Social media advertising is one of the most effective marketing methods that a small business has at its disposal. Social media platforms concentrate a large and diverse audience that’s increasingly spending more time wired in.
There are several platforms to choose from, but each has a different user base with different advertising potential. You need to be aware of these nuances when selecting a social media platform since it could affect your marketing efforts. This guide covers the best social media platforms to advertise on and which ones to avoid.
Where to Advertise
While there’s no one size fits all when choosing which platforms to use for social advertising, it’s best to choose a network that aligns with your needs. Without further ado, here are the best social networks to advertise on.
With over 500 million daily active users, 18-34-year-olds making up 62.7% of their global audience and 70% of shopping enthusiasts reporting they use the platform for product discovery, Instagram can be a great digital advertising platform for businesses. Instagram recently redesigned its mobile application to be more shopping-focused, making it much easier to sell products and advertise. Since Instagram is a highly visual platform, you need to use high-quality visuals and photos that attract leads and drive conversions.
Facebook is one of the most popular social networks with nearly 1.82 billion daily active users, and 15% of those users using the platform to find and shop for products. It’s the leading social marketing platform globally, with 96% of B2C marketers and 91% of B2B marketers using it to meet their marketing and advertising needs. It has a high conversion rate of 4.7% and the most powerful tools for targeting and optimizing. That’s why every business needs to have a Facebook advertising presence.
Like Facebook, Twitter offers businesses incredibly high possibilities of exposure. It is popular in 20 countries, has 145 million daily active, and 53% of B2C marketers and 59% of B2B use the platform for marketing and advertising purposes. Twitter is excellent for establishing a reputation as a thought leader and building your brand awareness.
It’s worth noting that Twitter hashtags get 100% more engagement and reach a wide variety of audiences. They are free, so if you don’t have a large advertising budget, you can use business-related hashtags and free targeting to reach your audience. Apart from organic advertising, you can leverage paid Twitter ads.
Where Not to Advertise
Your success on various social platforms can vary depending on your objectives or goals. But there are some social platforms (TikTok and LinkedIn) whose target demographics and audience are so specific. As such, it can be challenging to find success on these platforms without meeting their niche requirements.
TikTok is an overly visual platform that’s recently taken off with more than 600 million monthly active users. It’s popular among Generation Z as most of the users are aged 10-19.
While this platform can give you more exposure to a younger audience, this demographic typically shies away from sales-to-drive promotions. They like informal behind-the-scenes content ads and a more human side of your business. If your business cannot produce this content type, you may not get much engagement on your ads.
LinkedIn is a professional social media platform mostly used by working professionals and businesses. While the user base of over 690 million users is extremely specific, LinkedIn has targeted, powerful advertising opportunities to help businesses reach business-minded individuals. However, the cost of running LinkedIn ad campaigns is high, and it doesn’t have high click-through rates.
Things to Consider
Choosing a social media platform to execute your digital marketing strategy will depend on your business type and overall business goals. Here are a few things to consider:
- Who is your target audience, and what do you know about them as far as demographics?
- Is your target audience using that social media platform?
- Does it fit your brand image?
- What kinds of content do you plan to produce consistently?
- What’s the nature of your business? What type of products or services do you offer? If you’re consumer-purchase focused, choose a platform that entices your customers to buy.
Each social platform has a purpose in advertising, and it’s essential to match the platform to the goal you have for your ads. The right social media ad platform can help you gain more traction while maximizing your spend.