Social media is no longer just an alternative to navigating the internet. Today, it is one of the most important forms of communication in our daily lives.
At this point in the day, you have probably already scrolled dozens of reels, threads, and other content specifically brought to you, thanks to social media ads.
According to a study, worldwide internet users spend around 151 minutes daily on social media in 2023. For social ads, each of those minutes represents an opportunity to connect a problem with a solution and convert it into a transaction.
That cycle has revolutionized how we create, connect, strategize, and navigate across social media channels, which has paved the way for a new era of advertising.
When social media ads had just started, digital marketers had to create campaigns with the information they thought could work and hope for the best. Now, the landscape is way different and points to turning precise data into more efficient and high-value resources.
Without the data provided by social ad platforms, it would be complicated to track and analyze the demographics, characteristics, and type of content that motivates users to execute certain actions within pages; therefore, it would be complex to multiply, optimize, or redirect social media strategies.
With this unique AdClicks go-to guidebook, we aim to arm digital marketing leaders with the most fresh, valuable, and insightful information to manage, analyze, and convert with social media ads and reporting tools.
What You Should Know About Social Media Ads in 2023
Social media is not about some rules written in stone nor a secret “timeless formula.” Social media is all about adapting to current events. For example, what was relevant on social platforms 3 years ago is different from what is relevant today.
The first item in this guidebook will cover the pillars of sustaining social media advertising in the present climate.
1. Diversification of Ad Formats and Platforms
Gone are the days when a single ad format ruled the social media landscape. In 2023, social media platforms will continue diversifying their ad offerings to cater to various audience preferences and engagement styles.
2. Privacy and Data Protection Considerations
With the growing emphasis on user privacy and data protection, social media platforms are undergoing significant changes in how they handle user information. Regulations have prompted platforms to reevaluate their data collection practices and give users more control over their data.
For marketers, this means a shift in how they target and personalize their ads. As third-party cookies become less effective, understanding alternative methods like contextual targeting and first-party data utilization is imperative.
3. Video Content Dominance
Video content continues to reign in social media advertising. In 2023, it’s not just about creating any video; it’s about crafting engaging, concise, and value-driven video content that captures users’ attention in the first few seconds.
One example of straightforward content is this one we made for YouTube shorts:
Platforms like Facebook, YouTube, and LinkedIn are prioritizing video content in their algorithms, making it an essential component of any successful social media ad campaign. Incorporating short-form videos, live streams, and even interactive video elements like polls or quizzes can significantly enhance user engagement and boost ad performance.
Today’s Most Relevant Social Media Advertising Channels
Main Features and Advantages
- Audience Reach
With over 2.9 billion monthly active users, Facebook provides unparalleled audience reach. Its diverse targeting options allow advertisers to pinpoint their ideal audience based on demographics, interests, behaviors, and even life events.
- Ad Formats
Facebook offers a variety of ad formats, including image ads, video ads, carousel ads, and slideshow ads. The dynamic ads feature enables automatic product catalog updates for e-commerce campaigns.
- Advanced Analytics
Facebook’s robust analytics tools provide valuable insights into ad performance, audience engagement, and conversion tracking. Marketers can optimize campaigns in real time based on this data.
Main Features and Advantages
- Visual Appeal
Instagram’s highly visual nature makes it perfect for showcasing products and engaging storytelling. With more than 2.35 billion monthly active users, it’s a platform where businesses can effectively connect with a younger audience.
- Stories and Reels
Instagram Stories and Reels offer immersive and short-form content opportunities. These formats are perfect for sharing behind-the-scenes content, promotions, and interactive polls.
- Influencer Collaborations
Instagram’s influencer marketing ecosystem allows brands to partner with content creators for authentic and engaging endorsements.
- Shopping Features
Instagram Shopping enables e-commerce businesses to tag products directly in posts and stories, providing a seamless shopping experience for users.
Main Features and Advantages
- Professional Networking
LinkedIn is the go-to platform for B2B marketing, offering access to a highly professional audience. It’s ideal for promoting thought leadership content and networking.
