Tag Archives: paid social

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Written by Caroline Cox on Jan 6 , 2022

Feel like no one gets you the way your targeted Instagram ads do? You’re not alone.

Here, you’ll find:

  • How social media marketing can benefit your brand 
  • Tips to determine which platform is right for you
  • Missteps to avoid with paid social campaigns
  • Ways to make your social media content stand out

When it comes to digital marketing, few avenues are as adaptable and ever-changing as paid social

Particularly for younger audiences, taking advantage of social media marketing campaigns can bring brands big success by seamlessly fitting into the feeds people are already scrolling day in and day out. 

Whether your audience prefers the professionalism of LinkedIn or the fun, colorful features on Instagram, you can take your paid social campaigns to the next level in 2022 with these tactical tips and tricks. 

businesspeople using their smartphones

Make sure you’ve got your tracking pixels properly set up and firing, and the right codes embedded in the right places. (Image via Unsplash)

1. Ensure you’re tracking everything properly

Setting up proper tracking is one of the most important steps you can take when creating paid social campaigns (or any marketing campaigns, really).

Having proper tracking in place from the beginning ensures that you’ll have all the metrics you need at your disposal to analyze, report on, and use to improve your current strategies.

For starters, you want to make sure you’ve got your tracking pixels properly set up and firing, and the right codes embedded in the right places. From there, make sure to test your tracking so you know everything is operating as it should. 

When you’re setting up tracking, you also want to determine the most valuable metrics or KPIs for each campaign. Decide which data will be most valuable for your goals, whether that’s lead gen, brand awareness, conversions, or something else.

2. Have a plan for consistent testing

Sure, you know testing is a key part of creating the most effective campaigns. 

But planning for how often you’ll test (and conduct paid social audits) can keep this task from falling to the bottom of that ever-growing to-do list.

You may be able to find new copy, new imagery, or even a slightly different price point that could improve your campaign performance and get you a higher ROI.

Add a recurring note in your calendar or project management app to revisit your social media marketing metrics and see where you can make tweaks or improvements.

Pro tip: It can be tempting to eliminate a failed paid social idea without much thought. But before you start over, see if there’s a way to tweak the campaign or ad, like swapping out the image or call to action (CTA). A small fix may be key to turning a mediocre campaign into a successful one.

3. Don’t let personal bias get in your way

I know what you’re thinking: biased? Me? Never! But hear me out. 

It’s easy to fall into the trap of being so familiar with your product or service that you forget that those seeing your paid social campaign might not be. 

When you use too much jargon or assume users have a certain level of knowledge, you risk alienating your audience.

Keep both new and returning leads in mind. When creating paid social content, ask yourself:

  • Is the creative enticing enough to get clicks, even if they’ve never seen the product before, or would someone have to already be somewhat familiar with it?
  • Would someone unfamiliar with your product understand what it is or does from your ad copy? 
  • Does it discuss the benefits in enough detail? 
  • Is it persuasive enough to inform and convert the clueless non-believer, or are just preaching to the choir?

Got the resources to dig deeper? Get some uninitiated target audience members to go over your campaign and provide feedback. Ask about the wording, their understanding of terms, the level of interest the creative generated, and anything else you (or they) can think of. 

Alternatively, your target audience can surprise you. You may think the ideal audience for a new cookbook is middle-aged women, but you could be missing out on a whole segment of young college students who want to learn to cook as well. 

It’s all about being open-minded. Test and iterate to see what works best. Let data drive your decision-making, not your personal opinion.

person taking a photo of food for social media marketing purposes

For the best results, you want to use the platform where the majority of your customers are. (Image via Unsplash)

4. Consider your audience when choosing platforms

Ads can appear on multiple platforms, from Twitter, Reddit, and Facebook to Instagram, LinkedIn, Snapchat, and even TikTok. (Yes, TikTok advertising was huge in 2021 and will continue an important marketing channel.) 

When you’re determining which platform would work best for your paid social ad, consider your audience.

Some people default to opting for the platform they’re most familiar with. For the best results, however, you want to go to where the majority of your customers are. 

You can find this info through your own research, discussions with customers, and market surveys. And if you find the platform you chose isn’t working, test out a new one and see how it stacks up.

Pro tip: Don’t neglect social selling. Social media-based e-commerce has grown in popularity over the last few years, with more and more platforms adding features to make it a seamless process for consumers.

5. Set a high bar for your content

Millions of content pieces are posted online every day. WordPress users alone produce more than 70 million new blog posts each month. 

With so much out there, what you publish needs to be interesting, engaging, and eye-catching to compete.

With younger generations sporting short attention spans, it’s more important than ever to create paid social posts that:

Pay attention to the ads that catch your eye on social — what messages do they include? What’s the CTA? What visual elements do they have? This insight can help inform how you approach your own paid social.

Pro tip: Haven’t leveraged an industry influencer yet? Influencer marketing is a nearly $10 billion business, so now is a great time to explore if it’s right for your company.

6. Prioritize CTAs

Let’s circle back to testing. 

One area that can make or break a paid social campaign is your CTA. Many businesses will focus too much on the ad and not enough on what action they want the viewer to take next. 

When you’re creating paid social campaigns, spend time making sure your CTA is strong and drives the viewer to make the decision you want. For best results, A/B test a few and see which ones your viewers respond to.

Instagram lets you choose from several CTAs, such as:

  • Book Now
  • Contact Us
  • Download
  • Learn More
  • Shop Now
  • Sign Up
  • Watch More
  • Donate More (coming soon)
  • Shop Now
  • Watch Video

Looking for more ways to amp up your social media marketing plans in 2022? Let’s talk.

girl smiling for a photo on a restaurant patio

It may seem like a pain to hop on board the latest buzzy platform or feature, but it can give you an edge over your competition and get you seen as an industry leader. (Image via Unsplash)

7. Embrace new layouts and features

The trendy nature of social media means these platforms usually don’t stay stagnant for long. 

With growing competition and a handful of big platforms vying for the most eyeballs, there’s a near-constant stream of updates and changes.

It may seem like a pain to hop on board the latest buzzy platform or feature, but it can give you an edge over your competition and get you seen as an industry leader. 

Often, when beta versions of these social platforms are released, a site-wide change isn’t far behind. 

By trying out a new feature or interface when it’s first available to test, you can set yourself up to be a pro at the new way of doing things — potentially before the brands competing against you.

Better yet, these new tools could give you an extra boost, like refining your target audience or improving your return on ad spend (ROAS). 

Pro tip: Augmented reality is predicted to continue growing in popularity in 2022. If it applies to your product, use it!

The takeaway

Paid social campaigns certainly have a place in your digital marketing program in 2022. 

Not only do social platforms have sophisticated audience segmentation options, but they allow you to meet your prospects where they are in a way that’s targeted but feels organic.

By following social media marketing best practices like consistently testing, properly tracking, and creating engaging content, you can create best-in-class paid social campaigns that convert.

This article has been updated and was originally published in January 2020.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Caroline Cox on Dec 20 , 2021

As a relatively new type of brand partnership, influencer marketing doesn’t seem to be falling out of popularity anytime soon.

Here, you’ll find:

  • What influencer marketing is
  • Types of influencers to consider
  • What campaign metrics to measure
  • Tips to ensure the partnership is successful

Influencer marketing was a 9.7 billion-dollar business in 2020, and it’s expected to grow to $15 billion by 2022, according to The Drum.

Influencer marketing is when a company partners with a person or group that is influential – often within a certain industry – to endorse, advocate, or otherwise spread the word about their brand.

Want to get in on this paid social avenue? Keep reading.

woman influencer taking a video of herself

Once you’ve nailed down your plan, you can begin seeking out influencers that would make sense to collaborate with. (Image via Unsplash)

1. Map out your plan and goals

It’s exciting to jump into a new partnership like this. But before getting ahead of yourself, make sure you’ve taken the time to codify your plan and determine your goals.

You can start by asking questions like:

  • What are we hoping to achieve — more followers? Higher engagement? Increased traffic to a landing page?
  • What metrics or key performance indicators (KPIs) will qualify as a successful campaign?
  • What do we expect from our chosen influencer?
  • Are our expectations realistic for our budget?
  • How long will the campaign run?
  • How will we analyze the campaign once it’s over?

Creating a plan, much like you would with any other campaign, can keep you organized and on track, while also helping manage expectations when meeting with potential influencers.

2. Find key influencers in your industry 

Once you’ve nailed down your plan, you can begin seeking out influencers that would make sense to collaborate with. 

Ideally, you want to pair with someone who:

  • Has an overall voice or mission that you can get behind
  • Has enough followers to help you meet your goals
  • Can work with your budget
  • Has followers that more or less align with your target audience
  • Is reliable when it comes to completing the campaign ask and delivering metrics if needed

To find the potential influencers to work with, you have a few options. Of course, you can start by searching social media using hashtags and searching popular industry terms to see what profiles show up.

From there, it’s common to start with a quick search engine query and see which influencers, if any, show up for industry keywords and popular topics. These could be bloggers who also have a strong social media presence, for example.

You can also leverage special software platforms with features designed to help companies find influencers. Some of these platforms include BuzzSumo, Ahrefs, NinjaOutreach, ShareIt, and BuzzStream. 

