If you’re an organization that utilizes social media channels for sponsored advertising, it’s important to determine which platform to allocate the majority of the budget to. Facebook, Twitter, and LinkedIn all have unique advertising options and contain different types of audiences. This post will evaluate each of the three platforms and give direction on which advertising medium is right for your organization.
The largest empire in the social media world has about 1.3 billion registered accounts and around 175 million daily users according to the Business Insider. Therefore, with these astounding numbers the biggest upside to sponsoring content on Facebook is visibility. The advanced targeting options and cost effectiveness of Facebook are also massive bonuses. Targeting options consist of location, interests, education, work, gender, and relationship status. These advanced settings allow businesses to hit their target audiences to ensure ad dollar is spent as efficiently as possible. Ultimately, from my experiences with paid advertising on social media, I would argue that Facebook is the superior platform when it comes to targeting capabilities and cost effectiveness.
Relative to Facebook advertising Twitter is another viable option for promoting sponsored content. Although the number of accounts and users don’t match up to Facebook’s rank, Twitter still has a substantial following that can’t be ignored. Twitter’s targeting capabilities are probably it’s best feature, as you have ability to target by interests, keywords, hashtags, and even followers. Based of previous experience, I would argue that advertising on Twitter is your best option in terms of generating impressions. Running awareness campaigns is most likely your best bet with advertising on Twitter, however it can be difficult to measure cost effectiveness. Essentially, if you’re focusing on brand awareness – Twitter advertising is your “go to” option.
In theory, sponsoring content on LinkedIn seems like a great idea if your target audiences are more “professional based.” This can be true if your targeting options are set right and have appealing ads. Reliable leads can be generated through led-gen campaigns, but the cost per lead can be very high. Some of our experiences with LinkedIn advertising have seen high CPCs, low CTRs, not a lot of clicks, and a higher cost per conversion. A major positive however is the quality of these clicks – which are typically very high compared to clicks on Facebook, Twitter, etc. In the end, LinkedIn is by far the least cost effective advertising platform, but if utilized correctly it can generate some high quality leads, viewers, and overall visibility.
Contact Us: With our cross channel expertise in social media management and advertising, our team at Onimod Global can help solve all of your digital marketing needs. Feel free to reach out to us on our Contact Us page to get a free evaluation today. We look forward to hearing from you!