Paid Social Strategy and Planning
Paid Social
Social media has become intertwined with people’s lives. Social media offers tremendous opportunities to reach captive audiences and the targeting capabilities have been extremely popular. However, each platform requires different creative and media tactics that are appropriate for the platform and users.
I will work with you to develop a strategy for the social media channels that your customers frequent. It is my goal to ensure that your investment is maximised and wastage is minimised whilst achieving rapid growth in your category.
Here is a quick overview of the ad formats by each major social network:
Facebook / Instagram
Advertisers can create and run targeted ad campaigns on both platforms to reach a large and diverse audience of users.
Facebook ads appear on the Facebook platform, including the user's News Feed, in the right column on desktop, and as sponsored posts on the Audience Network. Facebook offers various ad formats, such as image ads, video ads, carousel ads, slideshow ads, and more. Advertisers can target their audience based on demographics, interests, behaviors, and connections. Facebook's ad targeting options are extensive and allow businesses to reach their specific target audience effectively.
Instagram ads can appear in users' feeds as sponsored posts, in Instagram Stories, in the Explore section, and as Reels ads. Advertisers can create visually engaging ads using images, videos, or carousel formats. Instagram ads offer similar targeting options as Facebook ads, allowing businesses to reach the right audience on the platform.
Advertisers can create and display sponsored content in users' Twitter feeds, search results, and on Twitter's Audience Platform, which includes partner websites and apps.
Promoted Tweets are regular tweets that advertisers pay to promote to a wider audience. Promoted Tweets appear in users' timelines and can include text, images, GIFs, videos, or links.
Promoted Accounts promote advertiserTwitter accounts to gain more followers and increase their social media presence. These ads appear in users' timelines and "Who to Follow" suggestions.
Promoted Trends enable advertisers to promote a specific hashtag or topic as a "Trending Topic" to increase visibility and encourage user engagement.
In-stream video ads play before, during, or after organic video content on Twitter.
Twitter Amplify is a program that allows advertisers to run pre-roll ads in video content from premium publishers and content creators on Twitter.
Advertisers can target their Twitter ads based on demographics, interests, keywords, behaviors, and tailored audiences. Tailored audiences allow advertisers to target users based on their previous interactions with the brand, website visits, email lists, or app engagement.
TikTok
With TikTok ads, businesses and advertisers can reach a large and engaged audience of users on the platform through various ad formats.
In-Feed Ads are native ads that appear in users' TikTok feeds as sponsored videos. They blend in with organic content and can be up to 60 seconds long. In-Feed Ads allow advertisers to create engaging and visually appealing videos to promote their products or services.
Branded Hashtag Challenges allow advertisers to create branded hashtag challenges to encourage user participation and engagement. These challenges often involve users creating and sharing videos using a specific hashtag, which helps increase brand visibility and user-generated content.
Branded Effects allow advertisers to develop branded effects, such as filters, stickers, and lenses, to enhance user-created content and promote their brand in a fun and interactive way.
TopView Ads are full-screen video ads that appear when users open the TikTok app. They offer high visibility and are ideal for driving brand awareness.
Branded Takeovers allow advertisers to take over the TikTok app for a day, displaying a full-screen ad when users first open the app. This format allows for maximum exposure and engagement.
TikTok Shop Now is an option that enables advertisers to add a "Shop Now" button to their in-feed ads, directing users to a website or landing page for direct conversions.
TikTok's advertising platform provides targeting options based on demographics, interests, behaviors, and device types to help advertisers reach their desired audience effectively.
TikTok ads offer businesses the opportunity to connect with a young and diverse user base, build brand awareness, and engage with potential customers through creative and entertaining ad content. The platform's popularity and reach make it an attractive option for brands looking to reach a wide audience and leverage the power of short-form video content.
Linked In
With LinkedIn ads, businesses and advertisers can target a professional audience to promote their products, services, or brand.
Here are some key features and ad formats available in LinkedIn ads:
Sponsored Content ads appear in users' LinkedIn feeds as sponsored posts. They can include text, images, videos, and links to external content such as articles, blog posts, or landing pages.
Sponsored InMail allows advertisers to send personalized messages directly to users' LinkedIn inboxes. These messages can include text, images, and call-to-action buttons, making it a more direct way to engage with potential customers.
Text ads are small, text-based ads that appear on the right-hand side or at the top of the LinkedIn homepage. They are usually brief and can link to external websites or LinkedIn profiles.
Dynamic Ads are personalized ads that use LinkedIn member profile data, such as name and profile photo, to create highly targeted and relevant ads for the audience.
LinkedIn's ad platform offers various targeting options, including job title, industry, company size, seniority, skills, and more. This level of targeting allows advertisers to reach a specific professional audience that aligns with their campaign goals.
LinkedIn ads provide comprehensive analytics and reporting tools to track the performance of campaigns, measure engagement, clicks, conversions, and more. This data helps advertisers optimize their ad strategies and achieve better results.
LinkedIn is a valuable platform for B2B (business-to-business) marketing, lead generation, and building brand awareness within the professional community. Its focus on career and business-related content makes it a suitable platform for businesses looking to reach a professional audience and establish meaningful connections.
