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Social Media

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SOCIAL MEDIA MARKETING 1

–INTRO, APPLICATION & PAID


SOCIAL MEDIA
By Taffy L. Gotora aka DigitalBae
Head of Digital @
Barker McCormac Ogilvy & Mather.
WHAT IS SOCIAL MEDIA?
WHAT IS SOCIAL MEDIA?

The dictionary definition of Social Media is:


Websites and applications that enable users to
create, share and consume content or to
participate in social networking.
Essentially It’s what WE DO...
with the websites and applications like Facebook,
Twitter, Instagram, Linked In, Snapchat, Pinterest,
TikTok....
SOCIAL MEDIA IS HERE TO STAY!

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


53% of the world’s population are now social media
users: a whopping 4.2 billion people.
ONE MESSAGE BEFORE SOCIAL
MEDIA

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ONE MESSAGE AFTER SOCIAL MEDIA.
The message is distributed across Social Media platforms.

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
THE GLOBAL SOCIAL MEDIA
NUMBERS!

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
THE GLOBAL SOCIAL MEDIA
NUMBERS!

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZIMBABWE DIGITAL BACKDROP

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZIMBABWE SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZIMBABWE SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZIMBABWE SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZIMBABWE SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZIMBABWE SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZAMBIA DIGITAL BACKDROP

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZAMBIA SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZAMBIA SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZAMBIA SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZAMBIA SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
ZAMBIA SOCIAL MEDIA
AUDIENCES

Despite controversy around privacy, hacking, fake news


and all the other negative aspects of online life, the
world continues to embrace the internet and social
media.

Global digital growth shows no sign of slowing, with a


million new people around the world coming online
every day.

This growth is clearly fuelling social media use.


45% of the world’s population are now social media
users: a whopping 3.5 billion people.
GOOD NEWS FOR BUSINESSES

• Social Media has afforded everyone in


business the tools to publish, broadcast and
compete on a more level playing field.
• No longer dependent on big budgets.
• Location-based applications and networks
allow SMEs to compete with big brands.
• Exponential growth.
HOW CAN I USE SOCIAL MEDIA
TO DRIVE MY BOTTOM LINE?

• Streamline and improve customer service


• Connect with new leads and resources
• Increase brand awareness and search rankings
• Develop credibility within your industry
• Find employees and partners
SO DO I DITCH TRADITIONAL
MEDIA?
• Social Media is a key component of your marketing plan -
not a replacement for traditional media.

• It’s a fact that Social Media marketing is far less


expensive, paying a fraction of the traditional media price
to reach the same number of people (or more) and you’ll
be reaching the audience you want. The metric used in
this assessment is Cost-Per-Thousand Impressions (CPM).
Traditional advertising is also still effective because at
least half of the world is not on Social Media.

• When you integrate social and traditional media, you are


giving a great deal more strength to your campaign than
if you had a single-layer marketing campaign
“Social Media is like water. On its own,
water does some cool things, but when
combined with other compounds it
enabled the evolution of all forms of life.”
Mike Volpe, VP Marketing, HubSpot
GETTING STARTED
LISTEN

• Find out what your


LISTEN audience is saying.
OBJECTIVES • Where are they spending
their time?
PLAN • What are your
competitors doing?
EXECUTE
ANALYSE
Social Mention

Social Mention aggregates all of the blog, microblog, image, and video content related to the
search term you provide from a variety of search engines and social networks. This makes it easier
to digest and view what’s being said about your brand in one comprehensive view.
Google.com/alerts

You can set up Google Alerts to see where people are mentioning you or your brand in search
results, too.
OBJECTIVES

What is Your Objective/Goal?


LISTEN
• Brand Top of The mind
OBJECTIVES Awareness
• Traffic generation
PLAN • App downloads
• Lead generation
EXECUTE • Conversions
ANALYSE
PLAN

• Determine your target


LISTEN
audience.
OBJECTIVES • Develop your plan/strategy.
• How can this tie in to your
PLAN overall marketing?
• Determine who will be
EXECUTE
responsible.
ANALYSE
EXECUTE

• Execute and monitor your


LISTEN campaign.
OBJECTIVES • Reply to comments
feedback, questions.
PLAN
EXECUTE
ANALYSE
ANALYSE & OPTIMISE

