Learn how to take the first steps to make ads on social networks like Instagram, Facebook and LinkedIn
With algorithms increasingly limiting the organic reach of publications, brands have made it increasingly common practice to set aside a monthly budget to drive ads on social media .
For those starting out, however, this is a topic that can generate many doubts, as different social networks require different formats, languages and investments.
But the fact is that advertising on social media is something that can be learned easily and bring quick results to your company’s channel strategy .
That’s why, in today’s article, you learn about the advantages and disadvantages of this practice and understand what it takes to make ads on Instagram, LinkedIn and other social networks. Good reading!
Important Acronyms for Ads on Social Media
Before Blue World City really get takes you to the subject of advertising on social media, it’s worth explaining some important acronyms for advertisers and quite common in media:
CPC – Cost per Click
The advertiser sets the price for each click on their ad.
CPM – Cost Per Thousand Impressions
The advertiser sets the target price per 1,000 views of the displayed ad.
CPA – Cost Per Acquisition
The advertiser sets the amount they want to pay for a conversion.
CPD – Cost Per Shot
The advertiser sets the amount they want to pay for each shot, commonly used in Linkedin Ads campaigns in email format.
CPV – Cost Per View
The advertiser sets the amount they want to pay for a view of a video.
CPE – Cost Per Engagement
The advertiser sets the amount they want to pay for an interaction to the ad, for example: share, click on a link, watch a video, bookmark or like.
>> To learn more, check out the post “Understand what is Cost Per Click (CPC), Cost Per Thousand (CPM) and Cost Per Acquisition (CPA) and learn how to calculate each of the metrics”
How to start your ads on other social networks? How do they work?
Making ads on social networks, such as Instagram for example, means setting aside a small amount to promote your posts, so that they appear to more people . This promotion can be done with several different goals, which will be chosen based on the content you want to promote and your social media strategy.
It is possible, for example, to make ads on social networks to generate:
- more views for a video;
- encourage more audience interactions;
- reach new audiences;
- impact more people within your own followers;
- more sales;
- increase hits to your website,
- capture leads.
All these actions to promote ads on social networks are done on their own platforms, each with its own logic and values. The exception is for Instagram Ads and Facebook Ads, which are made in the same system because they belong to the same company (Facebook). It is on these platforms that you will discover the possible paths for your strategy.
Regardless of where you decide to place your ads on social media, ideally, the next steps are taken in RD Station Marketing . With it, you can create contact capture pages that can be disseminated through your company’s profiles, either organically or through paid media. From there, you build relationships via Email Marketing through the segmentations and automations that the tool allows you to do.
Is it worth making ads on social networks?
Would investing in promoting your posts be right for your account? See the advantages and disadvantages of advertising on social media and draw your own conclusions.
Discover 4 advantages of advertising on social media
They are: increasing your follower base quickly; try selling to new niches; help you realize your channel strategy; are affordable. See these advantages in detail below:
1. Increase your follower base quickly
With social media ads, you can reach new audiences and introduce your brand to potential new buyers . This boost reaches more people than it would with work done organically (ie, no money for promotion).
In addition to increasing business possibilities, ads on social networks also help to build more credibility and notoriety for your profile . This is because accounts with more interactions and followers are often seen as successful profiles.
This also makes it more secure for potential customers to risk a first purchase with your company.
2. Try selling to new niches
If we can be sure in this world, it is that there is everything on the internet: people of all faiths, with all desires, the most varied behavior habits and different interests. Therefore, social networks are a great place for you to test if it works to offer your products and services to a new niche .
With ads on social networks, you can segment the audience you want to reach by interests , facilitating the process of finding these people.
3. They help you realize your channel strategy
For brands that have a clear channel strategy and objectives for each of them , placing ads on social media can help make these plans easier.
Want to see an example? If your brand understands that Instagram should be one of the company’s main revenue streams, then you can activate the direct shopping feature on this network and run ads on this social network focused on sales.
4. Ads on social media are accessible
With a few dollars, your brand can promote a post and make it have better results than it would naturally. In other words, you spend as little as possible and still get a return .
See 3 Disadvantages of Advertising on Social Media
They are: you need to understand well who your audience is; it can be difficult to find the budget to invest; they can create confusion for those who still don’t have a clear strategy. Read details below:
1. It is necessary to understand well who your audience is
One thing needs to be clear: follower is not synonymous with buyer . Your follower may be at another point in the conversion funnel where they still need to understand why they need your service or product. And if you invest your money in advertising to the wrong audience, you may never see a return on it.
