Keep reading and explore more information about these platforms via the links below:
Facebook is currently, and most likely will remain, the biggest social media advertising platform. There are 1.73 billion daily active users on Facebook as of March 30, 2020. Facebook is widely recognized as the leader in social media advertising trends. Facebook advertising works for just about every business and is a great place to start with social advertising. Facebook offers social media advertising companies and businesses to reach audiences based on the campaign objectives. A few options include campaigns to drive awareness, engagement, traffic, conversions, store visits, and many more.
Facebook currently allows users to post ads using photo, video, carousel, slideshow, and Canvas:
- Carousel is a feature that allows users to show up to 10 images or videos and links within one advertisement. This allows advertisers to direct people to multiple places on their website with one creative.
- Slideshow is a feature that allows users to create video advertisements from still images.
- Canvas is a tool that advertisers can use to create immersive advertisements using photo, video, text, carousels, product feeds, and more, all in one streamlined page. This page lives in the Facebook app, making it a very fast and seamless experience for the user. Each one of these tools offers benefits depending on the goal of the advertising campaign and what content is available to the advertiser.
In addition to a variety of ad formats, Facebook offers targeting options that allow advertisers to target specific demographics, interests, and behaviors. Thanks to its wide, Facebook can also target users based on where people shop, travel, and much more!
Instagram is owned by Facebook, so their advertising systems are similar. Instagram introduced advertising in 2015 and it’s seen growth ever since. In fact, the number of Instagram ads increased by 28% when comparing July 2017 to December 2017.
Visuals are one of, if not the most, important element of an Instagram advertising campaign creative. It doesn’t matter if you are selling the best product in the world with the best customer service, if you have poor visuals, your Instagram campaign will suffer.
Instagram ads can be in the same format as Facebook: photo, video, carousel, slideshow, and Canvas. Instagram also allows users to structure a campaign based on the campaign objective, such as website clicks, conversions, app installs, engagements, video views, and awareness. Instagram advertisers can target their ads the same way as Facebook ads.
There are over 330 million monthly active Twitter users tweeting away and scrolling through their feeds. Twitter offers several forms of paid advertisements to reach these users. Twitter advertisers have the option to select the objective they want to achieve for their business, whether that be increasing traffic, engagement, awareness, video views, followers, app installs, or app re-engagements.
Like Facebook, Twitter also offers targeting for paid advertisements based on location, gender, languages, device, platform, and carrier. Twitter has two distinct differences from most other social platforms. Twitter includes targeting by keywords to reach people based on their Pinterest searches. Twitter also includes an option to target people who are similar to users who follow specific accounts. For example, if you want to target people who are like people who follow your competitors, you could include your competitors’ Twitter accounts in the target audience. It’s important to know that you are not targeting the specific followers of these accounts. You are targeting users who are like those followers.
Pinterest reached over 200 million monthly active Pinterest users as of September 2017. Pinterest advertising offers campaigns based on an advertising objective.
Pinterest advertising objectives include awareness, engagement, traffic, app downloads, and video awareness. Additionally, Pinterest offers a few different ways to shape audience targeting.
Advertisers can target audiences based on interests and keywords. When targeting by interests, Pins will show in users’ home and category feeds based on a user’s past interests and on the topic of the category. Advertisers can select from a variety of interest categories, each with additional segments. When targeting by keywords, advertisers can select phrases and words that would be similar to what a user is searching. This targeting places Pins in a user’s search results. It is best practice to include both keywords and interests in a campaign to reach people in both places.
Pinterest also offers custom engagement or email list targeting and some demographic information. Demographic information, such as location targeting, are more limited than other platforms.
LinkedIn offers advertisers three different ad products depending on the goals of a campaign: Sponsored Content, Sponsored InMail, and Text Ads. Sponsored Content places content in the LinkedIn feed. Sponsored InMail sends content to LinkedIn users via a message to their inbox. Text ads are delivered in locations around the LinkedIn feed on a desktop.
LinkedIn’s targeting particularly shines when it comes to employee and company-specific targeting. Industry, position, seniority, and company size are a few ways LinkedIn allows businesses to hone in on a target audience in addition to age and location demographics.
With over 1.3 billion users, YouTube has become more than a place to watch videos – it serves as the world’s second most visited search engine behind Google.
Social media advertising companies recommend YouTube advertising for businesses who have short videos advertisements ranging from 6 to 15 seconds to be used in TruView in-stream ads. These advertisements appear before a user watches the intended video. A social media advertising company might also recommend YouTube advertising for companies that have longer video advertisements that would appear in search results called TruView discover ads.
If a business has either of these assets to use in YouTube ads, it can target the ads to people based on demographics, interests, and keywords.
Snapchat has 187 million daily active users with 71% aged 34 and under. If your audience is under 34 years of age, Snapchat is a great place for your social media budget.
Snapchat offers three ways to create ads: Snap Ads, Filters, and Lenses. Snap ads appear when a user scrolls through their friends’ Stories. Filters are sponsored graphics that users can find when swiping through options to select an overlay on their own photo or video. These are often used for events at a specific location. Lenses also overlay a photo or video but can be designed to affect or alter the image and video of the user.