Tag Archive for: Social Media

Twitter Marketing: Is it Right for Your Brand?

Twitter has proven to be an incredibly powerful marketing tool for certain brands. It can be a great platform to increase awareness, engage with customers, and grow your business, but it isn’t right for everyone. Each social network is unique in its targeting, reach, and overall marketing abilities. When making the decision whether or not a specific platform is right for your business, an analysis of both yourself and the platform needs to be done.

What to consider before marketing your business on Twitter: 

Are you B2C or B2B? 

This is one of the most important factors that should go into developing a social media marketing strategy. In general, those searching on social media are at the very top of the sales funnel, but there are exceptions. Twitter is usually best for B2C companies, but it can work for B2B companies with the appropriate tactics. It’s becoming a central discovery hub for consumers, making it a great platform for displaying expertise, products, and creativity. News, retail, e-commerce, fashion, finance, travel, hospitality, sports, health and wellness are some of the top performing industries on Twitter. 

Who is your audience? 

This is the number one thing that should be considered before deciding to join any social media platform. If your ideal audience is millennials, Twitter is a strong choice, as 40% use it. As age increases, the percentage of use decreases. 27% of 30 – 49 year olds are users and 21% of 50 – 64 year olds are users. That doesn’t necessarily mean Twitter is a bad platform for reaching an older audience. It just means your actual strategy on Twitter would be different. It’s also important to note that 42% of users access the site daily

What is your brand’s persona? 

Establishing a well-defined brand voice is essential for Twitter strategy. Brand voice should be original, convey a message, reflect core values, and resonate with your audience in a personal way. Companies that convey their Twitter account in a lighthearted way generally have a leg up than those that keep it serious. Twitter users are most encouraging, engaging, and creative of all other social networks. Content that’s fun, snarky, and relaxed will always perform better on this platform. This also goes into deciding whom will be doing the tweeting for your company. It is possible to have more than one person running the account, but it’s essential to make sure they’re all in sync. 

What is your overall social media goal? 

If you only want to use Twitter to gain followers, promote yourself, and don’t care about what others have to say, it’s probably not the platform for you. This isn’t an account you can just put on autopilot. Regular engagement and interaction is vital for Twitter success. Scheduling tweets and never checking back is a huge missed opportunity. To maximize reach and keep your audience engaged it’s essential to check activity often, retweet relevant content, and jump in on trending conversations. Twitter is best for building relationships with customers, as it’s one of the most personable social platforms. Many companies utilize it for customer service inquiries, as it’s the best means of contact for many reasons. There are no hold times, it’s more informal, it’s public, and it’s in real time. Companies have the opportunity to respond to complaints immediately, which means problems can be solved that much faster. Since other users can see this happen as well, it showcases excellent customer service and may even save you from repeating them in the future. 

Final Thoughts 

Twitter can be a great platform for marketing and presents unique opportunities for both companies and customers, though it’s not for everyone. It’s simple to use, but takes frequent attention. Finally, it’s important to note that Twitter, just as all social media, is not an ultimate marketing solution. It should be used as a tactic, working in conjunction with other tools to support your overall marketing strategy. 

How We Can Help 

At Onimod Global we are experts in social media marketing. We know which platforms are best for brands, and create visibility for brands where customers are searching, interacting, and ultimately converting. Find out more about we do here, or contact us today here.

We Are Ten! Celebrating a Decade of Innovative Digital Solutions

Onimod Global is officially 10 years old! We’re celebrating a decade of providing expert and innovative digital marketing solutions for our clients. Working with companies of all sizes, in many industries across the globe has given us the opportunity to develop and perfect many different digital marketing strategies. 

We’re thankful for you, our wonderful clients, for putting your trust in our expertise, and allowing us to grow and perfect your marketing business goals year after year. With an innovative vision and a lot of hard work, Onimod Global quickly became one of the Midwest’s, America’s and the Globe’s fastest-growing digital marketing & SEO companies. Now spanning across six continents, our clients come to us – and stay with us – due to our proven business goal satisfaction rate and unique consultative approach. 

Over the last 10 years we have learned a lot about the changing face of digital marketing, but these are our core digital strategies we wanted to share with you. 


