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Choosing the social media platform for the next campaign

With the year-end peak season in sight, advertisers have quite a job on their hands

Gulf News

Dubai

In digital media promotion, it’s all about the visual image. And within visual, video rules. And the best platform for video?

“For now, Instagram rules on video,” said Satish Mayya, CEO of BPG Max.

Twitter has rolled out its version of a video feature, but “though the number of words has been increased and video option included, brevity is still the key thing,” Mayya added. “Twitter originated as a limited word quick information/opinion sharing platform. The video option is relatively new to judge on Twitter but as long as the video is short and to the point, and most important relevant to the whole Twitter experience, it will work.”

With the end of the year in sight, the local advertising and marketing space is prepping for a blitz of promotions in the weeks ahead. And provide another opportunity for new-age media to attract more ad-spend dirhams.

“In digital, the cost of entry for the marketer/advertiser is never an issue,” said Mayya. “It is the effectiveness that is the challenge. So, how effective is Facebook in comparison to Instagram or YouTube.

“Naturally effectiveness is dependent on audience and objective. If we are looking for high rate of engagement on a luxury brand, Instagram would possibly work better and be cost-effective on engagement.

“Electronic retail delivers better CTR (click-through-rate) on a Facebook campaign than others, while a luxury furniture client has better response from Instagram. Broadly, if the cost-per-click on FB is on average $0.5 (Dh1.84) then Instagram will be at a premium of 100 per cent. But then this can vary quite a bit depending on the target audience.” (Click-through-rate is the percentage of those who click on a digital ad on seeing it. Cost-per-click is the price paid on each click in a pay-per-click campaign.)

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Deciding between social media platforms

* If your campaign is seeking a maximum reach, then the “Facebook audience is there for everything and anything to share and discuss,” said Satish Mayya of BPG Max. “On Instagram and Snapchat, there is a specific interest that drives people there.

“Promotions that are about luxury products work well on Instagram and Snapchat in comparison to Facebook. Although Twitter and LinkedIn are great platforms, people go there for serious information. Having a promotion in these two — unless hugely relevant — might not work well. For example, a digital course promotion might get more traction on LinkedIn.

“FB is the broad part of the funnel where all promotions can get good results as it is mass-reach and shareability is high. Then onwards the choice of social media for promotion depends on the product and brand and its relevance in that social media niche environment.”

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