Best Practices for Advertising on Social Media

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“Social media advertising is the most cost-effective form of advertising available today. Advertising through social media is powerful because you can target your exact demographic,” –

Multiple aspects of online social media have emerged as a potent force in the modern world and these have come to dominate the public discourse in recent times. Increasingly, large swathes of population in every country have joined some form of online social media platform, thereby triggering widespread effects in the cultural, political, social, personal, and professional domains of human activity. Advertising on social media has likewise, gained enormous traction around the world, and now represents a mainstream marketing channel that is being leveraged by businesses and enterprises. We intend to examine some of the best practices that attend the phenomenon of advertising on social media for the benefit of global audiences.

Social media advertisers should focus on amplifying the impact of their online advertisements by adding buttons to their ads. This represents one of the basic devices designed to hook the customer’s attention. For instance, a food delivery app can choose to create marketing communication for social media applications and invite viewers to click on a ‘learn more’ button. This action invites viewers to reach beyond the visual representation of the advertisement and launch a micro-site or connect to a website that gives them access to additional information. We must note that advertising on social media operates on the premise of piquing viewer curiosity and this mechanism should be considered central to the design of such advertising. In the case of the food delivery app, clicking on the button can direct social media users to additional platforms that detail special offers, daily discounts, food menus, special spreads, etc. In light of the above, advertisers must prioritise adding at least one button to their online advertisements in the interests of perpetuating the marketing communication.

Custom landing pages represent a useful tactic to sustain viewer attention for social media advertisements. Landing pages are proven devices that boost online customer conversions by directing attention to a specific value proposition. Therefore, social media marketers should be advised to create highly customised landing pages that follow the customer’s action of clicking online advertisements. For instance, a travel and holiday company can create custom landing pages that display great travel destinations designed to cater to specific customer tastes and choices. These pages can also be designed to open a small online form that can be filled in by visiting customers. The subsequent possibilities are limitless because the said travel company can devise bespoke travel packages that appeal to the travel instincts of the discerning traveller. That said, we must note that multiple versions of custom landing pages should be designed and deployed, all bearing consistent branding messages in an effort to boost brand awareness among customers. In light of these possibilities, we may state that advertising on social media is generating greater return on investment than traditional marketing channels.

Modern Internet technologies have created much potential to create and deploy visually attractive online advertisements. This aspect can be fully leveraged when brands and businesses opt for advertising on social media. Some marketing experts endorse an approach that displays product or service prices prominently on social media advertisements. We may note that this strategy has its origins in traditional retail businesses wherein, a product on display bears a sticker clearly marked with the maximum retail price. Online advertisements can follow the same approach and therefore, offer the value proposition in an upfront manner. This tactic notably boosts online customer conversions because only those willing to pay the sticker price will click-through the advertisement. These online customers offer a much higher chance of actually paying for a product or service because they have been assured of the price at the first glance. We must note that this tactic of advertising on social media has great potential for advertisers to save on pay-per-click costs and therefore, gain a higher return on their online marketing investments.

Certain observers in the online marketing industry recommend that online advertisers should tailor their communications for desktop devices only. This does sound counter-intuitive because advertising on social media must necessarily include the massive audiences that surf social media through connected mobile devices. However, the justification for a desktop-only marketing strategy is manifest in the fact that mobile audiences seldom click on social media advertisements because they have high interest levels on their personal ‘newsfeeds’ and images posted on social media. This makes such audiences less likely to commit their email addresses. On the other hand, desktop-bound online audiences display a propensity to explore advertising messages on social media and should be targeted with advertisements specifically designed for desktop consumption.

When advertising on social media, marketing planners should take careful note of the time of day or week that triggers the maximum engagement on social media platforms. Holidays, weekends, special events, product launch dates should be targeted to yield the maximum online interaction with potential customers. This approach should be a cornerstone of marketing campaigns that hinge on advertising on social media. This also implies that online marketers should plan ahead of time so that their advertisements gain maximum exposure to potentially paying members of online audiences. For instance, a chocolate retail business can choose to display social media advertisements around Valentine’s Day, Christmas, New Year, etc. The relevance of the said product is enormous for such events and therefore said business enterprise can be assured of massive exposure that can counted upon to drive business outcomes. Similarly, e-commerce businesses can target ‘Cyber Mondays’ and ‘Black Fridays’ to announce massive marketing exercises because huge sales are registered on these days in the Western Hemisphere.

Online advertisers and marketers that specialise on social media advertising should pay special attention on the performance of various social media advertisement campaigns. This can be achieved by analysing the total number of impressions registered by a social media ad over a certain timeframe, the number of followers won by brands that operate online presence. In addition, measuring the numbers of visitors that viewed a certain ‘post’ on social media, the number of visitors that entered their email address, the viewers of videos that are embedded in social media advertisements, etc. The compilation of these numbers helps to create a comprehensive view of the performance registered by campaigns predominantly driven by advertising on social media. Monitoring these statistics is important because it enables campaign managers to decide whether to persist with a campaign or to make changes in the interests of gaining wider exposure through social media platforms. In light of these facts, it is important to constantly monitor and refine social media-driven marketing strategies.

In the preceding paragraphs, we have examined some of the prominent best practices that should guide advertising campaigns designed for social media audiences. Marketers should work to boost the visual experience of such advertisements because consumers are primarily attracted to ‘look’ presented by such marketing messages on crowded social media platforms. High engagement rates necessarily translate into higher chances of exposure and transactions. That said, brands and businesses should work to expand their campaigns into multiple social media platforms because this strategy can multiply exposure and boost the chances of customer conversions. In addition, we must note that online marketers should continuously refine their strategies to gain higher traction in modern markets.

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