hi there i'm corey from HubSpot academy
and this video is all about exploring
the social media advertising platforms
we're going to cover eight of the most
popular social media channels available
today to learn who is on them and the
different advertising opportunities on
each platform but before we get started
don't forget to subscribe to our channel
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below ready to get started
let's jump on in there are so many
social media advertising platforms to
choose from we're going to explore some
of the top social media advertising
platforms today including Facebook
Instagram LinkedIn Twitter Pinterest
YouTube snapchat and tik-tok we'll cover
best practices for advertising on each
platform and explore the types of
audiences that you can reach on each one
Facebook is the most widely used social
media network almost two and a half
billion people from around the world use
Facebook that's more than 30 percent of
the world's population with so many
people using Facebook you're almost
guaranteed to be able to reach an
audience that's relevant to any type of
business that's where one of the most
powerful features of advertising on
Facebook comes in audience targeting the
targeting capabilities on Facebook are
really unmatched by any other social
media network making Facebook a great
place to target based on interests there
are three types of audiences that you
can target on Facebook core audiences
custom audiences and look-alike
audiences Facebook core audiences is an
audience based on criteria like age
interest and geography Facebook custom
audiences let you get back in touch with
people who have already previously
engaged with your business and Facebook
look-alike audiences allow you to reach
new people whose interests are similar
to those of your best customers
Facebook's advanced targeting can be
used to target your ads to the most
relevant audience and even tap into new
audiences you otherwise never reach with
organic content alone advertising on
Facebook includes a range of ad types
including photo ads video ads story ads
and lead ads using different types of
Facebook ads comes with different
benefits photo ads are great for sharing
collections of images video ads are
great for product explainer videos and
for branding story ads allow you to use
a combination of photo and short form
video content if you want to learn more
about the different ad
types check out the Facebook advertising
course linked in the resources section
but personally my favorite way to
advertise on Facebook is through lead
ads because they give you the best of
both worlds
sharing visual content and generating
leads for your business facebook lead
ads capture lead information without
directing people out of the Facebook
platform
no matter your business's size or
industry you can use lead ads to find
potential customers who are likely
interested in your products or services
with lead ads you provide a helpful
piece of content that encourages viewers
to sign up for a newsletter receive a
price estimate or request additional
business information in return when the
viewer fills out the form your business
receives a new lead advertising on
Facebook isn't only limited to Facebook
you can also advertise on Instagram as
well through the Facebook Ads manager
Instagram has over 1 billion monthly
users globally that's a little less than
a half of the number of users on
Facebook the majority of users are
between the ages of 18 and 34 wondering
how to advertise on Instagram well there
are 3 ways you can promote posts and
stories directly from your Instagram
professional account you can create ads
from your Facebook page and promote them
both on Facebook and Instagram or you
can create ad campaigns in the Facebook
Ads manager to access full targeting
capabilities I recommend taking the
third option and creating custom
campaigns for your audience on Instagram
this will allow you to create specific
campaigns for your Instagram audience
with unique imagery and language after
all just because Instagram is owned by
Facebook doesn't mean that audiences
across both platforms want to see the
same hats what ad types can you use on
Instagram
well Instagram has similar ad types to
Facebook including photo ads video ads
and story ads but by far the most
interesting ad types right now are in
the explore and shopping post ads people
using Instagram Explorer are exploring
their interests and discovering new
content creators ads an Instagram
explorer are a great opportunity to put
your brand in front of a new audience
and shopping post ads allow you to
include a tag that shows the products
name and price all within your image
clicking on that tag takes your
prospects directly to a product page
where they can purchase the item all
with
leaving the Instagram app another way to
advertise on Facebook is through
Facebook's messenger Facebook Messenger
is a separate messaging app that comes
with its own advertising opportunities
Facebook Messenger is the go-to
messaging app in countries including the
US Canada and Australia other messaging
apps like whatsapp and WeChat or more
popular in countries throughout South
America Europe Africa and Asia but
across the world 20 billion messages are
exchanged between people and businesses
every month on Facebook Messenger and
ads play a big part of initiating those
conversations there are a few different
ways that you can advertise on facebook
Messenger with Facebook messenger call
to action in your ads you can start
conversation with ads on Facebook that
include a call to action to send a
message there's also facebook messenger
story ads that allow you to run a story
ad right there in the messenger app you
can also use messenger ads to deliver
content directly into facebook Messenger
chats all of these ad types come
together to encourage your audience to
kick off conversations with your
business they can be used to get in
contact with a sales team request more
information on a product or even share
other content like blog posts and ebooks
but my favorite way of advertising with
Facebook Messenger is retargeting
retargeting ads and Facebook Messenger
are a great way to start targeted
conversations and send personalized
offers with content retargeting with
Facebook messenger include sponsored
messages which allow you to advertise to
people who have already interacted with
your business and messenger this is a
great way to re-engage your audience in
a very personalized way the LinkedIn
platform has over 660 million monthly
active members worldwide LinkedIn is a
great place for b2b or
business-to-business advertising
LinkedIn is the go-to platform for
working professionals which provides b2b
advertisers a large audience pool to
