GAGAN COLLEGE OF MGMT. & TECH.

ALIGARH

SOCIAL MEDIA ADVERTISING

TECHNIQUES

SUBMISSION TO SUBMITTED BY
KUNAL SARABHAI MR. ABHAY SIR

B.COM (4th SEM)

[1]
Contents :-
 What Is Social Media Advertising? (6–7)

( 8 – 18 )

 A. Tips for a Successful Social Media Advertising Strateg y

o Know your audience

o Define your objectives
o Choose the platform(s) you wish to advertise on
o Create your ads
o Launch your campaign
o Measure your ads’ performance
( 18 – 22 )

 B. The Most Popular Social Media Platforms

o Instagram
o Facebook
o LinkedIn
o Pinterest
o YouTube
o Twitter
o Snapchat
( 23 – 49 )

 C. Social Media Ad Types

[2]
 o Instagram ads
o Facebook ads
o LinkedIn ads
o Pinterest ads
o YouTube ads
o Twitter ads
o Snapchat ads
( 49 – 50 )

 D. Social Media Advertising Costs

o Conclusion

Other Title ;- ( 51 – 60 )

 What is a social media strategy ?

 A Deep Drive into Social Media Marketing ?
 What is Commuunity Management Essentials ?
 What is Social Media Monitoring ?
 What is social Media Engagement ?
 What is A Social Media Content Strategy ?
 Demographics in Social Media ?
 Trends and Innovations in Social Media Marketing ?
 Social Media Metrics and Analysis ?
 The Dynamics of Social Media : Navigating the Social
Landscape ?

[3]
ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher Mr. Abhay

Varshney as well as our principal Mrs. Dr. Annu Saxena who gave me the
golden opportunity to do this wonderful project on the topic “Social Media
Marketing”, which also helped me in doing a lot of Research and i come to
know about so many new things, I am really thankful to them.

Secondly i would also like to thanks my parents and friends who helped me a
lot in finalizing this project within the time frame.

“Thank You”

Sincerely,
Kunal Sarabhai
Gagan College Of Mgmt. & Tech.
Date :- March 2024

[4]
DECLARATION

I hereby declare that the project work entitled “Social Media Marketing”
submitted to Gagan College Of Mgmt. & Tech. Aligarh , is a project record of
an original work done by me under the guidance of Mr. Abhay Varshney Sir.
This project work is submitted in partial fulfilment for RMPSSU and also
declare that this project record has not been submitted to any other institute.

“Thank You”

Place :- Aligarh Signature

Date :- March 2024 Name : Kunal Sarabhai
Address : Pipal Wali Gali,

Jaiganj, Aligarh

[5]
  What Is Social Media Advertising?

Social media advertising is a form of digital advertising where you use

platforms such as Facebook, Instagram, Twitter, or LinkedIn to promote a
product, service, or brand with the aim of increasing brand awareness, driving
website traffic, generating leads, or boosting sales.

The social media ads need to match the platform(s) you’re advertising. This is
why you should create social media graphics to back up your daily posts that are
meant to keep your followers informed and interested.

The goal is to increase brand awareness while serving your clients the
advantages they could get by using your product or service.

However, the benefits of social media advertising go beyond building brand

awareness because there are many objectives you can set for your shoppable
ads and campaigns.

There’s probably no need to say how big social media is nowadays and that it’s
an essential skill to know how to promote your business on social media
platforms.

It can positively impact your business growth when you use it right. But a
simple presence and relying on organic reach may not be enough.

[6]
This is why you need a social media marketing strategy that encompasses
organic and paid tactics.

There’s so much to learn about social media advertising that it can be

challenging to know where to start.

And since we’re talking about spending money on ads to reach new audiences,
you need to know how to do it effectively and where.

This guide will clarify these things and help you understand how to use social
media for advertising.

.A. Tips for a successful social media advertising strategy

B. The most popular social media platforms

C. Social media ad types

D. Social media advertising costs

[7]
A. Tips for a Successful Social Media Advertising Strategy

You can always spice up your strategy with your own ideas, but there’s a
general formula that will help you get started.

Here are the steps you should follow.

1. Know your audience

How can you get a reaction from your audience when you’re not addressing
them directly?

Exactly. You can’t.

This is why you need to determine your buyer personas so you can speak their
language.

But your buyer personas are guided mainly by what you’re selling. So half the
work is done. You need to determine those personas clearly to create a
messaging and strategy around your brand, keeping your target audience in
mind.

[8]
 Once this part is established, you can start creating ads that will stop them from
scrolling or swiping.

2. Define your objectives

It’s easier to build your social media advertising strategy with a precise goal in
mind. The ultimate objective is, of course, to gain more clients, but it’s more
straightforward when you can take it one metric at a time. This gives you time
to analyze your strategy and tweak the things that don’t work as well.