- Sponsored Content
Sponsored content appears directly in users’ feeds, allowing advertisers to share articles, videos, and other informative content with their target audience.
- Lead Generation Forms
LinkedIn’s lead generation forms make it easy for users to express interest in a product or service without leaving the platform, streamlining the conversion process.
- Job Targeting
LinkedIn provides precise targeting options for recruitment and HR-related campaigns based on job titles, industries, company sizes, and more.
Main Features and Advantages
- Video Diversity
YouTube supports various video formats, such as in-stream ads, video discovery ads, and bumper ads, allowing advertisers to choose the most suitable format for their goals.
- Targeting Options
Advertisers can target their ads based on demographics, interests, behavior, and even specific videos or channels, ensuring precise audience reach.
- TrueView Format
TrueView ads provide an engaging experience, allowing viewers to skip ads after a few seconds. Advertisers only pay when viewers watch at least 30 seconds or engage with the ad.
- YouTube Analytics
Robust analytics tools enable advertisers to measure the effectiveness of their campaigns, track viewer engagement, and optimize their marketing strategy.
How Do Social Media Campaigns Work in 2023 (Explained by Platform)
Creating successful social media advertising campaigns in 2023 requires two things: a strategic approach and reporting tools that leverage each platform’s unique features and advantages, but more on this last one later.
For now, here’s a brief overview of the steps involved in setting up campaigns on Facebook Ads, Instagram Insights, LinkedIn Ads, and YouTube Ads, along with key insights for social media ad experts:
Facebook Ads Campaigns
Step 1: Define Your Campaign Objective
Begin by selecting the main objective of your campaign.
Facebook offers a range of objectives, such as brand awareness, lead generation, traffic, conversions, and more. Choose the objective that aligns with your campaign goals.
Step 2: Audience Targeting and Ad Format Selection
Use Facebook’s extensive targeting options to narrow your audience based on demographics, interests, behaviors, and more. Choose an ad format that suits your campaign, such as image ads, video ads, carousel ads, or dynamic ads for e-commerce.
Step 3: Ad Creation and Optimization
Craft compelling ad creatives that resonate with your audience. Leverage engaging visuals and concise copy. Monitor your campaign’s performance using Facebook’s advanced analytics tools. Optimize your ads based on real-time data to improve reach, engagement, and conversions.
Instagram Insights Campaigns
Step 1: Choose Your Campaign Type
Select the campaign type that aligns with your goals. Instagram Insights offers options like Feed Ads, Stories Ads, and Reels Ads. Each format offers a unique way to engage with your target audience.
Step 2: Create Captivating Content
Develop visually appealing and engaging content that aligns with the chosen format. For Stories and reel ads, use short-form video content that captures attention quickly. Incorporate interactive elements like polls or quizzes for increased engagement.
Step 3: Implement Shopping Features (If Applicable)
If you’re an e-commerce business, leverage Instagram Shopping to tag products directly in your posts and stories. This streamlines the shopping experience for users, driving conversions directly from your ads.
LinkedIn Ads Campaigns
Step 1: Choose Your Ad Format
Select the appropriate ad format for your campaign. LinkedIn offers options like Sponsored Content, Sponsored InMail, and Display Ads. Choose the format that best suits your campaign objectives.
Step 2: Define Your Target Audience
Use LinkedIn’s professional targeting options to reach your ideal B2B audience. Specify parameters such as job titles, industries, company sizes, and more to ensure your ads are seen by the right professionals.
Step 3: Craft Thought Leadership Content
For B2B campaigns, focus on thought leadership content that establishes your brand as an industry authority. Share insightful articles, videos, and resources that resonate with your target audience.
YouTube Ads Campaigns
Step 1: Choose Your Ad Format
Determine the most suitable ad format for your campaign. Options include In-Stream Ads, Video Discovery Ads, and Bumper Ads. Consider your campaign goals and audience preferences.
