They are the giants of the tech world, social networks that dominate web traffic and eyeballs all over the world. But though they started humbly as free destinations for users to gather and connect, time and the almighty dollar has transformed them into real businesses.
As Twitter, Facebook and LinkedIn have matured, they have started to realize the value that brands are deriving on their platforms. To capitalize on this value and turn their web destinations into full blown businesses, all of these tech titans have rolled out promotion products that brands can use to expand their audience and deliver content and marketing messages.
With the decline of TV viewership and other traditional advertising mediums, digital investments have become a more appealing option. We took a look at the different options for promoting your brand and content on the leading social networks.
Facebook led the charge in terms of bringing advertising to their platform. While they offer traditional banner advertising options, the more popular and effective option takes a native advertising approach. Promoted stories in the newsfeed expand your brand’s reach, drives new traffic to your page and has a significantly higher engagement % than display advertising options.
Additionally, Facebook has deep data on each user. Targeting your promotion based on age, gender, interests, or any other demographic information makes your content guaranteed to reach the correct audience. With the same look and feel as organic content and the enormous audience that Facebook offers, promoted posts are a top tool for digital marketers to consider.
Twitter carefully considered their revenue model before folding advertising into their wildly popular platform. Their recent success on Wall Street following their IPO has shown that this “wait and see” has paid off for them.
Twitter’s offering is similar to Facebook’s in the sense that promoted content appears natively, in-line with organic tweets but identified as sponsored posts. The targeting options are particularly noteworthy: brands can drill down and target by geography, gender, interests and devices. Twitter offers the best platforms for marketers looking to promoting a message and connect with an audience in real-time
Not surprisingly, LinkedIn is the preferred destination for a more professional approach to sharing content. With an audience of potential customers and other members of your industry, sharing things like whitepapers or corporate news can be highly successful on LinkedIn.
Another variant of native advertising, promoted content on LinkedIn appears on relevant user’s homepage as suggested posts. This type of promotion can drive real business results, since ideally potential sales leads will be consuming your content. It’s a great way to build awareness of your business in a professional context.
While there are nuances to each one of these offerings, it is clear that Facebook, Twitter and LinkedIn are focused on providing businesses with a way to connect and engage with their audience. As time goes on it will be interesting to see who emerges as the leading platform for promoted content in the world of social.