Using TikTok

How to Create a Paid Social Media Strategy

It’s not hard to see why more and more companies are investing in paid social media campaigns. Apart from allowing brands to reach new potential customers, paid social media ads offer a higher chance of reaching your existing audience. And it’s not just about exposure and visibility – it’s also about reinforcing your brand credibility and driving high-quality traffic.

The numbers don’t lie – social media users are ready to spend. According to recent research, almost a third of all UK consumers are already turning to social media to discover and buy products. And the data looks even better when you break it down by age groups. Almost half of UK shoppers aged 25-34 – the age group most likely to spend money online – shop regularly through social media.

It’s a no-brainer – if you want to expand your brand and boost your revenue, you need to invest in social media. But creating a successful campaign is no mean feat. Nowadays, everyone and their dog turn to social media to market their products. So, how do you find a way to stand out from the herd?

Ask any digital marketing expert and they’ll answer the same thing – with a strategic paid social media campaign. Let’s see why.

Why paid social media is a game-changer

As great as organic social media is, it doesn’t come close to paid social media’s ability to target audiences and drive sales. And it’s not just that. Without a shadow of a doubt, the best benefit of paid social media is that you can see the results in a matter of days. Giving your products that much-needed extra push has never been easier.

Not only is paid social media the easiest way of increasing your reach – but it is also a lot more cost-effective than other digital marketing strategies. Although you will have to make an investment upfront, it won’t be long until you’re reaping the rewards. Want to know how? To start with, you can run pay-per-click (PPC) campaigns on all social media platforms from Facebook to Instagram. This means that you’ll only pay when users click on your contact – in turn significantly increasing your conversion rates and ROI.

The verdict is in – few digital marketing strategies can be as effective as paid social media. But with competition fiercer than ever, you can’t just start a new paid social campaign overnight and wait for it to succeed. If you want the best results, you need to think things through.

Creating a successful paid social media campaign

At Hoopla Marketing, we’ve come up with a tried-and-tested process to create the perfect paid social media strategy. These are the five things you need to do to ensure that your campaign succeeds.

1. Do your research

It should go without saying. If you don’t spend enough time setting your campaign goals and target audience, chances are that your paid social campaign will fail. Before you start on your adverts, make sure you have conducted industry-wide research. This will help you choose which product or service you want to highlight. By the end of your research, you’ll be able to discern a passing fad from an enduring trend.

2. Choose the right platform

Companies dipping their toes into the paid social media marketing world often make the same mistake – covering too much ground. The truth is that social media strategies don’t necessarily have to be cross-platform. For example, a company making products for people aged 50+ is probably better off advertising on YouTube or Facebook than on TikTok.

Before you create your ad, research the different social media platforms and see which of them fits your brand best. Here are some options:

  • Facebook: With almost 50 million users in the UK alone, Facebook is still one of the best platforms to create a paid social media strategy.
  • Instagram: The popular photo-sharing platform includes a true arsenal of tools to boost your engagement with your target audience.
  • TikTok: If you think TikTok is just for teenagers, think again. The short-video platform has taken over the world – so much so that it currently has around 1.2 billion monthly users.
  • YouTube: An oldie but goldie, YouTube is visited monthly by 95% of adults 35+. With features like unskippable ads, this can be a great option to shine a light on your best products.
  • Pinterest: The most overlooked social media platform, Pinterest is a favourite among users actively looking to spend their money.

3. Choose the right format

Once you’ve got the right social media platform to develop your paid social campaign, it’s time to think about the format of your ad. Every platform offers a wide range of different formats – from plain text ads to interactive video ads. In the end, it all comes down to the product you want to highlight. For example, Instagram carousel ads are ideal for brands trying to showcase several products, while YouTube bumper ads are great for improving a brand’s reach.

4. Create innovative content

The worst thing about Internet advertising? That everything gets stale very quickly. But play your cards right and the hecticness of social media platforms will become your biggest ally. Why wait for a trend to appear and imitate it when you can create original, trend-setting content? All you need to do to stand out from the herd is to create innovative ads that demonstrate that your products are more special than your competitors’.

5. Optimise your campaign

A successful paid social media strategy doesn’t end when you post your ad. Every social media platform includes an arsenal of analytics tools to help you optimise your campaign and boost your ROI. Maybe your new ad isn’t working as it should? Try targeting it to a different region. Or perhaps your new TikTok ad campaign has gone viral? Then ramp up your ad budget and maximise your reach.

Put your brand in front of the right eyes

Why wait for your customers to find you when you can just go and get them? With help from an expert paid social media agency, you’ll start seeing the results of your social media strategy in a matter of days. So, if you want to increase your reach and ensure that your brand gets the recognition it deserves, you know what to do. Enlist the help of a social media agency and start reaping the rewards today.

As a social media and influencer marketing agency, we’ve helped both world-leading brands and small businesses reach their marketing goals. If you want to hear more about our paid social media strategy services, just give us a call on 0161 731 0048 or email us at info@hoopla-marketing.com.

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