Here are a few objectives you can consider:

 Brand awareness

With so many social media users, brand awareness is the main reason marketers
use social media ads. It’s the easiest way to get a large target audience to learn
about your brand.

Even if a user may not want to engage with an ad, they can simply scroll, swipe,
or dismiss it.

[9]
 Social media platforms improved their features and tools that help marketers
analyze their brand’s reach among users. They can gather data on the number of
followers, mentions, shares, and the posts reached during a given period.

 Website traffic

Ideally, the brand awareness stage will lead to people clicking on your ads so
they can land on your website.

This is why website traffic is another critical objective you should aim for.

You can track the site visitors that came from social media in Google Analytics.
You can see the numbers if you go to Google Analytics 🠊 Reports 🠊
Acquisition 🠊 Traffic acquisition, then search for Paid Social.

 New leads

You can use social media ads to give people information about a certain topic of
interest related to your industry in exchange for people’s email addresses. This
can be in the form of gated content or even events or webinars.

This is part of a sales process companies use to create strong connections with
their leads before turning them into customers.

[10]
 As long as your content is of high quality, people will see you as a reliable
source. This will convince them to give your product or service a try.

You can see if your lead generation campaign is successful by analyzing the
number of email addresses you gathered, the number of times your content was
downloaded, or how many people attended your events.

 Revenue

Social media advertising can also help you increase your revenue.

Once people spot your ads and you get them hooked, they can sign up or buy
your product or service.

Signups are not the ultimate indicator of your revenue. For example, if we talk
about SaaS products, you have to ensure a smooth product adoption after the
signup phase.

3. Choose the platform(s) you wish to advertise on

Being present on all social media platforms is difficult because you need
different approaches for almost every single one. I mean, just imagine having to

[11]
build strategies for Facebook, Instagram, LinkedIn, Pinterest, YouTube,
Twitter, AND Snapchat.

The good news is you probably don’t even need to be present everywhere.

Your job is to determine where your ideal client spends most of their time
and focus all your social media content resources.

This takes us to the next point.

4. Create your ads

Since nowadays almost everyone is online with an active social media account,
including your competitors, chances are that your target audience will spot their
ads too.

This is why you should see what kind of ads are more appealing to your
potential customers and start creating social media ads based on that.

You can always perform A/B testing with two or three variants of the same ad
and see which one has that thumb-stopping ability.

[12]
Even if this seems like a tedious task on top of everything you have to do
already, Creatopy can help with your ad design process. Our platform
has automation features that help you create multiple ads simultaneously.

Here’s how.

Let’s say you want to create an Instagram image ad. In Creatopy, you can find
the updated social media ad sizes for each social media platform.

First, you enter your account and choose the size for your ad from the right-
hand side by clicking on Create.

Then, you can choose to start from blank or a template matching your industry.
There are many social media ad templates you can choose from.

[13]
Now comes the editing part, where you can add all the necessary elements. Find
them in the platform’s library or upload your own. Make sure to include all your
differentiating brand assets, such as logo, font, or colors, which you can upload
in a Brand Kit for future designs.

[14]
Here you can also animate your design using the Magic Animator and the
Timeline for further edits.

If you wish to create more than one variation of an ad to perform A/B testing,
you can use the Feed Ad Builder feature. This way, you can instantly generate a
large volume of creative variations for your ads.

Create a CSV file with all the alternative options you wish to test for your
design. Make sure the elements on your design match the fields in your CSV
file (headline, price, CTA, product image, etc.), so they are easily exchangeable
from the feed.

You’ll find the Feed Ad Builder feature in the left-hand side menu. Click on it
and upload your CSV file there.

[15]
After you upload your CSV file, you can select the bindings. A binding is a
connection between an element attribute in your design and a column in the data
feed source.

Each binding has three aspects: the name of the attribute on the element, a
dropdown menu with the column name from your CSV, and a state indicator
(active or inactive).

[16]
When you finish setting the bindings, you can preview your work by clicking on
the Row preview.

5. Launch your campaign

[17]
When you have all your creatives ready, all that’s left to do is go to your
platform(s) of choice and set up your campaign to get it ready for launch.

Every platform has its own ads manager (except for Facebook and Instagram),
but they are pretty straightforward.

You just need to enter, set your objectives for the campaign, set the bids and
other additional options, and launch your social media ads.

6. Measure your ads’ performance

Can you measure social media advertising effectiveness? Definitely.

After launching your ads, you should monitor them closely to see what makes
your audience click. The A/B testing we talked about earlier can also help a lot.

Once you know which types of ads are more appealing to your buyer personas,
keep building your strategy around that.

Now let’s see which platforms you can run advertising campaigns on and what
goals they can help you achieve.

