Social media advertising works to promote brand awareness, generate quality leads, and drive conversions. Nearly 62% of users across the globe are active on major social media platforms like:
And with advertising features on each platform, companies can capitalize on new audiences and grow their business like never before.
Before creating a new campaign, think through a few well-planned and well-executed social media ad strategies to maximize your time, money, and effort. In this article, we have curated five beneficial strategies to apply to your next social media ad campaign for optimal results.
1. Humanize Your Brand
Social media users encounter ads left and right, most of them featuring a brief description, image(s) or video, and an invite to click for more. It’s a familiar, recognizable formula that many successful brands use because it works. While this formula is effective, users are even more drawn to an ad when there is a human element.
There are several ways to humanize your brand and social media ads, like posting ads that feature:
- Employee shoutouts
- Satisfied customers
- Employees or customers showing off your products or services
When you connect your brand to real faces instead of stock images or footage, you’ll make a positive impression on your target audience and existing customers.
2. Sharpen Your Targeting Methods
A common mistake companies make with their social media ad strategy is ignoring the platform’s targeting options and sending their ads out to as many people as possible. It’s easy to assume that advertising to everyone is a better bet; however, doing so creates wasted ad spend, fewer conversions, and low ROIs.
Targeting is an essential aspect of social media marketing as it helps you zero in on the social media users most likely to find your content relevant and take action on your ad. Each ad you send out costs money from your ad budget, so capitalize on this investment by targeting quality leads.
Targeting options include:
- Consumer behavior
- Education level
3. Utilize Your Media Options, Especially Video
In a 2010 YouTube blog article, Troy Olson and Jeff Loquist with ShoppersChoice.com said, “If a picture is worth a thousand words, then a video is worth a million!” Twelve years later, that sentiment has proven true. Long-form and short-form videos have become one of the most popular trends across all platforms (think TikTok, YouTube Shorts, and Instagram or Facebook Reels).
Take a look at these video-ad-related stats:
- According to 2022 research by Wyzowl, brand videos have convinced 88% of users to take action on a product or service.
- Wyzowl discovered that 73% of users would rather learn about a product or service through a short video.
- According to a 2018 HubSpot survey, 54% of consumers desire to see more video content from the companies they support or follow.
The facts are clear: if you want to improve how your audience consumes and digests your message, then it’s wise to put your ad content in video form and show up on the right social media platforms.
4. Highlight the Benefits of Your Products and Services
Whether the person viewing your ad is targeted or not, they are likely to ask themselves, “What can this product or service do for me?” Don’t leave them guessing about the value of what you’re trying to sell. Share the benefits in your content clearly and immediately.
For an image-based ad, consider the copy and design elements to ensure viewers understand why the ad should matter to them. Clearly show how the product or service would add value to their lives. Also,
be sure the visual aspects are up to par. Professional photos, modern graphics, and accurate copy go a long way with audiences versus ads that look outdated, poorly designed, and poorly written.
For a video-based ad, think through the flow of the video, the quality of the footage, and the story you’re telling. Viewers will scroll past a video that is not engaging, interesting, or clear. Create a script or shot plan that makes sense and highlights the benefits of what you are selling.
5. Show Your Accessibility
Your audience needs to know that your company is accessible to them. Although ad strategies should promote and sell the things you offer, you can also use them to show your commitment to accessibility.
Consider these suggestions for staying accessible throughout your social media ad campaign:
Contests and Giveaways
Create contests or giveaways where users can submit content (personal images, stories, poems) for the chance to win a prize. Respond positively to the submissions to show your engagement.
Asking for customer feedback is a fantastic way to give your audience a voice. Respond honestly, positively, and professionally to each review you receive, even if it’s as simple as a personalized “Thank you!”
Show Your Brand Being Human
Related to point #1 in this article, you can post an image of the people who make your company tick and ask your audience to respond similarly. For example, a pet-supply company could create an image-based post of an employee with their pet(s) and ask users to comment with an image of their pet(s), too.
Ready to Shape Up Your Social Media Ad Strategies? Talk to the Digital Pros at M&R!
Creating a social media ad strategy can be intimidating and overwhelming. We understand! That’s why M&R Marketing features in-house teams of copywriters and digital strategists who know how to design a winning strategy across all social media platforms. Our team can do everything from humanizing your online voice and social media presence to engaging users and targeting audiences.