Lastly, you can seek out agencies that specifically work with influencers. This option could save you time and resources, though influencers who work with agents often have a higher price tag, since their reps usually take a cut.

influencer post on Instagram

(Image via Instagram)

3. Determine the kind of influencer you want

“Influencer” isn’t a one-size-fits-all title. Under this umbrella, there are a variety of influencer types. These include:

  • Nano-influencer (500 to 10,000 followers)
  • Micro-influencer (10,000-50,000 followers)
  • Macro-influencer (500,000-1 million followers)
  • Celebrity influencer (high-profile famous people with millions of followers and known across various industries)
  • Industry influencer (prominent in a certain field or topic, such as marketing or vegan cooking)
  • Blogger influencer (creates sponsored blog posts)
  • Social media influencer (has a popular Instagram, Twitter, YouTube page, etc.)

Unsurprisingly, there are pros and cons to each influencer type. For example, those with smaller followings may not have the reach of an A-lister, but those who do follow are often more engaged and interactive with their content.

On the other hand, influencers with seven-figure followings are sure to garner some serious traction on your campaign, but you’ll likely be paying a premium price for those eyeballs. (OK, that sounds weird, but you get it.)

4. Brainstorm the content you’re looking for

After determining the influencer type that might work for your business, it’s time to focus on the content.

Influencer content can be any number of things, including (but not limited to) a:

  • Social media photo post
  • Status post on LinkedIn or Facebook
  • Blog post
  • Video
  • TikTok clip
  • Tweet
  • Story or Reel on Instagram

When brainstorming about the kind of content you’re looking for, remember that each type will have different metrics. For example, a Story is temporary content, so it will only have 24 hours to garner impressions. Obviously, you ideally want the post to be on whichever platform the person has the most followers on.

dk metcalf sponsored tweet

(Image via Twitter)

5. Align on expectations

This is arguably the most important aspect of your partnership. It’s key to be direct and clear about the terms, payment, parameters, and timeline of this influencer campaign. 

Have answers to questions such as:

  • Will you provide messaging or will the influencer be responsible for it?
  • If it’s the influencer’s responsibility, does he or she need to send you their copy? What’s the deadline?
  • Do you have minimum metrics you’re looking for when it comes to likes, engagement, etc.?
  • What qualifies as success in terms of this campaign?
  • How long do you expect the campaign to last?
  • Do you expect the influencer to promote the campaign other than through the agreed-upon content?
  • Do you expect the influencer to sign a non-disclosure agreement or a non-compete clause?
  • How soon after the campaign ends should the influencer expect payment, and in what form will it be delivered?
  • How soon after the campaign ends is the influencer expected to deliver post metrics?

If you’re working with an experienced influencer, they may already have many of these details outlined as part of their agreement before you all confirm the partnership. If not, it’s wise to flesh out these answers ahead of time so everyone is on the same page.

6. Make sure your brand’s own Instagram profile is optimized

When you create a stellar paid ad that leads to a poorly executed landing page? Congratulations, you played yourself.

Don’t let a similar thing happen during your influencer campaign. The last thing you want to do is have people discover your brand, click over to your social media profile, and be met with an experience that doesn’t properly reflect what you offer.

Before your partnership launches, make sure all of your social media pages are up to snuff. That means fully filled out profile bios, a consistent profile photo (like your company logo), up-to-date and accurate company info such as the link to your website, and at least a handful of posts that show your pages are active.

Pro tip: If possible, your social media profiles should always link back to a page on your website where people can go for more information or to connect with you further.

bekah ad post on IG

(Image via Instagram)

7. Review campaign performance

Once you’ve paid or reimbursed your influencer, it’s time to review campaign performance. 

As mentioned above, hopefully you and your influencer are in sync about when they’ll deliver the campaign metrics to you. That’s because, in the case of something like an Instagram post, the user posting may be the only one with access to the post’s data.

(Recently, Instagram has added a collab feature for posts and Reels that allows attribution to two accounts in one post.)

Check out the results and see how they measure up to your goals. You can analyze details like:

  • How much your followers grew from before the campaign to the end
  • The impressions and interactions the content received
  • How much website traffic came from the content
  • The number of demo or consultation requests resulted, if applicable
  • The number of clicks and conversions that resulted
  • Overall return on investment (ROI)

Once you’ve crunched the numbers, you can decide whether or not this type of partnership makes sense for your brand. If so, this data can help you optimize and tweak your future influencer campaigns.

Pro tip: Anticipate an influx of DMs coming to your Instagram page as a campaign result? Consider using an automated tool that works like a chat bot to gather info and send FAQ-type responses to direct people to the proper channels.

The takeaway

If you spend any time on social media, you’ve likely come across your fair share of influencer marketing. Influencing is an effective tactic because people often trust the influencers they choose to follow.

Once you know what to expect and how to best plan for working with an influencer, the better your outcome will be — and the higher ROI you can expect.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

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Written by Sam Yadegar on Dec 7 , 2021

Create Twitter ads that fit seamlessly into your target audience’s timelines to garner attention, improve traffic, and more. 

Here, you’ll find:

  • Why you should consider Twitter Ads
  • The various types of Twitter advertising options
  • Twitter Ads examples
  • How to optimize your ads

Twitter began as (and, arguably, still is) a social media app to connect virtually with others, share thoughts, and have conversations. 

These days, it’s become a platform where users get breaking news, make jokes, post memes, and fire off random thoughts as well. 

Twitter is also one of the top platforms for social media marketing ads.

If you’re running Facebook and Instagram ads, you may feel like you’re set when it comes to paid social. But if you haven’t even thought about adding Twitter ads into the mix, you may be missing out. 

In fact, Twitter user numbers — and engagement rates — are growing. Whether you’re already aboard the Twitter Ads campaign train or just want to know more, let’s dive into the info you need to succeed on Twitter in 2022.

What are Twitter Ads?

Twitter Ads are paid tweets featuring text or multimedia. They show up on the Twitter platform as Promoted Ads, Follower Ads, and Trend Takeover via desktop or on the mobile app. 

You can usually interact with these tweets the same way you would an organic tweet (such as responding, retweeting, or liking), but they’ll be marked as “promoted.”  

Why Twitter Ads deserve your attention

People spend 26% more time looking at ads on Twitter than they do on any other social media platform. 

Not only that, but reports show the platform has approximately 206 million daily users across the globe. When these users are scrolling, some of the tweets in their timelines may be sponsored ads or promoted content. 

Your target audience may very well be active on the Twitter platform. According to Statista, men between 25 and 34 years of age are the largest Twitter age demographic (19%). 

The second-largest is 18- to 24-year-old women. However, Twitter users are hardly all young. More than 17% of them are ages 50 and up.

hawksem: twitter ads blog

When your Twitter Ads campaign parameters are standard, the platform evens out your spend rate throughout the day. (Image via Unsplash)

A few key benefits of Twitter Ads are that they’re:

  • Precise: The most effective ones are short and to the point
  • Unobtrusive: They blend into the news feed organically without jarring the reader
  • Cost-efficient: They allow you to build your campaign in a budget-friendly way
  • Tailored: It’s possible to tailor these ads precisely to target different audiences
  • Versatile: You can create an efficient retargeting campaign in just a few clicks

One of the best parts about Twitter Ads is that there’s no minimum campaign spend. Thus, they can be suited to virtually any budget.

Types of Twitter Ads

Twitter determines which audience your content is most suitable for. After that, the ads compete in an auction based on your budget. 

The more money you’re willing to pay and the more relevant your ads are, the more likely they are to appear where you want. 

Twitter Ads are a straightforward paid social media marketing tactic. However, the platform gives you multiple ad options for promoting your account and content.

Promoted Ads

These ads appear in the user’s timeline and look like any other tweet except for the “promoted” tag on the bottom. They come in several formats:

  • Text – Plain textual tweet
  • Single image – An image and a block of text
  • Video – Includes a video and a block of text
  • Carousel – A combination of 2 to 6 images or videos in a single ad 
  • Moment A combination of tweets with a title, description, and a cover photo

It’s also key to pay special attention to the specs of each format to ensure the highest quality of your ads. For example, you can add around 100 tweets to a Moment (curated stories), but the platform recommends fewer than 10.

Follower Ads

These ads show up in different locations on the platform, including the timeline, “Who to follow” section, and search results. They display your account to people who may find it relevant and interesting.

Twitter Amplify

This option allows you to pair your ads with premium video content from vetted publishers. In March 2021, advertisers gained access to some new Amplify options:

  • Curated categories – You can pair ads with the video content from 15-plus preset groups of publishers. These categories and publishers may change over time.
  • New design – Amplify ads have a specific look with a brand name and logo in the upper-left corner of the ad. You can also choose one out of several preset CTAs to appear next to the brand name.
  • More information – When creating Amplify ads, you can browse the list of publishers in the category to make better advertising choices.

You can also take advantage of the Amplify Sponsorships program which allows pairing with a single publisher for the duration of your campaign. According to Twitter, this option is currently unavailable to self-serve advertisers.

Twitter Takeover

This advanced approach to Twitter advertising allows you to create an immersive experience for the user. Your options for this ad type are:

  • Timeline takeover – Your ad is the first ad a user sees when they open Twitter.
  • Trend takeover – This puts your ads near whatever is currently trending under the Explore tab and on top of the Trends list for 24 hours.

