If you’re a business looking to advertise but have no idea what social media platforms are right for you, this is your show. We’re going to break down 3 of the top social media advertising platforms: Instagram, Facebook, and YouTube. From these 3, we’ll break down which is best for certain industries and share some helpful best practices to create a lead-generating ad. Welcome to Marketing and a Mic. We’re here to give you various digital marketing tips, trends, and useful guides to help your business get results. By the end of today’s show, you’ll have a clear idea of which social media platforms are best for you and an easy-to-follow guide on how to get started.
Instagram can be especially powerful if you are in the visual or creative industry. It’s even more beneficial for those businesses that can provide some sort of impressionable before and after. The majority of users on Instagram are moved to purchase by the visual element, whether it be photos, videos, or even live demos.
TYPES OF INDUSTRIES THAT DO WELL WITH INSTAGRAM ADS
FOOD AND DRINK
Restaurants, bakeries, delis, catering businesses, grocers, and meal prep services of all sizes can benefit greatly from using Instagram ads. You can entice viewers with photos of ingredients, menus, complete dishes, or time-lapse of your recipe from start to finish.
HEALTH, WELLNESS, AND SELF-CARE
Dieticians, personal trainers, and other health and wellness organizations can easily benefit from using Instagram Ads. In addition, makeup artists, skincare centers, and other beauty brands do incredibly well. Anything that shows your brand holistically helping clients or their “after” results speak volumes with Instagram Ads.
Small- to medium-size businesses can hold their own with the big chains with Instagram ads. Retail works well because it aligns perfectively with the visual element that people use this platform for. Pairing your ad with a time-sensitive deal or promo code is a surefire way to convince users to purchase.
Landscapers, roofing, pest control, plumbers, and cleaning companies may not think their businesses are Instagram-ad worthy, but they would be wrong. Creating a social-proof ad with testimonials, a before and after, or just your team hard at work can effectively convert a viewer into a customer.
INSTAGRAM ADVERTISING BEST PRACTICES
1. Make Your Product or Service the Focal Point
Customer attention can be difficult to capture, no matter where you’re advertising. So, for any simple image, video, or carousel ad you create, remember to make your product or service center stage (or shown within 3 seconds in a video) to quickly capture your audience’s attention. Put your offer or proposition in your advertising right away so they’ll be tempted to click through at the end.
2. Create On-Brand, Native-to-the-Platform Videos That Don’t Look Like Ads
Another interesting tip is creating Instagram ads that don’t look like ads at all. Add filters, GIFs, and interactive stickers to make it look more like a post vs. an ad. It may seem counterintuitive to your goal of promoting your business, but it can help you reach even more organic audiences. When you create native videos that aren’t directly selling anything, the platform’s algorithm is more likely to organically serve them to new audiences.
3. Construct a Narrative With Instagram Video Ads.
Keep your audience engaged throughout a set of discreet advertisements by constructing a narrative with your Instagram video ads. By guiding viewers through an interesting tale on your Stories or carousel post, you can lead them towards a surer conversion by the end of your ad. Write actionable captions within your ad to add another layer of visual enticement for your Instagram advertising.
4. Add Closed Captions to Your Video Content.
All your videos on this platform will autoplay on mute when a user scrolls by. Make sure to add closed captions to your video content so that users can read your videos and not ignore your post immediately.
FACEBOOK (META) ADS
Facebook not only caters to B2C businesses, but it’s also a great platform for B2B businesses. The audience reach is substantial. For businesses who want to make their brand known, Facebook’s sponsored stories, video ads, and the carousel feature is great ways to pique someone’s interest without being too direct. Compared to other social media platforms’ targeting capabilities, Facebook’s audience reach is highly transparent. Anyone can choose their audience—any business has a high level of control and transparency over the audiences they target.
TYPES OF INDUSTRIES THAT DO WELL WITH META ADS
Any business that relies on eCommerce is already geared towards online sales and only stands to benefit from using Facebook ads to drive more traffic to their storefront. Not to mention there’s an unprecedented number of shoppers online today.
Recently, health products have taken off in popularity. It’s a sector that’s doing well across the board, and because of this, Facebook ad campaigns will be very effective right now.
Many universities and colleges use organic and paid advertising on these sites to bolster application numbers and encourage campus visits. Once on campus, these same universities use social networking sites as platforms for advertising, such as ongoing events and new curricula.
COACHING, CONSULTING & AGENCY SERVICES
Guidance, wisdom, and expert advice are widely in demand right now. Across society, people are being forced to rethink their approaches and get creative in ways they never expected. If you’re a savvy coach or expert with a great website and a funnel to convert web traffic to clients, Facebook ads are the next step in jumpstarting your sales engine.
