Facebook, Twitter and LinkedIn marketing: Social media targeting capabilities revealed
October 28, 2016
Facebook, Twitter and LinkedIn marketing: Social media advertising targeting capabilities revealed
Digital marketers face an ever expanding list of options when it comes to choosing the best channel for their social media marketing campaigns. This infographic compares the reach and targeting capabilities of three main social channels: Facebook, Twitter and LinkedIn.
As we work with some of the world’s leading brands, we have gathered enough data to select the most popular targeting criteria which are applicable to both B2B and B2C brands. Our expert team have then rated each channel’s ability to target and deliver brand messages to the desired audience using this established criteria.
social media advertising targeting
Key social ad targeting takeaways:
1.Social marketing success is partly driven by testing. Without requiring major cost outlays, you can effectively measure, refine and improve your campaign’s targeting and creative approaches to achieve favourable results. So don’t be afraid to experiment with a new channel – as long as you believe the targeting options are suitable for your brand’s desired audience.
2.Work with a specialist agency to ensure that you fully maximise the marketing opportunities each channel offers. This will allow you to benefit from the agency’s experience of working with similar brands to yours and all the additional audience insights this offers.
3.LinkedIn works well for B2B audiences and we have rated the targeting capabilities as outstanding, especially as users regularly update their own data. But be mindful that it takes time to grow a company’s follower base and that LinkedIn advertising is relatively expensive.
4.Twitter’s advertising offering is still somewhat limited. But its users hugely enjoy the conversational / mini blogging style it offers. It also lends itself well to engaging with key influences in your sector. So if this suits your brand story, we recommend that Twitter is a must have addition to your marketing mix.
5.If you need to get in front of a new audience, Facebook advertising offers especially cost-effective ways of achieving this and it lends itself well to capturing UGC and highly creative ad formats. Add to this smart targeting techniques, and you can achieve game-changing campaign results using Facebook marketing.
Here at agency:2 we’re passionate about social media and we work with some of the world’s leading brands. By selecting the best channel for your brand, together with optimum timing, creative execution, smart targeting criteria and techniques, we will ensure that you maximise the ROI of your social campaigns.
Are you ready to take your social media marketing to the next level? Call our social media experts on 00 44 (0)203 567 1380
Discover how to supercharge your Facebook marketing with videos
October 6, 2016
Supercharge your Facebook marketing with videos
We all know videos obtain high organic reach and boost the reach of Facebook marketing campaigns significantly. But is that the case for all video content?
What can we do to improve the reach of the videos we post to achieve better results for our social media campaigns? Here are our top 4 tips for making videos work on Facebook.
1 – The content must be easily shareable
Videos should inspire sharing; either by tagging friends or sharing the content on newsfeeds. This will occur only if fans find a video useful, interesting or ‘cute’. Shareability is a key component for increasing Facebook reach.
As getting Facebook users to ‘click to play’ a video is rare, the message should be transmittable without sound. Thus, subtitles are extremely useful or animated text within the video is also effective.
2 – The video must be short and catchy from the start
Users of Facebook typically scroll through their newsfeeds and don’t spend a lot of time on any one piece of content; retaining audience attention for longer than 30 seconds for an advert is challenging to say the least!
Additionally, attention spans tend to be shorter on mobile, so story-telling should ideally be told ‘back to front’, revealing the key message in the opening 3-6 seconds. That way a user can see the beginning of a video only and extract what they need without watching to the end.
3 – Offer fans an immersive experience
Even though you may have caught a user’s attention, keeping that attention can be challenging.
In order to retain your audience, showing videos that are quick and original, contain smart video editing, and / or tell a story can accomplish this. The video has to give something back to the user such as: relevant knowledge, an emotional feeling, an explanation or a sense of community.
4 The message must speak to a specific audience and build on the power of targeting
A message resonates best when it is told to a clearly identified subset of the target audience. Establishing a feeling of affinity within this subset will allow the audience to then be expanded via advert targeting abilities.
For example, if the message of the video is geared towards mums of infants using emotional content, then tailoring this content specifically to this audience will improve its relevancy. The video’s likeliness to go viral will also then increase, as that audience is much more likely to share the content, and so on, and so on.
5 Need to increase traffic and conversion rates? add a call to action button
If you follow the steps above, you will generally find your cost per view decreasing and your view-through-rate increasing. In addition, the videos can then also be very suitable to drive traffic and conversion by adding a call-to-action button. Facebook has recently changed the CTA button placement for videos, making it visible at all times – as a result, we have seen CTRs increase from 0.01% up to 3.95%. It seems the days where video can only be used for generating awareness are in the past – at least on Facebook.
agency:2 has been working with video content across global brands for years; we believe in the power of this type of content for successful Facebook marketing and anticipate seeing videos grow rapidly in use over time.