Our Core Digital Strategies:


Search Engine Optimization has always been our core attribute and the pillar of our digital marketing strategy. SEO has become vital in achieving long-term visibility for websites, especially with the continued expansion of new internet and search engine users. We’ve learned how to develop search engine optimization campaigns that drive organic traffic through increasing natural rankings across all major search engines, such as Google, Bing, and Yahoo. We accomplish this in a variety of ways. Some of our best practices include improving website crawlability and indexability, developing high quality content, and implementing proper metrics. 

Crawlability describes the search engine’s ability to access and crawl content on a page. Indexability refers to the search engine’s ability to analyze and add a page to its index. While these two elements are not mutually exclusive, it is extremely beneficial to have both for a site. If there is an issue with either, it prohibits search engines from analyzing and adding pages to their indexes. This ultimately makes it more difficult for your site to come up in search results. Our strategy starts with making sure that is not the case. We make sure there are no dead or broken links and that a site’s robot.txt file is properly updated. Following fixing all technical issues we start focusing on content optimization. Rankings continue to improve when quality content is consistently added to the site. This includes practices such as dropping relevant keywords into appropriate site places, using video and images when possible, and blog sharing. 

While these elements are extremely important, consistently measuring success is just as, if not more important. How will you know if your efforts are effective if you never check your progress? Measuring SEO success goes further than just tracking traffic and conversions. Time on page, pages per visit, bounce rate, scroll depth, and backlinks are all data points that give valuable insight to SEO performance.


Paid advertising across all search engines and social media platforms has become one of our specialties. Over our 10 years of SEM work we have become a trusted Google Partner, meaning we are a digital marketing company that is trusted by Google and excel with their products. We have learned to optimize our SEM strategy in a number of ways. A few of these include utilizing keywords and negative keywords, landing pages, and A/B testing all efforts. 

Finding relevant keywords and correct match type is essential for any paid search campaign. Irrelevant or low search volume keywords can result in a low quality score, which can prevent your ads from getting shown in search results. Generally, we suggest using on optimization for conversion match type, but it can differ depending on the campaign’s objective. Finding effective keywords takes a lot of trial and error. You want to use as many words or phrases as possible that align with what users are actually searching for. The use of negative keywords is important as well. You don’t want your ads firing for searches that are completely irrelevant to your services. We consistently watch the searches our ads fire for, ensuring we don’t waste budget on something that will never turn into a real customer or lead. 

Landing pages are something we suggest almost 100% of the time. Sending PPC traffic to a homepage can be a huge mistake. We believe that every search request is an opportunity and users are always looking for immediate solutions. If a user has already went as far as to click on your ad, make it easy as possible for them to actually convert. Sending them to your homepage means they will have to spend even more time searching through your site for what they actually want. If they don’t immediately find it, they’ll likely bounce and search elsewhere.

A/B testing is something that is widely underutilized when it comes to all aspects of websites and campaigns. You never really know how something is performing if it has nothing else to be compared to. We try to create different variations of ads and landing pages with various headings, keywords, body copy, placements, etc. To get clear results from tests it’s important to remember to only change one factor at a time and let it run long enough to gain accurate results. 


Mobile and social media have now established themselves as indispensable parts of the marketing mix. We utilize social media marketing to create social synergy for our clients. Social synergy is all about having visibility in the social spaces your consumers are searching, interacting, and engaging. The reason creating social positioning is so crucial is because it is now a great driver of leads and sales. An integrated social media platform can enhance marketing campaign effectiveness, help improve brand building across the enterprise, and make a real impact on sales and the bottom line. Integrated social capability brings another great benefit by keeping the enterprise updated with the latest innovations in social media. Sites such as Facebook and LinkedIn are constantly innovating and updating their collaboration tools, content-sharing formats, etc. With integrating social capability, customers don’t need to change business functions in sales or marketing to catch up with these changes.

We help our clients leverage the power of their content to elevate their audience and customer base in dramatic ways. This can be accomplished in a variety of ways. For content to be effective it must be consistent and high quality. We create and stick to monthly content calendars that guide our blog and post topics, which tags are used, where everything is shared, etc. Not only should the content you’re sharing be consistent, but it should have a purpose. Content should be based on questions potential customers might search for. The more direct and detailed the answer is, the better it will rank. It should also be actionable. Inform your audience about specific steps to take or resources they need to carry out the advice you’re giving. Content should always include a clear and a strong CTA, because the end goal is driving sales. In today’s much-hyped world of social media marketing, integrated social capability can make a direct and positive impact on the business.

