Social platforms for ad campaigns
With year-end peak ad season in sight, advertisers have quite a job on their hands
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, depending on what category the brand is in,” said Satish Mayya, CEO, 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,” 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. “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.”
Electronic retail delivers better CTR (click-through-rate) on a Facebook campaign than others, while a luxury furniture client has better response from Instagram, Mayya noted. Broadly, if the cost-per-click on FB is on average $0.5 (Dh1.83), then Instagram will be at a premium of 100 per cent. But then this can vary quite a bit depending on the target audience.”
What platform to pick
If your campaign is seeking maximum reach, the “Facebook audience is there for everything and anything to share and discuss. Promotions on luxury products works well on Instagram and Snapchat. People go to Twitter and LinkedIn for serious information. So, a digital course promotion might get more traction on LinkedIn.”