Traditional advertising is over! You know the one you find on TV and on the Internet. On YouTube for example, before watching a video. It is particularly annoying. It is often non-targeted advertising, which makes it even more useless. All we are waiting for is to be able to click on the “go to video” button!
There is also that of the “Display”. Display is Google’s network of partner sites, all of the sites that have chosen to display ads from Google’s advertisers. These ads can be found everywhere on these websites.
Example on www.eurosport.fr
It is true that there is a serious point in common between my cellar and football!
There are also the “Display” banners on the right column. These are generally more targeted. These are more often retargeting ads.
For example, 2 days ago, I had the misfortune to look at the price of a MacBook Pro on the Fnac website. This is what I found yesterday on the Footmercato site once my Adblocker was deactivated …
It is not too serious, I needed visuals for this article!
In addition to being promotional to die for, this kind of advertising is intrusive and even slows down site navigation.
If we exclude the advertisements in the right column which are dedicated to retargeting, we can say that these advertisements are not very relevant and therefore useless in the eyes of the internet user.
In short, we pay less and less attention to it and that’s normal.
Hubspot, the king of inbound marketing, published in August 2016 a pretty telling statistical report on the ineffectiveness of Display ads.
The click-through rate on Dislay ads is less than 1%, 0.06% to be exact, which means that less than one in 100 people clicks on these ads.
Besides, I don’t know about you, but I have been using an adblocker for a long time on my browser. So, I never see them!
All this to tell you that:
- Today, we Internet users, we no longer want ads that interrupt and are irrelevant;
- We want immersive ads that are tailored to what we are looking for.
And social advertising is actually what best suits our needs.
Besides, I don’t even think that we should put the word “advertising” in the expression.
Social advertising is what you find on … social networks. By nature, it is immersive.
It integrates naturally with the platform, so it doesn’t look like advertising. This is the opposite of Display ads which often has nothing to do with the nature of the site authorizing these ads.
We find it more and more on Facebook, Instagram, Twitter and even on LinkedIn.
What I love about this type of advertising is that it is very targeted (I will come back to this later in this article) so that I am more likely to click or pay attention to it than on advertising. traditional.
Another positive point: if you don’t like it, you only have to scroll through your news feed or you can even choose to hide any advertising that doesn’t interest you.
In 2017, social advertising will reach new heights! Analysts predict that spending on social advertising will reach $ 35 billion this year.
So it’s seriously time to get started!
Why do social advertising
If you are still not convinced by the effectiveness of social advertising, the rest of this article should make you change your mind 😉
# 1: So that we can see you!
If you have a Facebook page, you know what I’m talking about, the organic reach of our publications is low.
It means that when you post a publication on your page, few people will see it. Social advertising is ideal for boosting the reach of your posts. With only 5 €, you can reach more than 1000 people. Even if you have little knowledge of digital advertising, you can familiarize yourself with it using Facebook’s publication booster.
What makes the organic reach of Facebook pages so small?
First, there’s this statistic that pretty much says it all. According to Sprout Social, there are more than 2 million brands that advertise Facebook.
This means that when you post something on Facebook, you are competing with at least 1,999,999 other companies – and these are just the ones that advertise. It is therefore no longer possible today to publish on Facebook and reach the majority of your fans at less to pay for.
But it’s not just competition with other companies that has lowered the organic reach of our publications.
The Facebook algorithm also has something to do with it. With the growth in the number of users on its platform, Facebook had to find a way to organize and classify posts on its network.
For example, if you have 1,000 friends and like 100 pages, you won’t see all of their posts when you log into Facebook. It’s just not possible. There is not enough space.
Facebook’s algorithm ranks all of your friends’s posts and the pages you follow based on their relevance to YOU.
Yes, Facebook and other social networks have understood one thing: their users mainly go to these platforms to to entertain, relax and follow the life of their circle of friends and family.
They don’t go there with a consumption goal like they do when they go shopping.
So they don’t want a news feed full of promotional material. And Facebook understood that.