reach plus the advantage of advertising
on LinkedIn is definitely its unique
targeting capabilities on LinkedIn
you'll have access to unique targeting
criteria that isn't available in other
platforms you can target users on
LinkedIn by unique demographics
including job title job function and
industry for example maybe you only want
to advertise to
potential customers at the director
level and up who work in customer
service within the recruiting industry
LinkedIn's targeting capabilities make
that possible plus with the option to
include lead gen forums in your LinkedIn
ads LinkedIn can be a lead generation
machine this will allow you to not only
reach a very specific audience but drive
leads from the ads that you serve to
them all without directing them outside
of the LinkedIn platform in my opinion
the most interesting ad types on
LinkedIn our message ads message ads
allow you to send direct messages to
your prospects to spark in a media
action
why are LinkedIn message as effective
they deliver a targeted message with a
single CTA Drive stronger engagement and
response than traditional email and
allow you to measure the impact of your
messages but a word of warning
don't send too many message ads to the
same people or it will come off as spam
remember this channel is a one-to-one
conversation direct messages are sacred
spaces and if you're going to advertise
there you need to be extra careful about
taking the time to make sure that your
message ads feel personal and relevant
to your users
make sure that you're delivering value
to them in a way that feels authentic
twitter is one of the less popular
platforms for advertising digital
advertising is less common on Twitter
because organic Reach is still a
significant driver of a brand's
performance on the platform this is very
unique to Twitter but even so ads can
still deliver strong results depending
on what your goals are twitter has over
330 million monthly users globally
that's half the size of LinkedIn the
majority of users are between the ages
of 35 to 65 years old advertisers have
discovered a few niches that have high
engagement on Twitter b2b and e-commerce
many b2b companies are using Twitter as
a digital marketing tool and twitter
users are known to spend a lot of money
online this makes advertising
specifically to these audiences a great
strategy so what are the goal of Twitter
ads Twitter breaks down their ads into
five goals awareness where you promote
your tweets and maximize your reach
tweet engagement where you promote your
tweets and get more retweets likes and
replies follows where you promote your
ikaw and grow your Twitter following and
website clicks and app downloads where
you promote your website or app and get
more traffic and more
all of these can work together to help
you grow your audience on the platform
and convert users into customers
Pinterest is a unique social media
platform with 300 million users who are
highly engaged and predominantly female
that's more users in Instagram but less
than Twitter some people say that
Pinterest is the only platform where
users actually want to see ads from
brands they love because Pinterest is
all about visuals so what are the steps
for advertising on Pinterest first you
pick a pin that's where you promote your
best pins so that they appear in the
most relevant places then decide who
sees it set up targeting so that the
right people see your hats pay for
results choose to pay for engagement or
visits to your site and then track
what's working once your campaign starts
see how it's doing and make changes
along the way Pinterest is great for
businesses relying on photography to
sell their products and you have a
female target buyer persona rounding out
the social media advertising platforms
are three networks that are centered
around video YouTube snapshot and
tik-tok YouTube is the second largest
search engine only second to Google with
over 2 billion monthly active users plus
young people watch more video content on
YouTube than any television network out
there that makes YouTube a great
platform for reaching a young target
audience ads on YouTube appear before
and during other YouTube videos or as a
standalone promoted video that's
displayed after performing a search
since you can target by demographic
information and interests you can serve
videos to a specific relevant audience
that's already watching videos from
similar brands on related topics
snapchats
218 million users are predominantly made
up of people between the ages of 18 and
24 snapchat offers a few ad types
including story ads sponsored tiles and
snapchat discover and augmented reality
lenses snapchats ad types feel pretty
similar to the advertising options
available on Instagram
what makes snapchat really unique is its
augmented reality lens AR lenses are
sponsored by a business to create
interactive moments that users can use
to share with their friends it might be
hard to believe but in this example from
dominos that Pizza isn't really there
that's the AR lens at work AR lenses are
great for driving brand awareness since
users share their photos or videos with
their friends in their network a new
player to the social media advertising
world is tic-tock tic-tock is all about
creating short creative and oftentimes
funny videos tik-tok has exploded in the
past few years and reached 500 million
monthly users that's more than double
the size of snapshot advertising options
are still pretty limited and are mainly
geared towards driving brand awareness
tic toc doesn't hyperlink postal
websites and only recently started
allowing advertising so business's
advertising our tic toc are focusing on
boosting brand awareness rather than
lead to traffic advertising on tic toc
includes promoting videos that allow
brands to build of brand awareness with
a younger target audience most of the
posts that you'll see on tic toc are
aimed at getting laps from a brand
perspective you'll want to create videos
that are funny and feel at home with
other content on the platform think of
things like dance challenges and memes
this type of content is most effective
as you can see there are a lot of
opportunities to advertise to your
target audience across many social media
platforms but one last piece of advice
don't feel overwhelmed by the
opportunities available to you by
understanding the social media platforms
and identifying the audience that you
want to reach you can prioritize your
efforts based on the platforms that you
think hold the greatest opportunity
that's all I've got time for but if you
want to learn more about getting started
with digital advertising check out
HubSpot Academy's new course on the
fundamentals of digital advertising I'll
see you there
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