Why Is Social Media Advertising Effective?

Twitter ads had an amazing 2015 introducing new dynamic cards, ramping up their advertising UI, and introducing a fair cost model for video ads among other things. For 2016, one of my main wishes is that they give advertisers a proper Ad Center similar to Facebook or Google’s MCC.

So-called app install ads are exactly what they sound like — ads that pop up on your mobile phone urging you to install a new app (or in the latest variation, nudge you to fire up an app you haven’t used in a while). For a new game or messaging service or utility trying to stand out from the hundreds of thousands of other apps in the Apple and Google stores, the ads are a great way to get in front of potential customers.

As for your industry ‘buddies,’ find their Facebook Pages and Like them as your brand. To do this log into in Business Manager > click the Use Page button > click the Use Facebook As Your Page link (top right, in a skinny grey bar). It’s a great way to Like your industry partners, colleagues, & other influencer brands. Plus you’ll be able to view your News Feed as your brand and keep watch on what’s happening in your industry on Facebook.

Your online brand will be an extension of your personality. If you are into research, then your tweets, posts and updates can be around research topics. If you like sports, and even consider yourself an expert on any particular sport, then your online content (blogs, tweets, etc) can be around the latest in the world of sports, or about how to be better at a particular sport. What should be avoided though, is to try and become an expert at too many things. Your readers need to get consistent updates from you and trying to do cover many topics will confuse them.

As one might expect from the leading social network for business professionals, LinkedIn takes a very straightforward, no nonsense approach to advertising on its network, providing advertising tools that aren’t as flashy as what its peers have on offer, but that get the job done all the same. As the company’s Ads FAQs make abundantly clear, all you need is a LinkedIn account and a credit card to get started.

Some old media have yet to feel much pain from the loss of ad revenue to digital rivals. TV advertising has until now kept growing. But as time goes on, and as TV audiences both decline and shift to services that do not have ads, such as Netflix, the competition will be more keenly felt. However, social networks, and TV advertisers interested in switching to them, have yet to work out what is the optimal format for video ads. In 2012 Twitter acquired Vine, which lets people post six-second videos; several months ago Periscope, an app for live video also owned by Twitter, was all the rage. Advertisers have experimented with both services, but as yet neither has taken off as a marketing medium.

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