24 Mar The 6 Potential Benefits of Expanding Your Paid Media Efforts to These Social Platforms
It’s time to discover how diversifying your paid media portfolio can impact your bottom line. Of course, traditional social media platforms like Facebook and Instagram can be a great way to reach your target audience. But now, three additional major players have arrived on the scene:
Snapchat, TikTok, and Reddit.
Are you curious about what these platforms can do for your business? Let’s dive in a little deeper to see how you’ll benefit from diversifying your ad spend to these social media gems today.
Skyrocket ROI by Advertising on Snapchat
Snapchat offers three different kinds of paid advertising: long-form video content, application install, and web viewing. Here’s why you should invest some ad spend in the app:
It’s the perfect platform for promoting products. Snapchat has more than 200 million daily global users, most of whom are in the Gen-Z or Millennial generations. If you want to create branded, snackable content aimed at increasing conversions to these demographics, then Snapchat is a solid choice.
Snap ads can be lucrative. As marketers, we want more than just likes and impressions. We want our paid media output to affect the bottom line. While it may take some time to get it right, Snapchat ads have proven to build ROI for companies – both online and in-store. Take a look at Wego, one of the biggest travel marketplaces in the Middle East. The company leveraged the power of Snapchat ads to increase revenue by 300% over their previous quarter. They optimized their paid media efforts for app installs, and with a simple swipe up, conversion rates began to skyrocket.
Take the Reins with TikTok, the Newest Darling of the Social Media World
TikTok may still be the wild west of social media, but its explosive growth should not be ignored. In 2018, this powerhouse of a platform was the fourth most downloaded app – surpassing major players YouTube and Instagram.
So why should you invest in social media’s newest golden-child?
TikTok is less ad-saturated. With more than 800 million monthly active users, TikTok is a haven for users looking for quick entertainment. And since its popularity is relatively new, there’s simply less competition. Although the app involves a degree of experimentation to master, investing the time can pay off. TikTok was designed to be endlessly scrollable and easy to navigate, so users can easily search for your content, discover your page, and follow you. Plus, you’ll enjoy the best of both Instagram and YouTube in one highly-developed algorithm: the ability to use both hashtags and keywords for video optimization.
Going viral is a distinct possibility. If you dream of your brand reaching millions, this app might be your new advertising super power. Take Chipotle as an example. After launching a Cinco de Mayo campaign on TikTok hashtag challenge that featured both celebrity Dan Dobrin and free delivery on orders of $10 or more, Chipotle enjoyed their highest digital sales day in their bean-and-burrito history.
Use Reddit To Drive Real Results
Long considered to be the holy grail for reaching highly engaged communities, Reddit is ideal for marketers who believe in the power of honest and relatable content. To this day, it’s one of the best places on the internet to ask real questions – and get real answers.
Reddit is all about authenticity. With a content-is-king mentality, Reddit can quickly ascend to the throne of your paid media efforts. Take a tip from Audi, who partnered with Reddit for their Think Faster AMA Series. Leveraging the help of six celebrities, this episodic content series garnered 2 million AMA post views and 6.3K total comments.
Reach a hyper-engaged audience with high user intent. If content is king, then user intent is queen. Have you ever spent thousands of dollars on paid media, only to be left devastated by a wasteland of useless impressions? Advertising on Reddit can help solve that. Similar to other social media platforms, brands can identify which platform, audience, and content drive the best results. The difference? With a highly engaged audience, hitting the right target on Reddit can be exponentially more effective. Poshmark, a social commerce marketplace, used Reddit’s paid advertising to reach 65% higher marketing efficiency than their expected benchmark.
Where are you putting your paid media efforts? Make some time to explore these new social channels, and you could be pleasantly surprised just how effective they turn out to be.