[18]
B. The Most Popular Social Media Platforms

It’s essential to have a clear understanding of what social media platforms have
to offer in terms of advertising before deciding where to invest your budget.

All the major social networks offer advertising options for you to choose from.
We’ll go through the most important ones. But as I said, you don’t have to use
them all. It’s important to decide which ones are your go-to social media
platforms.

Here are the ones brands usually gravitate towards:

1. Instagram

This platform is ideal if your target audience is either in the millennial or Gen Z
demographic. But you can rely on Instagram if you’re addressing Gen X, as
well.

Here are the numbers, according to Statista.

[19]
If you decide Instagram is the right choice for you, these are the three
advertising objectives you can choose from: awareness, consideration, or
conversion.

2. Facebook

Advertising on Facebook can help you achieve one of three types of campaign
objectives: awareness, consideration, and conversion.

Being very specific about what you expect from your social media ads
campaign can make a huge difference because you’re helping the Facebook
algorithm understand what you want to achieve through social media ads.

For example, if you aim for conversions, you should select that objective, as it
will help you get better performance rather than choosing the traffic objective
when you expect conversions.

[20]
It’s pretty intuitive.

3. LinkedIn

LinkedIn is more business-oriented than other social media platforms. It’s

where professionals go to read topics of interest related to their industry, but
also a place for connecting with other professionals.

Although the approach is a bit different, you can tackle the same three
objectives as in the case of other platforms: awareness, consideration, and
conversions.

4. Pinterest

Pinterest is an excellent source of inspiration. What’s more, is that 85% of

people that end up searching on Pinterest are determined to take action for their
next project. This means shopping.

This is why advertising on this platform can bring great results.

As far as Pinterest campaign objectives are concerned, you get to choose from
brand awareness, video views, consideration, conversions, and catalog sales.

[21]
5. YouTube

YouTube is the most popular video publishing platform and the second most
popular search engine in the world.

With an estimated 3 billion monthly searches, you should definitely consider

video advertising here. When creating your YouTube ad campaign, you can
choose among the following objectives: product and brand consideration, brand
awareness, website traffic, leads, or sales.

7. Twitter

Twitter is probably the fastest way to discover what’s happening worldwide. To

be more precise, 229 million users are active on Twitter. That is a huge pool of
potential prospects you can reach with your ads.

If you decide to invest in Twitter advertising, you can work towards three
business goals: awareness, consideration, and conversions.

[22]
8. Snapchat

Snapchat might not be as popular among advertisers as the other social media
platforms on this list. However, in July 2022, it was reported ads on Snapchat
had the potential to reach 616.9 million users.

Moreover, if your target audience consists mainly of Gen Z, this platform is for
you. According to Statista, Snapchat is popular with younger users.

[23]
On this social platform, you can choose one of the three social media ad
campaign objectives: awareness, consideration, or conversions.

C. Social Media Ad Types

Now that you’re more familiar with the social networks advertisers usually
invest in, it’s time to go over the ad types for each of these platforms.

We’ll also include social media ad examples that can inspire you and give you
an idea of what certain types of ads look like.

1. Instagram ads

Let’s see what ad types you can use if you include Instagram in your social
media advertising strategy. Before diving into them, remember that you
can boost any of your existing social posts and turn them into ads.

A. Image ads

These are simple image-based ads, but you can be highly creative when
designing them to showcase your product or service. And Instagram surely is a
platform that favors creativity. You can use the photo ad in the square,
landscape, or vertical format.

[24]
B. Video ads in the feed

The video format allows you to expand your idea, and the ad movement will
make users stop and take a look. Your video can be in the square or landscape
format.

C. Carousel ads

You can use up to ten carousel cards to showcase multiple products or all the
benefits of a single one. When you create a carousel for your social media ads,
users will know there are swipeable cards, as your post will have those dots
underneath.

D. Stories ads

Take over the entire screen while people are swiping through Instagram stories
with an image or video story ad with an aspect ratio of 9:16. You can also
upload a single photo or up to a 120-second video with a 16:9 to 4:5 aspect
ratio, but in this case, your visual won’t appear full screen.

E. Reels ads

[25]
Reels are very popular at the moment. This is because short-form video content
is incredibly catchy. Moreover, Instagram Reels won the engagement contest,
with a global average of 53 minutes of viewing time per session. On top of that,
our short-form video ads study revealed this ad format can bring high-quality
visitors to your site.

This is why Reels ads are an excellent opportunity to present your product in a
highly appealing way without breaking the user’s level of engagement. And for
some audiences, Reels ads work even better than TikTok ads, as Creatopy’s
PPC department recently discovered in our TikTok ads vs. Instagram Reels ads
case study.

