Social Media Marketing Ads
The term social media refers to using the internet to communicate with others, as well as share ideas, thoughts and information. It involves users producing and sharing information on sites and apps, as well as engaging in social networking.
Social media marketing is the utilization of social networks and social media to advertise a business’s goods and services.
Businesses use social media marketing to communicate with current consumers as well as potential consumers while also advertising their intended mission.
This article will be focusing on seven main social media platforms:
Facebook, Instagram, YouTube, Tiktok, Twitter, LinkedIn, and Snapchat.
It will also address the different types of advertisements that can be used under
each social media platform.
Types of Social Media Advertisements
Facebook is a social networking platform that enables users to interact with friends, coworkers, and strangers online by creating free profiles. Users can share photos, music, movies, and articles, as well as their own views and opinions, with as many users as they want. Facebook has 11 marketing objectives you can choose from depending on what the company wants their ad to achieve. The 11 objectives fall under 3 main business goals that the advertiser needs to consider before choosing an objective.
1. Awareness
Goals that will pique people’s interest in a company’s goods or services. Telling consumers what makes the company valuable is one way to raise brand awareness. Objectives under Awareness include brand awareness and reach.
2. Consideration
Goals that encourage consumers to think about the company and look for additional information. Objectives under consideration include traffic, engagement, app installs, video views, lead generation and messages.
3. Conversion
Goals that motivate people who are interested in the company to acquire or utilize the company’s goods or service. Objectives under conversion include conversions, catalog sales and store traffic.
Facebook Demographics
Facebook demographics and usage rates are as follows:
- 31.7% of facebook users in Egypt are aged 25 to 34
- 28.5% are aged 18 to 24
- 16.1% are aged 35 to 44
- 10.2% are aged 13 to 17
- 7.2% are aged 45 to 54
- 4% are aged 55 to 64
- 2.2% are aged 65 and above
Instagram is a picture and video sharing application. People can use this platform to submit pictures or videos and share them with their followers or with a couple of friends. They can also look at, comment on, and like posts that their friends have published on Instagram. Facebook owns instagram therefore they have the same ad objectives and goals.
Instagram Demographics
Instagram demographics and usage rates are as follows:
- 38.1% of instagram users in Egypt are aged 18 to 24
- 29.8% are aged 25 to 34
- 12.3% are aged 13 to 17
- 12.1% are aged 35 to 44
- 4.6% are aged 45-54
- 1.9% are aged 55 to 64
- 1% are aged 65 and above
YouTube
YouTube is a video-sharing platform that allows users to view, like, share, remark on, and post videos.
1. Skippable In-Stream Video Advertisements
These types of advertisements can be displayed prior to or within the youtube video. These advertisements are shown for at least 5 seconds before the viewer has the option to skip them. Furthermore, this type of advertisement should be at least 12 seconds and it is advisable to make it no longer than three minutes. One of the advantages of this form of YouTube video advertisement is that the advertiser will only pay if a viewer watches a minimum of 30 seconds of it, the full advertisement (for any advertisement less than 30 seconds), or clicks on it.
2. Non-Skippable In-Stream Video Advertisements
Similar to the previous advertisement, these advertisements can be displayed prior to or within the youtube video. However, the only distinction is that there is no way to skip these advertisements. When the advertiser’s business needs to gain exposure but doesn’t want to jeopardize many viewers skipping their advertisements, a non-skippable ad is the better option.
The method these advertisers are charged is slightly different from the previous advertisement stated; payments are generated with every impression, or per 1000 views, which is CPM (Cost per Impression).
3. Bumper Advertisements
Bumper advertisements are non-skippable, 6 second video advertisements that appear prior to a video. These advertisements are ideal for businesses that need to convey a simple message but do not require the entire production of a minute-long advertisement. Moreover, these advertisements are an excellent place to promote any awareness activities, such as an event or increasing brand frequency and reach.
4. Discovery Advertisements
Discovery advertisements are substantially different from the preceding advertisement formats. They are very similar to Google search advertisements, displayed in a semi-organic manner within the results of the search. Furthermore, these advertisements assist people in viewing YouTube as a search engine. YouTube’s Discovery Advertisements displays the word “Ad” within a box to indicate that it is a paid ad, which is similar to Google advertisements. Discovery advertisements are displayed as a thumbnail picture along with three lines of description. More importantly, these advertisements may also appear on the homepage, the results page, as well as the video watch page, giving them a lot of exposure.
5. Non-Video Advertisements
Non-video advertisements are also available on YouTube for businesses that don’t want to invest a lot of money. While a video is streaming, an advertiser can select to offer a display advertisement on the right side of the results page. This advertisement has a picture, text to the right of the picture, and a link to the advertiser’s website. Lastly, these non-video advertisements are paid using a cost-per-click method.
YouTube Demographics and Usage
Percentage of each segment
YouTube demographics and usage rates are as follows:
- 77% of YouTube users in the US are aged 15 to 25
- 77% are aged 26 to 35
- 73% are aged 36 to 45
- 70% are aged 46 to 55
- 67% are aged 56 and above
Tiktok
TikTok is a smartphone video platform for short videos. Tiktokers can create videos ranging in length from 5 seconds to 3 minutes, and use a large music collection and entertaining effects to swiftly edit small digital videos.
1. Tiktok In-Feed Advertisements
TikTok In-feed advertisements are those that appear within the native news feed while people browse the “For You Page”.
2. Tiktok Brand Takeover Advertisements
TikTok Brand takeover advertisements appear immediately after people open the TikTok application and dominate the screen for a few seconds before transitioning to an In-feed video advertisement. In addition, they also appear as pictures, videos, or gifs with links that users can click to arrive at TikTok landing pages on the “For You Page”. Since the advertisements appear in front of the correct audience, it is excellent for raising awareness and increasing purchases.
