Social Media Marketing and advertising is the use of social media platforms to engage and communicate a unique offer or a message that allows consumers to connect with. Platforms such as Instagram, Facebook, TikTok, YouTube, LinkedIn and Snapchat. SMA, Short for Social Media Advertising is about establishing a meaningful connection with your targeted audience. The reason why social media is a popular marketing method is mainly because of its affordability and versatility.
Different social media platforms hold very different marketing objectives and one of the most commonly used channels is Facebook. It currently holds the most users from a social point of view and has the most amount of advertising dollars spent on it. However, in saying that, it may not always be the most effective for achieving your marketing objective.
Instagram advertising, on the other hand, is growing rapidly fast with users having more targeted interests that are proving better returns on investment from a branding and sales perspective. Instagram’s features are very different from Facebook. Users are spending less time reading and viewing content and browsing at a faster pace. For instance, Instagram stories is a popular ad placement for advertising your product or service. Given that Instagram is owned by Facebook, the metrics and targeting methodology fall under the same umbrella. There are different methods in marketing your product and service on these social media channels. Some ads can be run as traffic, lead forms, conversions for your online store, video views, brand awareness and many more.
Marketing on LinkedIn is also very different from Facebook and Instagram as its main demographic is ‘professionals’. This means it is less social and more work/business related (professional). Marketing initiatives for LinkedIn won't have the same metrics or content appeal, so it’s crucial to diversify your advertising objective for the different social media channels.
TikTok is growing each day and very few businesses have not yet taken advantage of the cost-effective advertising measures it currently holds. Running marketing ads on TikTok is a lot like Instagram and Snapchat. The user demographic is a lot younger than Facebook users, however, the reach is far more targeted. The marketing material and objective used for TikTok will need to be highly curated and seamless so users don't feel bombarded by click-bait ads.
There are a number of social media marketing strategies your brand can utilise solely. But with a solid strategy and serious investment, it’s essential to have all components of your cog in the wheel.
Lastly, if your company isn’t marketing or advertising on any of the social channels, it is more than likely to be under threat with competitors taking advantage. It’s a survival game, not an ego thing. Businesses build their reputation via word of mouth, so does social media. It’s a word of mouth strategy.