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Considerations for sponsored content on social media

Winning a budget for sponsored content on social media and proving its value is mandatory for any brand’s social strategy.

As Facebook rolls out product updates—and other platforms grow more sophisticated in analytics, the opportunity to leverage sponsored content on social into real-world results has never been better. And it doesn’t have to break the bank to jump start the reach of your content.

Here are some tips on how to approach sponsored content/promoted social media posts.

Pre testing is vital

To optimise performance, a paid social media campaign will need constant testing and tweaking.

Different creative elements or target audiences should be tested before launching. That way, you’ll have opportunities to refresh them ready to go once performance dips or flat-lines.

When evaluating platforms, it’s best to first cast a wide net to determine what channel your target audience is present on in a big way. For instance, if you’re trying to reach anyone over 24 years old, you’ll probably have a harder time turning an ROI on Snap chat.

Facebook Reigns Supreme

Facebook’s advertising platform still reigns as the most advanced digital network. It can handle large-scale reach campaigns, but is also highly effective for sophisticated direct response and re targeting campaigns.

The platform gives more control over ensuring you hit your ROI than any other platform. For instance, you can enable a rule to automatically turn off your ads if your cost-per-action isn’t meeting anticipated values.

Identify your KPIs
The most crucial key performance indicators (KPIs) to consider depend more on the ad objective, and the life-stage of the campaign than on the platform selected.

The use of video among most social platforms to convey rich, interactive brand experiences for early adopters/majority at the top of the consumerism funnel has risen in importance. Since the beginning of the funnel is all about awareness, the KPIs to focus on there include cost-per-1,000-impressions and percent-complete-video-views.

But for late majority/laggards the KPIs to keep in mind are cost-per-action/link. It’s also important to continually measure frequency and clicks to stave off potential ad fatigue or poor performance.

Sheilla Mical