Good advertising on social networks, how to do it?

Social networks have become companies' best ally when it comes to enhancing brand recognition, sales and customer loyalty. Brands that follow a good strategy on online channels will see it pay off in the achievement of their objectives. Currently, the number of active users on the different platforms amounts to 3.8 billion people, using the Internet for an average of at least two hours a day.

These data give us an idea of what can be achieved with a good digital marketing strategy. One of the main objectives of a business is profitability, let's not forget that we are looking for strategies to position the brand, improve and increase sales, retain customers and attract new ones.

The report conducted by the Emplifi platform 'State of Social Media and CX', concluded that global ad expenditure increased by 50% on Facebook and Instagram during the second quarter of 2021. The analysis showed a year-on-year increase in expenditure of at least 40%.

Brands are increasingly aware of the benefits of investing in advertising on widely used platforms, such as Facebook, Instagram, Twitter, YouTube or TikTok. However, it is necessary to perform a good optimization of the campaign to obtain better results.

What should you take into account when creating a social media campaign?

Campaigns can correspond to punctual actions or extended in time in a marketing strategy, according to the purposes we want to achieve, we must define the following very well:

1. The objectives to achieve, such as:

Attracting new customers
Promoting a new product/service
Gaining visibility
Increasing sales
Building customer loyalty

2. Duration and Budget: duration and budget go hand in hand. Depending on the type of campaign and the proposed objectives, you will be able to determine how long the campaign will last and therefore, the investment to be made.

3. Target public: it is an essential part for the success of a campaign. A good segmentation will allow us to reach the ideal audience for the objective we want to achieve.

4. Channels: defining the appropriate channels to carry out the campaign will avoid unnecessary expenses if the target audience is not the most active on the media.

5. Creativity (images and text): images are an important element of a digital strategy, just as the text in the ad is an important part of the campaign. Designing quality images and creating appropriate texts can make the difference between the success or failure of a marketing campaign.

6. Analysis and monitoring: monitoring the campaign will allow us to know in a timely manner, if it is working or if it is necessary to make any changes in the strategy.

While it is true that advertising on social networks is usually quite effective, what guarantees its success is a good strategy applied by experienced professionals, who have the ability to make timely decisions and use the right tactics to achieve the set objectives.

The BISITE Research Group of the University of Salamanca, offers tailor-made training with the Master’s Degree in Social Media Systems Development, a course delivered by active professionals, in which students learn to take advantage of the different digital channels and manage them successfully.

If you have any questions you can write to formacionbisite@usal.es