Today, for a brand it is more than necessary to create promotions on social networks. A practice in continuous growth if we want to gain visibility in the digital world.
Why are social media promotions such an effective practice? Very easy.
An average person spends about 6 hours a day using their smartphone, either to surf the internet, on a social network or using other types of apps.
An upward trend, but fewer and fewer people keep their profiles on social networks updated daily.
This data is reaffirmed by Facebook in one of its latest data analyzes. The social network, which comprises some 1,400 million daily active users, indicates that there has been a decrease in the use of this popular social network daily.
And you may wonder, if there has been a decrease in the time a user browses a social network, why should I invest in advertising?
Easy, how many times has it happened to you that you have entered your account on any social network and have only been able to see the same viral video over and over again? And the same kitty meme? Many, right?
Given this mass of content, investing in promotion on social networks is the only way for brands to be seen by users who form their potential audience quickly.
But, not only that, it is also the ideal way to generate notoriety and presence on the Internet. In addition to establishing a direct channel between its users and the brand. A channel available 24 hours a day.
Throughout this post, we will explain some of the advantages of creating promotions on social networks, as well as the necessary instructions to do it correctly in some of the most popular social networks.
Advantages of promotions on social networks.
Achieve a high impact with a small investment: by investing a few euros we will be able to reach more like-minded people than with any other offline advertising strategy.
High level of segmentation: by interests, by position, by geographical area, or even by language. Social networks give us great targeting power to fine-tune the impressions of our ads.
Different types of ads: greater flexibility of formats, timing, and platforms where they are served.
Analytics: we can always only measure the results during and after the end of the promotion in question, making the necessary adjustments.How do I promote my brand?
Depending on the social network where your brand is present, you will opt for some promoting posts options or others.
Next, we explain in a very simple way how you should create these promotions on social networks such as Facebook, Instagram, Twitter or LinkedIn.
If Facebook stands out for something, it is because of its simplicity when it comes to creating and managing different promotions and advertisements.
In addition, an advantage it has over other social networks is that we can promote our brand on Facebook, Instagram and Audience Network at the same time.
From its advertising platform, Facebook Ads, we find several very simple options as we have already commented and that we divide according to “difficulty”.
But first of all, if we are going to carry out a promotion or set of ads, Facebook forces us to create an advertising account. That is an account to which we will have linked our billing information and brand page or pages.
Ads can be based on photos, videos, image sequences, be a presentation or gif, a collection or even by Messenger. It is also possible to promote a specific post, your brand page, your website, or a call to action.
In turn, the most common objectives are:
Generate leads: where information about your potential customers is collected through interaction with the publication and through a contact form.
Offers: Facebook gives us the possibility to share discounts and special promotions with our entire community through an advertisement.
Interaction with the publication: to generate more likes, comments, or times the content is shared.
Responses to events: increasing the event's notoriety to get more answers is one of the most prominent strategies of brands in social networks.
I like the page: a little investment to increase your social community never hurts.Once the main objective for the campaign has been selected, we must consider where it will be served. And this varies depending on the chosen multimedia content.
We must remember that, for video formats, Facebook allows you to work with the Audience Network, a network of applications and websites outside the same social network.
All our promotions will be served in addition to the timeline of the users in:
Facebook: Instant Articles, Right Column, Marketplace and in-stream video and suggested in the case of video format.
Audience Network: Native, banner and interstitial, in-stream and award-winning video.
Messenger: start (as long as it is in sequence format).
Instagram: Stories and news.
Regarding the payment system for ads, Facebook is based on the CPC or cost per click. Your budget will only subtract when the proposed action is performed.
The negative aspect is that the scope is affected by the budget you want to spend. That is, the higher the budget, the greater the scope, and vice versa.
To counteract this negative point, a pretty good one. It gives us information on all campaigns in real time, in order to improve them on a daily basis to obtain the best performance from our promotions.
Why Instagram in front of others to promote yourself on social networks? You may be wondering. Well, because, according to their statistics on the behavior of their users, more than 80% of them follow at least one company.
More if you are in the fashion, travel or gastronomy sector. Sectors where visual content predominates over the rest, and for which it is much easier to bring its presence closer to users.
In this way, Instagram Ads is configured as the perfect place to pour your advertising based on images and videos about your brand, don’t you think?
Like the previous social network, Instagram allows us to promote our brand in different ways, through photos, videos, sequences or Stories. All this to achieve very marked objectives. Recognition, prestige and conversions to our website, app, etc.
How to create them is very, very easy even though there are different options. You can create your ad from the same Instagram app installed on your mobile, from the ad manager (Instagram Ads), from Facebook’s Power Editor, or through a partner. This last option is perfect if you barely have time to dedicate to your promotions.
Once you have chosen the platform, you just have to follow a few simple steps:
Convert your profile into a Company one, if you don't have it yet.
Set up your ad and targeting.
Establish the budget.
To post.Having a company profile on Instagram gives you certain advantages, such as a contact button, the category of your business and a link to your website on your profile.
In addition, you will be able to have access to the innumerable metrics that they offer you in order to measure the effectiveness of your management and your content from Instagram and Facebook.
Bases for promoting on social networks
Before starting any marketing strategy, it is important to consider the objectives, as well as a differentiating element to be a reference to the competition and stay in the mind of the consumer.
Without clear objectives, it is difficult for the campaign to be successful, since it is through them that the content will be developed.
Likewise, it is also important to make sure that the content reaches the correct audience, which is why it is necessary to develop the Buyer Persona and have tools that allow you to segment and thus reach who you want.
If you do not know your audience, it will be difficult for you to reach the ideal customer, so it is also vital to collect data that allows you to create different profiles of the Buyer Persona that, in addition, will help you make better decisions when preparing the content.
With these foundations on social media on the table, let’s address how products can be promoted through organic channels, and if it is possible to include social media in the equation.
Good promotions on social networks: How do they work?
Promotions on social networks allow you to reach a wider audience, and the best thing is that they do not necessarily involve a large budget.
There are no excuses for not including promotions through social networks in your strategy, although before embarking on this path, it is necessary to have a work plan in place.
Growing organically is increasingly difficult, although social networks have made the journey much more bearable through Facebook Ads, Instagram Ads, or Google Ads.
