Why advertise on social media?
The social media space is a favorite place for many small and medium-sized businesses to advertise, and with good reason! Advertising on social media helps achieve the following goals:
Reach your target audiences at a lower distribution cost . It's the most affordable way to advertise on the web.
Precisely target an audience based on their demographics and interests . You only reach people who are interested in your product or service, allowing you to get the most out of your advertising budget.
Personalize your advertising messages according to the characteristics and needs of your targets . Unlike traditional advertising, advertising on social networks is not aimed at a heterogeneous group. On the contrary, it adapts according to the target.
Analyze your results carefully and in real time to adjust and optimize your advertising campaigns . On social networks, you can abandon unprofitable ads and reallocate the budget to the most effective ads.
Increase conversions and ROI. With targeted, thoughtful campaigns, you can reach the right audiences at the right time to increase the return on your advertising investment. Analyzing your results will tell you exactly how much each dollar invested is bringing you.
Choosing the Right Platform for Social Media Advertising
Facebook: to reach a wide range of people
Facebook has the largest user base. By targeting characteristics like age and specific interests, you'll get the most out of your ad budget.
Type of advertising content to promote
Reels and short videos: animated formats capture attention.
Quality photos or visuals: Quality static advertising is conducive to engagement.
Links to the site: Facebook is the ideal platform to redirect to a landing page or website.
Instagram: to tell a story in pictures
Instagram is the perfect platform to share inspiring visual stories and testimonials or highlight products with quality images and immersive Stories. A high engagement rate on your ads will allow you to build a community around your brand.
Type of advertising content to promote
Stories and Reels: Ephemeral formats and Reels to broadcast investor database promotional and educational messages, testimonials, product demonstrations and advice to your audience.
Infographics and quality photos: Instagram is the platform for high-quality photos and aesthetic visuals. Show your products in their best light to attract the attention of your audience!
TikTok: to connect with a vast audience thanks to a hyper-targeted algorithm
With over a billion users, TikTok is one of the most used social networks in the world. TikTok's algorithm is so sophisticated that users spend many hours on it, an average of 25.5 hours per month in Canada.
Type of advertising content to promote
Videos over a minute long: TikTok favors long-form videos. Take advantage of them, but make sure your audience's interest remains high throughout the ad.
Subtitled Videos: Add subtitles so the information gets across, whether the sound is on or off!
LinkedIn: to reach professionals
Quality advertising on LinkedIn contributes to the credibility of your brand. Although advertising costs are often higher, the advantage is that you often get more qualified leads than on other platforms. LinkedIn is also an excellent channel for posting job offers and attracting talent.
Type of advertising content to promote
Short videos: In 2024, LinkedIn launched a video feed that will allow you to scroll, share, like and comment on the content of the feed that is aimed at professionals in accordance with the implicit conventions of the platform. A dynamic advertising format to explore!
Quality photos and visuals: If you opt for a static format, make sure that the visuals are of high quality, because the content shared on this platform is often more polished than elsewhere.
YouTube: To reach a wide audience
YouTube, the second largest platform in Quebec, has a large audience of all ages, which is ideal for reaching your target audiences. A little extra? YouTube videos that are well referenced on Google help attract organic visitors. As for advertising content, educational content and tutorials are popular on YouTube. It is therefore an interesting channel to explore this avenue and attract the attention of potential customers.
Type of advertising content to promote
YouTube Shorts : To test, turn short videos posted on other platforms into YouTube Shorts.
Short videos: Although some YouTube ad videos are very long (think tutorial or demo), it is recommended that you experiment with short videos for your ad.
Pinterest: to reach informed consumers
Pinterest is a popular visual platform for consumers looking for inspiration and recommendations. In our neighbor to the south, 89% of people who use the platform do so to find ideas and 83% of people who use it on a weekly basis have made a purchase following a post pinned by the brand.
Type of advertising content to promote
Quality visuals: Pinterest is a visual platform. Opt for vertical images that stand out in the feed. Make sure your title and descriptions are clear.
Short videos: Pinterest recommends 6-15 seconds for your ad length. Focus on the visuals, not the audio. Remember, your cover photo should be eye-catching! Every detail counts to capture attention.
Reddit: to reach passionate communities
Reddit brings together communities around common interests. The discussions can sometimes be exciting, as users vote for the posts that best answer the questions asked to help each other and determine the most relevant answers. It is therefore a very interactive social media.
Type of advertising content to promote
Posts with text and image or video: To ensure your ad fits naturally into conversations, choose a style similar to that of other posts and a conversational tone.
Reddit Takeovers: A Takeover is a premium advertising space that Reddit reserves for you across its entire site, on the homepage, in the trending section, or in communities relevant to your industry to maximize your impact.
AMA: Ask me Anything (AMA) is a popular format on Reddit. Explore the possibilities to engage in conversation with recognized personalities in the communities you target.
Launch Your Social Media Advertising in Eight Steps
Analyze your current situation
Before launching your advertisement, we recommend that you do a brief analysis of your current situation. Here are some examples of questions to ask yourself:
What are your strengths, weaknesses, opportunities and threats in today's market? What are your competitors'?
What are the trends in your industry? And on social media?
What are your business and marketing results?
What are your organic results on social media? Have you noticed any positive or negative changes in the last few months?
By taking a picture of your current situation, you will be able to take the next steps with greater ease.
