One of the biggest, but lesser known, benefits of social media marketing is that you will be able to reach over 68% of adults who are daily users. From a disposable income perspective, consider that the majority of “Facebookers” are over the age of 35! Reaching this audience can be a huge benefit to your business. Even as other platforms do not nearly match the overall reach of Facebook, there are certain sites or apps, most notably Instagram, Snapchat and TikTok that have an especially strong following among young adults. According to a recent Pew Research Center survey, a majority of 18- to 29-year-olds say they use Instagram (71%) or Snapchat (65%), while roughly half say the same for TikTok.
Social media marketing is considered a “mid-funnel” marketing tactic. This means that it isn’t as broad as a branding campaign, such as TV or Billboards, in that it uses specific audience targeting, geography and interests to get in front of potential customers. Yet it also isn’t so narrow (as with a lead generation tactic such as PPC). An advantage with targeted social is that you have the ability to reach out to potential customers who match your audience, geography, and interest targeting, but who aren’t a current follower of your page or are not familiar with you in general. Even if someone follows your page organically, they will only see about 5% of your posts in their newsfeed. As social media platforms make their revenue from ad content, making platforms are free to users, it is imperative that the time, financial investment and the pure effort spent on social posting, boosting posts, and targeted ads is well spent.
It’s important to know that when running a targeted social, your page must have a strong foundation with informative posts and content on your page. Think of this as inviting someone to your physical store itself. This also helps with keeping your current followers engaged and give them the most up to date information, like sales, specials events, new team members and more.
Social media creative is unique in that you have a lot of time and space to tell your story. It’s important that the ad format and creative messaging that not only matches the medium and intent of your social campaigns, but also matches your overall branding in concert with your other marketing channels and messaging.
Some of the most effective emerging creative formats include social video ads. These pan and scan type videos allow you to use text, photos and video to create a video ad with little investment. You can also use that same video format on YouTube, Connected TV/OTT, your website, local marketing ads and other placements without a large out of pocket spend.
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At River Valley Media Group, our team brings knowledge gained by living and working in the communities we serve and pair that with the expertise from the unmatched power of our local, regional and national resources in partnership with Amplified Digital Agency.