Marketing September 11, 2019 Last updated January 14th, 2020 214 Reads share

Is Advertising Necessary on Social Media?

Image Credit: DepositPhotos

Today’s digital advertising landscape is dominated by social media.

A study by The Manifest shows that 64% of small businesses advertise on social media.

Is advertising on social media simply a trend, or is it backed by results?

Social media advertising isn’t just a popular approach. It’s a data-backed strategy to grow your business.

In fact, half Gen Z and over 40% of millennials believe social media is the optimal channel for advertising, according to research from Adobe.

Companies that only post organic content are missing out on potential benefits.

This article discusses three core reasons why social media advertising is worth the investment.

  1. Reach new customers
  2. Stand out from competitors
  3. Increase sales and revenue

These elements demonstrate why businesses should consider moving their focus beyond unpaid content.

Advertising Helps You Reach New Customers

Advertisements on social media will put your content in front of new leads.

While organic content strengthens existing connections, advertisements expand your network.

Over 85% of Americans use social media at least once per day, according to the Manifest. Your target audience is likely a part of that.

Social networks allow you to direct content to a specific user group through targeted ads.

For example, Twitter allows you to target by location and gender, among other audience demographics.

Twitter target ads

Source: Kuno Creative

As a result, these advertisements will ensure the intended audience sees your content.

Additionally, when a user shares your content on their personal feed, they expose the messaging to their followers. This widens your network even more.

Social media facilitates new connections. But, if your company only produces organic content, it isolates itself from opportunities to network with new customers.

Your Company Will Stand Out From Competition

Social media advertising offers a way to engage with your audience more effectively than your competition.

While social media advertising has been around for years, not everyone is doing it.

Even if your competition is advertising on social media, they may not be leveraging the right networks or ads.

There are boundless opportunities to create compelling content that will stand out from your competitors.

For example, Casper, a sleep products company, posts advertisements across multiple social media channels.

Casper Facebook Ad

Source: Sprout Social

Casper populates Spotify, YouTube, Facebook, Instagram, and more.

This plan allows them to engage with users on platforms where their competitors may not be as effective.

This cross-advertising strategy is only the tip of the iceberg when it comes to options your company could utilize to differentiate itself.

Social networks are ripe with opportunities to engage your target audience more effectively than your competitors.

Social Advertising Increases Your Sales and Revenue

Investing in strategic advertising on social media channels can bring substantial financial returns.

According to a study by The Manifest, 32% of small businesses’ main goal with their social media strategy is to increase their sales and revenue.

Ad spending is growing by nearly 18% each year, but studies show it’s worth it.

According to Statista, social media advertising revenue is anticipated to grow by 10.5% annually.

Over three-quarters of U.S. consumers have purchased a product seen in a social media post, according to a global consumer survey by Curalate.

Companies should keep in mind, though, that most of these users don’t click through immediately to make a purchase.

For example, Curalate found that over 40% of people bought a product via a website after seeing it on social media

Over 20% completed a purchase later in a physical store.

Curalate Social Media Purchasing Influecne

Source: Curalate

According to the study, this means that social ads inspire 65% of consumers to complete purchases at a later date.

Companies should measure their ROI by a mix of immediate profit, engagement, and audience reach.

Expanding brand awareness through social media advertising will increase profits in the long-run.

Placing paid content on social channels is a long-term investment that pays off.

Advertising on Social Media Is Important

There’s a reason why social media advertising is a widespread business practice.

It produces real results, including increased sales and exposure to new markets. It will also differentiate your brand from its competition.

A robust organic content strategy on your social networks is not the end goal — it’s the starting point.

Your existing social accounts are a strong foundation for future growth.

Leveraging a strategic advertising plan on social media is a smart plan for any business that values innovation and growth.

 

social media layout -DepositPhotos

Grayson Kemper

Grayson Kemper

Grayson Kemper is a Senior Content Developer for Clutch, a ratings and reviews platform for B2B IT and marketing services and solutions providers based in Washington, DC. He specializes in SEO and emerging tech research.

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