A new year brings new opportunities to promote and grow your business on social media. But how do you reach success with paid advertising? It starts with understanding and leveraging the latest trends.
Are you ready to step up your social media advertising game in 2021? Keep the following trends in mind to make the most of the new year:
1. Expanding and Diversifying Your Media Mix
Facebook is a powerful advertising tool – but it’s not the only one. To see the best results this year, it’s essential to diversify your paid placements on various platforms. Sure, Facebook and Instagram ads are great in terms of lower costs and vast audience reaches, but that doesn’t mean you should put all of your eggs into one basket. If there are hiccups or the platform goes down, you’ll be leaving money on the table with no ability to reach your potential customers.
While this may not be news to you (and you might already be testing other social channels), diversification with your ad placements seems to be more important now than ever before. This is especially true as new data shows that people are now spending more time on TikTok than Facebook.
Wondering how to expand your media mix? Pinterest, Snapchat, Twitter, LinkedIn, and TikTok are viable options that can yield excellent results if you follow best practices and design your ads to meet your target audience’s expectations. Even if you don’t use other platforms regularly, it’s crucial to have a back-up plan or two, so you can drive additional conversions if your main player isn’t in the game.
2. Appealing to Younger Audiences
Another reason to start branching out to other social channels? Reaching younger audiences. The majority of Facebook users are between the ages of 25 and 34. Therefore, if your audience is primarily Generation Z and younger millennials, you’ll likely need to look to other platforms. Snapchat and TikTok, in particular, cater to younger users, and being active on these apps allows you to connect with consumers who will soon have a lot of buying power.
3. Remaining Flexible
The past year was unpredictable, to say the least. The unexpected Coronavirus (COVID-19) pandemic, in particular, left people across the globe feeling anxious, overwhelmed, and unsure of how to move forward. The effects of the pandemic were felt especially hard by the business community. Amid ever-changing regulations, stay-at-home orders, and more, companies were forced to get creative and shift their strategies on a dime – skills that every brand should take into 2021 and beyond.
The moral of the story? The world is an unpredictable place, and you have to be flexible and make changes when they’re warranted. In the paid advertising world, this means having a solid grasp of advertising fundamentals across various platforms so that you can pivot your strategy quickly.
If all of this feels like too much for you and your team to tackle alone, don’t worry! The experts at Zero Gravity Marketing are here to help. Contact us today, so we can start building your 2021 paid advertising strategy!
