Organic reach on Facebook pages has declined significantly, down to 2% for pages with over 500,000 likes. This is due to increased competition for visibility in the News Feed. Paid advertising such as post boosting is recommended to overcome the poor organic growth. Different types of Facebook and Instagram ads are described, including link clicks ads, video ads, carousel ads, and story ads. Minimum investments and technical issues make Twitter ads challenging. The future of digital advertising is predicted to involve more programmatic buying, caring about consumers, chat-based marketing, and use of artificial intelligence. Digital advertising offers benefits like targeting, insights, brand awareness, cost-effectiveness, and engagement. Social media advertising spending is growing significantly worldwide

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SOCIAL MEDIA ADVERTISING
& PROMOTION
Current Scenario & Future
www.iarani.com

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SOCIAL MEDIA ADVERTISING – FACEBOOK
# Organic reach refers to how many people you can reach for free on
Facebook by posting to your Page.
# Reports suggest that for Pages with more than 500,000
Likes, organic reach could be as low as 2%.
# Between January and July 2016, publishers saw a 52%decline in
organic reach on Facebook.

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WHY HAS FACEBOOK’S ORGANIC
REACH FALLEN?
There are too many Pages
producing too much content for too
many fans.
Competition for visibility on the
News Feed is high.
Facebook is trying to make sure
people are only seeing the
best content – the stuff that is
relevant to them.

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SOLUTIONS TO POOR ORGANIC
GROWTH
#The declining Organic Reach has become a real cause for concern for
advertisers.
#To get better results and use Facebook for marketing of your products and
services properly, it is better to make use of paid Facebook
advertising.
#The most common and easiest way of increasing the reach is post
boosting.
#There is no concern about budget, evaluation, or time efficiency.

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TYPE OF ADVERTISING ON FACEBOOK
#Link Click Ads. This ad type helps to promote your external website and send
people to your landing pages or blog posts.
#Video Ads. Facebook Video Ads are actually another form of the Link Click Ads – just
that instead of a still image, your ad’s featuring a video.
#Boosted Page Posts. Every time you post something on your
Facebook Page, Facebook offers you the chance to amplify the post’s reach with a Boosted Post.

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#Carousel Style Ads. These show 3-5 images and/or videos, headlines and
links or CTAs in one space.
#Facebook Slideshow. They are similar to a PowerPoint presentation for
your brand or product. Images fade into one another to create the feeling of a video.
TYPE OF ADVERTISING ON FACEBOOK
(contd…)

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VIDEO ADS CAROUSEL ADS LINK ADS

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TYPE OF ADVERTISING ON INSTAGRAM
Instagram
Photo Ads.
With photo ads,
businesses can tell their
story and feature
products through
visually engaging
imagery.
1
Instagram
Video Ads.
You can make
Instagram video ads up
to 60 seconds long,
but according to data
from Wista, the first 30
seconds of a social
video is what matters
most.
2
Instagram
Carousel Ads.
Like Facebook,
Instagram users can
swipe to see additional
images and a call to
action button takes
them to a website to
learn more.
3
Instagram Story
Ads.
These allow users to scroll
through their Stories feed.
This feature changes the
way Instagram users
interact with ads—allowing
users to feel like they’re in
the ad.
4

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STORY ADS PHOTO ADS CAROUSEL ADS VIDEO ADS

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DON’T INVEST ON TWITTER ADS.
HERE’S WHY THEY ARE FAILING
Minimum
Investments. The
minimum investments to
advertise on Twitter prove
to be a challenge as they
range from $300-500k
1
Bad Campaign
Editing. Inline editing is
still not offered on Twitter
Ads, users have to take
the extra step of going to
the “Edit Campaign”
screen.
2
Bad Date Ranges.
The time zone is set at
Pacific Time. There is no
way to change it to your
local time zone.
3