• What are your top performing


LISTEN Tweets? What time of day do
your Instagram posts get the
OBJECTIVES most engagement? Is
your Facebook marketing
PLAN strategy translating to traffic
and leads? If you’re not using
EXECUTE social media analytics tools,
you’ll probably have a hard
time answering these
ANALYSE questions.
CHOOSE YOUR CHANNELS
WISELY
YOU CAN MEASURE

• Reach
• Frequency and Traffic
• Influence
• Conversations and
Transactions
• Sentiment
YOU CAN MEASURE WITH TOOLS
LIKE:
• Facebook Insights
• Socialbakers
• Sprout Social
• InsideFacebook
• HubSpot
• Social Mention
• Brand24
• Meltwater
• Hootsuite
• Buffer
• TalkWalker
• Twitter Analytics
• LinkedIn Analytics
• Instagram Insights
Social Media Security Best Practices
• Establish an official social media policy and ensure it is communicated across your
whole organization. This is a document that outlines specifically how your
organization as a whole and individual employees should conduct themselves when
engaging in social media activity of any sort. It helps to establish a unified social
media brand and provide guidelines for online messaging from a corporate
perspective.
• Change your social media account passwords monthly. Randomize them, don’t
repeat them, and don’t use common data points such as names, birthdays, or
buzzwords.
• Use at least a two-step authentication method for accounts. This is an
increasingly common secure login method that requires users take at least “two
steps” to verify their identity before they gain access to an account, such as
providing a password and then using a code texted to them on their account’s
associated mobile device.
• Access and publishing privileges- Check who has access to your social media
management platform and social accounts. Update as needed. Make sure all former
employees have had their access revoked. Check for anyone who’s changed roles and
no longer needs the same level of access.
• Set up a system of approvals for social posts- Not everyone who works on your
social accounts needs the ability to post. It’s an important defensive strategy to limit
the number of people who can post on your accounts. Think carefully about who
needs posting ability and why.
Social Media Customer Service

• When crafting customer service responses on


social media, mirroring words can make
someone feel heard:
• •“I understand that you are upset about (insert
their complaint here, and their name).We
would like to speak with you by phone to learn
more about the situation, so we can find a way to
remedy it for you. Please inbox-message us your
contact details”
Best Way To Respond
• Include a greeting and be transparent with names or
initials.
• If a name is apparent from your customer’s social profile,
don’t hesitate to use it with a greeting.
• A simple “Hello [name]”, or “Good day[name]” helps reach
out with a personal touch.
• Furthermore, closing social media customer service
responses with a-Sonia or-SG(first name or initials) also
humanises the response.
• This creates accountability on both sides of the coin. It makes
the user feel heard by an actual person. It allows the business to
see who replied should there ever be a dispute.
• Giving a customer your name humanises the brand instantly. It
offers them someone to speak to directly should they be
interested in continuing the conversation.
Golden Rules of Social CRM
• If a customer has complained in the vernacular
respond to them in their preferred language do not
stick to English.
• Always know what type of content is being posted on
the page so that you response is relevant and in
alignment with the context/background.
• Make sure you follow the entire thread on Twitter to
ensure that you have a full scope of the problem.
• When a certain request /complaint keeps recurring
communicate with a blanket post to address it.
Golden Rules of Social
Media

• Listen
• Add value
• No hard-selling
• Engage and interact
• Be real, be nice, be honest and transparent, be
grateful
• •Focus on quality, not quantity
FACEBOOK LIVE TIPS
1. If you are shooting on a phone: Stream quality varies based on your connection speed. Go live when you
have a strong connection (use Wi-Fi instead of your phone's cellular data whenever possible).
• Use a tripod or steadicam for a more stable stream.
• 1. Go live with a strong connection .Ensure your broadcast is as clear, high-resolution, and stable as
possible. If you are shooting on a phone:
– Stream quality varies based on your connection speed. Go live when you have a strong connection
(use Wi-Fi instead of your phone's cellular data whenever possible).
– Use a tripod or steadicam for a more stable stream.
• If you are using video encoding (streaming) software or hardware:
– Use a dedicated wired connection with backups whenever possible. If you must use Wi-Fi, make sure
it’s secured and dedicated for the broadcast, and have contingency plans in place.
– Broadcasting from an event? We recommend setting up a private connection – satellite or fibre
rather than relying on a venue’s connection.
– Run a speed test in order to determine your upload bitrate.
2. Engage with your audience
• Facebook prioritises content that sparks conversations and meaningful interactions between real people.
Videos that inspire friend-to-friend or person-to-person interactions tend to get more distribution.
Actively responding to and moderating comments during your Live broadcast can play an important role in
fostering such conversations and interactions. Some techniques to drive healthy engagement include:
• Say hello to commenters by name and reply to their comments.
• When possible, bring audience questions or comments into the broadcast itself by answering questions
on-air.
• Pin great comments to the top of the chat.
• Going Live from an event? Encourage event participants to engage with the audience via the live
comments.
FACEBOOK LIVE TIPS

