Evolution in the digital space is constant. Social media success is no longer determined on the basis of follower counts or petty likes. In order to provide up-to-date recommendations, marketers are rushing to arm themselves with the latest buzzwords, the most current analytics tools, and the trendiest content themes. Knowledge is not only power, it’s a survival pack.
Channels shift in response to their communities. Facebook introduced Instant Articles as demand for faster content consumption grew. Twitter expanded the character limit for direct messages (and will now be removing it entirely) in order to allow users to better express themselves, while Instagram matured from a hipster’s photo album to a contender in the paid media market. Social media channels are transforming from simple message boards to data mining behemoths.
eMarketer projects advertisers will spend $23.68 billion on paid media initiatives this year, with expected growth into the future. One thing is certain—social media is a force to contend with in the digital space for the foreseeable future. With these changes constantly taking place, how can advertisers continue to drive business goals across each platform?
Enter the “2015 Guide to Social Stardom.”
Changes to note: Besides an ever-tumultuous Business Manager platform and News Feed algorithm, Facebook is quickly becoming a powerful distribution channel for blog content.
Key paid-media tactics: Gone are the days of “page like” ads. Advertisers should rely on a combination of website conversion ads to drive on-site lead actions and an evergreen paid media strategy to combat the pesky algorithm that has restricted the organic reach of brand page posts to essentially nothing. By distributing blog content through website conversion ads, advertisers are able to track specific actions made on the site with the help of Google Analytics or SiteCat and on-site pixels. What a time to be alive.
Changes to note: Auto-play videos and lead generation cards, oh my! Twitter has made strides to increase its advertising options, allowing people to submit their email to claim an offer directly in their feed while advertisers collect a list of qualified leads in their favorite CRM system.
Key paid-media tactics: While targeting options remain slim, lead generation cards offer an excellent opportunity to collect subscription lists from engaged users. These lists can then be retargeted through Twitter for various campaign initiatives, or folded into an email subscription if applicable. Another option is to upload the collected emails to Facebook’s audience generator to create a look-alike audience of users with similar interests for a highly engaged targeted ad campaign.
Changes to note: New image specs are great for organic posts, but we’re all really here for the newly opened ads platform.
Key paid-media tactics: As advertising is relatively new to this channel, data as to the effectiveness of paid efforts on Instagram is not widely accessible. However, first-mover advantage certainly applies. With strong creative execution, sound content strategy and the use of key influencers, paid media efforts on Instagram have the opportunity to boost channel engagement, drive website traffic, and even account for sales.