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FUTURE OF ADVERTISING

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DIGITAL ADVERTISING
People have been saying it
forever, but once the
Internet is truly everywhere,
with no concept of
connection, traditional
advertising is going to
eventually die.
1
Programmatic
will rule. Understand and
engage with the programmatic
ecosystem. Whether we like it or
not, it will be the default future of
ads.
2
Caring will take
centre stage.As we
shift to a truly isotonic, consumer-
driven data ecosystem, people’s
online actions will govern profit
more and more and they will
become harder to control with non-
emotional advertising.
3

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DIGITAL ADVERTISING
#Chat is the future. Brands are
increasingly embracing bots and chat-based marketing—and for good reason.
#AI will be essential.Anyone in the marketing
and advertising ecosystem who does not use or understand AI will lose.

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WHY DIGITAL ADVERTISING WILL
DOMINATE
Insight. Know exactly
which ads brought in the highest
number of qualifying leads.
Advertising online provides you
with endless insight allowing you
to become a more effective
marketer.
1
Targeting. Online
advertising gives you the ability
to target and retarget the ideal
prospects.
2
Brand
Awareness.
Online advertising can be used
to drive traffic to your site and
build brand awareness.
3

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WHY DIGITAL ADVERTISING WILL
DOMINATE
Cost.Digital channels
are highly cost effective for
marketers. Rates are typically
set through a combination of ad
size, ad location, performance,
and demand.
4
Access.As
marketers, being effective
requires staying in front of your
customers. Moving online gives
you access to a global
audience, if you so desire, and
it means your ads can be
working for you 24 hours a day.
5
Engagement.An
online presence gives you all
the valuable data and places
you in a position to learn where
your most engaged prospects
live.
6

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SNAPCHAT FOR ADVERTISING
Within the last five years and more, Snapchat expanded to over 300Million
monthly active users with 100Million daily active users. More than
400Million Snapchat stories are created per day. An additional estimated
20,000photos are shared every second with 25-30minutes
time spent in a day. 71%of Snapchat users are under 34 years old which
means you get the best social marketing platform to invest in.

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BIGGEST SOCIAL MEDIA
SPENDERS

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SOCIAL MEDIA ADVERTISING STATS
# Social media advertising budgets have doubled worldwide over the past 2 years— from $16 Billion in 2014
to $31 billion in 2016
# Social media spending in the U.S. alone is expected increase to $17.34 Billion in 2019
# In 2017, analysts predicted a 26.3% global increase on spending for social media ads
# Over 50% of B2B marketers rank social media as a ‘very’ or ‘somewhat’ low cost ad option

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SOCIAL MEDIA ADVERTISING – TWITTER
# Twitter advertising revenue totalled $545Million in Q3 of 2016, an increase of 60% year-
over-year
# Mobile advertising revenue accounted for 86% of total Twitter advertising revenue
# In 2016, total Promoted Tweet engagements were up 91% year-over-year—much higher than
traditional banner ads

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SOCIAL MEDIA ADVERTISING – INSTAGRAM
# Instagram will bring in $1.53Billion in mobile ad revenue
worldwide this year
# Instagram has over 500Million active monthly users—almost all of
whom are under 35.
# Ad recall from sponsored posts on Instagram was 2.9xhigher than
the norm for online advertising

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SOCIAL MEDIA ADVERTISING – FACEBOOK
# By the third quarter of 2016, Facebook brought in $6.8Billion in
advertising revenue, up from $4.3Billion the year before.
# On Facebook, desktop ads have 8.1xhigher click-through rates and
mobile ads have 9.1xhigher click-through rates than normal web
ads
# Over 70%of marketers plan to increase their use of video ads next
year.

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SOCIAL MEDIA ADVERTISING – YOUTUBE &
SNAPCHAT
# The number of YouTube channels earning 6 figures per year is up 50%
year-over-year.
#100%of the top 100 global brands have run YouTube ads in the past
year.
# Snapchat’s Sponsored Selfie Filters, which could cost up to
$750,000per day, are forecasted to reach 16Million viewers
daily.

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Put these insights to practice.
Get in touch.
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