You should test things


out by creating a
practice video
restricted to your eyes
only. You can do this
by going to your own
Facebook profile, and
selecting “Only Me”
before recording.
FACEBOOK GROUPS
1.Provide extra value for customers A Facebook group can easily provide extra value for
customers. It’s also another way for your audience to connect with you, and each other, which can
help to facilitate the growth of your brand community.
2.Create a sense of community. Our best bet in building relationships with our audience in the
social media landscape is to build relationships and a sense of community. This can be a little
difficult via post threads and comments. Facebook groups will enable you to build a sense of
community. As noted in the previous point, members can start conversations among themselves,
and eventually even answer each other’s questions.
3. Create a sense of exclusiveness. Private Facebook groups can provide just that. This can help
build a sense of exclusivity for the people we allow in, while it also makes content we share in
such groups only available to those who are part of them. Private Facebook Groups can also be
found in searches. Members can post freely but their post will be approved by admins.
4. “Beat” the algorithm. Since, as noted, Facebook Groups generally see higher levels of
engagement than Pages - and posts from groups in which you're regularly active are also given
higher status in the News Feed algorithm - creating and maintaining a group can be a way to
“beat” the algorithm and get your posts seen by our group members. It's not a solution, as such,
we can't ever circumvent Facebook's algorithm limitations, but its another way to generate more
exposure, and boost awareness among our Facebook audience.
5. Check your analytics Facebook Groups also now have analytics. As with our regular social
media profiles, we can keep up with looking at your analytics to know what’s working and not
working
FACEBOOK GROUPS

To create a group
around you business
page
1. click on the 3
buttons on the right
side and select
“Create Group”
FACEBOOK GROUPS

You will need to


name your group
and add people
FACEBOOK GROUPS

You'll now need to


decide what privacy
setting you want your
group to have.
Social Media Content Pillars

• Attract
• Educate
• Advertise
• Engage
Social Media Content Pillars
•Attract-This content is not directly related to your business
but stuff you know your ideal client would be interested in.
Competitions & Giveaways fall under this pillar.

• Educate-This can be your own content (blog posts, helpful


videos, tips) but it’s primary goal is to help your client or
solve a problem you know your client has–not to promote
your business.

• Engage-The goal of the content in this pillar is to get your


community involved and create conversation.

• Advertise-The goal here is conversion. Consider what the


‘next step’ you’d like your fans to take in your business. You
can also promote your products/services.
LINKED IN

LinkedIn is a social networking site designed specifically for the business


community. LinkedIn can be a powerful tool for individuals and companies
looking to make new connections, generate leads, and build their brand.
While it’s an important platform for all businesses, LinkedIn can be a true
game changer for B2B (business to business) companies
WHAT LINKED IN CAN DO

• Linked In offers opportunities to reach out to


your audience through posting information,
photos, videos and stories. The content you
share can:
• Personalize and differentiate your brand
• Drive traffic to your website/blog
• Brand awareness and brand visibility
•Promote sales leads
WHY LINKED IN

• LinkedIn is even more important to B2B marketers than Facebook.


According to the 2015 Social Media Marketing Industry report
LinkedIn has now surpassed Facebook as the #1 most important
social platform for B2B marketers. While only 21% of B2C marketers
cited LinkedIn as their #1 platform, 41% of B2B marketers put it at the
of their list (compared to just 30% who said Facebook was the
most important).
• LinkedIn is one of the most effective ways to recruit new talent
• Linked offers brands an opportunity to run Ads on the platform
• Offers Trainings for different courses to help people develop their
careers
• LinkedIn is the ideal network for establishing thought leadership.
• LinkedIn gives your brand increased search visibility.
• LinkedIn is the third most used social platform among business owners.
According to the Salesforce 2015 State of Marketing report
LinkedIn is the third most commonly used social network for business
owners. With 62% of business owners reporting that they use the
platform, and an additional 22% saying they intend to use it in the
next year, the use of LinkedIn as a valuable business tool shows no
signs of slowing down.
CREATING A LINKED IN
COMPANY PAGE

