It is important to know which platform your target audience is on. Although realizing sales with social media is becoming easier and easier, the question remains which platform can realize which objective.
Newcom's new social media research shows what everyone actually already knew. Facebook is losing users and Instagram is growing fast. Despite this, Facebook is still the biggest social media platform. Other "winners" are Youtube and LinkedIn, while Snapchat's growth has stagnated. However, this platform still scores very well among young people, making it an interesting platform. Check out this blog for more interesting insights from the survey.
From reach to conversion
Social media channels can be used for different campaign objectives. Reach, website clicks, video views. For every objective, there is an appropriate format to deploy. In recent times, platforms have mainly focused on formats to help companies achieve quick conversions. Whereas before you could mainly get inspiration on social media and then have to click through to the website to view more, now you can already see much more within the platforms themselves.
Facebook Canvas
One solution within Facebook is the canvas with product feed. This allows you to show multiple products in one ad, along with the price and description. This way you can shop within Facebook and only have to go to the advertiser's site to pay.
Instagram product tagging
Instagram is a visual platform. Therefore, for many companies it is an interesting platform to showcase products. With beautiful images you can inspire your target audience. To facilitate the step towards a conversion, it is now possible to tag products in your photo. By clicking on the image, white blocks with information and price appear next to the products. Then you can click directly to this particular product to complete the purchase.
Snapchat Shopping
Snapchat, of course, cannot be left behind within these developments. Therefore, in addition to their already known ad formats, they have now added shopping ads to the possibilities. Product ads and Collection ads are new shoppable formats suitable for selling your products/services. This way you can instantly show multiple products and with one click land on the right page to make the purchase.
Cover pixels are always an option
Another way the platforms want to help advertisers achieve sales are the conversion pixels you can use. These have been available to use for some time, and every major platform has created its own pixel for this purpose. With a conversion pixel, you can optimize a campaign on conversions, rather than goals like video views and website clicks.
Because the platform knows which people convert through the pixel, the algorithm can look for similar people. This way, the chance of a conversion is higher. We have used this ourselves several times and the results are very positive.
Wondering which conversion-focused solutions are relevant to your business? Then get in touch!