Social media advertising has become pervasive for online marketers because the audience size and quality on leading social networks.
Through social advertising, you can target specific audiences and buyers and deliver your message on the platforms that your buyers spend time on—like Facebook, Twitter, LinkedIn, YouTube, and Instagram to name a few. Advertising on social media platforms has changed tremendously. Recent updates to many social networks’ algorithms give users a better experience—one with less promotional content and more relevant content that they want to see. This means that, as a marketer, you need to supplement your organic posts with paid promotion to get your posts seen by your audience.
This has led to an explosion in digital advertising on social media platforms. In fact, eMarketer reports that in 2017, social network ad spending will reach $35.98 billion worldwide. As marketers increasingly spend more on social platforms, it’s more important than ever to have the right strategy in place, track all of your paid social campaigns, and gain insights into what’s working and what’s not. Only then can you understand the return on ad spend (ROAS) from your campaigns. So, where are marketers spending the majority of their advertising dollars? In a recent SocialBakers study, marketers revealed that they are looking towards Facebook as their main advertising platform— 92% of marketers surveyed use Facebook as their primary social advertising platform.
Derived from the Marketo Definitive Guide to Social Media Marketing.