Facebook ads can give local home service businesses a reach they’ve never had, and ads can be targeted specifically to their servicing location. Local service providers can effectively remind people of their services and convert more interested leads with Facebook advertising. This could help them decide between you and your competitors or push them over the decision line on trying your service if they never have. Additionally, Facebook’s demographics also align well with the target audience of the home service industry (ages 25-44)
FACEBOOK META ADS BEST PRACTICES
1. Create Video Ads
When it comes to increasing user engagement, the video format captures attention in a way that photos and text simply cannot match. When coupled with effective targeting and a call-to-action, this wide-reaching format results in a considerable return on investment. Important to note that Facebook now sets each video in a feed as soundless by default, so captions will need to be added to play along with the images to get your message out there.
2. Personalize Your Ad
When it comes to effectiveness, businesses with some form of personalization behind their advertising efforts will see a great return on investment. It requires more than just getting the prospect’s name right in the header but putting together an assortment of products and services which match a customer’s profile. It’s a matter of estimating and anticipating a customer’s needs and then making it as easy as possible for them to convert.
3. Create Mobile Ads
Ensure your ads fit and function with a mobile audience in mind first and foremost. An image optimized for desktop could appear distorted on mobile, which is not a great look for any business. Keeping these small details in mind and giving mobile ads the exact specs they need will ensure a greater return on investment for your efforts.
YouTube’s exposure, engagement, and versatility make it a great fit for small businesses. Additionally, YouTube Ads are the most budget-friendly and cost-control platforms, making them ideal for small businesses or start-ups. Typically, you pay only when people watch or interact with your ads, such as by watching it for at least 30 seconds or clicking on a card, call-to-action (CTA) overlay, or companion banner. YouTube Ads also have incredible targeting capabilities, so you can tailor your ads specific to topics, keywords, and fine-tuned demographics such as “women under 35.” With other social media platforms, ads are positioned when the user scrolls, but your ad is positioned directly in front of the user with YouTube ads.
INDUSTRIES THAT DO WELL WITH YOUTUBE ADS
RETAIL AND SELF CARE
Product reviews and unboxing videos dominate YouTube, making it a prime advertising spot for retail and self-care brands. For example, makeup tutorials and fashion vlogs get millions of views on YouTube. Makeup brands should target ads to these channels or work with influencers to get their own product reviewed.
HEALTH & FITNESS
Health and fitness enthusiasts use YouTube as a learning tool to see how they can improve their lifestyles. As a video platform, YouTube has an advantage over other publishers online because people want to see exactly how they should execute routines or prepare their next meal. Tutorial-based or results-based ads are the perfect way to capture the addition of viewers who are looking for solutions.
YouTube is full of content for Home & Garden enthusiasts looking to get inspiration for their next project. It’s also a platform where users learn how to fix or repair things. People go to YouTube to learn DIY projects on a budget, get home service advice, and learn how to build, fix, repair, or replace items within their homes. Because of this, YouTube Ads are the perfect place to position your home service brand.
TECHNOLOGY & MARKETING
Technology and marketing videos make up a large portion of YouTube content. Consumers will seek out tech reviews to see how a product works before making a substantial purchase. Consumers also turn to YouTube for educational content that teaches how to use software, new products or learn a specific skill. Positioning your message as a solution to their specific need is an excellent way to utilize YouTube ads.
YOUTUBE ADS BEST PRACTICES
1. Captivate Your Audience – Fast
Keep your video ads between 15-60 seconds. The First 5-10 seconds of your ad (ideally 6-7 seconds) should be designed to hook you in and keep watching. Use “How-to” keywords or ask a compelling question (“Have you tried a bunch of diet plans that have failed you?”).
2. Use Storytelling
Make an outcome statement (What if I told you there was an all-natural supplement that took away bloating in less than 10 seconds?”). Speak specifically to your target audience (I’ve created the Keto Fast Guide to show you exactly how to get into ketosis and burn fat fast). Relate to Your Audience. Create a relevant dialogue with your offer and emphasize their needs and pain points. Create a relatable scene they’re likely to identify with.
3. Show the Results or Outcome in the Ad
Results someone achieved from having whatever you are promoting (use real life situations, product demos, etc.). The story of a turning point/before or after/transformation. Social proof: an extended version of the hook video testimonials. This portion’s length depends upon what you’re asking for and how long it takes to get there.
4. Tell Users What to Do
Tell them what to do by telling them how to act and where to click to do it. Be literal and directional. Your Call to Action should be easy for users to find. Share the benefits of what’s in it for them if they act. Strengthen your offer with a guarantee or big promise.
That’s our step-by-step guide to finding the best social media platforms for advertising your business. If you need help with your own social media advertising strategy, we’ll love to talk with you and see how we can help. Don’t forget that our podcast also goes live on Facebook, YouTube, Twitter, and LinkedIn, and you can catch the replay on Instagram. You can also subscribe to our YouTube Channel for more resources to help your digital marketing plan.