For this type of ad, you will use a fullscreen vertical asset that can be up to 60
seconds long. People can comment, like, view, save, share or easily skip ads by
swiping vertically.

F. Shopping ads

You can tag items on your Instagram ads, which users can click on to get more
information about your products and purchase them. They will all appear as
tappable square 1:1 images that lead to your website’s Product Details Page.

G. Collection ads

[26]
You can showcase your products with collection ads while helping
Instagrammers browse them. When someone clicks on your ad, they will be
directed to the Instagram Instant Experience Storefront, where they can buy
your products without leaving the platform.

These features make social media ecommerce a great idea to add to your entire
marketing strategy mix.

H. Explore ads

Users go to the Explore grid when they want to discover new things and posts
from accounts they don’t follow yet. Explore ads won’t be visible on the grid.
They appear only after a user clicks on a post from there and keeps exploring.

2. Facebook ads

Since Facebook and Instagram are both owned by Meta, you’ll notice some ad
types are common to the two platforms. Still, some specifications might differ.

[27]
Let’s see what types of ads you can create on this platform.

A. Photo ads

This is the easiest Facebook ad type to create. Even if it’s just a photo ad, you
can get really creative with your design elements and unique branded assets to
build an ad that emphasizes your product.

Besides the visual, you can include a 90-character text, a 25-character headline
to better describe the product or feature, and a call to action.

Keep in mind that even if it’s a photo ad, you can animate the elements of your
ad. You can do this in Creatopy, then export your ad as a GIF or in MP4 format.

B. Video ads

There are quite a few options for Facebook video ads. You can create a short-
form video ad on Facebook or another ad design platform.

You can also take advantage of the videos you already have uploaded on your
page and promote them. These are boosted posts that act as an ad.

But when it comes to video ads, there are two main categories:
[28]
  In-stream

In-stream ads appear within Facebook’s publisher and creator content, and they
play whenever a user views that content. They’re usually mid-roll ads within
video content, and you can create ads from five seconds to ten minutes
long. The preferred ad video length is 15 seconds maximum, so try to stick to
that.

 Feed

These are video ads that will appear on users’ feeds while scrolling. This is why
you need to make it as engaging as possible, to convince your target audience to
stop and look at your offer.

C. Stories ads

Story ads can be images or videos. They can be highly effective, as they appear
among users’ stories and they take the entire screen.

If you go for photo ads, they will show for six seconds. Videos, on the other
hand, can play for up to 15 seconds.

[29]
The only downside here is you can’t specifically select story ads as part of your
campaign. They are placements, and you can choose them when creating your
ad for the News Feed or Facebook Stories campaigns by picking Automatic
Placements.

D. Carousel ads

Carousel ads are another engaging way of showcasing your brand’s story or in-
depth benefits of a feature, service, or product, but also present more than one
product/service in an ad without being overwhelming.

You can create up to 10 carousel cards, which can be either images or videos,
which means you have plenty of space to describe everything creatively.

Moreover, this is a great format when you wish to explain a step-by-step

process.

E. Slideshow ads

Slideshow ads are a form of social media video ads made from photos. But
since there’s motion included, this type of ad becomes more eye-catching for
users.

[30]
So, if you want something that looks like a video for your social media
campaign but don’t have a product video yet, you can choose slideshow ads.

F. Collection ads

Another type of effective Facebook promotional content is the collection ad.

This allows you to include a cover photo or video and four other images where
you can add extra details.

With collection ads, you can easily highlight a product because it works as a
digital catalog, where your audience can take a look and learn more about your
offer on their Facebook feeds.

G. Messenger ads

Messenger ads will appear right in the Messenger app, where are all the
conversations with other users.

The user can click on them to start an automated conversation. You can also use
them to link your website or app.

[31]
This type of advertisement in social media comes in handy, especially if you
think about the number of people who use Messenger (988 million, as of
January 2022), and some of them aren’t even using Facebook at all.

H. Playable ads

These mobile-only social media ads act like interactive previews of your game
or app. If the user engages with your ad, they will get the chance to test it before
buying it. It’s a fast way of offering them a demo version of the product you’re
selling.

I. Instant Experiences

[32]
With Facebook Instant Experiences, formerly known as Canvas, you can offer a
mobile-optimized ad that helps clients immerse themselves into your product
presentation.

With this type of social media ad, people can watch videos and photos, swipe
through carousels, or tap on images to see the tagged products.

J. Dynamic ads

These social media ads help businesses get in touch again with the customers
who have previously shown interest in their products. Dynamic ads are
displayed on users’ feeds after visiting your website or abandoning products in
their shopping cart

K. Augmented reality ads

Augmented reality ads take social media advertising to new heights. You can
create filters and animations that allow users to interact with your products.
Besides helping them make an informed decision, people can use those filters to
take selfies.