What We Do Best 

We have a lot of digital strategies and solutions, expanding further than just SEO, SEM, and Social. But what we really do best is being our clients’ true marketing partner. Onimod Global can power entire corporate marketing departments or simply provide custom solutions for local businesses. We’re here for our clients 24 hours a day and live for the moment they’re in a pinch and need our help. We excel in customer service and serving as our clients consultative marketing team, delivering custom digital solutions client by client. 

Again, thank you to all our clients over the last 10 years, as without you, we would not be where we are today. 

More from Onimod Global

Learn more about what we do, take a look at some of our work, or become a client today! 

YouTube’s New “Video Reach” Campaign Capabilities

Earlier this week YouTube launched a new way to run video ad campaigns. Advertisers can now upload three different types of videos under one campaign, and it apparently cuts campaign costs by more than 20%. In the announcement, YouTube said they’re constantly working on better ways to help companies achieve their marketing goals—whether that’s to build awareness, shift perceptions, or drive a specific action. It should be a simpler and more effective way to drive reach while meeting target audiences in the places they’re watching.


Video Reach Campaigns 

Before, advertisers would have to make 3 separate campaigns for each video ad type. Now, they can use 6 second bumpers, skippable in-stream ads, and non-skippable in-stream ads in a single campaign. From there, Google’s machine learning will automatically serve the most efficient combination of these formats to help reach your audience at scale.

Bumper Ads: Non-skippable ads, 6 seconds or shorter that are shown before the video the user wishes to view. Bumper ads use target CPM (cost-per-thousand impressions) bidding. You pay each time your ad is shown 1,000 times.

Skippable In-Stream Ads: The ad plays before, during, or after other videos and viewers have the option to skip after 5 seconds. These can appear on YouTube watch pages, on videos on partner sites, and apps in the Display Network. You have two bidding options, CPV or CPM. With CPV you pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or interacts with your video, whichever comes first. CPM bidding means you pay based on impressions. Skippable in-stream ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.

Non-Skippable In-Stream Ads: The non-skippable video ad is an ad format that may appear pre-, mid-, or post-roll while viewing partner content. They can be 15-20 seconds long and viewers must watch the ad before they’re able to watch the selected video. A smaller, 300 x 60-pixel ad may also be shown next to YouTube videos that show non-skippable video ads on desktop. They are sold on a CPM basis, and may generate higher CPMs than other ad formats on YouTube.


TrueView for Action Campaigns

For companies looking to build a full-funnel strategy, YouTube recommends using the video campaigns alongside a TrueView for action campaign. TrueView campaigns are built to drive leads and conversions by adding CTAs, headline text overlays, and an end screen to video ads. In the announcement, YouTube said that soon, TrueView for action ads will extend to the home feed, giving advertisers the opportunity to capture more high value leads. 


Masthead on TV Screens 

YouTube also announced it will be bringing mastheads to their fastest growing surface, the tv screen. According to YouTube, their daily watch time tops 250 million hours a day. It will be available as a reserved placement for advertisers to ensure brands can drive the visibility they need on the dates that matter most. They can be purchased on a CPM basis, with audience targeting capabilities, and cross-screen or single-screen Masthead buying options. YouTube believes the rich audio and visual experience brought by the TV screen will create an upper-funnel drive greater than ever before. 


Final Thoughts 

Some companies have already started adopting the new campaign strategies. Ford, being one of them, has reported strong results. In alpha tests, the automaker lowered their campaign cost over 20% compared to their past YouTube campaigns. These new capabilities take advertisers’ guesswork out of creating comprehensive campaigns that utilize a series of ads. YouTube is becoming a stronger and more strategic partner by focusing more on marketing objectives rather than media. 


More From Onimod Global 

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!

The Importance of Social Listening

Social listening is an invaluable marketing tool that not enough companies take full advantage of. It allows you to track, analyze, and respond to conversations about your brand, competitors, and your entire industry online. If you don’t have a social listening strategy in place, you’re missing out on critical insights.


