Distributing sponsored content on social networks is now an essential practice in a Social Media strategy . These advertisements meet all the marketing objectives: visibility, notoriety, leads, conversion… Success is not automatic, however. Fully exploiting the possibilities offered by these advertisements requires developing a truly appropriate strategy. In this article, discover 6 essential tips to apply to create a successful campaign.
Deploy relevant tools
Each social network provides users with tools to control the distribution of their content and monitor their performance. Their usefulness is however limited:
- You do not have an overview of the results of your campaigns on the various networks operated.
- You cannot publish content simultaneously on all your platforms.
This results in a waste of time and efficiency. This is why it is recommended to use tools like HootSuite, SocialBakers, SocialMention or Addictomatic. These solutions centralize all your accounts. They thus provide you with a global view of the performance of your various sponsored content on all platforms. They also allow you to distribute several contents at the same time on your various networks.
Choose the right social networks
To engage your audience with your sponsored content, you need to deliver it to the relevant networks:
- Facebook: well- known and very popular, this platform meets all the objectives of BtoB or BtoC campaigns;
- YouTube: Ideal for video ads and influencer marketing, it allows you to easily reach large audiences;
- Instagram and Pinterest: popular with those under 35 looking for inspiration, these social networks are perfect for campaigns based on impactful visuals;
- Snapchat and TikTok: favorite networks of adolescents and young adults, these platforms are dedicated to entertainment. They are perfect for creative and entertaining video ads;
- LinkedIn: its audience is above all professional, so you can use it to distribute your BtoB ads to a target of decision-makers and CSP + and CSP ++ profiles;
- Twitter: used more by 25-49 year olds and professionals, this network is particularly suitable for BtoB campaigns.
Define the purpose of your ads
Clearly specify the challenges of your campaign, in order to effectively reach your target with appropriate content. For example :
- Notoriety: enhance your brand image by disseminating posts focused on your values, your expertise and your identity.
- Engagement: create a link with your audience to unite a community and build loyalty.
- Conversion: encourage your audience to take action (register on your site, buy a product, request a quote, download an application, etc.).
- Drive-to-store : Deliver localized content to encourage users to visit your points of sale.
Select the right ad formats and locations
Getting the right ad to the right place is essential to reaching and engaging your audience. Each social network has its own formats and locations dedicated to Social Ads . Some are available on multiple platforms at once (for example, video ad formats on Facebook, YouTube, and Instagram). There are a multitude of them: stories, news feed, right column, shopping formats, carousel, events, texts …
Target your audiences
Targeting is the key to the success of your Social Ads campaigns. Here are the three types of hearings to remember:
- Main: based on socio-demographic data of profiles and activities on the platform.
- Personalized: to reach profiles based on data collected on your website, mobile application, social networks or CRM.
- Similar: to target users with a profile similar to that of your main audience.
Determine the KPIs to follow
When you run a Social Ads campaign, you set goals to meet. This could be increasing the number of conversions or leads, for example. To then know if your goal is achieved, you need to track the results achieved with your ads. This is why KPIs (Key Performance Indicator) are essential.
As soon as you develop your strategy, you must decide which KPIs to follow according to your objectives. For example :
- Coverage: The number of people who viewed your sponsored post.
- Clicks: to find out how many users have clicked on your content or call-to-action.
- Number of interactions obtained on your ads: this can be shares, comments or “likes”.
- Evolution of the number of followers: this tells you how many fans you have gained or lost during your campaign.
Other KPIs will help you to analyze more globally the real performance of your strategy. For example, your goal is to increase sales on your website. In this case, the number of visitors, conversions and additions to the cart should be closely observed during your campaign. These are excellent indicators for measuring the results of your actions on social networks.
Tracking and analyzing these KPIs will also give you useful lessons to optimize your Social Ads continuously.
Adopting good practices is essential for developing an effective strategy. Setting up an advertising campaign on social networks requires a variety of skills and knowledge. For example: creation of suitable content, targeting of the audience, choice of formats and platforms, monitoring, then performance analysis… This is why the support of a Social Ads expert is recommended. This social network specialist will be able to advise you on the most relevant strategy according to your objectives and your sector of activity.