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The best types of social network advertising

The best types of social network advertising

Regardless of industry, size or goal, social media is a tool ALL businesses should use to increase reach, interact with customers and hopefully improve traffic. It’s no wonder that 49 per cent of SMBs in Australia are on social media, according to a Sensis report.

But hold up, what about the other 51 per cent?

If you fall in this bracket it’s time to jump on the bandwagon.  After all, in 2019, there’s no better way to get your voice heard amongst the competitor crowd – especially when advertising is involved.

To help make you and your business stand out, here are some of the best social media networks to use for advertising purposes, and why you should.

The best types of social network advertising

Facebook

Taking the crown as the most-used social media platform is Facebook. In the first quarter of 2019, the social media giant boasted a whopping 2.38 billion active monthly users, according to Statista data.

It’s hardly surprising businesses are drawn to the pool of people who regularly frequent the site. After all, the more people available to reach, the higher chance of conversion, right?

Well, almost.

You see, size isn’t everything in the world of social media advertising – especially when it comes to Facebook.

Instead of attempting to reach an unrealistic amount of its users, Facebook lets businesses make use of segmentation methods. This allows them to ‘reach’ a smaller yet more specific group of people, otherwise known as their target audience. You can attract users by behaviour, location and interests to help create a more refined ad that better targets people who could turn into customers.

Facebook ads work incredibly well for publicising a wide range of content, including:

  • Ebooks.
  • Whitepapers.
  • Infographics.

For example, you could pay as little as $1 per day (yes, this is an option) to advertise an Ebook you’ve created on ‘Best Ways to Catch Trout’. Someone in your target audience may come across your ad, click and convert into a customer.

For this reason, many see Facebook as one of the best social media channels to potentially increase ROI as you have complete control over who sees your ads.

The best types of social network advertising

Instagram

If you really want to ‘get down with the kids’, so to speak, it’s time to get your business on Instagram. This visual-sharing platform has the highest number of young users than any other social media network. Data recorded on Statista shows that more than half of the global Instagram population is aged 34 years or younger.

Better yet, there’s concrete proof that advertising on Instagram works. The photo-orientated site estimates that 9.7 million of its users can be reached by adverts (data published in a We Are Social report). In fact, Instagram takes the number one spot for engagement rates, even beating Facebook, according to data published on Hootsuite.

Combine strong engagement rates with a large pool of people and you’ve got yourself a winning reason to advertise on Instagram.

It’s a great platform to utilise if you want to create more creative content that’s predominantly centered around images and videos. From ads that appear in the Instagram story section to carousel ads that show off an array of images (great for e-commerce sites), there are a number of options to choose from. This means you’ll always find an objective and ad type to suit.

The best types of social network advertising

LinkedIn

What do social media marketing agencies, consultants and commercial window cleaners all have in common?

They all sell to businesses!

Got it right? Congratulations, you know a B2B when you see one.

Quizzes aside, companies that fall under the ‘business to business’ (B2B) category also need social network advertising, but unlike their business to consumer counterparts (B2C), Facebook and Instagram aren’t always the best suited options. Thankfully, there’s LinkedIn.

As a platform best known for its business and employment-oriented services, it makes for an effective and expedient option for B2Bs looking to advertise on social media.

The first benefit of advertising on LinkedIn is that its audience is made up of business professionals – 610 million in fact (site’s own data). As such, you can almost always guarantee your ads will reach business-minded users, like yourself. The site even states that four out of five LinkedIn users have the power to drive company decisions!

The best types of social network advertising

While reach is important, it’s the action people take once faced with your ad that matters. Thankfully, LinkedIn is renowned for having high conversion rates.

According to data published on a LinkedIn report, global LinkedIn customers have been driving a 9 per cent conversion rate from the site’s ads. To put this figure into context, the average conversion rate for B2B advertisers on Google search stands at 2.58 per cent (same source).

This squashes the myth that social ads are only good at generating top of the funnel awareness.

Just like Facebook and Instagram, LinkedIn also gives users the ability to create ads targeted at specific groups. You can adjust your ad preferences by:

  • Education.
  • Job experience.
  • Interests.
  • Company.
  • Demographics.

This helps whittle down the expansive pool of people into a better-suited target audience that are more likely to appreciate and interact with your ads.

Other contenders to consider

Along with the three social media networks mentioned above, there are a plethora of other platforms that boast great advertising opportunities. Here are some of our other favourites:

Pinterest: Another visually oriented social network, Pinterest is considered one of the best platforms for those in the e-commerce industry. Currently, 250 million people around the world use Pinterest each month (site’s own data), highlighting the potential reach that lies beyond pictures and pins.

Pinterest prides itself on having the backing power of businesses that play a huge part in inspiring and influencing consumers to try and buy new things. As such, the site states 78 per cent of people on Pinterest say content from brands is useful – much higher than on other platforms.

Twitter: Twitter remains a popular social media network for advertisers around the world. It gives the opportunity to create short yet punchy ads that attract your target audience’s attention and make them want to click. As such, Twitter announced a 50 per cent year-on-year increase in ad engagement over 2018’s Q3.

Snapchat: More than just dog-ear filters, Snapchat is a great social network site to advertise your products and services. On the subject of, the site gives businesses the chance to create sponsored filters that advertise a particular event or season. This is a fun way to engage with your audience and provide a memorable experience.

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Martha Brooke
Martha Brooke About the author