Step 2: Target Audience and Video Placement
Use YouTube’s targeting options to narrow down your audience based on demographics, interests, and specific videos or channels. Choose relevant placements to ensure your ads appear where your audience spends their time.
Step 3: Craft Engaging Video Content
Create video content that captures viewers’ attention within the first few seconds. Leverage storytelling techniques, clear messaging, and visual appeal to convey your message effectively. Take advantage of TrueView ads, which you only pay when viewers engage with your content.
Keep Track of Your Social Media Campaigns With These Tips
Now that you know how campaigns work on each important social media ad platform, it is time to go after your desired results. For that, you need to keep track of the advancements of your active campaigns.
These are the main aspects we recommend keeping in mind:
Set Clear Objectives
Define measurable objectives for each campaign. Metrics like reach, engagement, and conversions are the ones that align with most platform-specific goals.
Monitor Key Metrics
Track platform-specific metrics like click-through rates (CTR), engagement rates, and conversion rates. Evaluate these regularly to measure campaign performance.
Implement A/B Testing
Test different ad elements like visuals, copy, and calls to action. Use data-driven insights to refine strategies and improve outcomes.
How to Optimize Your Social Ad Campaigns Based on Data
So, what happens if you already have campaigns running, but you and your team don’t seem to hit the jackpot yet? The answer is simple: it’s time to optimize some campaigns. For that, keep an eye on the following expert bits of advice.
Analyze Audience Insights
Regularly review platform analytics to understand your audience’s preferences. Optimize campaigns based on demographic and behavioral data.
Refine Ad Creatives
Identify high-performing ad elements and replicate their success. Continuously iterate ad creatives to maintain engagement and relevance.
Use data insights to refine audience targeting. Tailor demographics, interests, and behaviors to maximize reach and conversions.
What Should a Social Media Report Look Like?
With optimized campaigns, you can now have much more confidence in presenting the so-waited results marketing teams and clients await. But what exactly a comprehensive social media performance report should include to ensure you are communicating important data?
To answer that question, AdClicks experts gathered the data that proved to be the most efficient and satisfactory when presenting social media ad reports. These are the results:
- Executive Summary
A concise campaign performance overview highlighting key metrics and achievements.
- Audience Insights
Demographics, engagement patterns, and behavioral data of the target audience.
- Platform-Specific Analytics
Metrics relevant to each platform include CTR, engagement, and conversion rates.
- Ad Performance
Details on the success of different ad formats, visuals, and messaging.
- Optimization Recommendations
Data-driven insights that suggest adjustments for future campaigns.
More on the visual and practical side, social media performance reports should always aim at providing visually appealing, customized, and multi-channel results.
For that, AdClicks’ social media dashboard options can save you the hassle of manually gathering data and replace it with automated solutions so you can focus more on working on better results instead of wasting time with endless and meaningless reports.
Top Trends for Social Media Ads to Follow in the Future
And, of course, we could end this article without giving you an extra push toward success. Here are our predictions of the top social media trends that are sure to make an impact on how you make your reports in the future.
Augmented Reality Ads: Interactive and immersive AR ads provide engaging user experiences, contributing to higher conversions and engagement.
Sustainability and Social Responsibility: Brands embracing eco-friendly practices and social causes resonate more with conscious consumers, making such themes essential for impactful campaigns.
Voice Search Optimization: As voice search gains prominence, optimizing ads for voice queries becomes pivotal for higher visibility and relevance
That’s a Wrap for Today!
Social media platforms are one of the most important parts of the digital marketing puzzle, however, don’t forget there are other pieces that are also necessary to get the perfect final result.
The AdClicks reporting tool, is aimed at complementing digital marketing efforts by automating tasks like metrics tracking, data gathering, and dashboard creation. Basically, AdClicks is that friend with an ace and several features under the sleeve all the time.
AdClicks integrations provide an omnichannel view of your data from PPC, lead management, socials, and SEO platforms so you can point a 10/10 with your clients.
Immerse in the free AdClicks experience for 30 days, and be part of the many stories we’ve changed.