Social media advertising is on the rise in 2024. According to research by Smartly.IO, 76% of marketers plan to spend more on social media advertising than they did in 2023.
More specifically, the top platforms channel B2C marketers will be increasing their spend on in 2024 include:
- Instagram – 99%
- Facebook – 98%
- YouTube – 95%
On which of the following channels and platforms do you plan to increase your advertising spend in 2024?
In research by Attest, this is in line with the platforms consumers are using to interact with brands. Facebook, YouTube, and Instagram were the top 3 platforms consumers reported using to engage with brands.
Here’s the run-down on these social media giants to help guide you to the right platforms for your marketing objectives.
1. Facebook
Facebook, with its vast user base of over 2.8 billion monthly active users, offers a versatile and multifaceted platform for consumer marketing.
- Millennials make up almost half of Facebook’s audience. (source)
- More than 20% of Facebook users are between 18 and 24. (source)
- Only 19% of teens use Facebook daily. (source)
- More than a billion people connect with businesses on Facebook each week. (source)
- Brands post an average of 5 times a week on Facebook. (source)
- 58% of Facebook users browse a brand’s website for more info after seeing a product or service in a Facebook Story. (source)
- 31% report going to a store to check out a business in person after seeing a product or service in a Facebook Story. (source)
- 19% of U.S. consumers start their shopping search on Facebook. (source)
Facebook Advertising Tips
Utilize Retargeting: Implement retargeting campaigns to re-engage users who have interacted with your website or previous ads. Retargeting can help nurture leads and encourage conversions from users who showed initial interest.
Experiment with Ad Formats: Facebook offers various ad formats, such as carousel ads, video ads, slideshow ads, and more. Test different formats to see which resonates best with your audience and campaign objectives.
A/B Testing: Continuously A/B test different elements of your Facebook ads, including headlines, ad copy, visuals, and CTAs. Use Facebook’s built-in A/B testing tools to identify high-performing variations and optimize your campaigns accordingly.
Monitor Ad Frequency: Keep an eye on your ad frequency, which shows how often your ad is displayed to the same user. High ad frequency can lead to ad fatigue and reduced effectiveness. Rotate your ad creatives to combat this issue.
YouTube
With over 2 billion logged-in monthly users, YouTube is the go-to platform for video marketing.
- 48.6% of YouTube viewers are men and 51.4% are women. (source)
- 52% of internet users access YouTube at least once a month. (source)
- YouTube gets around 113 billion visits each month. (source)
- 53.9% of YouTube users are males, and females make up around 46.1% of the user base. (source)
- The majority of YouTube users are between the age of 25-34. (source)
- 70% of viewers have bought from a brand after seeing it on YouTube. (source)
- 80% of shoppers who watched a video related to a planned purchase said they watched it at the beginning of their shopping process. (source)
YouTube Advertising Tips
Create Engaging Video Content: Invest in high-quality video content that grabs viewers’ attention in the first few seconds. Make sure your message is clear and aligns with your campaign objectives.
Segment Your Audience: Use YouTube’s targeting options, such as demographics, interests, and keywords, to reach specific audience segments. Tailor your ads to the interests and behaviors of your target viewers.
Optimize for Mobile: Many users watch YouTube on mobile devices, so ensure that your video ads are mobile-friendly. Use subtitles or captions, and ensure that your visuals are clear on smaller screens.
Leverage TrueView Ads: TrueView ads on YouTube allow viewers to skip the ad after five seconds. Craft a compelling opening that encourages viewers to continue watching. You only pay when a viewer watches at least 30 seconds or interacts with your ad.
Use YouTube Analytics: Regularly review YouTube Analytics to understand viewer behavior, engagement metrics, and conversion tracking. Use these insights to refine your ad targeting and content strategies.
Instagram boasts more than 1 billion monthly active users, making it a valuable platform for brands focused on visual storytelling and engagement.
- Nearly 85% of Instagram’s audience is younger than 45. (source)
- Instagram is the preferred platform of social media users aged 16-34. (source)
- 69.9% of Instagrammers use the app to post or share photos or videos. (source)
- More than 500 million people can be reached with ads on Instagram Stories. (source)
- 53.7% of U.S. marketers will use Instagram Reels for influencer marketing. (source)
- Reels make up more than half of content reshared in messages. (source)
- 44% of Instagram users use the app to shop on a weekly basis. (source)
- Instagram carousel posts have the highest engagement rate for business accounts. (source)
- 62.4% of social users use Instagram to follow or research brands or products. (source)
- Conversations with customers in Instagram DMs convert 70% of the time. (source)
- 2 out of 3 active users say Instagram allows them to build meaningful relationships with brands. (source)
Instagram Advertising Tips
Focus on Visual Storytelling: Instagram is a visual platform, so prioritize eye-catching visuals that tell a story. Use high-quality images or videos that resonate with your target audience and align with your brand’s aesthetics.
Leverage User-Generated Content (UGC): Encourage users to create and share content related to your brand. UGC can build trust and authenticity, and you can incorporate it into your advertising strategy.
Use Instagram Stories: Instagram Stories are highly engaging. Incorporate interactive elements like polls, questions, or countdowns into your Stories ads to encourage user participation.
Influencer Partnerships: Collaborate with influencers who align with your brand. Influencers can help you reach a wider audience and build credibility with consumers who trust their recommendations.
Shop and Product Tags: If you’re an e-commerce business, take advantage of Instagram’s shopping features. Use product tags in your posts and Stories to make it easy for users to shop directly from your content.
Comparing Platforms: Facebook vs YouTube vs Instagram
Now that we’ve highlighted the benefits of Facebook, YouTube, and Instagram for consumer marketing, let’s compare these platforms:
- Audience: Facebook has the largest user base, YouTube specializes in video content, and Instagram excels at visual storytelling.
- Content Type: Facebook accommodates various content types, including text, images, and videos. YouTube is video-centric, and Instagram emphasizes visuals.
- Engagement: Instagram encourages engagement through interactive features, while Facebook and YouTube focus on content consumption and sharing.
- Advertising: All three platforms offer advertising opportunities, but Facebook’s targeting options are more extensive, YouTube prioritizes video ads, and Instagram integrates e-commerce.
- Analytics: Facebook and Instagram provide detailed analytics, while YouTube’s analytics are primarily video-centric.
The choice between Facebook, YouTube, and Instagram depends on your marketing goals, target audience, and content type.
Facebook offers versatility and advanced targeting, YouTube is a video marketing powerhouse, and Instagram excels in visual storytelling and engagement. To make the most of your consumer marketing strategy, consider combining the strengths of these platforms or selecting the one that aligns most closely with your brand’s objectives.
Need help optimizing your social media ad spend? Contact us to learn how we can help.