What is Social Listening 

Social media listening is analyzing conversations and trends happening, not just around your brand, but your industry as a whole, and using those insights to make better marketing decisions. Social listening is not the same as social monitoring. Social monitoring involves tracking and responding to messages about or sent directly to your brand. Social listening helps you understand why, where, and how these conversations are happening, and people’s in-depth thoughts, not just their tags and mentions of your brand specifically. It can assist in forming future campaigns, improving content and messaging strategy, and building effective and impactful brand partnerships. Social listening is all about understanding the bigger picture. 


The Benefits 

Reputation Management 

This is the most common reason companies perform social listening. Companies can monitor mentions of their products and track overall brand health. Following conversations around your brand can allow you to illuminate consumer attitudes and sentiment drivers. Social media has become a leading customer service platform, and where customers prefer to complain. Whether it’s to a brand or just about one in general, customers openly share about any problem they’ve encountered. Other customers often judge brands by how they respond to these complaints. Companies that respond promptly with professionalism and empathy keep customers and gain new ones. 

Market Research 

Social listening can supplement – or sometimes even replace – traditional market research strategies. Traditional market research methods such as surveys, focus groups, interviews, etc. only reflect attitudes of a small group of people at one point in time. The information gathered can be time-constrained, selective, and skewed. Social media analytics can produce data in hours or days, as opposed to the weeks and months for conventional methods. When the information gathered is unprompted it’s more likely to reveal consumers’ true, unfiltered feelings. Social media listening can help quickly identify market issues, consumer concerns, and preferred product features. For most companies, their markets are constantly and rapidly changing. Those fail to keep up quickly get left behind, such as BlackBerry and Nintendo. 

Competitor Analysis and General Research 

The purpose of social listening doesn’t just stop at your brand, you can also monitor competitors, as well as just any general phenomenon being discussed online. Occasionally checking a competitor’s website doesn’t really give the full picture about how they’re performing in the space. Companies can gain a wealth of competitive intelligence through monitoring what’s being said about your competition on social networks, in the general media, on discussion boards, etc. This can give you data on new product development, marketing strategies, product positioning, key consumers, and any PR activity. Identifying competitors’ strengths, weaknesses, and successful/unsuccessful strategies can help you determine things to try and avoid. 

Additionally, you can monitor anything in general that you find relevant to your brand. Whether you’re a journalist writing an article on a political issue, a charity wanting to evaluate the volume of conversations around a social cause, or an entrepreneur looking to start a business and doing market research, social listening can assist you. 

Identifying User-Generated Content and Potential Influencers 

Consumers frequently post photos and videos praising products online. User-generated content can be an enormously effective and affordable way to market yourself. Countless studies have shown that consumers trust recommendations made by other customers more than brands, especially if the consumer has influence. Social listening enables brands to find this type of content, amplify it, and repurpose it for marketing purposes. 

Through social listening you can also identify the impact and reach of your brand mentions and find who your most influential advocates are. If you’re looking to partner with an influencer, you can create a social listening alert for your industry and see who are the most influential people in your niche. It’s also smart to note competitor’s influencers because they would likely make a good fit for your brand as well. 


The Top 5 Social Listening Tools of 2019 






Social media is an invaluable resource for insights and trends in consumer behavior that not enough brands take full advantage of. Social listening tools continue to get more powerful and affordable as more brands turn to them for market research, customer insights, competitive analysis, and to gain leads. If you settle on purchasing a tool it’s important to remember that just monitoring isn’t enough. To make it worthwhile, you need to act on the data. Which means engaging with customers that are mentioning you, spotting trends to adapt to your marketing, customer services, and product strategies, with the overall goal to better serve your customers. 


More From Onimod Global 

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!

Facebook’s New Lead Generation Messenger Feature and What it Means for Advertisers

On August 29th Facebook started their global roll out of their new lead generation feature in Messenger to all advertisers. This feature allows businesses to create an automated question and answer experience within their Messenger app that launches via click-to-Messenger ads on Facebook News Feed. This is just one of the many new tools Facebook has introduced in the past year with the intentions of streamlining the advertising and communication processes from brands to users. 


How it works:

The automated lead generation feature is designed to be used in conjunction with click-to-Messenger ads, which triggers conversation between businesses and Facebook users. If you’re unfamiliar with click-to-Messenger ads, they were one of three new ad additions Facebook released back in February. These ads appear in user’s regular News Feed and will open a Messenger chat with the brand if the ad is clicked. With the new feature, businesses can now set up an automated question experience. The ad opens Messenger and kicks off a set of questions that can be answered through pre-filed or free form text. The system is also designed to send follow-up reminders if users do not complete the questions. 