The challenge for Facebook for its users is simple: to offer each of its users publications they would like to see.
That’s why you’ll never see multiple brand publications in a row in your news feed.
Your closest friends and family will have priority
Facebook wants to become your personal journal and not a product catalog!
To learn more about the ranking criteria of the Facebook algorithm, I invite you to meet in this article that I wrote and which explains the operation of the Facebook algorithm.
After what I just said to you, you ask yourself “OK, but how can I make myself known without looking like a salesperson? “.
It’s simple, do your best to offer native content (content adapted to the platform) in your advertisements.
Do everything so that your advertisements do not look like advertisements.
Take special care in choosing your images. Use natural images (even of yourself). So avoid “stock photos”.
Write catchy texts (don’t be afraid to write longer text if you’re on Facebook) in a tone natural and friendly. Avoid looking like a business at all costs!
If you’re on Facebook: ask questions, put emojis, and don’t hesitate to use the video either. This is the content that attracts the most attention on social media today.
# 2: Take advantage of targeting possibilities never seen before
Do you remember ? At the beginning of the article, I pointed out to you that traditional advertisements were not really targeted …
On the social side, it’s the opposite. Personally, I find it pretty crazy the targeting possibilities that Facebook offers. Look.
You can target residents of a particular city or country. You can obviously target by age group.
Do you want to target men only? No problem !
You can target by language.
But you can go much further in your targeting. Look at this random example.
You can really be precise by targeting your audience based on their education level, interests (pages they already like) and other criteria based on their behavior (for example people who have returned from vacation or who have their birthday in 2 days!).
You can even target people who use iPhone 7, which is great if you’re developing an app.
This ultra-precise targeting means that you are less likely to throw your money out the window with your advertisements.
Targeting possibilities on Facebook are particularly powerful.
But what I just showed you is just a glimpse of the much wider targeting opportunities.
Instead of showing your ads to people who aren’t going to buy, you can expect that most people who see your ads will at least have even the smallest interest in your brand or products.
And even if users don’t click, some will remember your brand.
# 3: To save money!
Lately, social advertising is relatively inexpensive. Even if the costs per click vary from one platform to another, it costs less than advertising on Google Adwords or broadcasting an advertisement on TV, to which we will not pay attention anyway …
Besides being cheap, you can accurately measure the ROI of your advertising investments.
Indeed, you can know precisely the number of people who saw your ad, who clicked, who interacted in any way (like, comments, shares, etc.) or converted (buying a product, registering for a sales webinar) , etc.).
Is it possible to know precisely the number of people you reach with a television commercial?
Not really … It is more difficult to measure.
At any time, you can therefore know the performance of your advertisements and choose to limit your budget, or even cut it.
You can also A / B test your ads, which is to test two variations of your ad to your audience and see which one works best.
Ditto for the audiences, you have a doubt about your target? Test multiple audiences!
One last thing you don’t need with social advertising: a big budget. No matter what platform you choose, these ads have a relatively low cost-per-click and you can get started even with € 1 a day!
You also don’t have to worry about spending insane amounts of money overnight if your ads are successful. With Facebook (and Instagram, since they belong to Facebook), you can set a daily budget. So your ad stops running once the budget is reached.
So if you set a budget of € 5, you know that you will not spend more than € 5. Point.
Social advertising is the future and you don’t have to be a genius to say that it will gradually replace traditional advertising.
It is particularly useful for small businesses who would like to make themselves known, accelerate their growth or generate prospects for their business at a lower cost. You no longer have to be Coca-Cola to reach thousands of people. It’s now possible with social media.
As we’ve seen, the state-of-the-art targeting possibilities and ad analysis tools keep your money out the window.
Not everything is rosy. Since they are easy to access, there are more and more advertisers on social media, which raises the stakes and makes this type of advertising more expensive.
So you have to get started while it’s still cheap!
What is certain is that corporate advertising and communication has changed, for the benefit of everyone, both for businesses and individuals.
In the meantime, I would like to know: have you ever tried advertising on Facebook and what have been your results?