Digital upskilling

When it comes to social advertising, there are a lot of channel options. Each channel has a different following and different audiences with different intent. So we’ll go through the top channels, but make sure that you have a look at what would best suit your audience.

The channels that we will focus on are Meta (Facebook), Instagram, Pinterest, Snapchat, Twitter, and LinkedIn. One of the most important things to remember when socially advertising is the strategy SMART. When it comes to ads, you want to be Specific, Measurable, Attainable, Relevant, and Time-bound.

Another thing to remember is your funnel. You want to make sure that you’re following these five steps in order to advertise in a well-timed manner.

1. Awareness . You want to attract people. You don’t want to sell them your brand straight away. You want to sell them trust. You want to get them to want to know more about your brand and identity and what you believe in..
2. Consideration . This is conversions such as website, traffic engagement, comments, signups, little things like that. You want to get them to move on to your website, to know more about you, to contact you.
3. Purchase or engagement . So you want them to engage with a strong, strong conversion. If your main goal is signups, purchases or just to contact you, this is where you hit them. You want to get people to the point where they know your business, they trust your business, they’ve been on your website, they understand what you do, and now they want to convert.
4. Retention . You want to keep them in the loop of your sales funnel.
5. Advocacy . This is word of mouth. After you build the trust of your audience, they begin telling their friends about your business and then those people engage with you, falling back into the top of the funnel.

As mentioned previously, finding the right channels is really important. Below is a list of channels and their demographics so that you are able to find the right platform for your audience;

Facebook

• 1.62 billion users on average visit Facebook every day.
• Users aged 65 years and older are the platform’s fastest-growing demographic (40%).
• The potential reach of Facebook Ads is 2.11 billion users.
• Videos originally posted on Facebook have 10x the potential reach of other video sites such as YouTube.

Facebook funnel

• Top of funnel: Reach, brand awareness, store location awareness, video views
• Middle of funnel: Engagement, link clicks, landing page views
• Bottom of funnel: Leads, messages, catalogue sales, conversions

Instagram

• 4/5 users are from 18-to-34 years old.
• Users browse for an average of 53 minutes a day.
• 71.9% of posts on Instagram are photos.
• 14.2% of posts on Instagram are videos.
• 13.9% of posts on Instagram are carousels.
• As of April 2022, Instagram is Australia’s second most-used social media platform.

Instagram funnel

• Top of funnel: Reach, brand awareness, store location awareness, video views
• Middle of funnel: Engagement, link clicks, landing page views
• Bottom of funnel: Leads, messages, catalogue sales, conversions

LinkedIn

• High intent for B2B
• Target company names, growth rate, degrees, member schools, job seniorities, job titles, member skills and member groups.
• 2/3 of users are aged 25-34 years.
• 12.7 million Aussies have LinkedIn profiles
• Every week, 49 million individuals worldwide use LinkedIn’s online job boards.

LinkedIn funnel

• Top of funnel: Brand awareness
• Middle of funnel: Website visits, engagement, video views
• Bottom of funnel: Lead generation, website conversions, job applications

Pinterest

• 433 million people use Pinterest every month.
• Users on Pinterest spend 2x more per month than people on other platforms.
• 60% of users identify as female.
• 30% of users in Australia have a household income over $140,000.
• 97% of top Pinterest searches are unbranded.
• Biggest audience is females aged between 35 – 54 years of age.

Pinterest funnel

• Top of funnel: Brand awareness, video views
• Middle of funnel: Consideration
• Bottom of funnel: Conversions, catalogue sales

Check our our short video on utilising social media platforms.