If your goals include driving specific consumer actions such as downloading an app, streaming content, ticket sales, form fills or other RFIs, it’s worth understanding the benefits of paid social and how it could be (if it’s not already) a foundational part of your marketing strategy.
Consumers Are Social
We’re in the era of the “Social Consumer” -- those individuals who are reading reviews, having personalized experiences, downloading music they want to listen to, researching products, sharing new finds, etc. Their experiences are curated through active engagement with content on social media platforms. About 6 in 10 Gen Z shoppers (ages 18-23) say they often discover products through social media.
So, it should be no surprise that paid social advertising is the top digital media choice of US local advertisers because it helps brands engage and convert existing or prospective customers. If you’re not already using it to reach your customers, keep reading to learn what we feel are the top 5 benefits of using paid social media.
1. Paid Social Reaches Your Desired Audience
The power of paid social media advertising lies in its ability to target and re-target specific audiences. And we mean specific...way beyond just demo or geo-targeting. 33% of US local ad buyers say Facebook is one of the best advertising channels to gain new customers, largely due to retargeting capabilities. These social platforms also prospect really well for marketers by tapping into first and/or third-party data to reach potential customers.
2. It's Affordable
Paid social media is affordable. There’s no real price barrier. And the good news is, small tests are usually scalable and can turn into big wins when media purchases are tied to campaign performance.
3. Real-Time Reporting
Accountability is key. The ability to measure paid social media campaign performance in real-time gives marketers the ability to adjust targeting strategies or creative elements quickly, resulting in better ROAS.
4. Creative Opportunities
Display and video ads play a large role in whether your audience interacts with your ad. Want to increase engagement? Try dynamic ads – they are a great way to showcase your product catalog and lead users to your site to purchase. Social video can help increase conversions and in general, two-thirds of customers are more likely to buy a product online after watching a video about it. In-stream, pre-roll and mid-roll video ads highlight brands and get people to buy.
5. Reach Consumers at the Right Time
With billions of social media users, the penetration of social advertising is unparalleled. When you consider 80% of the time spent on social media is spent on a mobile device (ComScore), it’s now easier than ever to have your social media ad campaign reach users when they want to find, know, or purchase.
The social media landscape is evolving, and each platform is continually tweaking its algorithms and adding new features to attract both users and advertisers. Recent research shows that social media usage patterns are starting to even out between young and middle-aged people. Instagram, the fastest-growing social network worldwide, will be rolling out ads in their “Explore” feed. Facebook is testing how it displays user engagement on posts. TikTok is working on formally launching its ad business in the US and it remains to be seen if Snapchat can maintain long-term growth. It is a fun medium to work in, so if you have questions about how to include paid social media in your campaign, we’d love to talk.
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Ready to Incorporate Paid Social in Your Media Plan?