Advertising on social networks is particularly advantageous and allows you to reach a large number of people geographically distant from each other and potentially interested in the services and products offered.
There are many companies, businesses and organizations that have understood the power of social advertising and have decided to include it in their marketing strategies.
According to data published in the Digital 2022 Global Overview Report prepared by We are social in partnership with Hootsuite, the social population has tripled in the last ten years. The number of users is constantly growing, as are the opportunities that companies can seize by advertising on the platforms that they consider most important for their business.
Investing in social networks and developing a social media marketing strategy is no longer just a choice made only by entrepreneurs or cutting-edge companies, but it is a necessity for all those realities that want to remain competitive in the market and who want to build a relationship of trust and lasting with its customers.
What is social advertising
Social advertising means interactive advertising that is shown exclusively within social platforms, such as Facebook, LinkedIn, TikTok, Twitter, Pinterest, or Instagram.
The formats that can be used are different: posts, images, videos, textual content, banners, slideshows, carousels, etc.
By investing money in advertising campaigns, companies can send messages to a very large and highly profiled user base, of which they know tastes, interests and demographics.
All social advertising activities are preceded by an intense analysis of the scenario, which highlights the strengths, weaknesses, opportunities to be seized and any obstacles to overcome.
To be successful, achieve excellent results and enjoy important benefits, the objectives to be achieved must be precisely defined in the planning phase. They must be specific, measurable, achievable, relevant and timed. The target audience must be identified, the usable budget defined, and an editorial plan and an editorial calendar created.
” To create advertising campaigns that guarantee a satisfactory return on investment (ROI), it is necessary to identify the right social network in which to invest: it is the one most used by the target you want to hit.”
The performance of a social media advertising campaign can be monitored at any time through updated reports, data, indicators and information.
The monitoring activity allows the adv experts to intervene in a timely manner with corrective actions if the strategy implemented is not leading to the achievement of the objectives.
Social advertising: all the advantages
The increase in web users corresponds to the increase in content published on social platforms. In this context, getting noticed and remembered is complicated. People, every day, come across numerous posts, images and videos and only a few manage to capture their attention.
The visibility of the contents published in an organic way constantly decreases and satisfying the requirements imposed by the algorithms of the different platforms becomes more and more difficult. In order to reach users, it is necessary to invest in social advertising and advertise what is considered important to achieve marketing objectives.
Sponsorship of content promotes social engagement. The contents are shown to a well-targeted audience, strongly interested in the messages that are being sent. It is, therefore, much more likely to interact with likes, shares and comments.
On social networks, you can reach new customers, increase sales, personalize offers, retargeting and improve the company’s profits. According to the Digital 2022 Global Overview Report, more than one in four people discover new brands, products, or services through online advertising on social media.
” If creative and original contents are created, it is easier to remain etched in the consumer’s memory and activate a profitable word of mouth for the company.”
Investing money, commitment and resources to strengthen its presence on social networks improve the company’s image on the market. The company is perceived as a reality ready to keep up with the times, offer innovative solutions, and use cutting-edge technologies and tools.
A company present on social platforms is more open to dialogue with users. Alternative communication channels are useful for capturing people’s attention and for retaining customers by listening to their suggestions, advice, and criticisms. They allow you to offer quick support in the event of any problems.
Social media advertising is extremely useful for accompanying the user in the customer journey that leads to the purchase. Campaigns can be created to provide information to users who are looking for solutions to meet their needs, to share personalized offers, or to request feedback and reviews.
With the use of social media, the positioning of the company website on search engines can be improved by increasing its visits. Adv campaigns can be aimed at redirecting traffic to a specific web page or landing page to generate new contacts.