Businesses can integrate Messenger with their CRM provider to capture the information provided by customers and identify qualified leads. Then, Pages can manually continue the conversation through Pages Inbox, Pages Manager App, or a third party-live chat provider. 


What it means for advertisers: 

According to a recent survey, 42% of those polled said they expect a response via an online chatbot within five seconds of sending a message. By integrating an automated lead generation feature that directly connects a CRM platform to its click-to-Messenger ads, brands are not only able to respond more quickly to customer inquiries, but also streamline all communication with their customers on the platform.

 Facebook says that “businesses engaging with potential leads in their preferred channels are seeing results, and finding it easy to continue the conversation and seamlessly nurture leads in Messenger.” They reported that RIFT Tax, a financial services company, used the new feature to increase its customer base of Armed Forces members and increased their qualified leads by 42%. They were able to respond to users in less than 10 minutes, which increased their lead resolve rate by 18%. 

Along with Facebook ads targeting, this feature allows advertisers to further drive interested people into conversation with your business. You can start to take action on leads in Messenger when it’s convenient for both you and your customers. You can easily send reminders to users that haven’t completed the questions, and nurture leads where they spend their time. Finally, with an integrated CRM, your sales team can start immediately taking action. 


To try out the lead generation feature:

  1. Visit Ads Manager.
  2. Select “Messenger Objective” and set “click to Messenger” as your message destination. The lead generation template is under the Ad Level in “Message Setup” section. 
  3. Select the option “Generate Leads” and click “+ Create Chat.” 
  4. Add a welcome message, a question, a thank you, a disqualifying message, a completion reminder, and your privacy policy. 
  5. Finalize the setup and submit for approval. 


Final Thoughts 

Currently, there are around 300,000 developers building on Messenger, and people and businesses exchanging over 20 billion messages on the platform each month. This option helps to improve the bots and conversation process overall. The more options business have to utilize them, the more popular they will become, and as utility increases, you can also expect consumers to become more attuned to bot usage, further boosting their appeal. 


More From Onimod Global 

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!



Generation Z Marketing Strategies

Gen Z now makes up 26% of the population and comprises 48% of the total media audience. Their spending power is estimated to be between $29 and $143 billion, without taking into account their influence on household spending. They are a formidable consumer demographic, but the generation gap leaves some marketers struggling to successfully reach them. 

It is true that conventional digital marketing strategies rarely work and there has yet to be a complete consensus of which methods are most effective. But experts are starting to come together to compile their best recommendations and guidelines for successfully marketing to Generation Z. 


Highlight Social Awareness 

This generation has a heightened awareness of issues plaguing our society and the rest of the world. They know that what’s occurring now has the ability to strongly impact their futures. Which is why if they discover that a company is engaging in objectionable practices, they will avoid doing business with them at all costs, while making it widely known. Conversely, brands that are positively contributing to society or the environment have the opportunity to be strongly supported by Gen Z. As individuals they have varying beliefs, but they share a number of ideals such as inclusivity, multiculturalism, social justice, environmental awareness, and anti-capitalism.

A great example of a company that has done this is TOMS Shoes. For every pair of shoes purchased, they donate another pair of shoes to a child in need. These are the kinds of campaigns and practices that this generation looks for before fully getting behind a brand. 


Focus on Mobile Platforms 

75% of Generation Z selected a mobile phone or smartphone as the device they use most. This means strategies aimed at desktop users are no longer effective, especially when it comes to eCommerce web designs. A study performed by Google revealed that Gen Z mostly uses smartphones to make online purchases, and highly prefer online shopping in general. This means all web designs must be mobile-friendly, the checkout process needs to be simple, and content must be created with mobile devices in mind. Voice search is something else to keep in mind, as its use is on the rise with Gen Z. So it’s important to produce website content which conforms to patterns from everyday speech.


Be Personal and Relatable 

Generation Z was raised on the internet, they’ve seen everything there is to see. Which means using traditional sales ad and blatant customer manipulation attempts will fail miserably. Aggressive ad copy should be replaced with relatable and relaxed language. They will only pay attention to ads that are directly related to personal needs and desires. They expect retailers to offer a more personalized experience based on the customer’s shopping habits and preferences. This can be accomplished by creating targeted landing pages, publishing content aimed at the right buyer personas, and giving personal replies to messages on social media.


