Does your social media marketing strategy include plans for social media advertising? If you are wondering how social media marketing is different from advertising, then here’s what you need to know.
Recently Burger King came under fire when its New Zealand branch posted an ad on Instagram. The ad to promote its Vietnamese Sweet Chilli Tendercrisp burger saw patrons using chopsticks struggling to eat the burger with giant chopsticks. The ad sparked outrage among Asian communities on Twitter, who have accused Burger King of “cultural insensitivity” and “racism” for diminishing the tradition of eating with chopsticks.
So this is the new Burger King ad for a “Vietnamese” burger ok coolcoolcoolcoolcool CHOPSTICKS R HILARIOUS right omg etc 🙃🙃🙃🙃🙃🙃 pic.twitter.com/zVD8CN04Wc
— 마리아. Maria. (@mariahmocarey) April 4, 2019
Marketers need to note that advertising campaigns on social media impact sales on a large scale. Italian luxury fashion brand Dolce and Gabbana not only had to cancel their show in Shanghai after a controversial ad caused outrage in China. Protest posters covered the brand’s storefronts in China, the brand’s products were taken down from Chinese e-commerce sites including Alibaba and JD, as well as the Chinese-language site of the Swiss-owned online retailer Net-a-Porter. The Shanghai-based writer Xiang Kai set over USD 20,000 worth of Dolce & Gabbana products from his collection on fire to protest the brand.
The reach and impact of social media advertising is incredible. Half of Generation Z and 42% of Millenials say that social media is the most relevant ad channel.
Brands need to add social media advertising to their marketing campaigns.
What is Social Media Advertising?
Sprout social defines social media advertising as ‘a way to target audiences on specific networks through demographic information, so targeted consumers can see your brand in their feeds.’
Here are six reasons why businesses need social media advertising:
1. Paid Advertising Generates Leads
The goals of paid advertisements are to generate leads. Each social media post is connected to a landing page which includes a call-to-action (CTA).
The link to this page maximises the efficiency of the campaign. LinkedIn is rated as the top social network for lead generation.
As a marketing service company, Digital Marketer’s goal was to reach more audience and increase their conversion rate at a minimal cost. With Instagram lead ads; their reach to target audiences increased by 40% and the conversion rate grew by 2.27x.
2. It Enhances Brand Awareness
91% of marketers claimed that investing a few hours per week on social media marketing increases their brand visibility. Businesses should post visual content, graphics, images, and videos to amplify their engagements.
According to BuzzSumo, Facebook posts that include images see 2.3 times higher engagement levels than those without images.
Peel offers thin and stylish iPhone cases to its customers. They used Facebook video ads and Instagram posts to tell a story about what makes their product different from the rest. The campaign resulted in a 16x increase in revenue and 3X higher ROI.
3. It is Budget-friendly
Social media advertising can cost as minimum as USD $3 to reach 1,000 people, significantly lesser than USD $57 for direct mail advertising. Account creation is free for all social platforms.
They offer reasonable paid promotions than other marketing channels. The advantage of social media ads is that marketers can target audiences that are interested in their product/ services.
It’s also a cheap source to run test ads. Brands can gauge which ad works best and which requires modification while saving you from the expenses which have no ROI.
4. Advertising Enhances Brand Loyalty
Social media ads introduce a brand’s product to their customers. They work as a service channel where customers can communicate directly with businesses. A study found that 62% of Millennials are more loyal to brands that connect directly with customers on social media.
For example, a brand creates a Facebook page for your business and use Facebook ads to accrue more likes. This increases your brand awareness.
Facebook fan pages will enhance customer loyalty because they offer you an opportunity to communicate directly with your consumers. This keeps your product/services at the top of their mind and creates a welcoming approach from your end.
5. Drives Website Traffic
Social media increases your website traffic. By sharing your content in the form of post/ad on social platforms you are giving your users a reason to click through your website.
With organic content in your ad, you can direct customers straight to the landing page. Most of them use backlinks with specific keywords.
Vitamin World – A global retailer of nutritional supplements in the US wanted to increase brand awareness and targeted traffic to their website. They used social media advertising as a strategy. They ran ad campaigns on various social platforms. This increased social referral traffic to their website by 416%.
6. It Increases Brand Authority
Businesses should post original content and reply instantly to customer queries on social platforms. This depicts that as a brand you value your customers.
Satisfied customers with good purchase experience will speak well about your product/services. Use them to advertise your brand on social platforms. 76% of US consumers have bought a product they’ve spotted in a brand’s social media post.
Social media advertising is the best marketing channel for all businesses, big or small. What works in favour of social media advertising is that the users i.e. potential customers essentially run it. A brand may use a social media platform to share a carefully thought-out advertising campaign, but what allows that campaign to reach more target audience are the users who share it.
Unlike word-of-mouth or print advertising, social media advertising grows organically; potentially spreading messages and creating brand awareness in a way that doesn’t look like traditional advertising. People will remember a viral video ad or a funny gif more than a print ad or a television commercial. Thereby they will also fondly remember the product or the brand promoted through those ads.