- \n
- Power User<\/strong> \u2013 Active every day, both posting and engaging with others.<\/li>\n
- Regular User<\/strong> \u2013 Posting regularly, though with limited proactive engagement with others.<\/li>\n
- Sometimes User<\/strong> \u2013 Posting irregularly and only engaging with those who directly contact them.<\/li>\n
- New to Social<\/strong> \u2013 Have built pages, though they are mostly static users and can actively view others\u2019 social activity while seldomly engaging with them.<\/li>\n<\/ul>\n
Advertising<\/h2>\n
There are a number of cost-effective social media advertising options and each can drive significant growth in\u00a0your followers, content reach, and\u00a0engagement. You can determine your comfort level with each option by promoting one post at a time or creating a bold, long-term campaign. You can also customize your choice for each platform being used.<\/p>\n
Topline Tips <\/strong><\/p>\n
- \n
- Boost a post and increase its reach and visibility. It can be accomplished in a variety of ways depending on your platform(s), with each having an advertising manager section for assistance.<\/li>\n
- Broaden your reach beyond your own connections, drive website traffic and increase opportunities for interactions by building social ads, which vary by platform.<\/li>\n
- Create multiple ads for each advertising\u00a0concept to test different images and copy, and ultimately decide which concept(s) work best. Run both ads with a small budget for one week and\u00a0use the remainder of the budget for\u00a0the stronger-performing ad.<\/li>\n<\/ul>\n
\n\n
\n \n Below is a summary of the most popular advertising options for each social platform:*<\/h2>\n<\/td>\n<\/tr>\n
\n Facebook<\/strong><\/td>\n Offers the most robust options for ad types and targeting of\u00a0all of the social networks. <\/strong><\/p>\n - \n
- Boost Posts: A user can pay as little as $5 to increase the number of views on their social media posts. <\/li>\n
- Page Growth Ad, or “Like” ads: Users can run ads to a certain audience to encourage them to like their page. <\/li>\n
- Website Traffic Ad: These ads drive people from Facebook to a website. <\/li>\n<\/ul>\n<\/td>\n<\/tr>\n
\n Instagram<\/strong><\/td>\n Uses the Facebook audience targeting capabilities, but currently offers fewer ad options than Facebook.<\/strong><\/p>\n - \n
- Engagement Ads: These ads encourage people to engage with specific Instagram posts. <\/li>\n
- Boost Posts: A user can pay as little as $5 to increase the number of views on their social media posts. <\/li>\n
- Website Traffic Ads :These ads drive people from Instagram to a website. <\/li>\n<\/ul>\n<\/td>\n<\/tr>\n
\n Twitter<\/strong><\/td>\n Twitter offers robust ad options and targeting capabilities, like Facebook, but the data may be less accurate and ad performance is\u00a0typically seen as less effective.<\/strong><\/p>\n - \n
- Tweet Engagement: These ads encourage people to engage with your Tweets. <\/li>\n
- Page Growth: Users can run ads to a certain audience set to encourage them to like their profile. <\/li>\n
- Website Traffic Ads: These ads drive people from Twitter to a website. <\/li>\n<\/ul>\n<\/td>\n<\/tr>\n
\n Pinterest<\/strong><\/td>\n While multiple ad types are available, data suggests Pinterest is\u00a0a\u00a0strong platform for driving people to your website.<\/strong><\/p>\n - \n
- Website Traffic Ads: These ads drive people from Pinterest to a website.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n
\n LinkedIn<\/strong><\/td>\n While multiple ad types are available, Lumentus Social data suggests the most effective type of advertising on LinkedIn is engagement ads.<\/strong><\/p>\n - \n
- Sponsored Posts: These ads encourage people to engage with your LinkedIn posts.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
*This information is based on social advertising options offered on these platforms on the date of this guide’s publication.<\/em><\/p>\n
The below chart combines Lumentus Social and BHGRE\u2019s advertising results on Pinterest and Instagram ads manager from January 1, 2016 to September 30, 2016, with industry data from the Financial Times<\/a>, to demonstrate the cost-effectiveness of advertising on different platforms. As you can see, Facebook is the most cost-effective; we generally recommend that brokers and agents begin their advertising experience with Facebook.<\/p>\n
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<\/p>\n\n\n
\n User Type<\/td>\n Amount<\/td>\n Types of Social Ads to Use<\/td>\n Considerations for Growth<\/td>\n<\/tr>\n \n Power User<\/td>\n $500+ \/ month<\/p>\n Boost post ads, page growth or like ads, and web-traffic ads.<\/p>\n<\/td>\n Select a variety of ads for different\u00a0audiences, test each ad using\u00a0a portion of your budget and allocate the balance of\u00a0your budget to the ad that\u00a0performs\u00a0best.<\/td>\n<\/tr>\n \n Regular User<\/td>\n $200+ \/ month<\/p>\n<\/td>\n Boost post ads and like ads.<\/td>\n Consider both the ad creative (visual\u00a0look) and audience targeting (demographics you choose to narrow down your reach). For example, to experiment with audience targeting, you can create one ad set to run to an email list of existing clients and run a different ad for people who do not know you. To experiment with ad creative choices, try using two varying images for two different ads to see if the\u00a0results differ.<\/p>\n You should consider spending at least $50 on each ad campaign.<\/td>\n<\/tr>\n
\n Sometimes User<\/td>\n $35+ \/ month<\/p>\n<\/td>\n Boost post ads.<\/p>\n<\/td>\n Create a social media business page, which is\u00a0required for social advertising on Facebook. Advertising is also available on Twitter and Instagram, though it is recommended that Sometimes Users begin\u00a0with Facebook.<\/p>\n For this level of investment, we recommend boosting your top-performing social posts at $5-$10 per post.<\/td>\n<\/tr>\n
\n New User<\/td>\n N\/A<\/td>\n N\/A<\/td>\n New users should avoid spending money on social ads. We recommend setting a goal to post content consistently for at least two months before beginning social advertising.<\/p>\n It is also important to note that advertising is not available on personal Facebook pages. You must create a business page to advertise on Facebook. However, this is not true of other social platforms.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
- Sponsored Posts: These ads encourage people to engage with your LinkedIn posts.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
- Website Traffic Ads: These ads drive people from Pinterest to a website.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n
- Regular User<\/strong> \u2013 Posting regularly, though with limited proactive engagement with others.<\/li>\n