Paid Social Platforms. Who, when, why?

In the modern world, it feels like there are constantly new social media platforms that you need to be on to keep up with news, friends and cute pictures of animals! It can be daunting to keep up as a consumer, but even more so as a digital marketing apprentice. It is your job to take your clients goals for a marketing campaign and decide which paid social platforms you should run activity on to meet these goals. In this Blog I will cover the four main social platforms in 2022, their strengths, weaknesses and when you should use them!

Social media phone screen

Facebook

Facebook remains the largest social media platform with 1.93 Million Daily active users in 2021 According to Statista. It has been at the forefront of social advertising since its release meaning that it is one of the most developed platforms in terms of features and capability.

Strengths:

  • Largest user base which allows for widest scope and audience segmentation allowing you to target exactly who you want to
  • In depth testing capability allowing you to understand the best methods to meet your business goals
  • Plethora of Ad types and placements which you can read about here.

Weaknesses:

  • Aging user base
  • No ‘100%’ ad format allowing you to reach all DAU in one day like Snapchat and TikTok offer

When to use:

Facebook should almost always be in your Paid social marketing strategy due to its sheer size and targeting capability. It often drives the strongest results of any platform and is extremely versatile

Instagram

Instagram is owned by Facebook. This means that it shares the same ads manager and therefore most of the same features. It has 500 Million DAU making it smaller than FB but with a younger demographic. Instagram puts more of an emphasis on images and videos than Facebook.

Strengths:

  • 59% of users between 18 and 29.
  • Feature rich in terms of audiences and placements
  • Ability for more creative marketing due to its focus on media over text

Weaknesses:

  • Again, a lack of a ‘100%’ placement

When to use:

Instagram is similar to FB in that it should be used in almost all paid social strategies due to it having a range of targeting and content options. However, if your creative is more visual, IG is always a platform to consider.

Snapchat

Snapchat used to be the shiny, new social platform to advertise on (more on this later!) but it has now had time to solidify its offering and become a staple of most paid social strategies. As the platform has matured, so has its offering of products. One thing to note is the simplicity and easy of use of the platform when creating ads. This is due to the fact that Snapchat poached engineers that worked on Facebooks Ads manager during its infancy, taking away some of the unnecessary complexity and keeping it feature rich. Snapchat boasted 319 Million DAU in 2021.

Strengths:

  • Wide range of placements before, between and after content
  • Young user base
  • Ease of use

Weaknesses:

  • Testing is less in depth than FB and is mostly handled by the platform itself

When to use:

If you are looking to target the younger generations with your ads, Snapchat should be part of your strategy. Similarly to IG, SC also lends itself very well to video content.

TikTok

TikTok is the new platform on the block. With massive growth especially within Gen-Z where 59% of Gen-Z people are on the platform, TikTok is now incredibly important when targeting younger users. It has had such an impactful rise that Facebook blamed its first QoQ reduction in DAU since its launch on TikTok.

Strengths:

  • Massive growth of audience base especially in younger generations
  • Most users watch with sound on, lending itself to video content
  • Option for a ‘top-view’ which is shown to every user that opens the app on that day, guaranteeing performance

Weaknesses:

  • Questions around security may make your client hesitant to use it

When to use:

TikTok only works well with assets made for TikTok due to its reliance on video content. If you have this available and are trying to reach a younger demographic, TikTok is the platform for you and your client’s goals!

That’s a round-up of the main social platforms and wen you should use them. Have we missed any? Let us know by getting in contact here:

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