In 2022, average daily social media usage of internet users amounted to 147 minutes, upwards of 145 minutes in 2021. Algorithm updates keep making social media more competitive with each passing day. Facebook allows only 2% of branded posts in the news feed of its consumers. In today’s scenario, paid social media advertising is no longer an option; but a staple in digital marketing strategy. Let’s then discuss what it means and why you need to leverage it.
What is Paid Social Media Advertising?
Paid Social Media Advertising is when brands pay money to social media channels to share their content with a specific set of audiences who are more likely to be interested in their product or service, either by “boosting” their organic content or designing unique advertisements altogether.
Now, what makes paid social media marketing a must to drive conversions?
Benefits of Paid Social Media Advertising
Organic social media traffic can take days to build due to the algorithms on the most popular social media channels. This is where paid social media advertising steps in and gives your brand the boost it deserves.
1) Amplify your reach
Investing in paid social media marketing can give your brand instant visibility. Posts from friends and family are increasingly gaining popularity, leaving the possibility of interacting with your audience without paid social media advertising a statistical improbability. Find where your audience spends the most time, determine their patterns and use paid social media marketing as a direct window to boost traffic, leads, and ultimately sales.
2) Find out what works
The KPIs such as clicks, comments and profile visits derived through native analytics on social media platforms can help you answer questions such as -
- How did your target group interact with your ads?
- Which ad garnered the most traction?
- Is video content more popular among your audience?
Well, the list goes on.
Once you identify your best targets and narrow your targeting parameters, nothing can hold you back from driving conversions and impressions. The information that you will derive through these insights will also help you in benchmarking against your competition and finding out what works and what doesn’t.
3) It is cost-effective
Since all the social media channels operate on a Pay-Per-Click (PPC) model, they fit every budget because you pay only if a user takes an action that you desire. After running some ads, you will be more aware of your target audience and can then niche down further for better conversions and higher returns on investment.
4) Hook the leads throughout the marketing funnel
With paid social media advertising, you have complete control of who sees your ads and can enhance your targeting. These channels go beyond user demographics and incorporate psychographic factors such as interests, hobbies, personality types, and more. Facebook can even help you retarget users who have already visited your website.
With the falling organic reach of social media, ad spend is no longer just for the big brands. Through well-informed purchase decisions, paid social media advertising can be immensely beneficial for big and small enterprises alike.
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