Social Media Advertising: Benefits and Tips for 2024

Social media advertising is crucial for brands aiming to reach new or existing audiences in 2024. With organic reach declining, many followers may miss your content. Allocating a budget to your social strategy ensures your content reaches your desired audience. You can precisely target specific markets and control your spending.

Krona will show you how social media advertising suits your business, suggest an appropriate budget, and recommend the best social networks to prioritize.

What Is Social Media Advertising?

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Social media advertising involves using paid promotional content on social media platforms to reach a targeted audience. This type of advertising allows businesses to create ads that are displayed to users based on their demographics, interests, and online behaviors. It includes various formats such as image ads, video ads, carousel ads, and sponsored posts, and is designed to increase brand awareness, drive traffic, and generate leads or sales.

By investing in social media advertising, companies can effectively reach specific groups of people, ensuring that their messages and offers are seen by the right audience.

Top 3 Benefits of Social Media Advertising

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1. Reach a specific audience: Social platforms offer precise ad targeting. By micro-targeting your campaigns, you engage only the most interested audience, maximizing your ad spend.

2. Learn and adjust in real time: Social ads offer instant feedback, allowing you to evaluate the effectiveness of a sponsored post and adjust your strategy quickly, reallocating budget to the best-performing ads with ease.

3. Track ROI easily: While measuring the ROI of your entire social strategy can be challenging, social ads reporting provides clear, monetary value of your efforts.

The Key Platforms For Social Media Advertising

To find the best social media platforms for your advertising, identify which networks are most popular with your target market. Determine where your audience is most engaged and accessible. Here’s a quick summary of age demographics from the Pew Research Center:

Source: Pew Research Center

1 Facebook Ads

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Objectives:

• Awareness: Increase brand recognition.
• Traffic: Direct users to your website.
• Engagement: Boost likes, comments, and shares.
• Leads: Guide viewers to a lead-generation form.
• App Promotion: Advertise your app or game.
• Sales: Enhance sales conversions.

Formats:

• Photo: A single image to promote your products, services, or brand.
• Video: Vertical or horizontal videos for short or in-depth content.
• Stories: Full-screen vertical videos for mobile.
• Messenger: Viewers can tap to start a chat with your brand.
• Carousel: Up to ten images or videos, each with a unique headline, description, or link.
• Slideshow: Video ads combining images and text, using less data than regular videos.
• Collection: Mobile shopping ads enabling purchases directly in the app.
• Playables: Interactive app previews.

2. Instagram Ads

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Objectives:

• Awareness: Broaden brand exposure.
• Traffic: Increase website visitors.
• Engagement: Boost interactions like likes, comments, and shares.
• Leads: Generate leads through forms.
• App Promotion: Market your app or game.
• Sales: Enhance sales conversions.

Formats:

These ad options are similar to Facebook’s and can be created using Meta Ads Manager:

• Photo: Single image to highlight products, services, or brand.
• Video: Square or horizontal formats.
• Stories: Full-screen vertical photos or videos for mobile, displayed between Stories.
• Carousel: Up to 10 images or videos, each with its own headline, description, or link.
• Reels: Full-screen vertical photos or videos, shown between Reels and in feed.
• Instagram Shop: Carousel or collection ads with square images, facilitating purchases through your site or directly on Instagram Shop.

TikTok Ad

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Objective:

• Reach: Expand brand awareness.
• Traffic: Boost visits to your website.
• Video Views: Increase views on your videos.
• Community Interaction: Attract more visitors to your profile.
• Product Sales: Drive product purchases.
• Website Conversions: Encourage actions like cart adds or sign-ups.
• Lead Generation: Collect leads via forms.
• App Promotion: Market your app or game.

