Your Best Social Media Platform Ad Options for 2018 | Digital Marketing Stream

Social media has taken the world by storm in recent years.


Nobody would have guessed back in 2004, when Facebook launched, that it would have such a tremendous impact on society.


Some 14 years later, and after all the other social media platforms that appeared, that there would be over 2.5 billion worldwide users and counting.


There are plenty of choices to choose from, with each social media platform providing various advertising options, depending on what you have the most interest, be it sales, leads, brand recognition, reputation, post engagement, and so on.


Knowing your options for each of these sites will surely provide you with a significant ROI.


What are the most effective social media platforms to invest in 2018?


Facebook Advertising


When it comes to social media, Facebook can be considered the leading platform that ties everything together.


As the most commonly used social platform out there, Facebook should also be your starting point.


Nevertheless, since advertising is its bread and butter, the social platform has plenty of options available, which can become overwhelming, especially in the beginning.


But to make everything more easy to understand here’s a list of eight ad types to review.


Domain AdsAlso known as Page Post Link Ads, this type is one of the most commonly found on Facebook and for a good reason – they’re simple and effective.

These are nothing more than a simple image with a short, optional text description and a link that redirects users to your website.


Carousel Ads – As their name would suggest, Carousel Ads will display a series of products that your clients can browse through and click on the one they most enjoy.

Also known as Multi-Product Ads, this option will optimize itself based on the most popular product by displaying it first.


Offer AdsThis option is most useful on your already-existing Facebook fan base by presenting various deals or discounts.


Video Ads – Video content is quickly becoming the most common form of consumer content on the internet. Even a primary video campaign can generate excellent results.


Lead Ads – Lead ads will allow you to collect necessary contact information from users without them having to leave the social media platform.


Canvas Ads – These are interactive ads that allow users to click and customize your product options based on their preferences.

This option is highly customizable as there are many templates available to choose from.


Dynamic Ads – Dynamic Product Ads allow for single or multi-product ads to be displayed to your website users.

This option will show different ads to different people based on their behavior or what products they were interested in the past.


Instagram Advertising


While Facebook is undoubtedly the king of social media, Instagram is quickly gaining ground with over 800 million monthly active users.


Because Instagram specializes in image and video content, this social platform generates the most engagement rates and is a great way to get in touch with younger audiences.


By 2021, video content is expected to make up over 80% of all customer-oriented internet traffic.


At the moment, the price for Instagram ads revolves around five dollars per thousand impressions (CPM), or about the same as Facebook.


With that said, here are Instagram’s advertising options.


Single Image Ads – The most basic form of advertising on Instagram, Photo Ads work somewhat similarly to Domain Ads on Facebook.


Due to the platform’s image-oriented nature, they can generate more engagement.


Video Ads – Video Ads take the experience to the next level by adding motion and sound.

These videos can be up to 60 seconds long, which is more than enough to keep viewers engaged. More than that and they may lose interest.


Carousel Ads – Give your future customers the possibility to swipe through several of your products and offer them a higher chance to discover something they like.


Stories Ads Instagram Stories work somewhat similar to how Snapchat operates. These are either photos or 15-second-long video streams created by users.


Instagram Stories Ads will allow you to insert a same-format advertisement in between those stories while keeping the overall experience consistent and uninterrupted.


Twitter Advertising


Unlike most other social platforms, Twitter still allows for a great deal of organic engagement.

It means that you don’t have to pay to get in touch with your customers, but it doesn’t hurt if you do, either.


Statistics show that Twitter is an excellent tool for online shoppers, with users shopping online 6.9 times per month, on average, as opposed to non-users who only do so 4.3 times.


Here are the Twitter advertising options currently available.


Promoted Tweets – In short, Promoted Tweets are regular tweets that you pay for so that they appear to people who aren’t already following you.


Promoted Accounts – This option will make your Twitter account visible to targeted Twitter users, allowing you to gain more followers.


Promoted Trends – Promoted Trends will display an organic list of search results for that particular topic with one of your Promoted Tweets at the very top of that list.


Twitter Promote Mode – For a flat rate of $99 per month, the Promote Mode option is a non-stop, little to no maintenance, background solution that works together with your other ad campaigns by boosting their overall effectiveness.


LinkedIn Advertising


80% of all social media B2B leads come from LinkedIn. What’s more, some 44% of its users earn over $75,000 per year, while over 75% make over $50,000 per year, so, you should keep that in mind.


What are your LinkedIn Advertising options?


Sponsored content – This option will promote a piece of content that already exists on your LinkedIn company page.


Direct Sponsored Content – Here you can promote a piece of content without first having to post it on your Company Page or Showcase Page.


Sponsored InMail – Sponsored InMail will deliver personalized messages to potential leads, as a means of generating engagement with a targeted audience. These messages will appear in their LinkedIn inbox.


Text Ads – Text Ads are great for brand awareness. They are easy to setup and manage campaigns. They’re also the cheapest regarding cost per impression (CPM).


Dynamic Ads – These are dynamically generated, personalized ads that drive users to like your company’s page or apply for a job post.

These will make use of information from LinkedIn profiles to customize each message for each intended recipient.


Programmatic Display Ads Display ads use either their own or third-party data to reach specific users.

Specific audience segments can also be used for targeted ads such as particular professions or the size of a given company.




Well, there you have it. Depending on your needs as well as the type of leads you are looking for, these four social media advertising options will be sure to meet your expectations.


A bit of trial-and-error will be needed, especially if you are a first-time user, but be sure that they can offer you a great ROI as well as a better understanding of your target audience in the process.


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