Although it may seem a little scary, social advertising can be a great way of reaching your social media goals—especially when it’s planned, executed, and measured alongside the organic content.
Paid media is the one you pay the platform for to have your content seen by different audiences. Paid media can be generated in different ways:
- Social ads that do not show in-feed.
- Organic posts that are boosted.
- Paid influencer partnerships.
On the other hand, organic media is the type of free content that you post directly to your accounts. Some organic content includes:
- Owned content you share in-feed, stories, or other features.
- Live videos.
Here are some tips that will help your social advertising to succeed:
- Planning your paid and organic social media campaigns.
- Define your goals: It is important to define what you want to achieve through your social media actions. The goals should reflect the company’s specific needs.
- Identify your target audience: When it comes to social advertising, targeting is critical. It allows you to reach specific audiences based on certain criteria.
- Choosing the right channels: Choosing the platform you will be advertising on is important. Each channel has its advantages. For example, Facebook is still the most used platform and has an ad reach of 2.1 billion users. This channel is best for those brands that are trying to reach a large consumer audience. On the other hand, Instagram has an ad reach of 1.48 billion users and is ideal for brands trying to reach a slightly younger audience than Facebook.
- Create great content. Content is key to any advertising strategy, so spend some time building a creative strategy that makes sense for your brand. Consider these tips for creating ad content:
- Design ads with mobile in mind: Most people now consume all kinds of content on mobile devices. Make sure to build content that users can consume easily on mobile.
- Write great copy: Make sure to create a clever, catchy, and concise copy with a clear call to action. Read some copywriting tips here.
- Use simple designs: Sometimes less is more.
- Use colors to catch the user’s attention: When using colors, it is easier for users to pick out the important elements of your ad.
- Use short videos: People spend 1.7 seconds with a piece of content on mobile and 2.5 seconds on desktop (Meta, 2022), so a burst of movement can help grab users’ attention.
- Always monitor your campaigns. Once your campaign is up, it is important to monitor your content performance and test different things frequently, adjusting ad attributes like a copy, imagery, etc. to see what works best for your campaign. When you’ve determined what works best, optimize your ad campaign accordingly.
- Measure your success. When investing time and money in a social campaign, you should measure the results. One way of doing that is to choose the correct metrics and connect them to your original goals. Another way of doing it is by measuring the specific actions that buyers take along their journey. And don’t forget to create insightful reports for future reference.
Organic and paid media should work together to optimize both campaigns. Miss Ink is here to help you with both—from content creation to social media ads, our team will work with you to develop a full-scale marketing plan. Contact us to learn more: (305) 537-6465 or
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