Use Each Social Media Platform Differently 

Social media has been a part of Generation Z’s entire lives. They’re highly aware of what each platform is best for and use each reflectively. Which means you can’t advertise to them in the same way on every platform. Response Media’s study reveals that Gen Z: 

  • Showcase their aspirational selves on Instagram
  • Share real-life moments on Snapchat
  • Get the news on Twitter
  • Glean information from Facebook

Instagram is also most used for brand discovery, with 45% of teens using it to find new products. And YouTube is used most for shopping recommendations, followed by Instagram, then Facebook. These are all things that should be closely kept in mind when conducting social media campaigns, sharing content, etc. 


Create Quick, Effective, and Visual Content 

It’s a common misconception that Gen Z has an outrageously short attention span, 8 seconds to be exact. In reality, they actually possess a sophisticated filter that comes from growing up surrounded by a deluge of information. So yes, you have very little time to convince them that your content is worth their time, but if it is, they can focus (or binge) long enough to complete in-depth research on any topic. 

Additionally, 71 percent of 13 to 17 year olds spend more than three hours a day watching online videos. But that doesn’t mean you can throw any video advertisement in front of them and they’ll pay attention. On average, Generation Z clicks “Skip” on skippable video ads after only 9.5 seconds. It all stems back to growing up in an information overload environment. This means you need to start focusing on only giving them the most necessary and important material. 


Final Thoughts 

When it comes to marketing to Generation Z, the most important thing is to forget all the misconceptions. They are not a generation of unintelligent, short attention spanned, detached kids that are dooming digital marketing for the rest of the generations. Every new generation of consumers means shifting marketing tactics and best practices in order to continue driving revenue and growing as a brand. When you execute your digital marketing strategy correctly, Gen Z can bring in major revenue, their own as well as revenue from their parents. They care about social responsibility, authenticity, and personable customer experiences. Brands have the opportunity to start engaging with socially active, highly motivated young people. They want to connect with companies, lead a following, or even become loyal brand ambassadors. Generation Z presents a new challenge that may just not seem worth it to some, but they offer the opportunity for huge payoffs with a little bit of work and understanding. 


More From Onimod Global

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!



LinkedIn Adds New Features to Campaign Manager

LinkedIn announced late last week that it will be adding three new features to their advertising platform. These features include brand awareness campaigns, website conversion tracking capabilities, and job applications. This new version will also have an optimized click pricing option. 

LinkedIn has recently been putting a lot of emphasis on improving the platform’s advertising capabilities and proving the product should be considered more in the paid social space. From updating ad targeting capabilities to new integrations, such as moat analytics integration for video marketing. The newest update is focusing on campaign objectives, ensuring it’s easier to achieve the right results that better align with them. The updated Campaign Manager has been in public beta since October, but LikedIn reports that it’s working, as customer satisfaction has lifted 67%. 

The New Campaign Objectives

Brand Awareness: Introduced as the first top of funnel ad objective to the Campaign Manager, designed to help advertisers increase “share-of-voice” on the platform rather than generating traffic. These campaigns are charged by impressions (CPM or cost per thousand), rather than clicks. 

Website Conversion Capabilities: Because “conversion” has such a broad range of meanings, LinkedIn has tightened the integration of its conversion tracking tool. Campaigns can now be created that are optimized for specific actions, such as purchases, downloads, or registrations. 

Job Applications: LinkedIn is a large recruiting tool for companies looking for new applicants. Now any LinkedIn Talent Solutions customer can create ads using Campaign Manager, driving applications to LinkedIn or back to the company website. 

Optimized Click Pricing 

Going along with the new Campaign Manager, LinkedIn has optimized their click pricing to better align with advertisers’ objectives as well. Meaning that you only pay for what’s valuable to you. For example, if website visits are selected as the campaign objective, the only clicks that are charged are those that made it to the landing page. For social engagement campaigns, pricing is optimized to include all social actions such as likes, comments, shares, etc. LinkedIn has been previously known as an expensive paid advertising platform. This new payment model is supposed to better align with larger objectives, and hopefully provide better ROI for advertisers. 

