Every second, a new and exciting piece of content is posted to social media. While this makes social media an ideal entertainment location, it can be tough for brands to break through the noise with their messaging. Paid media can put brands in the spotlight by optimizing the best material for the right audience. Working with a paid media agency will ensure your content is posted at the right time, and on the right platform.
Paid media differs from traditional advertising. Using platform algorithms and big data, brands can use paid media to find, target, and engage audiences with ease. Every platform is designed to complement your business’ social media goals. Whether you want to raise brand awareness, generate leads, boost web traffic, or more, there’s a paid media option for you.
Nowadays, most social media platforms have optimized their native analytic insights to ensure social media campaign performance guarantees the best results. What are some of the ways paid media can help your business?
While advertising on social media will increase your brand visibility, you need consumers to be paying attention to the content you post. In an overstuffed social landscape, brands can easily be lost in the noise of new content. Using paid media, your content will be placed in the feeds of consumers who matter most, in a way that resonates with them. This offers an opportunity to drive leads, traffic, and sales.
To make sure you budget your paid media strategy appropriately, you need to know where your target audience spends most of their time.
Align with budgets
Paid media is highly cost-effective. Each platform runs on a Pay Per Click (PPC) model, so you only pay when users take action. After a few ad cycles, you can fine-tune your targeting even more to drive greater results and ROI.
When utilizing paid media, you decide exactly who sees your ad. Every social platform offers a wide variety of targeting options that go far beyond basic user demographics. You can refine your targeting from psychographic factors including hobbies, interests, income, and more.
However, to make sure you’re targeting the right people, you need to know exactly who your customer is. The best way to do this is through creating buyer personas. Once you have researched and created this, you can easily choose the targeting parameters offered by social platforms.
Boost relevant brand awareness
By launching a social media strategy, you automatically increase your brand exposure. The benefit of paid media? It gives you relevant exposure. When your brand repeatedly appears in users’ feeds, it increases brand recognition and credibility, as well as drives engagement and sales.
To generate lasting awareness, you need to make sure your ads are informative and memorable. 80% of Instagram users follow brands, with many making a purchase as a result of seeing an Instagram ad.
Access to mobile users
Consumers are spending more and more time on their mobile devices and social media, meaning the opportunity to target them is increasing day by day.
A paid media campaign on social media will ensure you reach audiences exactly when they’re planning to research or purchase a new product. By creating ads that use native content for the platform, you can drastically increase engagement and your ROI.
Analyze campaign insights
Just as with any social media campaign, you need to understand what worked and what could be improved on in your paid media campaign. Did your audience engage with the ads? Which content format performed the best? You can use native analytics tools within social platforms to analyze the performance. You need a comprehensive understanding of your KPI performance, clicks, comments, and profile visits to determine exactly how your ads make an impact.