How to use engaging content in social media advertising 

We put together a series of five blogs to help businesses plan their social media marketing:

1. 5 mistakes you make in social marketing
2. The impact of video on marketing
3. How to use engaging content in social media advertising
4. Does social media work for your business?
5. Tested ways to boost content marketing in social media

We advertise on social media, so of course, we’re often asked what content works best there.

Many factors will influence social media marketing efforts- and there are exceptions - but below is a summary of the most typical features that determine whether a piece of social marketing will rock or flop.

1. Remember the target audience!

Address your target audience with messages that interest them. 

Pain points are the best leverage points in communication; the more acute the problem your product or service promises to solve, the better the entire sales pipeline will work. You’ll get more visitors to your website, move on to the ordering stage, and your salesperson can quickly cluster the store home.

2. Consider the media environment

Advertisers don’t operate in a vacuum - cat videos, friends’ posts and other advertisers all compete for potential buyers’ attention. 

Standing out is also about standing out at the top level; vague promises of a quality operator with long experience are more likely to get yawns than enthusiastic clicks on the order form.

3. Know yourself

What are your company’s strengths? Do you offer something unique that your competitors can’t? Or, is there something that your competitors don’t understand but do? 

The more concrete, the more credible. For example, we’ve tested promises of fast delivery times extensively, and giving specific dates always works better than a generic “fast delivery times” message. 

Whichever of these message angles you choose, always remember point 1: remember the target audience: the message must incite interest among them.

So, what about the ads themselves? As Gary Vaynerchuck says, “creativity is the variable of success.” 

In other words, content is the difference between success and failure. But content is primarily based on the above factors - without knowing your target audience, understanding your competition, and highlighting your strengths, you can’t create compelling advertising content.

You can effectively determine the exact combination of images, content texts & target audience through systematic A/B testing. Shattering around creates spectacular art, but steady work creates business.

Want to learn more about how we bring leads to businesses from social media? You can contact our CEO Kalle Santalahte and ask him to tell you how we can best help.

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