• To create a LinkedIn Page:


• Click the Work icon in the top right corner of your LinkedIn homepage.
• Click Create a Company Page. You’ll also select this option to create a
Page for a school.
• Select the page type you’d like to create from the following options:
– Small business
– Medium to large business
– Showcase page
– Educational institution (high school or university/college)
• Enter your Page identity, Company or Institution details, and Profile
details information.
• Check the verification box to confirm you have the right to act on behalf
of that company or school in the creation of the page.
• Click Create page.
– If you don't have a confirmed email address associated with your LinkedIn
account, you'll be prompted to add and verify your email address.
What Are The Benefits Of Advertising
On Social Media Channels?

Advertising on social is a hyper-direct way to reach the audience you


want. You can target brand new customers or returning ones.
All the major social networks offer advertising options. That doesn’t mean
you should use all of them.
When choosing where to place your ads, it’s also helpful to know which
networks are most popular with your target audience. Where is your target
group most engaged, most concentrated and most accessible?

Targeting teens? TikTok is where to find them. Moms, meanwhile, love


Facebook.
Try looking at which social networks perform well organically for your brand.
Where does your content naturally strike a chord with fans? This is an
obvious choice for your first social ad campaigns.
What Are The Benefits Of Advertising
On Social Media Channels?
There’s a social media ad solution for every budget, from just a
few dollars a day to million-dollar campaigns.
Ads on most social networks are sold in an auction format. You
set a maximum bid for a target result (such as a click), or a
maximum budget per day. There’s no set amount to pay. As you
create your ad, the ad manager interface will provide a
recommended bid based on your stated goals.

You will generally pay using one of these methods, depending on


your campaign goal:
Cost per click (CPC)
Cost per 1000 impressions (CPM)
Cost per conversion
Cost per video view
What Are The Benefits Of Advertising
On Social Media Channels?

Several factors impact how much you will pay for a social media
ad, beyond what your competitors are bidding. These factors
include:
• The quality of your ad
• Your campaign objective
• Which type of audience you are targeting
• The country you’re targeting
• Time of year, and even time of day
• Placement within the network.
For example, research by AdEspresso shows that the average
Facebook CPC is $0.40 on Sundays, but nearly $0.50 on Tuesdays
and Thursdays.
The Different Types Of Social Media
Platforms To Serve Ads:

Social networking (Facebook, LinkedIn, ).


Microblogging (Twitter,).
Photo sharing (Instagram, Snapchat,
Pinterest).
Video sharing (YouTube, Facebook Live,
Periscope, Vimeo, TikTok).
TYPES OF FACEBOOK ADS

Facebook’s internal data shows


that a series of photo-only ads can
drive more unique traffic than other
types of ad formats.
In addition to a photo, Facebook
photo ads include 90 characters of
text plus a 25-character headline.
Show and tell! These ads can also
include a call-to-action button like
Shop Now or Download.
You can create your photo ad
in Facebook Business Manager, or
simply promote a post with an image
from your Facebook Page.
Pro tip: If you’ve got a tangible
product, a Facebook photo ad is a
great way to show it off. Show people
using your product, rather than a
simple photo of the product itself.
TYPES OF FACEBOOK ADS

Facebook video ad options range from


short, looping video clips that autoplay
in users’ feeds, to original 241-minute
promoted videos for the desktop. You
can also develop video ads that play
within other videos (Facebook video
ad Inception!), or even share 360-degree
videos.
With so many options, it’s critical to have
solid goals and understand who your
target market is and where your video
will reach them.
Pro tip: Short videos tend to have higher
completion rates. However, if you’ve got
a compelling message, you can go a little
longer. Video can help clearly
demonstrate your services—like a cool
dance class—and stand-out in a mostly
static news feed.
TYPES OF FACEBOOK ADS
Stories ads
In this full-screen format, photos
display for six seconds, and videos
can last up to 15 seconds.
One hiccup: You can’t specifically
select Facebook Stories ads on their
own. They’re included as a possible
placement when you select
Automatic Placements when creating
your ad for the News Feed or
Instagram Stories campaigns.
Pro tip: Stories only last for 24 hours,
so this is a great format for in-the-
moment marketing like limited time
offers. The majority of people
Facebook surveyed said they wanted
Stories ads to be “quick and easy to
understand.” Keep things simple.
TYPES OF FACEBOOK ADS
A Facebook carousel ad lets you
include up to 10 images or videos,
each with their own link, all in one
ad.
Carousel ads work well to showcase
different features of a product, or to
explain a step-by-step process.
They’re also a great way to present
multiple products or services. For
example, a Gap polo or a Gap t-shirt.
Pro tip: Use the different elements in
your carousel ad together to present
a compelling, effective story or
message. (That being said: if you
need them to stay in a certain order,
opt out of the automatic optimization
feature.)
TYPES OF FACEBOOK ADS

