We all have a love/hate relationship with ads that follow us around the platforms, from reminding you of that pair of shoes you left in your basket, to that it’s Mother’s Day soon – there’s almost no escaping them. But as a brand, is investing in paid activation campaigns really worth it?
Paid Social campaigns provide your business with the much-needed boost to help you reach almost any potential customer and grow your brand awareness. Across the platforms, you can find a range of campaign styles and objectives to use to reach your goals, including reaching more users, driving more traffic to your website and even encouraging additional engagement and sales.
Paid Social campaigns have been growing in popularity over the past few years, with the avenue being the third most popular channel globally in 2021 compared to previous years, as found by NIH, along with users spending around 2 & ½ hours per day across the platforms (as found by GWI), meaning you’ve got a lot of competition to capture your ideal audiences’ attention, and convert them and not a lot of time to do so.
So what does that mean?
With driving attention using Paid Social campaigns on the rise, your campaigns have to beat your competition, and capture attention quickly! (Did you know that consumers’ attention span is now as short as just 3 seconds?!)
This partnered with ever changing platform algorithms and priorities, along with new platforms – the creative and content you feature throughout your campaign activity has to be strong. Most recently, platforms including Facebook and Instagram shared (very covertly, of course) that they’re opting to prioritise short form video, over other content formats, both in an organic and paid capacity, especially those that are short form.
This means that for the optimum results, it’ll be beneficial to use short form video where you can, to increase the possibility of your campaign being seen and engaged with by your target audience.
How can I leverage them?
We know that Paid Social campaigns have the capability to expand your overall reach and work towards your business goals. To leverage this activity, a well-managed budget, targeting plan that’s relevant and consistently optimised to ensure performance, and campaign implementation, including campaign tracking & UTMs, are key to your success in partnership with your scroll stopping copy and creative.
With campaign objectives such as Traffic, Awareness, Conversions and even Follower Growth, you can leverage this activity in partnership with your organic presence across the platforms, and other marketing channels. We’d recommend starting with one core campaign that sits in line with your wider goals to understand audience interaction in the first instance, and grow your activity and spend from there.
But are they REALLY worth it?
If you’re on the search to move towards your goals (and fast) – yes, Paid Social campaigns are worth every penny, but be mindful that they require consistent checking and optimisation for the best performance.
Not just to help you achieve your goals, Paid Social campaigns can also gain valuable insights on elements such as your audience, how they interact with your brand and messaging and what drives them to convert.
Looking to get started?
Whether you’re an agency or a brand, we offer all the strategy, creative and production experience to deliver great results for your clients or business by leveraging Paid Social campaigns across the platforms.
Get in touch today and discover how we can help you start your journey.
