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  • Izzie Koh

Social Media Advertising V.S Influencer Advertising

Why do brands need social media advertising?

Traditionally, we're so used to the free nature of social media platforms. For many brands, paying for advertising feels like a milestone, something to be considered and implemented only when everything is ready.

The fact is, in this Digital Marketing era, three out of four brands paid for advertising! Because it's an instant marketing tool for brand promotion. A popular advertisement can quickly open the gap with rival products, achieve the effect of screen flushing and spontaneous transmission in a short time, generate leads, and even directly promote communication.

Facebook is not only a social platform, it also is an advertising company in essence. It relies on the advertising fees of B-end enterprise, which is a product for enterprise users, through which users carry out their daily business activities.

Therefore, Facebook constantly adjusting its algorithm, which not only prevents your post from being displayed to all your friends but also greatly affects the natural exposure of Instagram.

What are the advantages of advertising on social media?

1. Effective Exposure

All the social media platform algorithms are updated in real-time. Your content has not been effectively distributed before it has been drowned out by other creators’ content. This method of propagating does not achieve effective exposure. Social media ads, on the other hand, can constantly get exposure and not be drowned by other content, and also make sure that your content can even reach a custom audience, you can reach your target audience more precisely.

2. Customize your Target Audience

Paid advertisements can fully customize your ad’s audience. For example, on Facebook, you can accurately customize which area, age, hobbies, education level, income, etc.

If you do not have a clear User Persona and do not want to run ads test, you can choose automated ads, let Facebook help you find potential customers.

This way of advertising can help you reduce cost, which helps you promote your product or services to reach audiences that are more likely to buy your product.

3. Create User Persona

Facebook advertisement tests can conclude which user persona is the most attractive in your brand. You can view your insight via Business Suite.

The advantage of this feature is insight is more vertical depth, marketers can know what kind of creative interaction rate is the highest, who is the brand user groups, advertising performance, natural flow performance, etc.

If social media advertising works, why need influencer advertising?

In my mind, the biggest disadvantage of Facebook advertising is its layout, because there will be a "Sponsored" word right under the brand name, and some users will pass through it when they see this word. In addition, the compulsory viewing ads in the video are even more annoying to users. Sometimes this kind of ad can have the opposite effect, and users will hate the brand even more.

So how do you make up for Facebook's lack of advertising?

Influencer Marketing will be one such approach.

Benefits of Influencer Marketing

1. Quickly Builds Trust

If you only use Facebook ads to promote your product without a reliable voice, it will be hard to build trust with your customers.

Influencers have built relationships, trust, and credibility with their fans. People respect their content and recommendations.

By sharing an influencer's content, you'll soon gain their attention and they'll begin sharing yours, putting your message in front of an actively engaged audience.

2. Enriches Your Content Strategy

You can create your profile by using the influencer's photos. Sharing influencer content can help fill in the gaps in your content schedule.

3. Provides Amazing Value to Your Audience

Digital marketing is delivering content that solves problems, educates and inspires your intended audience. Influencer marketing embraces this concept, as influencers are already in tune with the needs of the people they serve.

In turn, you can easily leverage their content to give value to your audience instead of boring Facebook advertising.

What if Social Media Advertising + Influencer Advertising?

Social media advertising is not an effective way to build trust with customers, but influencer marketing is. If these two marketing ways combined can achieve a better dissemination effect.

First of all, brands can look for influencers in line with brand user persona and brand positioning to make influencer marketing, so that influencers can publish photos, videos, etc on their social media platforms to promote the brand. Not only will you get quality photos, taglines, and even brand endorsers. Often, fans of influencers followed them is because of the content they post. These fans can also fit the user persona of the brand, and fans can know your brand through influencers. In this way, brands save themselves from the bottleneck of creating quality content. Brands can then use the content created by influencers to promote, such as Facebook or Instagram Advertising. Influencers' creative ads are more profitable and accessible, bridging the gap between the audience and the brand. The authenticity of influencers can move consumers more.

The combination of influencer and social media advertising can achieve the effect of brand communication more quickly.

How to generate sales? Unlocking brand awareness will be the first step.

Social media marketing is a constant, not overnight phenomenon. Before using these marketing methods, it is also necessary to establish the content of the account. Advertisement will lead customers to your profile, but a blank social media profile will let customers lose confidence in the brand! While accumulating customers is important, building a business profile should not be neglected!

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