A slideshow is an ad that creates a video from


several static images—your own or stock images
that Facebook provides.
Slideshows offer the compelling motion of video,
but require no video-specific resources to create.
The best of both worlds! If you’re not ready to try
video ads but want to move beyond static photos,
slideshow ads are a great option. Plus: fun music!
Pro tip: If you don’t have professional
photography on hand, stock photos can be a great
option to help you express your brand’s vibe.
TYPES OF FACEBOOK ADS

A slideshow is an ad that creates a video from


several static images—your own or stock images
that Facebook provides.
Slideshows offer the compelling motion of video,
but require no video-specific resources to create.
The best of both worlds! If you’re not ready to try
video ads but want to move beyond static photos,
slideshow ads are a great option. Plus: fun music!
Pro tip: If you don’t have professional
photography on hand, stock photos can be a great
option to help you express your brand’s vibe.
TYPES OF FACEBOOK ADS
A collection ad highlights your products
right in the Facebook feed. The ad
includes a cover photo or video, plus four
smaller product images with pricing and
other details.
Think of it as your digital storefront, or
an instant peek into your catalog. This
format allows people to learn more
about your product without leaving
Facebook.
Pro tip: Collection ads work especially
well for retail and travel brands.
TYPES OF FACEBOOK ADS
Messenger ads are simply Facebook ads
placed in the Chats tab of the Messenger
app. They’ll appear between
conversations.
You can use them to start an automated
conversation with a potential customer
right there on Messenger, or link out to
your website to your website or app.
Over 1.3 billion people use Messenger
every month—many of whom aren’t
even Facebook users. Get chatting.
Pro tip: You can use Messenger ads to
restart conversations that have trailed
off. Use a custom audience of people
who have previously messaged your
business.
TYPES OF FACEBOOK ADS
Facebook Playables Ads are mobile-
only interactive previews of your
game or apps. This offers an
opportunity for users to try before
they buy (or download).
These ads start with a lead-in video
prompting people to play, via a “tap
to try” icon. From here, users can
click and instantly test-drive a full-
screen demo version, without having
to install anything.
It’s a great way to showcase your
game, with a low barrier to entry for
someone scrolling by.
Pro tip: Make sure you accurately
represent the game in your lead-in
video, and keep your tutorial simple:
as little as two steps, ideally.
TYPES OF FACEBOOK ADS
Facebook owns Instagram. So it’s not surprising that Instagram ads support the
same three broad categories of campaign objectives as Facebook ads:
• Awareness
• Consideration
• Conversion
Audience considerations: Instagram is most popular with millennials. Plenty of
Generation Z and Gen Xers also use the platform.
Like Facebook, you can target your ideal viewer with custom targeting options.
Create lookalike audiences, define your audience’s behaviors and activities,
interests, and demographics.
The specific Instagram ad types also mirror four of the Facebook ads types:
• Photo
• Video
• Carousel
• Collection
You can create each type of ad for either the main Instagram feed, for Instagram
Stories. Placing ads on IG TV offers a unique ways to reach your audience, too.
INSTAGRAM ADS
Facebook owns Instagram. So it’s not surprising that Instagram ads support the
same three broad categories of campaign objectives as Facebook ads:
• Awareness
• Consideration
• Conversion
Audience considerations: Instagram is most popular with millennials. Plenty of
Generation Z and Gen Xers also use the platform.
Like Facebook, you can target your ideal viewer with custom targeting options.
Create lookalike audiences, define your audience’s behaviors and activities,
interests, and demographics.
The specific Instagram ad types also mirror four of the Facebook ads types:
• Photo
• Video
• Carousel
• Collection
You can create each type of ad for either the main Instagram feed, for Instagram
Stories. Placing ads on IG TV offers a unique ways to reach your audience, too.
INSTAGRAM TV ADS
IGTV advertising
Users can post longform videos on a platform-within-a-
platform called IGTV. This feature was introduced on
Instagram back in 2018, and as of June 2020, you may now
place advertising within user-created videos.
IGTV video ads will only appear once a user has clicked over
to IGTV from their feed. Ads need to be vertical (mobile
optimized) and can be up to 15 seconds long.
Pro tip: This feature is only available with certain Instagram
accounts at this point, so you might be limited to working
with content from influencers, rather than big-name media
companies.
TWITTER ADS
Promoted Tweets
allows you to
highlight a particular
status update to get
more exposure for it.
You will have
Promoted Tweets
throughout Twitter
included on your
profile itself in
expanded view…
TWITTER ADS