3. Tiktok Top View Advertisements
Top view advertisements on TikTok are like brand takeovers. On the other hand, they do not dominate the entire screen as soon as people log in. After 3 seconds, they dominate the first In-feed post. It displays a maximum of 60 seconds of the entire video with sound and auto-play. This aids in raising brand exposure.
4. Tiktok branded Hashtag Advertisements
It entails inviting tiktokers to videotape themselves doing something related to the product, or dancing, and then sharing it with a certain hashtag. The advertisements appear on top of the discover page.
5. Tiktok Branded Effects Advertisements
Companies can use this type of Tiktok Ad to make an advertisement with their own unique filter on the application. The advertisement can be displayed for up to ten days.
Tiktok Demographics
Tiktok demographics and usage rates are as follows:
- 27.5% of Tiktok users in the US are aged 18-24
- 25.1% are aged 25-34
- 18.2% are aged 35-44
- 13.8% are aged 45-54
- 11.2% are aged 55-64
- 4.1% are aged 65 and above
Twitter is a social media platform that allows friends, family, and colleagues to interact and stay in touch by exchanging short, occasional messages. Users post tweets which are short messages
that can include photographs, videos, links, and written content.
1. Image Advertisements
With Image advertisements, a business can show off their product or service with only one photo.
2. Video Advertisements
Video advertisements let customers connect with businesses by raising awareness and making the product or service more visible to users.
3. Carousel Advertisements
Carousel advertisements allow businesses to exhibit various items or promotions using up to 6 pictures or videos that may be swiped horizontally.
4. Moment Advertisements
Moment Advertisements allow businesses to develop and advertise an engaging story using a series of Tweets that are more than 280 characters.
5. Text Advertisements
Text Advertisements, which have all of the components of a typical Tweet, blend in with the remainder of the Twitter feed and allow businesses to extend the reach of their Tweets beyond their followers to their specified target demographic.
Twitter Demographics
Twitter demographics and usage rates are as follows:
- 38.5% of twitter users worldwide are aged 25-34
- 20.7% are aged 35-49
- 17.1% are aged 18-24
- 17.1% are aged 50 and above
- 6.6% are aged 13-17
Linkedin is mainly a B2B platform where companies use it to spread content and advertise their products and services.
1. Sponsored Content
Sponsored Content appears in the advertiser’s audience’s feed, whether they are browsing on a mobile device or a desktop computer. To differentiate these advertisements from ordinary content, LinkedIn marks them as “promoted.”
2. Sponsored Messaging
Businesses may advertise directly to LinkedIn users in their messages via Sponsored Messaging.
3. Text Ads
If businesses are trying to create solid leads with a competent audience, they will find text advertisements at the top and the rightmost side of the desktop feed in Linkedin.
4. Dynamic Ads
Dynamic Advertisements appear in LinkedIn’s right rail and communicate directly to users via personalization.
LinkedIn Demographics
LinkedIn demographics and usage rates are as follows:
- 53.4% of linkedin users in Egypt are aged 25 to 34
- 33.1% are aged 18 to 24
- 12.5% are aged 35 to 54
- 1% are aged 55 and above
Snapchat
Snapchat is a popular messaging platform that allows users to send and receive photos and videos (called snaps) that are designed to vanish after being seen.
1. Single Image or Video Ads
A single image or video advertisement is a full-screen advertisement that can serve a variety of purposes. Advertisers will be able to add an attachment and Snapchat users can perform an action by swiping up.
2. Collection Ads
A Collection Advertisement uses 4 clickable tiles to display several products, allowing Snapchat users to browse and shop with ease.
3. Story Ads
Story advertisements help reach Snapchat users with a sequence of 3-20 single picture or video advertisements, presented in between content or via a branded tile in the Discover component of Snapchat.
4. Lenses AR Experiences
Using augmented reality, lenses are a strong and unique method to communicate with customers. They help create fun, engaging experiences for Snapchat users to engage with and share with their peers.
5. Commercials
Commercials can last for 3 minutes and can’t be skipped for 6 seconds. Snapchat’s chosen content contains these advertisements.
6. Filters
After users capture a Snap and swipe in either direction, they can apply filters which are creative overlays. Snapchat demographics
Snapchat demographics and usage rates are as follows:
- 39% of Snapchat users worldwide are aged 18 to 24
- 22% are aged 25 to 34
- 21.1% are aged 13 to 17
- 13.4% are aged 35 to 49
- 3.7% are aged 50 and above
Cost per Click and Cost per Impression of Each Social Media Platform
Cost per Click (CPC)
A cost per click model is an online advertising model in which someone publishes an ad on a webpage and is paid by the advertiser every time a website visitor clicks on the advertisement.
Cost per Impression (CPM)
Any time an advertisement displays on a Website, it is referred to as an impression. Advertisers often pay according to how many times their ad is shown on a given website or page. Whether the ad is clicked or not, the advertisers pay a certain amount.
Highest cost per click to lowest:
Social Media Platforms Cost per Click (CPC) Cost per 1,000 Impressions (CPM)
Linked-In $5.26 $6.59
Instagram $3.56 $7.91
YouTube $3.21 $9.68
Snapchat $2.95 ≈ $2.95
Facebook $0.97 $7.19
Twitter $0.38 $6.46
Tiktok $0.02 $10
Webbing Stone has been selected among the Top Social Media Marketing Agencies in Washington by Designrush
References:
https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
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https://napoleoncat.com/stats/instagram-users-in-egypt/2021/01/
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