketers. This has pushed even more competition toward paid advertising. In order to stand out, your Instagram ads need to be customized for the platform. (Simply recycling Facebook ads is not going to cut it.) Instagram stories in particular are a worthwhile advertising channel to look into. With over 500 million users viewing Stories daily, there’s an audience for just about any business. Carousel and video ads are also excellent options for showcasing multiple products or highlighting your business in a longer form.
Other Social Media Advertising Platforms
Facebook and Instagram may top the social media advertising pyramid, but they’re not the only platforms advertisers have to use. Some of the other social media sites that allow ads are:
- Twitter: Ads on Twitter can help build brand identity and authority. It’s also an excellent choice if you plan to run philanthropic and social issue ads.
- LinkedIn: This is a good choice for B2B advertising and reaching potential employees.
- YouTube: Visual content is the up-and-coming form to look out for. YouTube ads often provide tutorials, explanation videos, and emotionally engaging content.
- Pinterest: This is the perfect platform for e-commerce businesses using ads to sell tangible products.
- Snapchat: Snapchat’s audience skews younger. Because of this, ads promoting events (like concerts) tend to do well on this platform.
- Reddit: If you are a niche business, you’ll want to look into Reddit advertising. This is the perfect platform for finding users with similar interests. It’s also great for establishing your business as a thought leader.
- Tik Tok: Newest to the social media scene, Tik Tok has blown up in popularity among Gen Z. Ads on this platform take advantage of the visual medium to help start trends and build brands.
With the current turbulence on Facebook and Instagram, it may be the right time for your business to look into other channels. Depending on your goals, it’s likely you’ll be able to find an audience on one of the aforementioned platforms.
The Agency Advantage
If social media advertising is all Greek to you, don’t sweat it! A digital marketing agency will be able to identify which platforms your business should be advertising on and help you set up your campaigns. A full-service agency can provide copywriting, graphic design, landing page creation, demographic and geographic targeting, interest targeting, conversion tracking, and more.
With the help of a digital marketing agency, you can capitalize on the social media shift and make sure your advertising dollars are well spent. To get started with Vuepoint, give us a call at (210) 858-7295, or contact us through the online form here.