ADVERTISING ON SOCIAL MEDIA

The Growing Importance of Social Media Advertising

It goes without saying that maintaining an active advertising program across a balanced range of social media platforms plays a crucial role in the success of building a sustainable brand. Many marketers make the mistake of thinking an active social presence is the same thing as an active social media advertising program, which is unfortunately inaccurate. As it relates to the services we provide at DoubleTake Advertisers, the term “social media advertising” refers specifically to paid digital advertising efforts on social media—essential for any brand looking for guaranteed visibility to a specific targeted audience beyond the limited constraints of organic reach.   

Five Benefits of Paid Social Media Advertising

As social media advertising has become a largely pay-to-play environment, choosing not to incorporate paid social ad units into a campaign can mean missing out on a wealth of exciting opportunities for your brand. Here are five major benefits to consider when deciding upon media spend, all of which can result from a well-devised paid social media advertising campaign: 

• Cost-effective Solutions for Any Budget

Many people hear the word “advertising” and see dollar signs—especially those who are used to purchasing print, radio, film or television ads. One of the most beneficial aspects of social media advertising is that it’s actually highly reasonable in cost as compared to traditional advertising, all while allowing for increased, more targeted reach. If budget is a concern but you’re still looking to grow your audience, social media advertising is a win-win solution.

• Enhanced Brand Recognition

Because paid social ads can significantly increase engagement levels over organic reach, advertising on social media networks can help to enhance brand recognition by fostering consistent and direct interactions with current and potential fans. With better brand recognition often comes increased brand loyalty—a crucial factor for any brand to stay afloat in a crowded market.

• Pinpointed Audience Targeting

The ability to take complete control over who sees your ad and who does not is without a doubt one of the most significant benefits of paid social media advertising. Every social platform offers a wide variety of different targeting criteria to choose from, including user demographics, hobbies, personality types and more. With the right amount of care and thought, any ad unit can be targeted in a way that fosters positive results.

• Robust Analytics

As with any other form of advertising, data and analytics serve an important purpose and can make or break the success of a campaign. Paid social ads allow you to glean insights into how your audience is interacting with certain ad units, which approaches are producing the most results and much, much more. Knowledge truly is power when it comes to social media insights, as even minute shifts in a single ad unit can create lasting beneficial effects for your brand.

The Bottom Line....

At the end of the day, there’s no getting around the fact that social media will continue to be an incredibly versatile and important tool for modern brands that are looking to build reach and awareness, not to mention stay relevant in the digital era. Due to constantly shifting algorithms, paid social advertising is not just a “good idea,” but an absolute must for brands across all industries.