17 Mar The TOP 5 social media where brands invest the most advertising
Advertising on social media is one of the channels that move the most in our sector, so it is always interesting to know the latest data.
Does your marketing plan adapt to the majority behavior of the market, or do you prefer to bet on going against the current and looking for gaps that have not yet been saturated? Whatever your option, let’s see what the latest IAB Spain Annual Study of Social Networks says about advertising. You may also like to read how to get sea pickles in minecraft via Uphilltechno.com.
The Top 5 Of Social Media Advertising
The first relevant fact that the study shows us is that investment in advertising on social networks is increasing. 76% of those interviewed had increased their investment compared to 2016, 22% had kept it the same and only 7% had decreased it.
As for the chosen networks, these are the 5 most popular:
Facebook (56% of advertisers). There are few surprises here since it is the most popular social network in the world and it also has a complete advertising solution.
Instagram (36%). This network has been hitting hard in recent years and has also benefited a lot from the integration of its advertising platform with that of Facebook.
Twitter (25%). Although the popularity of this network has decreased in recent years, it is still a good bet to generate virality and has very interesting advertising formats.
LinkedIn (19%). Surprisingly, nearly one in five marketers surveyed use LinkedIn as part of their social media advertising strategy. This network is especially interesting for B2B companies and for ads related to human resources.
YouTube (16%). Finally, the largest video platform in the world closes the top 5. A great resource for advertisers looking to promote audiovisual content.
More Social Media Advertising Trends
In addition to the top 5, the IAB Spain study throws up all kinds of interesting data about advertising on social networks. These are the ones that caught our attention the most:
- The primary objective of brands in social networks is none other than to sell since up to 67% of advertisers have mentioned it. Next would be “generate branding” (57% of those interviewed) and “as customer service” (cited by 55%). Therefore, the most common strategies are those focused on conversion.
- Following the same line, promotions are the content that brands generate the most (this is the case of 75% of them), the one that brings them the most interactions (54% of the cases), and the one that manages to attract more traffic to the web (51%). Next in importance are branding and contests and sweepstakes.
- 46% of the professionals surveyed in the study have contracted the services of some network of influencers. The most popular network for influencer marketing is Instagram, chosen in 59% of cases. 87% of advertisers who have done influencer marketing say they are satisfied with the result.
Test Your Advertising On Social Media To Optimize Its Performance
One of the great benefits of social media advertising is instant feedback. You can measure the effectiveness of a sponsored post in minutes and track it with advanced analytics reports. The best practice is to test multiple ads with small audiences to determine what works best, then use the winning ad in the main campaign.
Design Your Social Media Advertising With Mobile Devices In Mind
More than 3.25 billion active social media users access social media through a mobile device.
That means the majority of social media ads are seen on mobile devices. Your mobile ads must be specifically designed for small screens. It incorporates images that are easy to view on a smartphone.
If you have a physical business, you can use geofencing to target mobile users when they are in a specific zip code. This means they only see your ads when they’re close enough to walk in the front door.
Pay For What Matters: Impressions Or Engagement
To keep your budget in check, think about whether you’re looking for impressions or engagement.
If you pay every time someone sees your ad (impressions), your message can reach a wide net.
But if you’re paying for interaction, you only want people who are actually interested in doing business to interact.
You don’t want to pay for interactions that aren’t relevant to your business goals. Your ad wording should help people identify if it’s for them or not.
Both engagement and impression campaigns can be valuable to your business. You just have to choose the right one that aligns with your business goals so that you only pay for real business results.
Here’s more information on what metrics you should track to get the most out of your social media advertising campaign.
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