Social media has become essential in the marketing and communications world, with most companies, brands, and individuals establishing some form of online presence. Meta has the largest user and database, so it was inevitable that companies would explore using it for advertising, boosting awareness, and driving sales.
However, it can get complicated, so we want to break down the steps of social media marketing so your big task of running ads can be split up into smaller manageable tasks.
Let's identify the primary social media platforms. Meta, which runs Facebook, Instagram, and WhatsApp, also extends your ads' reach to audience networks—third-party sites affiliated with Facebook—enabling you to broaden your audience beyond Meta's channels. Other prominent platforms include LinkedIn, TikTok, and X (forever Twitter in our hearts).
Understanding each platform and how it is typically used is crucial. How do users engage with each platform? Having a clear understanding of these behaviours will help you pinpoint the most effective placement for your ads. Blasting your ads across all social media platforms may not be the most efficient use of your resources because each platform caters to distinct audience behaviours.
Instagram predominantly serves as a visual platform, appealing to users across various age groups. When considering advertising on Instagram, ask yourself if your ad is visually compelling enough to capture users' attention with minimal text. Users often scroll through Instagram casually, so what element of your ad will stop them in their tracks? If your ad heavily relies on text, targeting professional networking or event promotion, Instagram might not be the ideal platform; LinkedIn could be a better fit.
LinkedIn, on the other hand, is where users engage with longer captions and prioritize professional connections over visual content. If your service, product, or event revolves around the professional realm, skill-building, or networking, LinkedIn might be the platform for you—unless, of course, you're organizing a networking event for kids aged 8-13; that audience age group is not often on LinkedIn.
Take the time to comprehend each platform, analyze your audience's behaviour on each, determine the type of ad that aligns with those behaviours, and then allocate your resources accordingly. Also, consider each platform's advertising features and offerings.
Meta Business Suite provides extensive reach and a lot of targeting and budgeting options, but these might not be necessary for everyone. Maybe a simple boosted post works the best for you.
But wait, what is the difference between boosted posts on Instagram and running ads through Meta Business Suite?
Meta Business Suite automatically distributes your ads across affiliated sites, without featuring them on your main accounts. In other words, the ads run looking like posts, but they are dark to your feed; a consumer can’t go to your Instagram profile and find the ad.
Boosted posts, on the other hand, remain visible on your profile, serving as reference points for your audience. However, they lack the advanced targeting and budgeting features offered by Meta Business Suite despite Instagram being a product of Meta.
So when thinking about how to distribute your messaging, think about your resources, evaluate each platform's user activity that is relevant to you and ad placement options with the platform, and of course your goals.
IDENTIFY YOUR AUDIENCE
Start by identifying your target audience and their online activity. While it might seem convenient to broadcast the same message across all platforms, remember that each platform caters to different purposes and audience behaviours.
When investing in paid content, defining your audience is essential. Creating personas based on interests, location, education level, etc., ensures a clear understanding of your target demographic. Aim for a balance—not too broad, not too narrow. Meta flags ads that target overly broad or narrow audiences. If you are using Meta Business Suite you have access to Audience features that will display ads to users similar to those engaging with your ad.
Lookalike audiences offer an effective way to reach interested individuals. Generated based on existing audiences, a lookalike audience can be developed to target users similar to your most active followers or any existing group. Suppose you want to expand your reach to users resembling your highly engaged Instagram followers; in that case, you can automatically generate a lookalike audience through Meta.
IDENTIFY YOUR GOAL
Every post, whether sponsored or not, should serve a purpose and align with a specific goal. This goal need not always entail a direct action; it could be aimed at generating awareness, entertainment, or engagement. However, it's crucial to identify the intended response from your audience. If you're investing in paid social media, your goal likely involves eliciting a response. Start by determining the desired action from your audience.
CONSIDER YOUR CONSUMER'S JOURNEY
Let’s think about your audience's likely path to conversion. Where do they stand in the marketing funnel? Are they aware of your brand, product, or service? Have they exhibited interest in the past, such as leaving items in their cart or clicking through your content? Analyzing your audience's stage in the funnel helps tailor your call-to-action (CTA) accordingly.
Perhaps your ad addresses a specific problem or offers a solution, catering to users in the awareness or consideration stage. Tailor your messaging and CTAs to resonate with audiences at different stages of their consumer journey.
The marketing funnel is made up of awareness, consideration, conversion, and loyalty. Identify where your audience stands within this funnel to tailor your approach to that audience.
Now that you understand your audience's mindset and their journey, determine which call-to-action will effectively capture their attention.
Let's consider a basic example: You operate a small business specializing in fast fashion. Your target audience comprises young adults aged 17-32 in North America. In the weeks leading up to Black Friday weekend, your goal is to generate awareness about your upcoming sale. Your CTA, "Learn More," serves as a soft invitation for users in the awareness and consideration stages. Then during Black Friday, as users transition to the conversion stage, your CTA shifts to "Buy Now!" or "Shop the Sales!" Meet your consumers where they are in the funnel then bring them where you want them!
BUILD YOUR AD FOR THE PLATFORM
Each social media platform offers different ad options, placements, and dimensions. Get to know these specific dimensions so your ads display correctly and have the most impact. It would be very ineffective if your wording was cut off creating a difficult user journey.
For instance, Instagram offers ad placements on feeds (1080x1080, 1080x1320), reels (1920x1320), and stories. With Facebook, another Meta-owned platform, you can place ads across feeds, reels, stories, marketplace, and audience network. However, you will need multiple assets to work with the different placements!
Key Takeaway: Conduct lots of research and develop a strategic plan. If you're investing resources in advertising, make sure it’s worthwhile!
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