[33]
3. LinkedIn ads

The employment-focused social media platform also has a wide range of ad

types to choose from. Remember to consider your ad content and purpose when
making a decision.

Let’s see what you can do here.

A. Sponsored content

You can turn images, videos, carousels, single jobs posts, or events into
sponsored content advertising on LinkedIn. Your ads can appear on both
desktop and mobile, reaching your target audience.

The data from our LinkedIn advertising webinar, where we invited AJ Wilcox
(self-proclaimed “LinkedIn Ads Fanatic”), shows that this ad type is the most
versatile, highest performing, and it’s one of the easiest to create.

B. Sponsored InMail ads

These ads are similar to email marketing, but your sponsored messages go to
people’s inboxes. This is a great chance to create a personalized message that
comes from a real person. But what’s probably the most significant advantage

[34]
of this type of ad is that users will only receive your ad messages while they
are active on LinkedIn. Which means they won’t pass unnoticed.

Besides the standard sponsored message you can send, you can also create a
simple chatbot for automated responses.

There’s also a catch with these sponsored messages, which favors the frequency
cap. This means that a LinkedIn user can’t receive one of these types of ads
more than once in 30 days.

Note: Starting January 10, 2022, LinkedIn discontinued location targeting in the
European Union (EU) on all Sponsored Messaging campaigns.

C. Conversation ads

These ads are another version of sponsored messages. They’re more complex,
as you can create a whole decision tree and integrate it into a conversation ad to
understand your prospects better.

Set different call-to-action buttons and help your customers access your content.

[35]
D. Text ads

Text ads are only available on desktop and appear at the top and the right of the
LinkedIn news feed. As their name suggests, they are usually just text ads, but
you can also add a thumbnail image of 50 x 50 pixels.

This is the cheapest and least intrusive type of LinkedIn ad. They have a low to
no frequency cap because they’re subtle.

Despite this, they can be highly effective, as you can place your logo in the ad,
so when people stumble upon your non-intrusive ad, they will also spot your
logo.

E. Dynamic ads

Dynamic ads use personalized information about your prospects, such as

company name or job title, to help you create a stronger connection with them.
You can even add each member’s LinkedIn profile picture to your ad.

Users will see their own personalized information in the ad without being
shown to others.

[36]
F. Video ads

Video ads help you include motion and sound to your ads to make them more
interesting and alluring to your customers.

They can be GIFs, extensive videos, or HTML5 ads.

G. Carousel ads

You know the deal with carousel ads. They help you create a visual story, an
extensive product description, or a swipeable presentation of more than one
product or service.

[37]
Users have to swipe to see the entire ad, making it more interactive and
engaging.

4. Pinterest ads

Pinterest has a considerably smaller number of ad types than the previous

platforms, but all of them can provide value and help you reach your campaign
goals. Here are the ad formats available on Pinterest:

A. Standard Pin ads

A standard pin ad looks exactly like a regular pin. The only difference is that it
has the word Promoted on it, which disappears once a user clicks on it.

This means you can create ads without disrupting the user’s experience on the
platform.

B. Carousel ads

Advertise on social media your products in a creative way, using up to five

carousel cards.

[38]
C. Video ads

Create tutorials or a dynamic presentation of your products or services with the

help of video ads. They will appear on users’ feeds but will start playing when
they come into view. To maximize your ad’s impact, you should understand ow
video ads perform on Pinterest and which one is the best choice for reaching
your audience faster.

D. Collection ads

Collection ads are only for the Pinterest mobile app. They have a main asset and
three other secondary elements.

After a Pinterest user taps on your collection ad, they can see up to 24 assets
you chose to display. It works like a physical store, but it’s virtual.

E. Shopping Pins

After setting up product catalogs, you can promote them with shopping ads. For
these ads, Pinterest uses the data you provided for your products and shows
your assets to interested Pinners.

You don’t have to set any other targeting options for these shopping ads.

[39]
5. YouTube ads

Now, here are the types of YouTube ads you can create. Because these have
different systems for paying for your ads, we’ll mention the bidding method for
each.

A. Skippable in-stream

With skippable in-stream ads, you can promote your products or services
before, during, or after other YouTube videos or other websites and apps on
Google video partners. After five seconds of viewing, users can skip the ad.

With CPV bidding, you pay when someone watches 30 seconds of your video
(or the entire duration of the video if it’s shorter than 30 seconds). You will also
pay if the user interacts with your video.

[40]
B. Non-skippable in-stream

These are similar to skippable in-stream ads. The difference is that you, as an
advertiser, have to create your ad to last 15 seconds or shorter because viewers
don’t have the option to skip it.

You will pay based on impressions as non-skippable in-stream ads use Target
CPM bidding.