Formats:

• Image: A full-screen image to showcase your products, services, or brand.
• Video: Videos ranging from 5 to 60 seconds.
• Carousel: Displays 2 to 35 images, with clickable elements or calls to action based on the objective.
• Topview: A video ad that plays immediately upon opening TikTok, starting with a 3-second takeover before transitioning to an in-feed video, available only to qualified customers via a sales rep.
• Spark Ads: TikTok’s version of boosted posts, allowing promotion of any creator’s content (with permission).
• Playable Ads: Provide a preview of your app or game.
• Live Shopping Ads: Enable product purchases during a live stream.
• Video Shopping Ads: Videos that facilitate buying directly from your product catalog.

Twitter Ads

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Objectives:

• Reach: Expand your brand’s visibility.
• Video Views: Increase views on your videos.
• App Installs: Promote your app or game.
• Website Traffic: Boost visits to your website.
• Engagement: Enhance interactions such as likes, replies, and reposts.
• App Re-engagement: Encourage infrequent app users to return.
• Website Conversions: Gain sales and actions like cart additions or newsletter sign-ups.

Formats:

• Promoted Ads: Previously known as Promoted Tweets, available as images, videos, carousels, or text.
• Vertical Video Ads: Full-screen, sound-on mobile ads, representing the fastest growing ad type on the platform.
• Amplify: Pre-roll ads that play before video content across over 15 categories.
• Takeover: Trend Takeover places sponsored ads on the Explore tab, and Timeline Takeover displays ads at the top of a user’s timeline upon opening Twitter.
• Twitter Live: Allocate ad budget to Twitter Live for maximum reach.
• Dynamic Product Ads: Retarget users who have interacted with products on your website.
• Collection Ads: Feature a main hero image with smaller thumbnails, linked to multiple destinations.

LinkedIn Ads

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Objectives:

• Brand Awareness: Increase brand visibility.
• Website Visits: Boost traffic to your site.
• Engagement: Enhance interactions such as likes, comments, and shares.
• Video Views: Increase video viewership.
• Lead Generation: Guide viewers to a lead form.
• Website Conversions: Drive sales and actions like cart additions or sign-ups.
• Job Applicants: Target job ads to LinkedIn members based on qualifications.

Read more: Bongkar Rahasia Lead Berkualitas Tinggi dengan LinkedIn

Youtube Ads

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Objectives:

• Awareness: Expand brand visibility.
• Consideration: Ensure your brand is foremost in consumers’ minds when they contemplate purchasing.
• Action: Stimulate sales and conversions, such as adding items to cart or subscribing to newsletters.

Formats:

• In-stream ads: Video ads up to 30 seconds long, either skippable or unskippable, displayed before, during, or after other videos.
• Bumper ads: Non-skippable ads lasting up to 6 seconds, appearing before, after, or during another video.
• In-feed video ads: Thumbnails of your video with accompanying text, shown in search results, alongside related videos, and on the mobile YouTube homepage.
• Masthead ads: These autoplay ads, accessible only through a Google sales representative, are prominently featured at the top of the YouTube desktop or mobile app.

Tips For Boosting Social Ad Returns:

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1. Leverage organic performance

Utilize high-performing organic posts as a basis for your social ads, tailoring each platform’s strategy to its unique audience.

2. Run A/B tests

Compare different ads to refine your approach and determine the most effective strategies.

3. Define business objectives

Clarify your goals to align your advertising efforts with your overall business strategy, ensuring you choose the right platform and advertising solutions.

4. Understand your audience

Develop audience personas to optimize targeting options and maximize ROI, considering techniques like geofencing for brick-and-mortar businesses.

5. Measure and report results

Utilize analytics tools provided by social networks and platforms like Google Analytics and Hootsuite to track the impact of your ads and justify continued investment.

Read more: Social Media Psychology: Why We Follow and Share Interesting Content?

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Merge your paid and organic social strategies to bolster connections with existing clientele and expand your reach to new prospects. Let’s collaborate to seamlessly monitor all your social media activities, including ad campaigns, and gain a comprehensive understanding of your social ROI.

Click the link below to get started!