When people think of social media advertising, the first platforms that come to mind are Facebook and Instagram (which is owned by Facebook). There are plenty of success stories about how Facebook advertising can create brand awareness and generate online conversions especially for eCommerce sites. Digital marketers have come to trust Facebook as a great channel to meet their business goals and objectives. This is why in 2019, Facebook reported $55.5 Billion in advertising revenue.
However, in 2020 more than 800 businesses including Disney, Unilever, and Coca-Cola have pulled hundreds of millions in ad spend following criticism of Facebook’s policy of hate speech. Coupled with the rise of TikTok and the drop of Facebook usage among younger audiences, Facebook is no longer the preferred advertising platform for many brands.As we pointed out in our DTC Trends of 2019 blog, a “reliance on Facebook ads is not sustainable.” This is why now is the perfect time to look beyond Facebook when creating a digital marketing strategy. Here are 5 platforms that could be perfect for your business to use when incorporating paid social media into the campaign.
A new ad platform for helping businesses manage and learn how to create successful ads. The biggest cons to running ads on TikTok is the advertising dashboard is new with the company promising to improve the reporting and analytics over time. Additionally, TikTok ads are expensive as the spend for both daily budgets and total budgets must exceed $50. If your target audience is young and you have the budget then TikTok is the perfect platform for your brand. TikTok advertising is currently available in Ireland. Available formats for Irish advertisers, including branded takeovers and in-feed video.
Ultimately, as more social media platforms are created and the interests of users change, it’ll be important to have a mix of social media advertising among different platforms. When creating the plan, the key item to remember is who is your target audience and which is the best platform to reach them. Then when creating ads, it’s essential to remember that each platform is different and ads that work on one platform won’t work on others.
izest Marketing is an award-winning agency that has helped eCommerce companies drive sales and conversions through social media and content marketing. If you’re looking for strategy and guidance on how to improve your online presence, then reach out to the team at [email protected]