This article will explore the various types of paid media tactics available on each social media platform to help you expand your reach, build engagement, and generate leads.
Facebook and Instagram are both owned by Meta, and Ads Manager allows you to run, manage and track ads on both platforms. Set up your campaigns by identifying your geo location, target audience and interest-based targeting specifications, as well as creating lookalike and custom email audiences.
Ads Manager also enables you to add a piece of code (Meta Pixel) on your website to measure the effectiveness of your advertising by tracking the actions people take on when they get there. A meta pixel also allows you to gather a pool of audiences to re-target in your next campaign.
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LinkedIn can be a good platform to showcase your corporate initiatives, and to market yourself to companies searching for a unique corporate retreat, exciting meetings and events spaces, and unforgettable team building activities. Compared to other social platforms, advertising is much more expensive, so it’s typically only used for larger campaigns.
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Pinterest can be a highly effective marketing channel for businesses, with 96% of all Pinterest users regularly researching product information on the platform, and 87% of users who have purchased a product they saw on Pinterest. Tourism businesses in particular benefit by using this platform to promote their offerings and experiences.
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The 18- to 24-year-old age group continues to be drawn to Snapchat, so if you are trying to advertise to this younger demographic, start here.
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TikTok is another platform that can help you reach younger demographics looking for fun, interesting content. The number of TikTok users has surpassed 1 billion, and ads can now reach an estimated audience of 825 million people worldwide.
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