Looking back in my career, I've seen major changes in advertising, all made possible by the digital age. From the advent of research to the origin of the rise of SEO / SEM to the rise of data-driven personalization, mobile, user-generated content (UGC ) and, in the last ten years, the rise of social media advertising. Collective management organizations now identify the social network as the most effective and efficient advertising channel available. This line of direct communication is not millions, but billions. The social is our way of consuming the media, communicating with others, conducting research and asking for recommendations, seeking help and getting help, and it's more and more our way to buy.
As a result, marketers are aggressively increasing their social advertising budgets, up from 32% in 2018 alone, and we expect it to continue climbing this year. According to the Hootsuite Social Trends report 2019 published by Hootsuite, 78% of respondents have already invested in social advertising or plan to do so in the coming year. Think of this: Facebook alone accounts for 23% of total digital advertising spending in the United States.
But the growing popularity of social advertising has created new challenges. Stand out from the assault of the content is at the top of the list. The growing competition in social advertising driving up costs is a second place. So how can brands maximize the return on investment of their social and social investments by 2019?
While any business can pay for someone's information, there is no guarantee that one cares about anything. A positive first step in getting noticed in 2019 is to recognize that advertising money must be matched with an equivalent investment of time, creativity and smart targeting. I recommend five ways to mount your social advertising game in 2019.
Stand out: Gone are the days of advertisements thrown against the wall of a newsfeed to see what sticks. Instead, look for brands like Netflix and Spotify to inspire you. They lead the charge with personalized and entertaining social ads. Brands that respect and engage customers as individuals will see a real return on investment. The ultimate goal is to generate a commitment. Do not waste your time and money running an ad in front of an indeterminate public. Which brings me to the next point … Target the right audience. Each ad campaign must target a specific group, compiled with information drawn from your audience's interests and their previous interactions with your brand. If you are not sure who you are supposed to target and why, you need to do more research. Understand the challenges of your customers and their interaction with you. If you are not targeted in your ad strategy, your message will get lost in the noise and you will waste your money. Define your goals and your settings: this is an essential element, not only as a global advertising strategy, but for each element. advertising campaign. Best practices establish a straight line between your ads on social goals and your business goals. Of course, depending on the type of campaign you are conducting, these goals may change. An awareness campaign can prioritize impressions, while conversion campaigns want to see the results of clicks. What does not change is the establishment of clear objectives, linked to the objectives of the company. The content is king. High quality content that resonates is imperative, and social advertising space is one in constant innovation. I see brands developing their social teams with skilled content creators in video, graphics, design, and more – essential skills to succeed in the social. Not all brands will have the budget for expensive equipment and a team of professionals, but learning some basics in video and graphics or hiring a freelancer can have a big impact on your bottom line. Do not be afraid to experiment: The advertising space is constantly changing, it's a perfect environment to try new things. New ad formats on social networks are appearing every day – just look at the innovations of Instagram Stories Pinterest and Messenger this year. 2019 will bring even more. And the new formats have the intrinsic advantage of exploiting the curiosity of consumers while avoiding the pitfalls of advertising fatigue.
The average American adult spends nearly four hours a day interacting with social networks. This represents an incredible opportunity to create links and convincing results. Yet it is harder than ever to draw attention to them. My best advice: give your brand the mission to deliver the right content in the right format, at the right time and to the right audience. This is an excellent goal for launching your renewed social advertising strategy in 2019.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Penny Wilson is Marketing Director at Hootsuite and has over 30 years of international experience in the technology sector. Demonstrated experience in growing the business through strong customer focus and building strong teams.