Final Thoughts 

LinkedIn is starting to become a much more marketing-friendly platform and a stronger competitor in the paid social space. When it comes to digital campaigns, it can be extremely beneficial when the machine learning systems have a better understanding of your objectives. Providing more variety in campaign goals, as well as different pricing models to match each type, will help advertisers get the results they need, while avoiding paying for the actions that they don’t. 

Putting these Features to Use 

At Onimod Global we’re experts in SEM and Social Media. We handle paid advertising on Google, Bing, and across all social platforms, including LinkedIn. We’ve recently been rolling out brand new LinkedIn campaigns for a few of our clients, and have started producing a few results. We understand that LinkedIn is not an appropriate advertising platform for all brands or all campaigns. Having the correct brand positioning is essential, and with our expertise we know exactly where you and your ads need to be. 

Learn more about what we do here, or if you’re ready to become a client, contact us here.


Instagram Advertising: Is It Right For You?

Instagram has recently announced that they are going to start displaying ads in its Explore tab. The Explore section allows users to browse new content while discovering new accounts based on their interests. The platform says they will be introducing ads “slowly and thoughtfully” in the coming months. They want Explore to be the best place for people to discover something new and for businesses to connect with people who may become meaningful customers

Instagram is becoming an increasingly popular marketing platform, as it has been reported they’re experiencing more user engagement growth than its parent company, Facebook. This new update gives advertisers even greater opportunities to reach users beyond just their feeds. While the benefits to advertising on Instagram are rapidly growing, the cons are still there. So, how can you be sure that Instagram is the right platform for you? 

How Instagram Advertising Works

As most other social platforms, Instagram advertising is utilized to grow brand exposure, website traffic, generate new leads, and hopefully get leads closer to converting. As the platform is visually based, text ads are not a thing here. Marketers must use images, a set of images, or videos, which can be accompanied with text, to reach users. 

The Pros 

Ultra Specific Targeting Capabilities 

Instagram falls under Facebook, meaning marketers have access to the same demographic targeting mechanisms on both platforms. Companies can target users based on interests, location, behavior, etc. Instagram offers a variety of campaign goal options, ensuring marketers are optimizing ad spend. 

Unique Visual Ad Formating 

Instagram ads allow marketers to maximize the extent of visual content. Companies can captivate users and create brand awareness by using high quality photos or videos. These photos and videos can be displayed as traditional posts, or there is the option to show them as stories as well. Companies have also started to reach out to influencers on the platform. Influencers are users that have a large and established following, whom companies have started paying to promote their products on their account. 

Higher Engagement Rates 

Instagram is a personal, conversational, and engaging platform. Engagement rates are 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter. Their formatting makes it possible for users to gain access to sales pages in just one click. Marketers can include call-to-actions to begin the checkout process, encouraging purchases straight from the app. This design eliminates the usual obstacles involved with online sales, allowing for instant gratification. 

The Cons 

Limited Audience 

While the platform offers a monthly user base of over 800 million, 90% of their users are under 35 years of age. Instagram is perfect for brands looking to engage with a younger audience, but those with an older target audience may find themselves struggling. While there are older users, very few are active. It’s also not the best platform to reach men. While they are on Instagram, it’s not as heavily as on other apps. Those brands exclusively targeting older ages or men may find it better for ROI to turn to other advertising platforms. 


Staying fresh and relevant is crucial on a platform with large numbers of younger users. Authenticity is especially important here compared to search platforms, such as AdWords. Users begin to notice if brands are constantly regurgitating the same content just to increase posts. Brands have to be consistent with responding to comments, posting new content, and incorporating as many visual elements as possible to encourage interaction.

Required to Work Through Mobile Devices 

While you can access the platform through a web browser, abilities are extremely limited. Users are required to post through apps on mobile devices. Once the ads are initially posted they can be shared easily throughout multiple campaigns, but you must be able to access the account on a mobile device. Brands that aren’t so mobile-friendly may run into frequent obstacles. 

Conclusion: Is it right for your business? 

The biggest factor that goes into the answer to this question is target demographic. If your target audience is exclusively those 50 and up, Instagram is probably not the ideal advertising platform. That doesn’t mean you should immediately dismiss the possibility of Instagram ads. Similar to what happened to their parent company, Facebook, the number of older users will increase as the platform continues to grow. The decision is ultimately up to what you believe is right for your brand. 

