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Social media has become the primary platform for businesses to advertise their products and services.
With more than 2 billion active users, it’s no surprise that social media is such a popular place to advertise.
Social media offers a variety of different ways to advertise your brand or business, but with so many platforms available, it can be tricky to know where to begin.
The good news is that there are many affordable options out there when it comes to advertising on social media.
Unfortunately, a lot of the advice you’ll see online isn’t great and only serves to highlight the risks associated with prioritizing ROI over everything else.
There’s also plenty of bad advice out there regarding what networks you should use and which ones won’t work for businesses like yours.
Know your platforms
One of the most important things to do when it comes to advertising on social media is to understand your audience.
The first step to targeting your audience is to understand the different social media platforms, and how your target audience engages with each of them.
If your target audience spends a lot of time on TikTok – a platform that doesn’t allow you to place crypto advertisements,
then your advertising options will be limited if you are in the crypto field.
However, if the majority of your audience is on Instagram,
you’ll have the option to advertise directly in the feed, with prior consent from Meta.
Facebook advertising remains one of the most popular ways to advertise on social media, and for good reason.
The platform offers businesses a variety of ad types that can be targeted toward various demographics, including location, gender, interests, and more.
When it comes to advertising on Facebook, many businesses are quick to jump into the standard ad type.
While standard ads can be effective, they’re not the only option for advertisers.
You can also promote your business through boosted posts, video ads, and carousel ads.
Boosted posts are essentially ads for your organic posts.
If you’re looking to quickly boost the reach of a post, this is a great option.
Video ads can help you drive more clicks to your website or direct people to your storefronts,
while carousel ads help you promote multiple products or services at once.
Advertising on Instagram is not only one of the most effective ways to increase engagement on the platform,
but it’s also a great option for increasing brand awareness.
There are two main ways to advertise on Instagram – the standard Instagram ad and Instagram Stories Ads.
You can target your ads toward a specific demographic, including gender, age group, language, and interests.
Depending on your business, you can also create and target your ads toward a specific country or region.
If you’re looking to boost your brand awareness, you can use Instagram Stories Ads to promote your business.
Instagram Stories Ads are essentially full-screen advertisements that can be placed at the top of your follower’s feeds.
You can also boost your posts in order to extend the reach of your content and drive more visitors to your website.
Twitter ads are a great option for businesses of all sizes and are especially useful for B2B companies.
Twitter ads come in a few different varieties, including promoted tweets, accounts, and trends.
Promoted tweets are standard ads that appear beside your followers’ timelines.
Account ads are similar to promoted tweets, but they appear beside your brand name in the search results.
Trends are related to trending hashtags, where your ads appear alongside related hashtags.
Because promoted tweets and accounts appear beside your brand name in the search results, these ads are great for increasing brand awareness.
If you’re looking to drive leads or sales to your website, you can use promoted trends to get your brand name in front of a massive audience.
Although Snapchat is primarily known for its entertainment and social aspects,
it can also be used as an advertising platform.
While Snapchat ads can be cost-effective, they have a low click-through rate, meaning that you’re less likely to generate leads or sales with this platform.
However, if your goal is to increase brand awareness and drive more traffic to your website, Snapchat ads are a great option.
Snapchat ads can be tailored to your brand and product,
and you can create interactive ads that are designed to create a fun and engaging experience for your followers.
If your audience is primarily made up of Gen Z or younger millennials,
you may want to take a closer look at TikTok, or what many people call the “Chinese Snapchat.”
Because TikTok is currently the fastest growing platform, it’s a great choice if you want to stand out among the noise.
TikTok ads are similar to Instagram Stories Ads, in that they’re full-screen advertisements that appear at the top of your followers’ feeds.
If your business predominantly attracts customers from B2B industries, you may want to consider advertising on LinkedIn.
While LinkedIn is primarily known for its networking features, it also offers businesses the option to run paid ads.
These ads appear at the top of your followers’ feeds, and they can come in a variety of forms, including text ads, image-based ads, and video ads.
If you’re looking to reach B2B professionals, LinkedIn is a great option.
However, if you’re hoping to attract a younger millennial audience, this may not be the best platform for you.
When it comes to advertising on social media, there’s no one-size-fits-all solution.
You need to understand your audience and determine which platforms they’re using, and then tailor your advertising to those platforms.
In the social media advertising field, there are no shortcuts. It takes time, effort, and resources to create great ads that will resonate with your audience.
However, when you do it right, you’ll see a significant increase in engagement and brand awareness.
I am an entrepreneur and co-founder at PicketMaze. I specialize in search engine optimization and digital marketing.