How to Choose the Best Platforms for Social Media Advertising

Most businesses, especially start-ups, don’t know where to start when it comes to choosing the best platforms for social media advertising. Performance data offers useful insights into which channels can help improve your ROI. In other words, you should gather and use this information to identify where you should really put your ad spend.

In this article, Easy Media will provide recommendations on how to make the most out of different social advertising networks based on your niche, and whether you’re just starting to build your brand or looking for a new platform to expand your audience reach.

Take a look at our quick guide below:

Professional Services

Professional service brands, including accountants, engineers, and doctors,  should choose the social media platforms that will help them build their appointment or contact booking options and business listings.

Here’s two of the best platform for you:

Pinterest

Are you having a hard time getting your content in front of a wider group of audience at the right time? Then, you should try advertising your personal service brand on Pinterest.

This platform provides a unique opportunity for professional service companies to advertise campaigns that align naturally with their content on other platforms. It is very effective for your business because the majority of the content on this channel includes home improvements, DIY, personal improvement, recipes, and art projects.  

For instance, brands in the plumbing sector can produce or repurpose their content, so that users who are looking for home improvement projects can easily find them.  

Pinterest also helps audiences to save pins by category, so they can quickly go back to their saved pins without performing additional searches.

Facebook

For professional service companies, this social media platform is a natural pick. Your target audience may not be able to buy directly from Facebook, but it is very effective and efficient when it comes to appointment booking and lead generation.

Other than that, potential customers don’t need to look for testimonials on other channels anymore because the customer reviews will be posted live on your business page for reference. We recommend companies to allocate at least 50% of their ad spend on Facebook.   

Retail and Ecommerce

Focusing your ad spends on channels that offer the most robust advertising programs and audience targeting is important if you’re running an ecommerce or retail business.

Social networks for this niche are also the same as what should be utilized for professional service companies. However, the ways on how to leverage them are completely different.

 Here’s two of the best platform for you:

Facebook

Businesses with ecommerce capabilities must use Facebook to promote their brand, products, or services. It’s the most innovative platform when it comes to available creative formats and targeting, with more than 2 billion active users every month. 

What make Facebook advertising powerful are its great features, including demographic segments and audience modeling. If your business is still new and you’re looking for ways to build brand awareness, these features can definitely help you out.

Facebook also comes with audience matching capabilities, which are suitable for well-established retail or ecommerce businesses. We suggest allocating at least 70% of your ad spends on this platform, while testing the viability of other channels.

Pinterest

If you want to spread your ad spend dollars on different platforms to reach more audience, use Pinterest.

This channel has made significant alterations and improvements to its ad features, so you can surely gain more when you promote your products or services in it. Make sure to pin branded, valuable content on Pinterest, as more users will have a higher level of purchase intent on branded pins.

It’s like a discovery platform that allows businesses to attract more audience through keyword bidding or audience segments. Other than that, its shopping capabilities have greatly increased, too, including how people will see the product details on your ads.

Business-to-Business (B2B)

B2B organizations will grow more if they choose the best platform for social media advertising. These platforms should have high targeting capabilities that will help you determine decision-makers according on your job and industry.

 Here’s two of the best platform for you:

LinkedIn

You should always include LinkedIn if you have a B2B company because it’s the main platform for this niche. It has specific targeting capabilities, which include targeting by company, job title, and industry.

With this, a business with a small customer list can build out audiences that can’t be found on other social media channels. You can get reporting and analytics on these audience segments, too, which is something that isn’t available on a big platform like Facebook.   

Facebook

For B2B companies, Facebook is not typically the first thought when it comes to advertising. But recently, these companies have also turned into Facebook to market their brand.

The platform has allocated more resources to offer B2B brands with better ad features, including additional targeting segments. If you want to try out its new features, we suggest placing 25% of your ad budget only and consider it as a complement to your LinkedIn ad strategy.    

Reevaluate your Strategy Consistently

Now that you know the best platforms for social media advertising, it will be easier for you to promote your products or services and increase your reach.

Just make sure to reevaluate your advertising budget as new social media channels emerge and existing ones mature. You should also remember to stay updated with new platform features because social media habits can quickly change as new users enter it.