Promoted Accounts allows you to


promote your account as one to
follow. An example is when you
log in to your Twitter account and
go to your main dashboard. To the
left of your Twitter stream,
beneath your Twitter statistics, is
a box showing suggested users to
follow based on your interests. If
an advertiser has related
keywords in its profile and is
targeting an audience in your
location, you will see it as a
promoted account in this section.
TWITTER ADS

Promoted Accounts allows you to


promote your account as one to
follow. An example is when you
log in to your Twitter account and
go to your main dashboard. To the
left of your Twitter stream,
beneath your Twitter statistics, is
a box showing suggested users to
follow based on your interests. If
an advertiser has related
keywords in its profile and is
targeting an audience in your
location, you will see it as a
promoted account in this section.
TWITTER ADS

Overall, Promoted Trends


simply gives your business the
ability to start a trending topic
on Twitter. Promoted Trends
are great for:
• Building mass awareness
for product launches
• Building mass awareness
for events
• Brand building by
association
TWITTER ADS
Overall, Promoted Tweets simply gives your
business’s status updates more exposure on
your profile and throughout
Twitter. Promoted Tweets are great for:
• Sharing content
• Building awareness
• Building a brand voice
• Offering deals.
LINKED IN ADS

LinkedIn ads help your business with three types of


marketing objectives:
• Awareness: Create more awareness of your company
or brand.
• Consideration: Drive website visits, increase
engagement, or encourage video views.
Conversions: Collect leads and drive website
conversions.
• Audience considerations: LinkedIn is much more
business-oriented than the other social networks in
this post. It offers targeting options based on
professional qualifications like job title and seniority.
LINKED IN ADS

Sponsored InMail is similar to email


marketing, except that the messages go
directly to users’ LinkedIn inboxes. Like a
pen pal! That you pay for.
However, Sponsored InMail has an
interesting unique feature. Users only
receive ad messages while they are active
on LinkedIn. That means messages don’t
sit around getting stale.
You can send a direct message to your
audience, or create a more conversational
experience—sort of a choose-your-own-
adventure, super simple chat bot.
Pro tip: Short body text (under 500
characters) gets the highest click-through
rate. But the sender plays a role too in
setting you up for success. Ask yourself:
who would my audience connect with?
LINKED IN ADS

Dynamic ads
Dynamic ads are automatically personalized specifically for each of
your prospects. It’s either AI or magic at work.
Don’t be afraid to get personal! You can target users personally and
directly to encourage them to follow you, read your thought
leadership articles, apply for your jobs, or download content.
Pro tip: Enable your target audience’s profile photo to be featured
in their own personal ad, to visually personalize the campaign. You
can also pre-set templates with macros to feature every target’s
name and company in the text.
LINKED IN ADS

Text Ads
Text ads are small ad units that appear at the top and the
right of the LinkedIn news feed. They only appear to
desktop users, not on mobile devices.
Despite the name, text ads can actually include a
thumbnail image of 50 x 50 pixels.
Pro tip: Create two to three variations of your campaign,
both for A/B testing but also to show your many sides to
your audience.
LINKED IN ADS

Text Ads
Text ads are small ad units that appear at the top and the
right of the LinkedIn news feed. They only appear to
desktop users, not on mobile devices.
Despite the name, text ads can actually include a
thumbnail image of 50 x 50 pixels.
Pro tip: Create two to three variations of your campaign,
both for A/B testing but also to show your many sides to
your audience.
YOUTUBE ADS

YouTube ads can help you work towards the following


business goals:
Collect leads
Drive website traffic
Increase product and brand consideration
Build brand awareness and extend your reach
Audience considerations: YouTube has more male than
female users. The audience is well spread out among age
groups up to 65.
YOUTUBE ADS