The cost of Twitter Ads varies dramatically based on the industry, format, audience, and goals. The least expensive ads are generally the standard promoted ads. However, advanced options like Takeover are often more effective.

The latest Twitter Ads tips

Constructing a versatile Twitter Ads campaign can take time and practice. These are the latest tips to help your ads succeed in 2022.

Twitter Promoted Explore tab

An example of a Trend Takeover promoted ad in the #Explore tab (via Twitter)

1. Explore Trend Takeover and Trend Takeover+

In early 2020, Twitter introduced the Promoted Trend Spotlight global feature. It’s now called Trend Takeover, with the Takeover+ option including “immersive video creative.”

The feature allows you to place your ad at the very top of the “Explore” tab (for the first two visits per person per day), improving its visibility substantially. The option supports static messages as well as 6-second GIFs and videos.

2. Take advantage of accelerated delivery

When your Twitter Ads campaign parameters are standard, the platform evens out your spend rate throughout the day. So, if your daily campaign budget is $100, it’ll be distributed more or less evenly within 24 hours (approximately $4 per hour).

To speed up your campaign and achieve faster results, you can turn the standard delivery option off. When you do that, Twitter will start serving impressions and generating engagement as fast as possible until the daily budget is up. 

This is a perfect option for time-sensitive advertising campaigns that need to achieve high engagement during a certain timeframe.

3. Rethink your Twitter cards

Twitter cards appeared back when the character limit was 140 and companies were desperately wishing for more ad space. Since tweets with images often see an increase in leads, these cards are still trending.

When you post a link, Twitter automatically pulls the featured image from the page you’ve linked to and includes that image in your visual tweet, also known as your Twitter card. If there’s no established image, the card may be blank.

salesforce twitter card

An example of an in-feed promoted tweet with a Twitter card (via Twitter)

If you want to make a bigger impression with the cards:

  • Use summary cards with larger images to take advantage of higher-quality pictures (Twitter supports 560×750 pixels)
  • Leverage twitter:site and twitter:creator to pack two user names in one card for a more efficient promotional effort.
  • Use up all 200 characters to give value to the card. (The Title tag is a separate piece of text, so don’t double up on verbiage.)

Pro tip: Don’t forget to take advantage of the multi-image card option if it’ll improve your ad. This lets you post up to four images in one tweet, which expand when the user clicks on them.

4. Experiment with videos

Video content continues to gain momentum on Twitter and beyond. Create a video views campaign to take full advantage of this media and make your ads more appealing. 

These campaigns allow you to display your video in-feed and improve your engagement.

Here are the details for creating Twitter video views campaign:

  • Maximum video size: 1GB (ideally under 30MB)
  • Tweet copy: 280 characters (each link costs you 23 characters, so when you include one link, you’ll have 257 characters left)
  • Video length: the maximum is 2 minutes and 20 seconds (but the sweet spot seems to be around 15 seconds). If the video length is under 60 seconds, the video will loop.
  • CC: closed captions or text overlays are mandatory

Ready to run a successful Twitter Ads campaign? We can help.

5. Capitalize on retargeting

Retargeting features (also called remarketing) can help Twitter Ads stand out from other paid social media advertising options. You can use this feature on Twitter by setting the campaign to retarget those who:

  • Are past website visitors
  • Have engaged with your tweets
  • Are newsletter subscribers
  • Have abandoned their e-commerce shopping carts

Pro tip: The social media platform recently launched ​​a premium feature subscription called Twitter Blue. This gives users access to exclusive Twitter features. So far, this includes the ability to edit tweets up to 60 seconds after posting, filter important conversations with Top Articles, customize your icons and theme, and score early access to new features.

6. Be strategic with hashtags

Adding hashtags to your Twitter ad copy can have a significant impact on your campaign.

When using hashtags, aim to follow best practices, such as:

  • Creating and using branded hashtags, such as #yourcompanyname or a unique phrase related to your business or industry
  • Looking under the “explore” tab to find out which hashtags are trending
  • Checking to see which hashtags the competition is using
  • Not overdoing it — Twitter itself reports that “one to two relevant hashtags per [tweet] is the sweet spot”

The right hashtag could drive the potential customer to click your ad just as well as pairing with a publisher would without costing you a penny. Keep in mind that a hashtag is part of the character count.

“Who to Follow” section

An example of a promoted account under the “Who to Follow” section (via Twitter)

7. Experiment, test, rotate

Paid social ads, like all digital marketing campaigns, need regular testing and optimization to perform at their best. You can run a variety of Twitter ads, then analyze how well they work for your target audience and the platform after a significant period of time.

Experiment with elements like colors, multimedia, and text to see what provides top results. Designing several ads doesn’t just give you an opportunity to improve your campaign, but it also helps hold your audience’s attention. 

Running the same ads over and over again can annoy potential and existing customers. That’s why it’s a good idea to rotate your most successful pieces.

The takeaway

Twitter Ads can be a successful paid social avenue for a variety of brands and industries. These ad types give you an avenue for reaching your target audience in a seamless, creative way. 

Plus, with ever-changing social media trends, this is also an opportunity for you to have fun and create eye-catching, witty ads that garner double-takes. 

By keeping tabs on the latest developments, trends, and offerings, you can continue to improve your Twitter campaigns — and increase ROI as a result.

This article has been updated and was originally published in June 2020.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

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Written by Charlotte Soto on Oct 1 , 2021

Gen Z has arrived — here’s how to get their attention.

Here, you’ll find:

  • How Generation Z feels about ads
  • Why social is so key for this demographic
  • Stats around this generation
  • Best practices for creating Gen Z-focused campaigns

As ultra-tech-savvy digital natives, members of Generation Z are leaving their parents’ homes, graduating college, and entering the workforce.

With over 67 million people born between 1997 and 2012, Gen Z is rapidly becoming the largest U.S. consumer group. Their 40% of the market wields an incredible $143 billion in spending power.

Reaching Gen Z has never been more critical for a brand’s success. Here are some effective social media marketing strategies to help brands connect with a Gen Z audience.

Group shot of best friends, summer in Venice Beach, Los Angeles

Although Gen Z is aware of paid social, they aren’t afraid to be influenced. (Image via Rawpixel)

Understand what Gen Z wants and needs

A McKinsey & Company study found most Gen Zers have an “undefined” identity, meaning they don’t see themselves through the lens of one or two stereotypes. 

Instead, they experiment with different ways of expression and allow their identities to develop over time. This makes unisex messaging and products very appealing to them. 

The same study found that Gen Z is more racially diverse and inclusive than any other generation before them. 

Tap into where Gen Z gets their information

There’s no better place to reach Gen Z than social media. According to a recent study, most feel driven to socialize and stay informed via social media platforms.

They spend an average of three hours every day on their favorite social apps, making them the largest group of mobile commerce (or m-commerce) consumers. Generally, the most popular platforms for Gen Z are Instagram, TikTok, Youtube, and Pinterest. 

Although Gen Z is aware of paid social, they aren’t afraid to be influenced. For example, the super-trendy #tiktokmademebuyit videos have a staggering 5.2 billion views. 

Produce creative, eye-catching visual content

If brands want to stand out on social media feeds, they need to customize content to Gen Z’s tastes. 

Studies have shown they prefer bite-sized, jam-packed multimedia messages and videos over static images. Posting short-form videos stuffed with stylish visuals is a guaranteed way to catch Gen Z’s attention.

Leverage gamification and interactive experiences

Gen Zers are serious gamers. A staggering 94% of this generation play games on various devices. They enjoy engaging with social media content by thinking, swiping, and tapping.

Including gamification elements into posts is an excellent way for brands to provide users with fun escapism while boosting their brand’s image. 

These elements include trivia quizzes, polls, rewards for user engagement, and social media scavenger hunts. Gamifying content is a surefire way to attract new customers and stay connected with existing ones. 

Understand the importance of influencers

A short video posted by a famous Instagram influencer can trigger hundreds of thousands of followers to buy everything from the sweater they wore to the chair they sat on. 

Gen Z considers social media influencers as more reliable than traditional celebrities. Not only are they dependent on these influencers for fashion and lifestyle inspiration, but they also trust their opinions. 

Purchasing a product vouched for by an influencer has never been easier. Personalized Amazon pages and Instagram closet accounts can be stocked with influencer favorites. 

Followers can now easily emulate their style with just a couple of taps. Partnering with influencers is a great way for businesses to reach a targeted section of this demographic.

lavender cake with Gen Z on top

Gen Z trusts word-of-mouth marketing more than previous generations. (Image via Pexels)

Showcase your brand’s beliefs and values

No other generation before Gen Z has shown such strong interest in consumer culture. Generation Zers are twice as likely as different generations to care about equality issues and three times as likely to believe a brand should serve their community and society. 

How eco-conscious and sustainable a company is truly matters to Gen Z and plays a big role in whether or not they will purchase from them. 

Around 50% of Gen Z have reported that helping the environment is important, while 61% are willing to pay more for ethically produced products. Brands shouldn’t be afraid to show off their sustainability efforts and any positive work they’ve done within their communities. 

Want to reach more Gen Z consumers? Let’s build an effective social media marketing campaign today.

Repurpose customer testimonials

Gen Z trusts word-of-mouth marketing more than previous generations. Because WOM is a significant factor in their decision-making, it can be super helpful for brands to promote positive customer testimonials. 

