From expanding your reach and visibility to driving the bottom line, this post covers five reasons why brands invest in social media advertising to reach their goals and scale their business—and why you might want to, too. They include:
- Reach new customers
- Low entry cost
- Gain audience insights
- Wide range of formats
- Accomplish more of your goals
1. Reach new customers
Whether you’re considering running ads on Facebook, Instagram, Twitter, Pinterest, LinkedIn, Tiktok, or Snapchat, social media advertising allows you to reach out to and connect with new people who may benefit from your product or services. People may not know about your brand or that your products or services even exist and by seeing your prospecting ad, they may realize that it could benefit their life in some manner or that they simply want what you are selling.
2. Low entry cost
Compared to traditional advertising, the cost is significantly lower and if you only have a small budget, you can still enter the auction and find success. Of course, the more you have to spend for ads, the quicker you can learn what is working and what is not, optimize performance, test more variables, and reach more of your goals, such as website traffic, signups, and sales. On the opposite end of cost, LinkedIn tends to be more costly, however, if your business can fulfill the needs of its business community through ads and if your audience size and budget are on the larger end, you can see great success there for the investment. As you can see LinkedIn can be a great way for B2B business to generate leads.
3. Gain audience insights
With more targeting options available to us as advertisers, the more audience testing we can do, and then utilize social platform built-in tools to understand audience breakdowns and how they relate to performance. For example, Facebook breakdown reporting can share details about age ranges, genders, country, region, devices they use, and more. Pairing these breakdowns with your various audiences and the respective performance metrics can help you better understand which segments of audiences resonate with your ads and you can apply these learnings to update your ad set targeting and use that to optimize your campaigns.
4. Wide range of formats
While each social platform has its own ad specs, placements, and formats, there are some common denominators across platforms. The beauty of social media ads is that there is creative freedom and endless tactics and options to showcase your brand in the light you want. From static images to ephemeral and long-form video content, from horizontal and vertical rectangular formats to square, utilize every bit of the ad placement space to increase your ad real estate space on a screen so the user focuses on you and it limits outside distractions from other ads and content. One format we have seen quickly take off organically and then with paid ads across platforms is the Stories format, which can now be found organically and in most instances as an ad placement, too, is on Facebook, Instagram, Snapchat, Tik Tok, and as of recently, Twitter and LinkedIn.
5. Accomplish more of your goals
Lastly, whether you are looking for ways to expand your reach and visibility, to drive engagement around your brand, increase website traffic or app use, optimize for users to add to cart, acquire more leads, and drive sales, you can accomplish these and more through social media advertising. Depending on where in the funnel your target audience is, you can select the appropriate campaign type as it relates to your goal at that stage and assist your users through the funnel and towards conversion.
Whether you are looking to expand into social for the first time or are looking to expand into new channels, consider the above benefits of social media advertising and test to see how and if it works for your goals and for your brand.
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