Skippable in-stream ads


These ads automatically play before,
during, or after other videos on YouTube.
They can also appear in other places in
Google’s display network, such as apps or
games.
Users get the option to skip your ad after
five seconds. The recommended video
length is generally 30 seconds or less.
However, if you have a compelling story
with great visuals, you can run longer.
Pro tip: Seventy-six percent of viewers
skip ads by default. However, a skipped ad
still increases the chances someone will
visit or subscribe to your channel by 10
times. Make sure to get your most
important messaging and branding in
those unskippable first five seconds.
YOUTUBE ADS

Non-Skippable YouTube ads


These are short ads that appear either at the start, mid-
point, or end of a video. The ads are a maximum 15
seconds long, and they can’t be skipped.
Pro tip: Just because users can’t skip the ad doesn’t
mean they’ll watch. Make sure your audio message is
compelling in case they look away to do something else
while your ad plays.
YOUTUBE ADS
Video discovery ads
Video discovery ads appear next to related Youtube
videos, in the results of a Youtube search, or on the
mobile homepage.
The ads appear as a thumbnail image, with a little bit
of text inviting users to click and watch.
Pro tip: Consider that your thumbnail may be viewed
at different sizes, and make sure that static image is
clear (and enticing!) whether large or small.
YOUTUBE ADS
Bumper Ads
These ads are also unskippable, but they’re a
maximum of six seconds long. They appear at the
beginning, during, or end of YouTube videos.
Pro tip: Don’t try to do too much in six seconds. Start
with a strong visual, stick to one message, and leave
enough time for your call to action.
YOUTUBE ADS
Outstream ads
These mobile-only ads are not available on Youtube, and will
only appear on websites and apps that run on Google video
partners.
Outstream ads might run in web banners, or within apps as
interstitials or in-feed content.
Pro tip: Outstream ads begin playing with the audio muted, so
make sure your visuals can stand alone.
YOUTUBE ADS

Masthead ads
This format really makes a splash, and is a great option for drumming
up some publicity for a new product or service.
On the desktop, a masthead ad will autoplay a preview for up to 30
seconds at the top of the Youtube Home feed. It includes an info panel
that pulls assets from your channel—here you can add up companion
videos as well. When the autoplay stops, the video reverts to a
thumbnail. Users can click through to watch the whole thing from your
page.
On Mobile, Masthead ads play in full at the top of either the Youtube
mobile site or the app. Here, you can customize the headline and
description, as well as a call to action.
Pro tip: These ads are only available via reservation basis, so you’ll need
to contact a Google sales rep to learn more.
TIK TOK ADS
TikTok ads can help you work towards the following business
goals:
Traffic: Grow engagement with interactivity and creative
content.
Reach: Connect with diverse audiences across the world.
Conversion: Encourage app installs and sales.
Audience considerations: A survey by the Global Web Index
found that 60% of TikTok users fall into the 25-to-44 age
bracket worldwide. But in the U.S., 69% of users are between
13 and 24 years old.
TikTok ads are only available in certain regions at this point in
time, so depending on where you live, you might be stuck
making organic content for now. But read on so that you’ll be
ready when the time comes.
TIK TOK ADS
Self-serve option: Images and videos
There’s only one self-serve option for
businesses on TikTok, and that’s in-feed
video. Whether you choose an image or
a video, ads will appear in a user’s “For
You” feed. The ad will always be full-
screen, just like user-generated content.
After the ad shows for nine seconds, a
card appears with your brand’s profile
name and display name, plus text and a
CTA button.
You can also choose to place ads across
the parent company’s other platforms
(such as BuzzVideo and Babe), from
within the TikTok Ad Manager.
Pro tip: The ads run fairly often, so
TikTok suggests freshening up your
creative every week at least to avoid ad
fatigue.
TIK TOK ADS

Other TikTok ad types


Options like Brand Takeovers, Hashtag Challenges,
Branded AR Content, and Custom Influencer
packages are available with the help of an
advertising rep.
At this point, it seems like anything is possible on
TikTok, so reach out directly and see what you can
do!
HALF of the human race is under 30.....

They have never known a world without the internet!


THANK YOU!!!

@TaffyGee
Email: taffygotora@gmail.com
https://www.linkedin.com/in/taffylgotora/

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