How Social Media Advertisting Can Help Your UAE Businesss
Social media is here to stay!
Social media is one of the most effective way to advertise your business in Dubai & UAE. Last year, internet advertising surpassed newspaper advertising spending for the first time. Advertisers spent $5.1 billion on social media advertising in 2013 and this figure is expected to exceed $14 billion by 2018. In the third quarter of 2015, Facebook brought in $2.96 billion in advertising revenue, 66 percent of which came from mobile ads. Twitter generated 85% of its total revenue from mobile advertising in the same quarter, representing about $320 million.
Social media sites already offer free advertising in the form of tweets and Facebook posts, but these tools can only take your brand so far. The next step involves paying for social media ads, and if you’re considering this option, you’re probably most concerned with one big question: What will my return actually be? Will spending money on an ad on Twitter or Facebook bring more customers to my business than the same amount spent on Google AdWords?
General Tips for Social Media Advertising in UAE:
1. Use free social media to beta-test your paid social ads
You’re likely already sending out multiple Tweets, Facebook Posts and LinkedIn Updates every day. Some of these messages will resonate with followers; others won’t. Track which ones are being clicked, shared and commented on. These high-performing messages make the best candidates for native social ads.
2. Take advantage of targeting features
One of the major issues with traditional ads is inefficiency. Twitter, LinkedIn, Facebook and other social media advertising platforms offer very effective targetting capabilities to address that problem. From targeting social media managers on LinkedIn to Game of Thrones fans on Facebook, take advantage of this very useful targeting for more efficiency in advertising.
3. Rotate ads frequently
One of the biggest issues advertisers deal with on Facebook is ad fatigue. This means, when people start to see your ad too many times, they get bored of it and stop clicking. Unfortunately, when your click through rate starts to drop Facebook penalizes you, driving up your cost per click (CPC), and making likes, comments, and click throughs more expensive. This affects both acquisition and engagement campaigns. A best practice that we use at HootSuite in order to combat this, is to rotate our ads every 3 to 5 days to keep our content fresh and engaging.
4. Use small samples to A/B test your social ads
One of the great virtues of social ads is instant feedback. You can gauge the effectiveness of a sponsored post in minutes, and follow up with advanced analytics reports. With all this available data, you should be sending out several “test” ads to small audiences, tracking the results, and then pushing winning ads to larger groups. It’s cheaper and more effective.
5. Understand how ads are sold
Different networks sell ads in different ways. On Twitter, companies pay on an engagement basis. Facebook and LinkedIn offer the option of paying per impression. It’s critical to design Tweets and Posts accordingly. For example, since we pay Twitter each time users click on our ads, it’s important that people be genuinely interested in the content on the other side. The goal here is to drive genuine prospects to our site, not merely to attract views.
6. Design your ads with smartphones in mind.
Social media is consumed overwhelmingly on mobile devices. Twitter users spend 86 percent of their time on the service on mobile. Facebook users aren’t far behind at 68 percent. This means most social media ads are being viewed on mobile devices, as well. As a result, messages have to be optimized for viewing on small mobile screens. While this may seem like a pain, Twitter recently unveiled a feature enabling paid Tweets to be targeted by zip code, so it’s also a huge advantage.
Hope the above tips help with your social media advertising in UAE.