So, you want to advertise on social media? Smart choice. Not only is advertising on social media more accessible for small businesses, it’s also more effective.

According to the Global Web Index, “the average internet user now spends about 15 minutes longer each day on social platforms than they do watching TV.” With 50 percent of people using Facebook daily, and more than 2.2 billion monthly active users on the platform, this platform is a great place to start.

Facebook, and by extension Instagram, is the most popular platform for social media advertising. But depending on the type of ad you’re running or the audience you’re hoping to reach, advertising on Twitter, LinkedIn, Pinterest or even YouTube may be a better option.

USING VARIOUS PLATFORMS TO PROMOTE DIFFERENT TYPES OF CONTENT

At Dittoe PR, we have clients advertising across the top four social media channels: Facebook, Twitter, LinkedIn and Instagram.

With each of these platforms, there are obvious differences to the types of content being shared on each channel. For example, using LinkedIn for business-focused content and using Instagram for photo and video sharing. There are also nuanced differences to the types of advertisements you can create, the copy and creative used for each and the demographics available for targeting. Let me break it down for you!

Types of ads.

Knowing the difference between when to boost an existing post versus create an advertisement is important. First, look at the copy and creative you plan to use. Many platforms such as Facebook, limit the content for ad copy to less than 100 characters. If you’re looking to share more information, a boosted post may be your best bet. This allows the information to live on your page after the ad has run its course.

If you’re promoting an upcoming event, like a flash sale, a grand opening or a hiring announcement, and you’re okay just sharing the essential information – OR – if you want the content to be removed from your page after the ad ends, consider creating an advertisement instead.

Demographic targeting.
Each platform offers various demographics to target by, including location, age, gender, income, interests, job title/function, employer and more.

Knowing the audience you’re trying to reach with an advertisement is likely the most important step in creating a social media ad. If you end up targeting the wrong group of users, the advertisement will not be successful. A common practice we use at Dittoe PR is reviewing third-party or channel-specific reports for each individual channel, or the channel you plan to promote, and taking a closer look at the age, gender and location of your followers.

If you’re trying to target people that don’t currently follow you, reach out to the users with demographics that fall outside of your top followers. But, if you’re trying to promote a new service or newsworthy coverage to your followers, or users like them, targeting your top follower demographics is a great idea!

For example, one of our client’s goals this quarter is to reach a larger audience of fitness enthusiasts. To align with this goal, we promoted copy and creative that discussed the recovery benefits to massage therapy to coincide with the fact that most people make New Year’s resolutions to “get fit” or “stay healthy.” We also partnered with local fitness influencers to help spread the message, then we shared and boosted their content to the client’s Facebook pages to further promote this message.

HOW TO SELECT CONTENT TO PROMOTE

Sometimes, selecting content to promote can be overwhelming, especially with a client who has a lot going on or provides a wide range of offerings. By focusing on what is truly important on a case-by-case basis, PR pros can break down what types of information are going to be most relevant to the users your clients are trying to reach.

Partnership goals.

When promoting content, think back to the primary goals of the PR partnership. Does your client want to gain more followers? Do they want to open a dialogue with their customers? Are they trying to increase foot traffic at a certain location? All of these goals will play into the types of content you’re promoting and the way you’re promoting them.

Facebook allows businesses to promote based on a number of potential results, including: getting more leads, promoting your page, getting website visits, promoting your business locally, getting more website purchases, and receiving more messages.

Organic performance.

One of the easiest ways to select content to promote is by reviewing your recent top performing content. If a post is performing well organically on your page, throwing some ad dollars behind it and boosting it to a targeted audience is a great idea. It’s pretty common for people to pay more attention to posts that already have garnered engagement, rather than clicking on or reading a post that has no likes or comments.

Timely content.

Another great way to select promoted content is by sharing information that would be relevant to your followers.

For example, February is American Heart Month and Valentine’s Day takes place on Feb. 14. For our client Massage Heights, we homed in on the heart health benefits stemming from regular massage therapy and including last-minute gift ideas available for purchase.

Adversely, for our client Merchants Capital, we regularly promote recent loan closings for affordable housing developments to promote the work of the team and encourage borrowers to contact them for assistance on their next project. These types of posts not only position you as an expert in your field, but they promote your brand in an efficient and relatable way.

Want your business to reach new audiences through social media advertising? Learn more about Dittoe PR’s social media services and connect with Lauryn Gray at lauryn@dittoepr.com to set up a consultation!