Not only will this build their brand’s rep, but it also provides social proof that strengthens their credibility with Gen Z.

Gen Zers want to feel heard. Always responding to positive and negative feedback is an excellent way for businesses to show their willingness to accept and listen to criticism. 

Develop a strong brand personality

To be unique is to be remembered. Gen Zers appreciate humanized brands they can talk to, joke around with, and build an emotional bond over time. 

Brands should aim to create a 3-D personality that fully aligns with this generation’s beliefs and values. 

Posting funny memes and sending out witty responses is a great way to catch Gen Z’s attention. However, staying on top of trends is crucial, as recycling outdated memes or posting out-of-touch content can seriously turn them off.

Make the shopping experience a breeze

As the first truly digital generation, Gen Z has high expectations for seamless m-commerce transactions. Being redirected out of an app or having to input financial information is disruptive to them. 

Businesses should invest in ways to make moving through the funnel as easy and distraction-free as possible. 

Offering third-party payment options, such as PayPal and pay-it-later services, allow shoppers to side-step entering their financial info, increasing the chance they’ll complete a purchase.

The takeaway

Now that Gen Z makes up a massive portion of the market, it’s never been more critical for businesses to reach them.

Connecting with Gen Z consumers comes down to understanding who they are, what they want, and how to grab their attention on social media. 

It may seem like a daunting task, but they’re far more open to trying new brands on social media than the generations before them. By leveraging the right social media marketing strategies, it’s easy to tap into this generation and its mighty e-commerce spending power.

Charlotte Soto

Charlotte Soto

    Charlotte is a lead digital strategist at HawkSEM. Through SEO, email, content, and managing website redesigns, she has helped drive digital strategy for several brands including Fortune 500 companies. In her free time, she enjoys binge-watching Netflix, spending time with family, and traveling.

    Questions or comments? Join the conversation here!

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    Written by Sam Yadegar on Aug 12 , 2021

    Learn how to create Facebook Ads that fit your marketing plan like a glove.

    Here, you’ll find:

    • How to choose the best objective for your Facebook Ads campaign
    • The best FB Ads format for reaching your goals
    • Tips to create the best ads to reach your desired audience
    • Expert ways to optimize your Facebook Ads

    Of all the social media marketing platforms, Facebook offers one of the most powerful advertising solutions for businesses — you can’t argue with the data around Facebook Ads ROI

    But, with so many segments and tools, creating ads can get overwhelming fast.

    The Facebook Ads Manager is designed to help you personalize your strategy as much as possible. This can be highly effective if you know what you’re doing — and potentially costly if you don’t. 

    Need some Facebook Ads help? Let’s go over the basics of how to choose the best solution for your business.

    The Facebook Ads Manager

    The Facebook Ads Manager

    Prepping for your Facebook Ads campaign launch

    The Facebook Pixel is vital to properly tracking interactions, building audiences, and conversion tracking. That’s why adding in the Pixel is one of the first things to put in place before campaigns launch. 

    Apple’s iOS update Is changing how data is collected on Facebook. Because of this, you may want to consider using Facebook’s Conversions API in addition to the Pixel for tracking. It requires more development, but you won’t lose as much visibility.

    Choosing the right Facebook Ads format for your objective

    Next, you’ll want to choose a key objective or overall goal for your Facebook advertising efforts to give you a clear direction.

    You can’t choose multiple objectives for each ad — and really, you wouldn’t want to. Single calls to action (CTAs) perform best because they provide straightforward direction. Instead, you can create multiple ads for each goal.

    So, how do you choose the right objective for your ad campaign? First, decide which stage of the buying cycle you want to target. You can choose from Brand Awareness, Leads, Purchases, and others.

    After that, you’ll need to decide which format to use. The objective you choose for your FB Ads dictates which types of media you can use.

    Keep in mind that within each campaign, you’ll also set specific audiences. 

    • Custom Audiences: People who have already visited your website, liked your Facebook page, signed up for any of your email lists, or provided an email address on a landing page
    • Saved Audiences: New audiences segmented by specific demographics and interests you choose
    • Lookalike Audiences: Audiences Facebook creates based on common qualities of lists you upload (this can be especially helpful if you are using cohort analysis to increase customer retention)
    • Local Audiences: People local to your business or in a certain geolocation

    Once you create a perfect audience segment, you can save it for later. Now, let’s dig into ad types.

    Facebook Ads platform

    A look inside the Facebook Ads platform (Image via Facebook)

    Facebook Ads for awareness

    Depending on your goals, you could use brand awareness FB ads to:

    • Reach the 2.8 billion monthly active users who may not know your business exists
    • Build brand trust among your current audience (this one is beneficial for B2B or “high-risk” aka pricier B2C purchases)
    • Keep your company top of mind if and when a viewer may be in the market for your product or service
    • Grow your followers to reach a larger portion of your target audience
    • Increase your SEO ranking, making you easier to find

    Awareness campaigns are best suited for targeting audiences at the top of your sales funnel with straightforward content. Use them for demand generation, explaining your values, or reaching new customers within a certain distance.

    Need more Facebook Ads help? Let’s talk.

    For awareness, you can choose these formats and features:

    • Single image or video
    • Video or image carousel
    • Website links and branded partner content

    For awareness ads in particular, it’s a good idea to use high-quality images, infographics, or short video clips to grab attention quickly. 

    Historically, remarketing campaigns were ideal for people who saw your ad but weren’t ready to purchase your products or services for one reason or another. 

    Due to that iOS update mentioned above, there have been some changes as to how Facebook ads work on Apple products. These changes include:

    • The SKAdNetwork API will be used by Facebook for app advertising on all iOS 14. This will delay or restrict event data.
    • Apple has also created the PCM (Private Click Measurement) protocol which will restrict data you can access. However, Facebook is working on an Aggregated Event Management tool to counter this.
    • There will be an eight-pixel event cap, meaning you’ll have a maximum of eight conversion events per domain, making you prioritize your events.

    Pro tip: For e-commerce retailers, Facebook also recently launched Facebook Shops. This free feature “allows business page admins to create a Facebook or Instagram-based mobile-optimized online store that highlights products or collections of items,” according to HubSpot. 

    Facebook ads for consideration

    Consideration Facebook ads are best for audience members in the top or middle of the funnel. These folks know your brand exists, but they need some in-depth, high-quality content and a little nurturing.

    You’ll want this audience to take some kind of action — like downloading your app, filling out a form, or requesting a consultation — even if they don’t necessarily convert into a customer quite yet.

    Facebook lets you choose from several consideration formats and features:

    • Single image or video
    • Video or image carousel
    • Product collections
    • Instant lead generation forms
    • Message buttons and prompts
    • Deferred deep links (within apps)
    • FB events

    Pro tip: Promote some of your best-performing blog posts, infographics, videos, or other personalized content to engage your target audience during this stage. 

    facebook ads

    You may want to consider using Facebook’s Conversions API in addition to the Pixel for tracking. (Image via Unsplash)

    Facebook ads for conversions

    Now it’s time to convert your bottom-of-the-funnel leads into buyers.

    You’ve already spent time nurturing these leads and building awareness. These people are likely very familiar with your products and services. And because you nurtured them through each step of the funnel, they ideally know, like, and trust your brand. 

    By providing these people with unique purchasing opportunities, you create a one-on-one buying experience that can turn them into lifetime customers.

    Since these people have likely consumed several pieces of content, you can reward them with special coupons, free shipping, or buy-one-get-one promotions to sweeten the deal. 

    A little can go a long way — Robert Cialdini’s methods of persuasion show that reciprocity is powerful. For example, a single mint left for customers increased tips for waitstaff by 3%.

    Don’t forget to add these customers to your CRM or auto-responder so you can follow up with them after their purchase is completed. This is especially ideal for products that need to be replaced or replenished after a period of time (think: ink cartridges, water filters, and most beauty products). 

    As mentioned, Facebook Pixel is particularly useful for tracking the ROI of your Facebook strategy through conversions. You can use this with ad types like:

    • Single image or video
    • Product collections
    • CTA buttons like “Shop Now,” “Book Now,” or “Donate Now”
    • Product catalogs (available for travel, e-commerce, real estate, and auto)
    • Physical store traffic (for qualifying businesses with physical locations)

    Facebook can also use your inventory to create dynamic ads based on products your followers have already viewed on your website with product catalogs.

    Pro tip: Facebook recently changed their policies to no longer allow advertisers to target ads to people under 18 (or older in certain countries) based on age, gender and location. According to Facebook, “previously available targeting options, like those based on interests or on their activity on other apps and websites, will no longer be available to advertisers.”

    Facebook Ads Instant Experience

    Facebook Ads Instant Experience (Image via Facebook)

    Include an Instant Experience

    With each objective, Facebook Ads will also ask if you’d like to include an Instant Experience. Instant Experiences allow you to create a fullscreen interactive landing page with rich media like GIFs, products, videos, and more.

    Have you heard of Facebook Canvas ads? Instant Experiences replaced them. They feel like you’re visiting a web page, but you’re really just viewing a fullscreen advertisement within the Facebook app.

    Instant Experiences are useful because you don’t have to worry about creating accelerated mobile landing pages (AMP) or dealing with slow load times. Your viewers don’t have to leave the Facebook app, and everything loads at lightning speed.