In other words, the better you understand your audience, the more likely you are to get the attention, through ads, of a qualified user , who is more likely to buy your products or services.
To help you in this mission, social networks themselves already offer ways to see information about your audience and choose to reach other users like them. So you don’t spend your money with followers that will interact little with your content (causing a drop in engagement) or that won’t generate a financial return, for example.
2. It can be difficult to find the budget to invest
For those who are starting their business or still have very low profit margins, it can be difficult to separate a portion of the company’s revenue for post promotions.
So, when your budget is tight, the ideal is to be very careful in selecting the audience for your ads on Instagram or any other social network, so that you acquire more and more qualified followers. This way, you are sure that you will have a return in sales eventually and that your money has been well spent.
3. They can create confusion for those who still don’t have a clear strategy
You know that story that when you don’t know where to go, any way will do? Well, when it comes to ads on social networks this logic also applies!
Your social networks can have many different uses for your business. They can be a source of traffic for your e-commerce, they can serve to generate brand consideration, they can be a way to build a stronger community with your potential customers, among other possibilities .
So if you don’t have a clear vision of why your brand is on the networks and what it hopes to get out of it, it’s possible that you’ll also feel lost when deciding on the various ad possibilities.
What do you need to start advertising on social media
Understand the peculiarities of advertising on each of the major social networks.
As we said before, Instagram and Facebook are owned by the same owner and, therefore, the ads are made on the same platform: Facebook’s business manager.
So, to start advertising on Instagram, you’ll need to link your Instagram profile to a Facebook page . After completing this step, all promotions can be made in the Ads Manager, where you can choose different objectives for your campaign.
One of the great advantages of ads on Instagram is the plurality of formats that the network offers. You can promote videos/GIFs, image carousels , stories with interactive polls, clickable images through which the public can buy your products and more .
On this platform it will also be possible to add links so that your post will lead to some other site (such as your e-commerce, for example).
Learned how to create an ad campaign on Instagram? Great, so now you know how to create Facebook Ads too ! To advertise on Facebook everything you need you probably already have: a page on this social network and an account on the Ads Manager.
One of the advantages of this union between the two platforms is that you have the opportunity to promote a post made on either of the two, so that it appears to both Facebook and Instagram users . Thus, the platform itself optimizes the results , presenting the ad more often to the social network where it is having a better result.
LinkedIn has a different profile from other social networks. It is very focused on B2B business and is a space dominated by companies and qualified professionals.
That’s why creating LinkedIn ads is a good idea if you want to become a supplier to other companies, establish business partnerships, or have a product that focuses on a few professional categories .
LinkedIn ads are more expensive than Facebook Ads or Instagram ads, for example: the minimum daily budget is R$20. However, the network tends to have a more qualified audience and, therefore, more prone to conversion . So it is possible to get a higher ROI too.
To start advertising on LinkedIn, you need, just like on Facebook, to have your page (not profile, attention!) on this social network. Then, in your page’s administrative tools, look for Campaign Manager .
Before exploring this possibility, check out how and why you should make LinkedIn Ads .
TikTok is a very recent platform, with a very typical entertainment language and dominated by a younger audience . That’s why it’s important to understand if your audience is on this platform before you decide to promote some content there.
Another important point is that, as TikTok has its own language, for content to be well received on this platform, it is important that it talks to the types of posts found there .
To understand the possible ad formats in TikTok, check out our TikTok For Business article .
Twitter Ads offers unique sponsored posts options. To attract attention to your brand, you can bet on the First View format to be the first thing the user sees when opening Twitter, for example. You can also place posts in the middle of the timeline, among tweets from other profiles, or promote your account as a whole, to gain new followers .
Have to generate conversation, a good idea is to make a post with a poll or create a hashtag associated with your brand, so that it start talks on a subject related to your products and services.
Now, if the idea is to convert, you can create Twitter ads in video format, static image or carousel, all accompanied by a button to gather new leads or drive traffic to your site.
To start advertising on this platform, create your Twitter account. Then go to your account settings and select “ Twitter Ads ”.
Interested in the subject and want a tool to make your job easier? Access our Paid Media Funding Worksheet . With it you will have greater visibility of your investments in social media ads, thus ensuring more control.