Social media is a popular channel of choice, with 2.31 billion active social media users and 1.97 billion active mobile social media users worldwide, according to data from We Are Social—and it’s getting better by the minute.
Recent updates to many social networks’ algorithms give users a better experience—one with less promotional content and more relevant content that they want to see. However, this means that, as a marketer, you need to supplement your organic posts with paid promotion to get your posts seen by your audience.
Luckily, advertising on social media platforms is also improving—for both marketers and our audience. As marketers, we have an abundance of ad types, targeting, metrics, and available social platforms at our fingertips. This bonanza of improvements also benefits the end-users since they’re seeing ads that are more relevant to them and their interests, rather than a bunch of noise.
Given this expanding universe of continually evolving options, you may feel a bit overwhelmed as you’re evaluating if, when, and how to jump into social advertising. Fear not, other marketers have already planted footprints across the solar system of social advertising and we can all benefit from their brave efforts. Here are a couple of points to keep in mind as you start your odyssey.
Social Media Advertising is Pay-to-Play
While brands can, and do, have interesting things to say, their content is typically not what users are looking for when they first log into their network of choice. Posts from friends, family, and beloved celebrities are usually at the top of this list and network algorithms are designed to deliver this desired content. Therefore, most brands need to put some dollars behind their posts to get any real traction. In fact, social advertising spend is expected to increase to $11 billion by next year, according to BIA/Kelsey, so make sure you budget accordingly.
Different Strokes for Different Folks
While people may be active on several social networks, they are most likely after different content with a different mindset on each. It will take some testing to determine the right platform to reach your target audience as well as the right messaging and content to engage them. Testing ad types such as images, videos, animations, and especially mobile-optimized ads will also be critical to your social media marketing.
Check out our infographic, Navigating the Social Ad Spend Solar System, to learn how social advertising can benefit your marketing campaigns.
Please use the HTML code below to embed this graphic
<a href="how-to-navigate-the-social-ad-spend-solar-system-infographic"><img alt="How to Navigate the Social Ad Spend Solar System [Infographic]" src="http://blog.marketo.com/wp-content/uploads/2016/11/Navigating-the-Social-Ad-Spend-Solar-System-Marketo.png" width="100%" /></a><br><p><small>Brought to you by <a href="http://www.marketo.com/marketing-automation">Engagement Marketing Software by Marketo</a></small>