    Facebook provides various placement options for you to show an ad to potential customers, as Search Engine Journal points out. Because of this, you want to be strategic about your ad placement. To take full advantage of this option, they recommend customizing by placement and not being too restricting when it comes to placements.

    Pro tip: In summer 2021, Facebook extended Facebook Pay off-site to participating third-party websites as well.

    The takeaway

    The Facebook for Business platform is loaded with features that allow you to personalize your advertising content at every stage of the buying cycle. 

    It can certainly be confusing if you’re not familiar with the basics, but once you get your hands dirty (metaphorically), you can create an effective strategy in no time.

    This post has been updated and was originally published in December 2020.

    Sam Yadegar

    Sam Yadegar

    Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

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    Written by Caroline Cox on Jul 30 , 2021

    Instead of window displays, we’ve got e-commerce ads.

    Here, you’ll find:

    • How to determine the best e-commerce ad platforms for your brand
    • Display ads vs. PPC ads for e-commerce
    • What elements make up a successful e-commerce ad
    • Pro tips to give you an edge over competitors

    Remember the mall? We barely do too. 

    Depending on what you’re in the market for, perusing through physical aisles and racks to make a purchase isn’t the hyper-common process it once was.

    These days, the bulk of shopping happens online. In June 2020, global retail e-commerce traffic hit a record 22 billion monthly visits, “with demand being exceptionally high for everyday items such as groceries, clothing, but also retail tech items,” according to Statista.

    If you’re an e-commerce brand looking to stay in the game, online ads are a great way to do it. Search, social, and display ads allow you to target your audience, boost your clickthrough rate (CTR), increase sales, and more. For best practices, agency tips, and expert advice when it comes to e-commerce ad platforms, keep reading. 

    hawksem: e-commerce ad platforms

    Before you go all in on one ad platform, you need a solid understanding of where your audience regularly shops. (Image via Unsplash)

    1. Work with cohesive vendors

    It’ll benefit you to work with vendors that can easily integrate with the other programs your company already uses, especially as your e-commerce business grows. When you’re launching digital ads, it’ll be a more streamlined process when you’re using hosting options (like Shopify or Nexcess) that integrate well with search engines and social media platforms.

    If your e-commerce biz doesn’t use a customer relationship management (CRM) tool like HubSpot or has a custom site, you may have to jump through a few hoops to make sure everything for your ads is synced and reporting properly. 

    It’s also important to find a web hosting solution that makes mobile-first optimizations simple. It’s likely that most of your traffic will come from mobile, so mobile-first conversion rate optimization is key.

    If you’re just starting out on the paid ads route, you can set yourself up for success by integrating with a CRM, keeping your site simple to navigate, and making sure you can easily integrate with search engines and social platforms where you’d potentially want to show your ads.

    2. Understand paid search vs. display ads for e-commerce

    Once you’ve decided to invest in digital ads, the next step is deciding which ad type to leverage. E-commerce brands can certainly find success with paid search or pay-per-click (PPC), particularly through dynamic search ads. 

    These ads use content and keywords from your site to help better target your ads to the right people (all the more reason to have a strong e-commerce SEO strategy). Simply add a thought-out description, and let the search engine take care of the rest. 

    paid search herbal dynamics beauty

    An example of paid search e-commerce ads from Herbal Dynamics Beauty on the SERP.

    If you want to opt for display ads, e-commerce brands can try their luck with dynamic remarketing (also called retargeting). These ads populate for people who have already visited one of your product pages vs. those who have clicked an ad. Just know that recent Apple iOS updates have made remarketing more challenging. Luckily, there’s plenty of opportunity to reach new potential audiences via display.

    These ads are a good money-saving option — you don’t have to have any other forms of advertising for them to work. You can run these on platforms like Google, Facebook, Instagram, and Amazon. Display ads don’t offer as much control over bidding as more traditional campaigns do, but they can be effective when paired with proper bidding strategies and as long as you’re using daily budgets.

    Shopping ads can be a highly effective (and lucrative) channel for your e-commerce strategy with proper feed management. 

    Pro tip: Google recently started serving shopping ads in organic search results, so if you’re already optimizing your ads and have a product feed set up through Google Merchant Center, you get additional opportunities to garner not only PPC traffic but even free traffic, too.

    3. Determine where your audience is already shopping

    Before you go all in on e-commerce ad platforms, you’ll want to have a solid understanding of where your audience regularly shops. The easier you make it for them to purchase your product or service, the higher ROI you’re likely to see.

    Creating PPC ads for Google is a great place for an e-commerce brand to start. If more of your buyers are on Amazon or Instagram, then those could be good options as well. Just make sure you’re not competing against yourself. Running Amazon ads may cause you to outrank your own Google Shopping items, and you don’t want that. 

    Knowing your audiences can guide you toward the right platforms. For example:

    • Bing could be more successful than Google with audiences 50 and older
    • Instagram is probably better than Facebook for audiences in their 20s and 30s
    • If they’re middle age, Facebook is likely better than Instagram
    • If your audience is mostly male, Reddit ads may be worth exploring

    The Facebook algorithm works best the more time it has to optimize your ads with their audience pool. It typically needs about 50 conversions to “understand” who to best serve the ads to. 

    And because it uses a 7-day attribution window, you can’t really get a full picture of ad performance until the 7-day window is up. Best practice: Facebook ads should run a minimum of 5 days, but 7 is optimal to properly understand how it performs.

    The same can be said for certain types of Google ads. There are bidding strategies that won’t perform well if the campaigns aren’t driving a minimum of 50 conversions per month, so understanding the nuances of the bid strategies is important for success there as well.

    person online shopping with credit card

    Social ads are a particularly great option when you’re working with a limited budget but want a decent-size reach. (Image via Unsplash)

    4. Know what makes an e-commerce ad successful

    When it comes to what e-commerce ads resonate best, feel free to be your own test subject! Search for a common item like “blue t-shirt” on Google or Amazon, then check out the results. Which images and ad copy blurbs stand out most to you?

    The elements of a successful e-commerce ad will vary by product, industry, and audience. But there are few good rules of thumb that are likely to benefit brands across categories. 

    Clear, high-quality images without cluttered backgrounds are a good place to start. From there, be sure your products are easy to view on smartphones as mobile commerce or m-commerce continues to rise in popularity.

    An example of a promoted tweet for monthly wine club Bright Cellars on Twitter.

    An example of a promoted tweet for monthly wine club Bright Cellars on Twitter.

    Social ads are a particularly great option when you’re working with a limited budget but want a decent-size reach. For these e-commerce ad platforms, think about how you can make your ad seamlessly fit in with organic posts on that specific platform. 

    Depending on which site your ad will appear on, consider elements like emoji, GIFs or videos, hashtags, and platform-relevant verbiage like “retweet” on Twitter. And, of course, don’t forget about that strong call to action (CTA).

    Pro tip: Got a brick-and-mortar location? Make sure your Google My Business (GMB) page is set up correctly with tags in place and the most up-to-date info. 

    5. Don’t forget about seller ratings

    Especially for highly competitive markets, having seller ratings on your ads can be a game-changer for your CTR. As we’ve mentioned, peer recommendations, research, and product reviews are some of the most influential factors that affect purchasing decisions. 

    If you’ve ever compared an item with 3 out of 5 stars to one with 5 out of 5 (these ratings can be integrated with shopping ads), then gone with the latter, you know what we mean.

    As with any ad, think about what sets you apart from your competitors. Something like free shipping may not be as appealing if most of the brands similar to yours are offering that as well. Don’t be afraid to get creative. Is your product the softest, fastest, the first of its kind, or something else? Use that angle in your copy to help the item shine. 

    6. Perform tests to keep ads optimized

    Predicting is one thing — analyzing the data is, of course, another. Once you decide which e-commerce ad platforms you want to experiment with, keep in mind that continued A/B testing will be one of the most effective ways to understand your target audience and what resonates with them. 

    Eliminate variables and change one thing at a time to properly measure. Do they prefer free two-day shipping or a coupon code? Do they click more on white backgrounds or real-life images? Consistent testing and measuring will help you answer these questions.

    hawksem: e-commerce ad platforms

    With so much shopping taking place online these days, having ads for your e-commerce brand just makes sense. (Image via Unsplash)

    Pro tip: Before beginning, determine the goals of your paid ad strategy. Especially if you’re working with an agency, it’s crucial that everyone is aligned on budget, KPIs, and what success looks like. Even if you’re just starting out, look at your spend and product costs to determine what numbers would mean a campaign was successful.

    7. Plan for seasonality

    Of course, shopping seasons ebb and flow depending on things like holidays and the time of year. That’s why it’s important to plan budgets and ad spend according to the way your brand historically drives sales throughout the year. 

    For example, an e-commerce brand probably shouldn’t plan on spending the same amount of money on ads during June that they might spend over Black Friday or Cyber Monday, unless there’s a reason they drive huge sales during that time. 

    If there are other reasons certain seasons impact their sales (i.e. if you sell winter boots or swimsuits), it’s a good idea to allocate greater portions of your budget to support greater sales during those impactful times of the year. During the slow months, pull back a bit to support your annual return on ad spend (ROAS) and overall profitability.

