In the past, social media was treated as a free advertising platform, but having that mentality today is detrimental to your social media strategy. Posting regular, engaging content is a good start, but it is not enough to achieve competitive results online. Here are three reasons why social media advertising is worth the spend.
1 Your ads go directly to your target audience.
Facebook, Instagram, and most other social media platforms allow you to target users based on age, estimated income, location, and interests. You can also reach more niche audiences such as recent homebuyers, new parents, or people who are interested in science fiction novels. Digital advertising puts you in front of the people who are most likely to purchase your product or service, so you’re not investing time and dollars on the wrong audience. Additionally, these platforms collect data based on those who were served and interacted with your ad. This means you can better educate yourself on whom to interact with in the future and what sort of ads perform the best.
2 It’s a low-cost opportunity.
There’s no minimum budget when it comes to social media advertising. And, to make things even more cost-friendly, most platforms operate on a cost-per-click (CPC) model which means you only have to pay when someone clicks your ad. Yes, paid social media costs more than traditional social media, but in heavily-trafficked, high-speed newsfeeds, you need a way to differentiate your brand. More often than not, social media algorithms favor organic content from friends and family over organic content from businesses. It’s not unusual for only 2 percent of your fans and followers to see your organic content.
3 You can customize and optimize posts.
When you post organic content, you have limited ability to edit the creative and ensure that it performs its best. With paid social media, not only do you have the opportunity to edit things like size and imagery, but also you have the flexibility to test ad effectiveness and adjust based on what you’ve learned. Then, if one ad is underperforming, you can pause it and reallocate money to one that is performing better. There are also features where you can automatically optimize ads for a low CPC or to show on certain days of the week when your ads are most relevant.
Existing online is no longer enough. You have to invest time and money. Seventy-seven percent of Americans use social media, so you may have a big audience, but you also have a lot of competition. If you need to target your audience, have a small marketing budget, and like having control over your ads, then social media advertising is worth the investment.