Social Media Advertising Strategy: Choosing the Right Platform for Your Business

Nov 5, 2018

Creating the most effective social media strategy for your business can be challenging, especially when it comes to advertising. One of the hardest parts about marketing your business on social media is being authentic and finding the right balance between regular and paid posts.

Keep reading to learn more about some of the pros and cons of using the four most popular social media platforms to advertise your business.

Facebook Advertising

Pros:

Just like the tools you find on Google Ads, Facebook’s advertising tools are pretty user-friendly and allow you to target specific audiences based on a variety of different factors. Not only can you reach a wide audience, but also Facebook makes it incredibly easy to fine-tune your marketing strategy. Since you’re controlling which groups of people see your ads (and ensuring those ads resonate with them), you’re likely to see a larger return on your ad spend.

Furthermore, Facebook ads are very affordable to begin with, and you can tailor your ads to fit your budget and goals. Considering its massive user base, Facebook is a great option for social media advertisers.

Cons:

Although Facebook does have a large community of users, younger audiences are moving toward only using other platforms such as Instagram and Twitter. If you intend to reach this demographic, Facebook might not be the best choice.

Additionally, using Facebook for social media advertising can be incredibly time-consuming. Ads on this site require constant monitoring. To take full advantage of Facebook advertising, you’ll need to dedicate a significant amount of time to updating and strategizing.

LinkedIn Advertising

Pros:

Over 550 million people use LinkedIn to network, learn about career opportunities, and market themselves. Just like Facebook, LinkedIn is pretty cost-effective and allows businesses to specify which kinds of users they would like to target. Furthermore, LinkedIn offers some unique features that can reach your audience in new ways.

Within the past few years, Sponsored InMail has become available to all marketers. This feature allows businesses to send messages through the platform to a targeted group of users. The best part (for users and advertisers) is that only one sponsored InMail can be sent to an inbox every two months. Your message won’t get lost in a jumble of other content, and users won’t feel overwhelmed with sponsored messages.

Cons:

LinkedIn does have a few unfavorable characteristics. The site isn’t as streamlined as some other platforms. It can be quite cumbersome to access specific features, and you can easily get caught in a cycle of clicking through various pages.

Additionally, due to the nature of the platform, it isn’t ideal for e-commerce businesses. Most users are on LinkedIn to job hunt or search for talent. As such, they expect to have professional and personal experiences. Product ads are a definite no-go.

Instagram Advertising

Pros:

Since Instagram is owned by Facebook, it has some of the same advantages when it comes to advertising such as detailed targeting and ease of use. There are over 800 million monthly active users, and the platform has a younger demographic than Facebook, which can be beneficial for certain brands.

Furthermore, engagement on Instagram is ten times higher than on Facebook and significantly higher than on other social platforms. With the right visual design and editing techniques, it can be quite easy to capture the attention of your intended audience. Additionally, ads are much more integrated into a user’s feed, so they are less jarring and are more likely to be viewed by users.

Cons:

For brands intending to reach older audiences, Instagram might not be the best fit. Around 90% of Instagram users are younger than 35, so it’s not ideal for reaching an older demographic. Brands can also run into issues if their ads are more text-heavy. Since Instagram is primarily a visual platform, images or captions with a lot of text will most likely get less engagement.

Twitter Advertising

Pros:

Twitter users are more focused on communicating with one another than sharing one-sided content. In addition to connecting with other users, many people on Twitter converse with brands. For many businesses, advertising on Twitter is most successful when they take on a more personal, conversational tone.

There are also plenty of useful advertising features that are specific to Twitter. Keyword targeting allows brands to reach Twitter users who have recently shown interest in particular topics or search terms. The site also offers the option to schedule tweets, which makes Twitter one of the least time-intensive advertising platforms.

Cons:

Although Twitter has a ton of great features, there are some inherent issues for advertisers. The platform is incredibly fast-paced, meaning it is likely that your ads could get lost in the content stream. Twitter is known for its 280 character limit (increased from its original 140 character limit). This leaves very little room for additional information or content.

Also, Twitter has a defined and niche culture. Brands who can capitalize on this will do very well, and quickly gain popularity within the Twitter community. However, brands that fail to fit in can quickly be perceived as spam.

To Wrap It Up…

There are plenty of opportunities available for advertising on social media platforms. Deciding where to focus your marketing efforts depends on the nature of your business and the characteristics of each individual platforms.

Regardless of which platform is best for your business, investing in your social media strategy is a necessity. Thankfully, at Chainlink, we’re all about helping your business become an industry leader on and off social media. Our technology-based, results-driven approach sets us apart from our competitors.

Reach out to us below to learn more about how we can help your paid and organic social media strategies. We’d love to chat about how our services can make the most of your brand’s social media marketing budget.

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