    The takeaway

    With so much shopping taking place online these days, having ads for your e-commerce brand just makes sense. It’s a great way to expand your reach, boost your sales, and beat out your competition.

    By following best practices — like having goals in mind, determining where your audience likes to shop, and making sure you’re putting your business’s best face forward online — you can leverage e-commerce ad platforms and be on the right path to getting the ROI you seek.

    This post has been updated and was originally published in March 2020.

    Caroline Cox

    Caroline Cox

    Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

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    Written by Sam Yadegar on Jul 8 , 2021

    From the various ad types to costs, the latest tips, and more, here’s the 411 on creating YouTube ads in 2021.

    Here, you’ll find:

    • A breakdown of YouTube ad types
    • Average costs for YouTube ads
    • Expert tips for successful YouTube advertising
    • The latest video ad tools worth exploring

    From the first “Evolution of Dance” viral video to vloggers-turned-bonafide celebrities, few websites have seen as much rousing success as YouTube. 

    So it’s no surprise that YouTube is a fertile ground for advertising. With 81% of adults in the U.S. using the platform — up 8% from 2019 — and more than 2 billion unique monthly viewers, it’s likely where members of your target audience can be found.

    Not only that, but YouTube saw the most significant growth of any social media app among American users during the pandemic, according to the Pew Research Center.

    YouTube ads are an excellent way to reach out to potential clients. After all, when it comes to social media marketing, YouTube is the only online platform that matches Facebook’s reach. Here’s how to make it work for you.

    HawkSEM: youtube ads blog

    YouTube Ads don’t require a minimum spend. That means you can start as low as you wish and then tweak the budget according to the campaign’s results. (Image via Unsplash)

    Types of YouTube Ads  

    In 2021, there are six types of YouTube ads to choose from. The type you choose will depend on factors like your niche, budget, and marketing goals.

    • Discovery (display) ads: These appear among organic results and suggestions on the YouTube search page, homepage, and suggestions list with a thumbnail image and a bit of text. YouTube’s TrueView ads only count a view after it’s been watched for at least ten seconds.  
    • Overlay ads: This banner ad appears in the lower part of the video. The ad can contain text or images. It’s clickable and available only to desktop viewers. A user has a choice to close the ad at any time.
    • In-stream skippable ads: This ad appears in the beginning, middle, or end of the video. It runs for several seconds before giving the viewer a choice to close it. These ads can appear on all devices, including TVs and game consoles.
    • In-stream nonskippable ads: These ads appear the same way as their skippable partners, but they don’t allow skipping. The maximum running time for these ads is 15 seconds.
    • Bumpers: Bumpers are non-skippable ads that appear while the video is running. They can’t be longer than six seconds.
    • Sponsored cards: These clickable ads are similar to overlay ads. They offer content relevant to the video the user is watching (such as products shown in the video). The teaser appears on the right side of the video for a few seconds and then turns into a card icon.

    The cost of YouTube advertising in 2021

    The cost of YouTube advertising depends on the type of ads you use.

    • In-stream ads, sponsored cards, and overlay ads: These ads are between $0.10 and $0.30 per engagement (view or click). Skippable ads are generally less expensive than non-skippable ads.
    • Discovery ads: These cost about $0.30 per click.
    • Bumper ads: These ads are charged by CPM (you pay each time the ad gets 1,000 impressions) — between $1 and $4 per 1,000.

    Overall, the average cost of YouTube ads in 2021 is $200 per 1,000 views. It can range from between $0.05 and $0.30 per view, which is about $50 to $300 per 1,000. Remember, you only pay per view if the user watches the video for 30 seconds. (If the ad is shorter, they have to watch the entire video.)

    YouTube Ads don’t require a minimum spend. That means you can start as low as you wish and then tweak the budget according to the campaign’s results. Many companies start with a $10 daily budget and go from there.

    Pro tip: As of June 2021, YouTube has started showing ads on non-monetized videos. This means that if you’re not part of the YouTube Partner Program (YPP), YouTube still reserves the right to run ads on your videos, as Search Engine Land reports. 

    Now, let’s dive into some tried-and-true tips for successful YouTube advertising in 2021.

    Explore masthead ads

    Masthead ads can be a costly ad format, but they’re also known to be effective. They can produce a massive audience reach and achieve a huge boost in brand awareness. These ads appear in the YouTube home feed across all devices. They autoplay on mute for 30 seconds or longer.

    The payment for these ads is based on cost-per-day or cost-per-impression. You can only take advantage of mastheads after making a reservation through a Google sales rep. They’ll give you an estimate during a consultation.

    Overall, masthead ads provide the highest reach in the shortest period.

    Pro tip: As of July 2021, YouTube masthead ads are no longer available for advertisers of prescription drugs, alcohol, gambling, and political content.    

    HawkSEM blog: YouTube ads

    To make in-stream ads appealing to your target audience, focus on attention-grabbing, hyper-targeted content. (Image via Unsplash)

    Invest in remarketing

    YouTube offers powerful remarketing campaign options. This can be a beneficial ad option since people who have viewed your videos, ads, or channel in the past have a higher conversion potential than brand-new leads. After linking your YouTube channel to your Google Ads account, you can create such remarketing lists as:

    • Viewed videos or ad from a channel
    • Directly viewed a particular video or ad
    • Visited a channel page
    • Liked, added, or shared a video from a channel

    You can’t, however, create remarketing lists from views of the bumper and non-skippable ads.

    You can also connect your website and YouTube advertising efforts. If someone visits your website and views a certain product, the remarketing feature can advertise the product the next time the visitor watches a YouTube video.

    Pro tip: Looking to start a successful YouTube channel for your business? Check out this helpful guide from Shopify.

    Optimize your in-stream ads

    Sure, in-stream ads are a bit more intrusive to the video viewer, but it’s also true that they often bring about impressive results.

    These ads have lower conversion rates than other formats but have been shown to aid tremendously in brand awareness. To make in-stream ads appealing to your target audience, focus on attention-grabbing, hyper-targeted content.

    Pro tip: The first five seconds are the most important part of the in-stream ad, so prioritize grabbing the viewer’s attention during that time.

    You can ensure your in-stream ad is as effective as possible by: 

    • Showing some motion in the first three seconds of the video to hook the audience’s attention
    • Creating curiosity by asking a question but leaving the answer on the other side of the five-second gap
    • Showing your brand name and logo in the first five seconds so that, even if the viewer skips the ad, you achieve brand exposure
    • Keeping ads shorter than 45 seconds
    • Using soft CTAs to lead potential clients to other videos or channels

    For more paid social tips, check out our articles on best practices on Twitter, Instagram, LinkedIn, and Facebook.

    Use the YouTube Video Builder

    In 2020, YouTube launched the beta version of its Video Builder. This tool lets you animate static content like text, logos, and images with music and transitions to create six to 15-second videos for further use as YouTube ads.

    This is an excellent opportunity for companies with a low marketing budget to create an impressive multimedia experience for target audiences. Established brands can also use this tool for testing new content.

    The Video Builder can help freshen up your existing assets to keep the target audience’s interest piqued without substantial expenses.

    Embrace the person-to-person connection

    A recent HubSpot article warned businesses not to forget the human element when it comes to YouTube marketing. Often, we’ve seen brands too focused on themselves and what they’re selling and not enough on helping their audience. 

    After all, people don’t engage with brands to help the brands. They engage because of the ways the brand can help them. Always put that value front and center for your audience.

    Additionally, it’s important that your message doesn’t feel cold and robotic. If your content feels like an interaction with a digital assistant, people won’t as easily connect or engage with it. 

    Remind your audience that there are human beings behind your brand. One great way to do this is by responding to comments and engaging with the people who interact with your content, on YouTube and elsewhere.

    The takeaway

    YouTube is a highly engaging platform that opens up numerous possibilities for companies across all industries. In fact, 54% of YouTube users visit the platform daily and 36% do so several times per day. 

    By looking into all the ad types on offer, determining what might catch your target audience’s attention, and ensuring the content is top notch, you can build a successful YouTube ads campaign, even without a huge budget. 

    This post has been updated and was originally published in July 2020.

    Sam Yadegar

    Sam Yadegar

    Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

    Questions or comments? Join the conversation here!

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    Written by Caroline Cox on Jun 3 , 2021

    From tweets to TikTok, here’s how to pick the right paid social platform for your business.

    Here, you’ll find:

    • A breakdown of the main paid social platforms
    • Pro tips for paid social success
    • How these platforms compare to one another
    • Which industries see the most success on certain platforms

    The aim of social media is to help us connect with people — and the world — around us. That could mean following an influencer whose style you envy, a travel writer who always finds a city’s best hidden gems, or a vlogger with killer recipes. 

    So, when your company is looking into ads on a paid social platform, it’s helpful to keep in mind why people are on them in the first place. It’s all part of understanding your target audience, their goals, and how you can meet them where they already are. 

    smartphone with social media platform apps

    When it comes to members, you just can’t beat Facebook — the platform boasts 2.85 billion monthly users worldwide. (Image via Unsplash)

    Once you explore your audience and assess your resources (like images, videos, or brand even ambassadors), it can be a challenge to know where to begin. But don’t fear! Let’s dig into all the main paid social platforms and how you can make them work for your business.