C. Bumper

Bumper ads are short videos. They’re up to six seconds, unskippable, and they
can run before, during, or after a video. Since this is the shortest video format

[41]
for YouTube ads, you have to make it really catchy so that people will look you
up after seeing it.

These too use target CPM bidding, so you’ll pay based on impressions.

D. In-feed video

In-feed video ads are placed next to related YouTube videos on the YouTube
mobile homepage, or they can be part of YouTube search results. They will
appear as a thumbnail, together with text and a CTA.

Their size and appearance will change depending on where they appear.

You’ll be charged only if viewers choose to watch your ad by clicking the

thumbnail.

E. Outstream

[42]
Outstream ads are perfect for expanding advertising on social media to mobile
devices as well. These ads will show on websites and apps that are Google
video partners and not on YouTube.

Outstream ads begin with no sound. They are designed to help you get a wider
reach at a low cost. The viewer decides if they want to tap to unmute them.

These social media ads work based on cost-per-thousand-impressions (vCPM),

so you’ll only be charged when someone plays your video for two seconds or
more.

F. Masthead ads

Let’s say you have a sales event coming soon. This ad format is great for when
you want to get your brand in front of a massive audience fast.

It’s also the most costly one, and you can only get to use them on a reservation
basis through a Google sales representative.

You can use masthead ads in three different places. All of them take the user on
your channel to the featured video.

[43]
 Desktop: the ad will play automatically without sound for up to 30 seconds at
the top of a YouTube feed. It can have a widescreen or 16:9 aspect ratio format,
and it comes with an information panel that has information from your channel.
You can also add two companion videos here. After autoplay, the main video
gets into a thumbnail.

 Mobile: This, too, will play automatically without sound at the top of the
YouTube app on people’s smartphones. It has a video thumbnail, customizable
headline, description texts, and an external call-to-action (CTA).

 Tv screens: Whenever this video ad is supported, it will play just like the
others. It will appear in a widescreen or 16:9 aspect ratio format, and people can
interact with it with their TV remote.

If you go for this type of social media ad, you’ll be charged on a cost-per-
thousand-impressions (CPM) basis. But since you will have to address a
representative, the Google advertising team can get you a rate estimate and
campaign impression goals.

[44]
 G. Overlay ads

These ads are only for desktop and will appear over the video, taking up the
lower 20% portion of a video.

7. Twitter ads

Twitter ads have gone through a few changes in the past few years and
considering the platform’s new ownership, there might be changes coming in
the future as well.

Here are the type of Twitter ads you can integrate into your social media
strategy at the moment:

A. Promoted ads

Promoted ads have five subcategories:

 Image ads aid you in advertising your product or service with a single photo.

 Video ads help you create a story or product description in a lively way.

[45]
 Carousel ads showcase multiple products or emphasize a single one through
six horizontally-swipeable images or videos.

 Moment ads are a collection of Tweets through which you can tell a story that
goes beyond 280 characters.

 Text ads are simple, text-based ads that feel like the rest of Twitter content.

B. Follower ads

Twitter follower ads are made to promote an account to a target audience. Their
main goal is to build awareness and visibility for that account.

C. Amplify ads

With Amplify ads, Twitter opens a new opportunity for advertisers.

If you choose these ads, you can pair your video ads with premium videos from
top publishers that match your industry and interests. In this way, you will reach
more people by showing your ads together with videos they’re already
watching.

[46]
 There are two types of Amplify ads:

 Amplify Pre-roll

Amplify Pre-roll connects your ad with premium video content from Twitter’s
network of publishers from 15 standard content categories.

 Amplify Sponsorships

With Amplify Sponsorships, you will choose and connect with one single
premium publisher throughout the entire ad campaign.

D. Twitter takeover

With takeover placements, your ad can reach the most visible places by taking
over.

 Twitter’s Timeline as the first ad of the day

 The Explore tabs with Trend Takeover puts your ads together with trending
topics

[47]
 8. Snapchat ads

Snapchat ads are known for their immersive nature, which allows brands to
capture users’ full attention for a few moments.

There are a few types of social media ads for this platform. Let’s go through all
of them.

A. Snap ads

These full-screen ads appear between stories for up to ten seconds. This
category has a few subcategories of ads you can use.

o Top Snap Ads display a single piece of content, which can be an image, video,
or GIF, at the top of users’ feeds.

o Web View Ads are similar to Top Snap Ads but have a CTA that leads to your
website.

[48]
o App Install Ads are similar to Top Snap Ads as well, but they have a Swipe
up feature that takes the user to download your app.

o Deep Link Ads consist of media and a link that are meant to get people back
into your app once they’ve left.

o Long-Form Video Ads showcase a short 10-second teaser, but when users
swipe up, they can see the extended video version, which can have up to 1 GB
in size.

