social media advertising
27, Sep 2021
How Much Should I Spend on Social Media and Other Paid Advertising Platforms?

When it comes to social media ad spending, as well as other paid ad spending, it all boils down to what your budget is; what can you spend? Paid social media advertising is quite a bit different than spending on Google. But like anything, it is what you make it. Unlike Google, social media advertising doesn’t use keywords, it uses visuals and targeting. You must make sure you have the right type of content and I’ll go through the prices and other things below for the different platforms.

Facebook/Instagram:

This platform has changed a huge amount over the last few years. I was talking to my teenage cousins about this a while ago, and I mentioned Facebook and their words were, “I’m on it, but I don’t use it, it’s more for old people.” Well, my heart sank a little bit, had they been on it when you could only choose from a certain number of emotions or when you could gift someone a turtle to make their day brighter; instead of feeling like they have to ‘check-in’ everywhere it might be different for the younger generation; do you think? Anyway, I digress. Facebook is great for services and products, and mainly because their audience is so vast, that you can target it in a number of different ways to specifically pinpoint your desired market. Usually, the cost for Facebook ads is a minimum of £5 per day. But, don’t forget, Facebook also owns Instagram so you get a double whammy.

LinkedIn:

This platform I tend to stick to just services when it comes to my clients. Nobody is going on LinkedIn to buy a new tennis racket; they want to know about the company behind the tennis racket. So again, make sure you have the right visuals so you can catch the eye of your target market; one of the great things about this platform is the fact you can target companies too. LinkedIn is also great for catching leads, you can make your own lead generation forms within the ad platform, and it’ll collect them all for you too. LinkedIn does tend to be the pricier one out of all the platforms at around £8 minimum spend a day; but in my opinion, it’s worth it.

Twitter:

I’ve done paid ads on this platform once in my whole career that has spanned over 8 years. It’s obviously very rare that my clients want to pay for ads on Twitter, and I think because this is more of what I call an ‘opinion platform’; people go on there to rant and rave, rather than to seek products and/or services. Either way there I no minimum ad spend on Twitter.

TikTok:

I’ll cover this one quickly seen as everyone is now addicted to it; personally, haven’t done any TikTok ads, I don’t even have an account… I know, GASP! But having researched and spoken to a few of my social media freelancer people, they charge you by impressions; so, for every 1000 views of your ad, they will charge you $10, which isn’t too bad; BUT, you do have to have a minimum spend of $500 on your campaign. So, they lure you in with cheap impressions but then lamp a bigger bill on you at the end; considering it’s social media and you may have multiple campaigns running, it isn’t the cheapest platform.

To conclude, social media is a great gateway to your untapped audiences, of all ages, and other demographics; and like anything in digital marketing, it is trial and error. What I always advise my clients to do is, give it a go on a lower budget, if it works we can always increase the budget later on after we’ve scoped out the area. If you need my help with this side of marketing, then please let me know.

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