Source: Campaign AsiaSocial media advertising is a form of digital marketing whereby targeted paid advertisements are delivered to consumers through social media. The effects of social media on advertising are notable, considering how it has transformed advertising strategies over the past decade. Advertising through social media has now become essential for individuals and businesses looking to grow their brands online.
What is the value of social media advertising?
Social media can enhance your brand and customer experience by improving communication between your business and customers. This brand relationship makes fostering a strong and authentic brand community to support your business easier. In addition, you can passively add more value to your brand through engagements and word-of-mouth on social media.
Best Time to Advertise on Social Media
When figuring out the best time to advertise on social media, it is essential to understand your audience and the platform. This is especially crucial when using social media to advertise your business internationally, such as keeping time zones in mind. Social media users also access different platforms at different times. For example, a platform like Twitter, with a broader user range, is busiest on most days at 9 am. In comparison, TikTok, which has a younger demographic, is most active on weekday afternoons from 2 pm to 3 pm.
Facebook is the most heavily used platform by both social media advertisers and users. The best times to advertise on Facebook are weekday mornings, with the highest traffic on Tuesdays.
Instagram’s audience is constantly growing and is particularly effective for visual ads, including images and short videos. The best times to post ads are on late weekday mornings, specifically Tuesdays to Thursdays from 10 am to 12 pm.
Pros and Cons of Social Media Advertising
Social media advertising has its pros and cons. Consider the following benefits and limitations of advertising on social media when crafting your campaigns.
Pro: Advertising costs for social media are easily customisable to your budget.
You can use many different metrics to measure advertising costs for social media. The most common metrics are cost per click (CPC) and cost per thousand impressions (CPM). This varies depending on which metric you use, the business industry and the type of customer you are targeting. This makes it easy to adjust your social media advertising strategy to fit your budget. For example, you can set a maximum budget for a campaign or time frame for paid advertising on social media. This gives you the flexibility to reach your desired market while staying within your business’ financial means.
Pro: Can be highly targeted.
Social media advertising allows advertisers to target consumers based on their location, age range, social media activity and much more. With this, businesses can greatly reduce advertising spend by focusing ads on users that have the highest likelihood of conversion. This approach enables a higher degree of personalisation to appeal to your desired customers, increasing its effectiveness.
Pro: Performance can be easily measured.
Social media advertising is easier to quantify than traditional advertising, as platforms collect data on impressions, engagement and click-throughs. This allows you to measure exactly how many users have seen, interacted with and clicked on your ads. You can also gauge their reactions through comments, which provide helpful feedback on the ad’s performance.
Con: It is a lengthy process.
While social media advertising can be quick and easy to set up, producing results can take a while. You may need to post ads over weeks consistently or even months before customers become familiar with your brand. As a result, the return on investment may be quite slow in the short term.
Con: It can be competitive.
Almost all businesses recognise the importance of social media and have begun to advertise on these platforms. However, this means that there is a larger volume of content competing for users’ attention. Therefore, inexperienced advertisers may find it challenging to create unique ads that stand out on social media.
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