B. Story ads

Snapchat Story Ads, also known as Discover Ads, help advertisers reach their
audiences with a sponsored tile in the Discover feed. Your ad will be displayed
with other Snapchat content according to the user’s preferences. They can tap
on your ad to discover an entire collection of three to 20 snaps.

C. Snapchat collection ads

These social media ads are placed in between stories, creating a seamless
shopping experience for users. They look like product catalogs, allowing you to
showcase up to four products simultaneously.

[49]
 D. Snapchat AR lenses

This social media ad type allows businesses to create their own branded lenses
which people can use to take selfies.

Because they generate brand awareness at a very high level, these ads are
costly, ranging from $450,000 to $700,000 per day. This is why they’re used by
large brands with massive amounts of ad budgets.

D. Social Media Advertising Costs

According to your objectives, you can set a specific budget for each platform
individually, keeping in mind that particular networks may require a larger
budget than others (such as LinkedIn).

When starting your social media ad campaign, you set a maximum bid for a
chosen objective or a maximum budget per day. The ad manager interface will
recommend a bid based on your goals.

Depending on your campaign goal, the social media advertising costs will be
according to these methods:

 Cost per click (CPC)

[50]
 Cost per 1000 impressions (CPM)
 Cost per conversion
 Cost per video view

The amount you’ll pay for your ads when you bid for placements is influenced
by a few aspects. Here are a few:

 Your campaign objective;

 Your target audience;
 The country you’re targeting;
 Time of year, and even time of day;
 Placements on the ad network.

 Conclusion :-

When it comes to social media ads, you have the opportunity to reach your
audience in a fun and engaging way. But don’t forget to choose which platforms
you should tackle according to your brand and target audience.

We hope we were able to establish the basics steps on how to advertise on

social media, and you’ll be on your way to creating a strategy.

Once you know where your brand deserves to have a presence, you can easily

design your ads with Creatopy.

[51]
 What is a social media strategy?

Put simply, a social media strategy is a plan that outlines your social media
goals, the tactics used to achieve them and metrics tracked to measure
performance.

Your strategy doesn’t need to be complicated. What you want is a simple and
specific plan with meaningful measurables. This will help you to identify the
channels and tactics that are successful, versus those that fall flat.

Check out this webinar to find out how to give your social media strategy a little
love!

Ultimately, your social media strategy should drive brand awareness and
engagement across social media channels for your target audience/s.

 What are the benefits of having a social media

strategy?

You may have run a successful social media campaign or great engagement on
your posted content. That one-off success is achievable. However, the difficult
part of social media marketing is consistency. Do you understand why that
campaign or post succeeded? Can you replicate it easily?

It may be daunting to think about creating a social media strategy, but it will
provide your business with many tangible benefits, like

A direction for all your social media activities

 Improve brand awareness

 Offer social customer service and support

[52]
  Enhance targeting across audiences

 Direct and increase website traffic

 Personalize content

 Generate better quality leads

 Create social media influencer opportunities

 Promote your unique content that could go viral (remember the ALS ice
bucket challenge?)

 Offer social commerce and shoppable posts

 Data you can analyze and measure

As you can see there are huge benefits to social media, so creating a strategy
will serve to achieve your business goals and drive customer engagement.

A Deep Dive into Social Media Marketing ?

The digital landscape is a dynamic chameleon, constantly shifting and morphing
to accommodate evolving technologies and user behavior. In this ever-changing
environment, social media marketing has emerged as a powerful tool for
building brands, engaging audiences, and driving business growth.
But navigating the intricate world of social media marketing can be daunting.
Platforms like Instagram, Facebook, Twitter, and TikTok each have their own
unique nuances, algorithms, and best practices. It's crucial to stay ahead of the
curve and understand the latest trends and strategies to achieve success.

[53]
Therefore, let's embark on a journey to explore the ever-evolving landscape of
social media marketing. We will delve into proven strategies across platforms,
analyze successful case studies, and unveil the future trends that will shape the
industry in the years to come.

What is Community Management Essentials ?

Community management is the process of building an authentic community

among a business's customers, employees, and partners through various types of
interaction. It's how a brand uses opportunities (in person and online) to interact
with their audience to create a network in which they can connect, share, and
grow.

What is social media monitoring?

Social media monitoring is a crucial aspect of social media marketing. It allows
brands to gain valuable insights into their audience, competitors, and industry,
and adjust their strategies accordingly. By setting up alerts,
tracking engagement, and analyzing data, brands can stay competitive, build
customer loyalty, and protect their reputation.

[54]
 What is social media engagement?