    LinkedIn

    If other platforms are like happy hour, LinkedIn is the networking event. Sure, you can be quippy and share fun thoughts or links, but at the end of the day, it’s all about professionals. By its own estimations, LinkedIn has a whopping 756 million members in 200 countries and regions across the globe. 

    According to Sprout Social, 65% of B2B companies have used LinkedIn paid ads to acquire new customers, and the platform is reportedly 277% more effective than Facebook in generating leads. 

    Because of its business-centric purpose, LinkedIn can be a great paid social platform for ads relating to software, services, and anything else that could be used in a professional setting or to improve workday processes.

    Other industries that tend to do well with LinkedIn paid social ads include:

    • High-end retail
    • Wine and spirits
    • Aerospace
    • Automotive
    • Professional businesses (such as performing arts, banking, pharma, and international affairs)

    While LinkedIn has a lot of opportunity, LinkedIn’s Campaign Manager has a few minimum requirements that can be costly for small businesses to leverage. They also have limited targeting, as well as more expensive CPC and conversions compared to other platforms. 

    Pro tip: Since users view LinkedIn as a professional place, it’s a good idea to have your ads follow suit — and don’t forget to maintain the correct ad specs!

    Facebook

    When it comes to members, you just can’t beat Facebook. That’s because the social media platform boasts 2.85 billion monthly users worldwide.

    But while that number is impressive, it’s worth noting that younger generations aren’t as active as older ones, and visibility for both organic and paid posts can be hard to come by. (For example, a Facebook page with more than 1 million likes only averages an organic engagement rate of less than 2.5%.)

    Regardless of the drawbacks, marketers love Facebook because it’s affordable and generally results in high engagement. When it comes to paid social ads on Facebook, retail really shines. Think: items like clothes, accessories, beauty products, and the like. The visual format ad options make it easy to showcase your products and grab people’s attention.

    Industries that tend to find success with Facebook (in terms of engagement and sharing) include:

    • Automotive
    • E-commerce 
    • Travel
    • Non-profit organizations

    Industries like software may do as well as the above when it comes to Facebook ads. However, if the audience isn’t right and the industry isn’t a fit, ads can really flop.

    Pro tip: Facebook’s updated Ads Manager lets you duplicate ads and campaigns, edit any settings, view your metrics, customize your graphs, and more.

    girl by pool looking at social media

    Because of the visual nature of Instagram ads, any photos, videos, or graphics used should be high-quality and high-resolution. (Image via Unsplash)

    Instagram

    Instagram is owned by Facebook. Because of this, there are plenty of similarities between the two platforms in terms of ad offerings. Additionally, the industries that tend to do well on Facebook also perform rather well on Instagram.

    While the platforms fall under the same umbrella, they’re also different in many ways. Though Instagram trails a bit behind Facebook in terms of members, its visibility and cultural relevance is significant.

    After all, Instagram is basically the reason why “influencers” exist in the way they do today. And studies show ad recall from sponsored ads on Instagram is often much higher than the typical norms for online advertising.

    Instagram ads also see decent engagement rates compared to other platforms. This is likely due to the visual nature of the app, and how seamlessly ads show up in Instagram Stories (temporary posts users create) and regular feeds. It could also be because the majority of Instagram users are part of younger, tech-savvy generations. 

    You can manage your Instagram ads inside Facebook’s Ads Manager. This allows you to create Facebook and Instagram ads simultaneously, complete with a robust variety of targeting options to leverage.

    Because of the visual nature of Instagram ads, any photos, videos, or graphics used should be high-quality and high-resolution (nothing fuzzy or grainy). And while the maximum caption length is 2,200 characters, experts say 125 characters is ideal.

    Pro tip: For e-commerce brands, Instagram’s shopping capabilities allow you to add multiple hyperlinks to an ad, leverage in-app checkout, and complete sales within the app. They also recently added a dedicated “Shop” section to the home screen and launched Instagram Live Shopping. 

    Twitter

    Twitter has around 192 million daily active users, according to Hootsuite. That’s a lot of potential for advertisers. Not only that, but Twitter itself also reports that people spend 26% more time viewing ads on Twitter than on other leading platforms.

    Similar to Instagram, Twitter ads fit subtly into members’ existing feeds and are relatively cost-effective. This platform is all about getting visibility, engagement, and spreading the word to grow awareness about your brand. Conversions can be a bit trickier here, though you can try generating quick leads with Twitter Cards or Trend Takeovers.

    The platform describes promoted Trend Takeovers as “a 24-hour high-impact takeover of the Trends list on Twitter,” ideally to launch something new or weigh in on a trend. 

    According to Social Media Today, industries that perform best on Twitter include:

    • Music
    • Entertainment
    • Games
    • Aerospace
    • Retail & e-commerce

    Pro tip: Twitter users can “like,” respond to, and share your paid ad tweets in the same way they interact with organic ones, thus boosting your reach without costing you more. This is why it’s crucial to make your ad stand out — so you can go viral for all the right reasons.

    man looking at youtube on tablet

    Along with TrueView ads, YouTube offers non-skippable video ads and bumper ads. (Image via Unplash)

    YouTube

    Owned by Google, YouTube lets you create video or image ads that play before and interstitially between videos on the platform. Much like Instagram, it’s huge with younger generations: 77% of 15 to 35 year-olds in the U.S. use the platform.

    Don’t have a video to promote? No problem. YouTube’s creative directory network connects you with pros who can help you with everything from motion graphics to voiceover, animation, and more. As far as payment for skippable ads, “YouTube charges you whenever a viewer clicks on your CTA, watches for at least 30 seconds, or views your ad all the way through (if it’s shorter than 30 seconds),” according to Mailchimp.

    Along with TrueView in-stream ads (which “run on videos served on YouTube or on a collection of sites and apps in the Google Display Network,” as Google explains), the platform offers non-skippable video ads and bumper ads. Non-skippable ads are ads that appear before a video, and mid-roll ads appear at the midpoint of videos that are at least 10 minutes long. Bumper ads, on the other hand, are 6 seconds max and are paid for on a CPM basis.

    Want more insight into paid social success secrets? You’re in the right place. 

    Pinterest, TikTok, and other platforms

    While the platforms above are arguably the most popular paid social platforms, there are other players in the space that offer their own unique benefits. Apps like Snapchat, TikTok, and Pinterest all have ad options. While their reach may not be as wide as the Big Four, depending on your industry and target audience, they could still be worth your time and budget. 

    TikTok is the fastest-growing platform in terms of popularity, particularly with Gen Z. It offers interactive ads in more than 20 global markets. Snapchat lets you target your ads based on users’ interests, behaviors, location, and more. 

    Pinterest gives you the option to choose to pay for either engagement or visits to your site, and pins often have a longer lifespan than a lot of other paid social ads. As Search Engine Land reports, “for visually-driven businesses, such as wedding gown shops, food blogs, visitors’ bureaus, and clothing and accessories, the visual search engine is a way to get your products and ideas out there to an audience that is likely to click through to your site.”

    girl standing and looking at phone

    How you measure paid social success will depend on your goals, whether that’s purchases, engagement, followers, or CTR. (Image via Unsplash)

    Leveraging multiple platforms

    Because each paid social platform has its own unique benefits and users, you may want to experiment with multiple platforms at once. Of course, it’s good to have variety, and testing out a few platforms can help you determine which ones have better ROI for your company. 

    Just make sure you go into any testing with a game plan for the KPIs you’ll be monitoring, and how long you want to experiment before revisiting your strategy. 

    The takeaway

    How you measure paid social success will depend on your goals, whether that’s purchases, engagement, followers, click-through rate (CTR), or something more.

    If you’re looking for ad options that are affordable, visual-forward, and have the potential to reach far and wide, finding the right paid social platform may be just the solution you need.

    This article has been updated and was originally published in April 2020.

    Caroline Cox

    Caroline Cox

    Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

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    Written by Caroline Cox on Apr 23 , 2021

    Want to get more likes, comments and follows? When it comes to your social media, keep SEO tactics in mind. 

    Here, you’ll find:

    • How SEO translates to better social media profiles
    • Expert tips for optimizing your brand’s social media
    • How keywords play a part in organic social posts
    • Why analyzing your social content is key

    As social media becomes more sophisticated (and popular), new features are added to help improve discoverability. For brands and organizations, these add-ons are particularly beneficial.

    Whether you post a few times a month or multiple times a day, you want your social profiles to serve as a way to spread the word about your brand, grow your reach, and connect with your target audience. Employing a few common search engine optimization (SEO) principles can help you do just that.

    Read on for a few social media SEO principles worth applying to your accounts to grow your reach and improve engagement.

    1. Keep keywords in mind

    While reports show that social media rarely impacts brand visibility in search engines directly, it’s still a good idea to leverage keywords when you can. Adding certain keywords to your posts can be a game changer when it comes to your discoverability on these platforms.

    Instagram recently added their own keyword search tool which, according to Social Media Today, allows you to search posts that use certain words or phrases even if they’re not hashtagged. You can do this through Twitter’s search function as well.

    girl outside smiling at phone

    There are no end-all be-all rules for how often you should post on each platform. (Image via Unsplash)

    2. Make sure all profiles are consistent

    If possible, it’s a good idea to have the exact same handle across all of your profiles. This makes your brand look professional and makes it easy for people to find you. If your business name is a common term or the handle is already taken, you can consider adding your business type or city to the end (like @HawkSEMagency or @HawkSEMLosAngeles). 

