Create a diversified paid social media strategy to expand reach beyond the Facebook ecosystem

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2020, 4:33 PM UTC

Marketers should test across social platforms to gauge their campaign success.

This article suggests brands should invest in multiple social media channels other than Facebook to have a diversified paid social strategy. Marketers can effectively grow their user base and enhance brand discoverability with Pinterest’s unique targeting capabilities.

Brands with multiple locations looking to increase in-store traffic can leverage Snapchat’s geo-fencing technology to target people. Creating location-specific ads with promotions can motivate users to head in-store. Marketers can also create mobile creatives across Twitter, Snapchat, and Instagram to increase brand awareness during peak hours.

Mobile-first platforms like Twitter can help advertisers enhance app installs and engagements as CPIs and CPEs are generally lower on these platforms compared to Facebook. Brands can assess different KPIs like unique reach and engagement rates to effectively measure campaign success.

Read the original article

[5 minute read]