Social media started off as a tool where marketers could leverage free distribution to reach their customers and audiences organically. However, as more people and brands joined social networks, the noise overtook the value that was seen by early adopters and social has evolved to a “pay to play” channel.
Social Advertising Gets Your Message Out
There are multiple reasons why companies should consider social advertising including gaining viewership on an a featured piece of content or a sale/promotion coming up they want people to know about. Perhaps the brand desires to gain more followers so they can reach them organically in the future. A business may even want to get people to download their app directly from a link.
Advertising in social media can help brands break through the noise so that these different messages get in front of the right audience.
There are many methods to evaluate when you construct audiences for promoted content. Some practices will help companies put their messages in front of the largest audiences possible hoping that it resonates. Others can help them get more specific messages out to smaller highly targeted audiences that are much more likely to respond to that message.
Since we’re interested in creating engagement today, here are two ways you can highly target audiences with advertising for maximum engagement:
Create Dark Posts on Facebook
On Facebook, dark posts can be an incredibly useful tool for advertising campaigns. A dark post is a piece of content that you intend to be seen by just a single specific audience while it remains “dark” or unseen by everyone else that likes your brand’s Facebook page. A dark post can target an audience based on factors such as location and gender, but can also get a lot more specific by also targeting people based on their interests like skateboarding or DIY crafts.
By using dark posts to hone in on these very specific audiences, a business can tailor the message they send this audience to make it the most effective. For example, we can target males between 16-21 years old that enjoy skateboarding and live in Houston and create a message that speaks directly to them about our company’s clothing sale. Because our audience will be so specific we can create copy that is specific and speaks directly to them.
Dark posts can also allow you to test messaging on small subsets of your audience to see how engagement fares. Once you’ve tried messages on a few very specific audiences and seen acceptable levels of engagement, you can start to place that messaging in social ads that go out to much larger audiences.
Dark posts are a very useful tool when trying to get the greatest interaction and engagements out of promoted posts on Facebook and you can set them up and track their progress at every step right from inside Sysomos Expion. Feel free to contact us if you’d like to learn more about Expion can be used to boost your Facebook engagements.
Targeted Audiences on Twitter
Like Facebook, Twitter also has methods to create highly targeted advertising so that you can get the most engaging content in front of the people most likely to interact with it.
On Twitter, this can be done by creating targeted audience lists. These are lists that are created using information already known about your target audience like their Twitter handles or email addresses of people on your company’s mailing list. But what about if you don’t know these things about the audience you’d like to be in front of?
Another way to create these highly targeted lists for Twitter is with the aid of a tool like Sysomos Optimize. Using this tool that we designed specifically for creating Twitter tailored audience lists you can find your highly targeted audiences based on conversations they are actually having. Knowing what people are talking about can help you tailor your message to really speak to them, which gives a greater chance for them to engage with the content. On top of what these people are saying, Optimize will also allow you to narrow in on audiences by using our Sysomos filters and get even more specific. So again we can get as specific as to send a highly tailored message to women in Fargo that have talked about ice cream in the past week.
By using tools to understand and then narrow down your audiences into smaller segments, you can use social advertising to send those segmented audiences very tailored messages that will resonate deeper with them than a general message and also help you to boost your brand’s engagement.
If you’d like to learn more about how Sysomos products can help you create, track and optimize social advertising that leads to greater engagement, reach out to us by clicking the yellow button on the top right of your screen.