    From there, try to have your profiles follow a similar look and feel, ideally one that also matches your website. Any logos, URLs, addresses, and contact info should be consistent and up to date as well. 

    3. Create a social content plan

    Don’t have a full-time social media manager? Fear not! You don’t have to build out a super intense social media plan. However, it’s a good idea to at least create a high-level outline for how you plan to post on a regular basis, whether that’s daily, weekly, or a different frequency. As mentioned above, consistency is key.

    This can be especially helpful if you’re running multiple social media accounts, as most brands do. There are no end-all be-all rules for how often you should post on each platform. It’ll likely depend on your industry, audience, and bandwidth. However, experts generally suggest posting the most frequently on Twitter (a few times a day, if you can swing it), followed by Facebook (one or two times a day), and then LinkedIn (once every day or two). 

    Again, find what works best for you and your team, then keep an eye on engagement rates to see how your audience responds. The last thing you want is to overdo it by posting too much, which can lead to unfollows.

    Need more help with your social media or SEO? Let’s make it happen.

    4. Leverage tags on social posts when possible

    Just like keywords and tagging your content help people and search engines alike understand what your posts are about before reading them, social media tags serve a similar purpose.

    While you don’t want to go overboard on the hashtags, they’re a useful tool when people are searching for a certain topic or phrase on all the major social media platforms. When you add a hashtag, either to the post itself or in the comments, it becomes hyperlinked and searchable, which is an easy way to boost your post’s reach. 

    5. Optimize your profiles

    As we’ve mentioned before, one of the most important things you can do as a business on social media is to fully fill out your profile. The more information you provide, the more context your followers get about what you offer, and the more likely you’ll be found by the right people. 

    Take advantage of options like the ability to add a brief bio, URL, and a cover photo. From there, you may be able to optimize further, depending on the platform. For example, Instagram gives users the option to add alt text to their posts. Not only is this a solid SEO tactic, but it makes your post more inclusive to those who are visually impaired. 

    casual guy working on social media SEO on computer

    Knowing how you’re tracking will help you reach your social media goals faster. (Image via Unsplash)

    6. Analyze your social media performance

    Don’t waste your time tweeting and hashtagging into the void. Just like with content and other SEO principles, the best way to make use of your profiles (and your social media manager’s time) is by analyzing your posts’ performance. 

    Whether weekly, monthly, or quarterly, take the time to visit the analytics section of your profiles. If you use a third-party posting service like HubSpot, you can see a certain amount of data, but you’ll get the clearest picture by going into each profile directly. From there, you can see how quickly you’re gaining followers, which posts are resonating most, and which platforms are seeing the most engagement.

    This is a great opportunity to pivot your strategy. Do you need to pay more attention to your Facebook audience? Interact more in your Twitter replies? Boost a well-performing Instagram photo to get it even more exposure? Knowing how you’re tracking will help you reach your social media goals faster. 

    The takeaway

    SEO is an integral part of modern digital marketing programs. Social media, it could be argued, is integral as well. 

    By being mindful of social media SEO best practices that can translate from your website to your profiles, you can continue to grow your reach, create better posts, keep up with industry trends, and stay ahead of the competition. 

    Caroline Cox

    Caroline Cox

    Caroline is HawkSEM's content marketing manager. She uses her more than 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

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    Written by Sam Yadegar on Apr 14 , 2021

    Don’t let competitors have an edge over you on social media — conduct a competitor analysis to stay in the game.

    Here, you’ll find: 

    • Steps for conducting a competitor analysis for social media
    • Why it’s key to understand your competition’s social strategy 
    • How a competitor analysis can improve your own social results
    • Top tools when doing a competitor analysis for social media 

    Social media is one of the most popular ways to engage with customers and effectively reach your target audience. In fact, HubSpot reports 90% of brands now use it to build awareness and grow their reach, among other things. 

    But, just like in search engine results, there’s competition for eyeballs and attention on social media. That’s why understanding how your brand stacks up against the competition is important for developing your social strategy and making it work best for you. 

    Conducting a competitive analysis for social media can be crucial for enhancing your social media performance. Besides better understanding your competition, a social media competitor analysis will put helpful information in your hands on how to improve your brand’s strategy. 

    Don’t get left in the social media dust. Use these 7 steps to conduct a competitor analysis like a pro. 

    competitor analysis for social media

    Before you get too far in your social media analysis, identify the purpose of running one in the first place. (Image via Unsplash)

    Why should I track my competitors on social media? 

    There are many advantages to conducting a competitor analysis for social media, from gaining inspiration for content to identifying mistakes to avoid. Understanding how the competition engages with its target audience can also help you identify your unique value proposition and ways to grow your market share based on their weaknesses. 

    Knowing what your competitors are doing on social media is essential for building an effective social strategy that stands out. Here’s how to conduct a competitor analysis for social media the right way. 

    1. Determine your top competitors 

    You probably already have a good idea about who your top competitors are. If not, it’s worth taking the time to identify your top five competing companies. 

    To identify your competition, using Google to search for keywords your target customers use to find your business is a good place to start. Once you’ve made a list, you can put on your detective hat and dive a little deeper to determine how active each of them is on social media. Of course, you want to focus your efforts on brands that have a social strategy, so you can effectively compare. 

    Pro tip: Visiting your competitors’ websites is usually a quick and easy way to find their social media profiles, as they often link to them in their site’s header or footer. 

    2. Set your goals

    Before you get too far in your social media analysis, identify the purpose of running one in the first place. Without knowing why you’re conducting an analysis, it will be difficult to measure and evaluate your results. 

    You’ll find a lot of data when digging into your competitor’s social strategies, so it’s important to know what you’re looking for to ensure you’re not wasting time gathering irrelevant data. 

    Some common goals of conducting a competitor analysis for social media are: 

    • Improving organic reach
    • Determining the best social platform for your brand
    • Increasing engagement or followers
    • Optimizing social ads

    3. Pick the social networks to monitor

    Most companies stick to the main social media platforms: Facebook, Twitter, Instagram, and LinkedIn. They also may be more active on some than others. Look to see which social media platforms your competition leverages the most and why that might be.

    Do they see the most engagement on Instagram or LinkedIn? The answer could indicate where your target audience is spending most of their social media scrolling time, which can help inform your own social strategy. 

    4. Track key performance metrics

    After identifying the social media platforms your competitors are most active on, you can work to gain a better understanding of how they engage with and grow their network. 

    The following key metrics can help you examine and track their performance. 

    • Profile metrics: Note things like the number of followers, average weekly posts, and engagement 
    • Content metrics: Note the types of content shared, number of ads or boosted posts, and image to video post ratio
    • Brand metrics: Note the tone of voice, key issues most often addressed, and interaction from followers
    • Engagement metrics: Note the likes, comments, and shares of their content and the number of customers using their branded hashtags

    Pro tip: It’s a good idea to look at the average engagement by post type (video, photo, text, link) to compare to your posts as well.

    woman in hat looking at cell phone

    Automating the tracking of competitors is the most effective way to get up-to-date data. (Image via Unsplash)

    5. Determine the prime time for your social media audience

    Ensuring your content is seen by followers at the best times of day and days of the week will help you work smarter vs. harder when it comes to social reach. While consistent posting is key to an effective social media strategy, it’s not enough to just post as you please. Rather, it’s helpful to know when the largest number of targeted users are online. 

    Looking at each of your social platform’s analytics is a good starting point. From there, noting your competitor’s posting times and their engagement rating can help determine if adjusting your posting times will increase the chances of reaching more targeted consumers.

    Need more help with your social media strategy? Let’s talk! 

    6. Don’t forget about paid media

    While it’s almost impossible to determine the exact amount your competition spends on paid media campaigns, you can try to determine if they’re paying for increased followers or post engagement. 

    Plus, if you’re conducting a social media analysis without considering if they’re boosting or running ads, it could skew your results and have you setting unachievable organic goals. 

    The tools in the next section can help you run an analysis or browse each social platform individually to look for any sponsored ads. Taking things a step further and conducting a full PPC competitor analysis will also give you more information on improving your paid reach. 

    Pro tip: Facebook Ad Library is a helpful tool for checking if your competition is actively running ads on Facebook or Instagram. 

    7. Find the proper tools to conduct a competitor analysis for social media

    Automating the tracking of competitors is the most effective way to get up-to-date data. While you can conduct a competitor analysis for social media on your own, using the proper tools makes the process more efficient and allows for easy tracking of both your and your competitors’ results. 

    Tools for running a competitive analysis and reports for improving your social strategy include: 

    • BuzzSumo
    • Brandwatch
    • Facebook Analytics
    • Facebook Ad Library
    • Sociality.io
    • Socialbakers
    • Sprout Social 

    The takeaway

    Comparing your social media presence and results to your competitors gives you insight into their social strategies and shows you the best ways to outrank them. 

    With most of the data being public knowledge, conducting a competitor analysis for social media is easier than you might think. However, compiling the data is only the first step. 

    Effectively analyzing the information and results requires using the top tools and understanding what it all means. From there, you can post more like-worthy posts, tweets, and Stories — and feel confident that you’re on the right track.

    Sam Yadegar

    Sam Yadegar

    Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

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