At Onimod Global we are experts in SEM and social media. We know which platforms are best for brands, and create visibility for brands where customers are searching, interating, and ultimately converting. Find out more about we do here, or contact us today here.

Facebook Adds New Features to its Video Creation Kit

On Tuesday Facebook announced new updates for its video creation kit feature. The updates are to give video advertisers more templates, editing options, and a new ‘save’ option. Facebook’s overall purpose of the new features is to optimize ad placement, while giving advertisers more support to create custom designs.

What is the Video Creation Kit:

Facebook released this feature back in August of 2018 with the mobile-first mindset, since it was becoming the most effective way to connect with customers. It enabled users to turn existing image and text assets into mobile-optimized videos framed in 1:1 for feed environments or 9:16 for stories on Facebook and Instagram. The template options are based specifically on what you’re trying to do for the product.

There are two 6 second video options if you’re promoting a product or selling multiple products. It allows advertisers to use keywords to generate interest and sales, or show a selection of products, promoting special offers. There are also two 15 second options to show product benefits or promote product discovery. You can highlight features, use case studies, explain how the product works, bring your brand to life, and share what makes it unique.

The platform gives those with limited video production staff or resources the ability to produce quality video advertisements. It’s most beneficial to small or medium sized businesses that may not have the tools or extensive knowledge on video production.

The New Updates:

Resizing Tool

Advertisers can now optimize the size of their videos for various ad placements. They say it only takes a click of a button to transform one video into many videos with multiple aspect ratios automatically for different places such as Stories or News Feed. Facebook says you will save time and be able to create videos that appear to be customized for each placement, without shooting additional content or having to edit manually.

Editing Options

Facebook has added new templates, including a single-image template with the option to add visually engaging motion, and 20 new fonts for text overlay. They have also added new event and seasonal stickers, such as Back-to-School season and Mother’s Day with more to come in the fall.

‘Save’ Feature

Before users were not able to start and stop projects whenever they wanted. Videos were required to be published in the same sitting as they were started. Now advertisers are allowed to save unfinished videos as drafts and return to work on it as they please.

You can read Facebook’s full announcement about the new features here.

Why We Care

The Video Creation Kit was made for anyone who wants to build Facebook and Instagram video ads that display well on phones, including digital and social agencies, in-house production team, Facebook marketing partners, direct advertisers, and digital creative agencies. Facebook is giving small companies with limited resources the opportunity to create customized content for multiple ad placements, ultimately allowing them to better compete with larger brands.

More From Onimod Global

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!

LinkedIn’s Newest Update Makes Advertising More Transparent

Company transparency is especially important when advertising on the internet, social spaces in particular. Social media users want to feel safe and ensured that their information isn’t going to be exploited for advertisements. LinkedIn just recently announced it has launched a new update, called Ads tab, for company pages. The intent is to bring even greater transparency to ads, increasing trust in their environment, while benefiting companies and users.

What is Ads Tab & How it Works

The Ads tab will be available on company pages, showing sponsored content ad history for the last six months. Members can view all native ads running in the LinkedIn feed through the tab, but the advertisers will not be charged for these engagements and the clicks will not impact campaign reporting.

LinkedIn said in the announcement that “the Ads tab builds on similar tools they’ve recently introduced to help members understand and control their ad experience, including new ad settings that each member can access from their LinkedIn account.”

They also added that this is just the first of many updates they have in the works to provide members with useful information about the ads shown to them on LinkedIn. The Ads tab will be implemented across their platform over the next few weeks, meaning it won’t be available to all companies immediately.

Why We Should Care

Transparency is something that benefits both companies and LinkedIn users. This extra layer adds more security to the LinkedIn platform, making it a more trusted source, attracting more users. An increase in users means the potential to gain a larger audience, and ultimately larger ad reach.

Putting it to Use

At Onimod Global we are your in-house cross-channel digital marketing experts. We offer services in SEM and Social Media. We handle paid advertising on Google, Bing, and across all social platforms, including LinkedIn. We market across multiple social platforms to create visibility for your company in places your customers are searching, interacting, and engaging. Having your brand in the correct positioning in essential, and we at Onimod Global have the expertise to know exactly where you and your ads need to be.

Learn more about what we do here, or if you’re ready to become a client, contact us here.