Social media engagement is a measure of how people are interacting with

your social media accounts and content. The term can cover a broad range
of actions across all social platforms. For example, engagement might
include:

 Likes and Favorites

 Comments, Direct Messages, Replies

 Shares, Retweets, and Reposts

 Saves

 Clicks

 Mentions

Engagement is a great way to measure whether the content you're creating

is actually resonating with your audience,

[55]
 What Is A Social Media Content Strategy?

A social media content strategy is a plan that contains all the ins and outs of how
you’ll use content to grow your brand and reach your goals on social media
platforms.

Ideally, your strategy will be documented so you can refer to it as you carry out the
tasks associated with creating social media posts, publishing them, and tracking
your results. If you have a team, your strategy document will also help keep
everyone on the same page.

Remember: You can and should see direct brand growth from social media content
marketing if you do it right – with a plan.

If, on the other hand, you post whatever, whenever, with no strategy, goals, or
measurement, you’ll probably see little to no results.

Demographics in Social Media

Understanding social media #demographics is vital for effective online
#engagement. Different platforms attract distinct age groups, genders and
interests. For instance, Facebook appeals to a broad age range, while #Instagram
is popular among younger users interested in visual #content. #Twitter caters to
news enthusiasts and #LinkedIn is a hub for professionals. Utilizing this
demographic data enables businesses to tailor their content, target specific
#audiences and optimize engagement strategies for maximum impact.

[56]
Here I give you a general breakdown of the demographics from my
#knowledge, for several major social media #platforms:

1. Facebook:

 Primary Age Group: 25-34 years old.

 Gender: Balanced, with a slight skew towards female users.

 Location: Global, with significant user bases in North America,

Europe and Asia.

 Interests: Diverse, ranging from personal connections to #news,

#entertainment and #hobbies.

2. Instagram:

 Primary Age Group: 18-29 years old.

 Gender: Skewed towards female users.

 Location: Global, with a strong presence in urban areas.

 Interests: Visual content, fashion, lifestyle, travel, and food.

[57]
3. Twitter:

 Primary Age Group: 18-29 years old.

 Gender: Balanced.

 Location: Global, popular in North America, Europe and Asia.

 Interests: News, real-time updates, discussions on various topics.

4. LinkedIn:

 Primary Age Group: 30-49 years old.

 Gender: Balanced.

 Location: Global, but especially popular in North America.

 Interests: Professional networking, job opportunities, industry-

related discussions.

5. Snapchat:

 Primary Age Group: 18-24 years old.

[58]
  Gender: Skewed towards female users.

 Location: Global, popular among younger demographics.

 Interests: Instant messaging, multimedia sharing, short-lived

content.

Trends and Innovations IN Social Media Marketing

As the digital landscape evolves, social media marketing continues to play a
pivotal role in helping enterprises connect with their audience and achieve
business objectives.

However, staying relevant in the ever-changing world of social media requires a

proactive approach towards emerging trends and innovations.

In this blog post, we will explore the future of social media marketing and
unveil the trends and technologies that enterprise marketing teams should
embrace to enhance clickthrough rates and stay ahead of the competition.

1. Video Dominance: The Rise of Video Content

2. Augmented Reality (AR) and Virtual Reality (VR) Experiences

3. Influencer Marketing 2.0: Micro-Influencers and Niche Markets

[59]
4. Personalization at Scale: AI-Driven Strategies

5. Social Commerce: Shopping on Social Media

6. Social Listening and Sentiment Analysis

7. Ephemeral Content and Stories

Social Media Metrics and Analysis

Information Technology progress and Social media spread, as well as Mobile

Social Media development, examined in previous Chapters, contribute to the
increasing availability of a large amount of multimedia structured and
unstructured content about customers and prospects (called “Big data”). Travel
organizations able to gather, analyze, and interpret this information have the
opportunity to enhance customers’ knowledge, and consequently, to improve
service differentiation and personalization. The synchronization with various
target markets allows creating a competitive advantage and increasing financial
and operational performance. Therefore, a key issue turns out to be the
definition of the most appropriate social media metrics able to evaluate social
media performance and, if combined with other measures, to support and
improve business strategies.

[60]
 THE DYNAMICS OF SOCIAL MEDIA :
NAVIGATING THE SOCIAL LANDSCAPE

The intersection of social media and e-commerce is poised to deepen further,

reshaping the way users engage with brands and make purchasing decisions. In
the coming era, social commerce features, including in-app shopping and
integrated checkout, will undergo enhancements to provide users with a more
seamless and convenient shopping journey. Businesses, recognizing the
potential of this transformation, should not only embrace these changes but
also seek guidance from an Instagram advertising agency to optimize their
social media profiles for direct sales, ensuring a frictionless shopping
experience for users.

[61]
 BIBLIOGRAPHY

In Order to complete my project, I have taken help from the following

websites links :

 www.google.com

 https://in.indeed.com

 www.yputube.com

 www.wikipedia.org

[62]
[63]