It is difficult to avoid making mistakes in social media advertising, especially if you are new to this type of advertising. However, knowing the common errors of social media advertising ahead of time can help you run successful campaigns and achieve your marketing goals.
Avoiding Data in Social Media Advertising
A common mistake in social media advertising is ignoring the available data. Most social media advertising platforms provide information on how well your ad or post will do given your set targeting parameters. Platforms such as Meta and TikTok provide helpful insights such as projected reach and impressions so that you can get a gauge on how well your ad might serve and adjust accordingly in order to reach your campaign performance goals. If you don’t take advantage of these projected metrics, there is a chance that your campaign might fall short of your intended KPIs.
Posting Non-Engaging Content
Posting engaging social media content is crucial for advertising campaigns as it captures the audience’s attention, fosters interaction, and enhances brand visibility. Engaging content encourages likes, shares, and comments, which amplifies the campaign’s reach beyond its initial audience. Additionally, platforms often use engagement metrics to determine which content to promote further, meaning that engaging posts are more likely to be seen by a broader audience. Therefore, it is important to create content that is more likely to resonate with your targeted audience so that they will be inclined to engage with it.
Relying Too Heavily On AI
AI is a wonderful tool, but it is just that: a tool. It should not be the sole method for creating and running social media campaigns. AI can be helpful for inspiring post copy or editing images, but overusing it runs the risk of appearing too robotic and impersonal. Users respond better to authenticity. When you use your own voice through your brand, not only will your messaging be more in line with your brand but your users will be more likely to engage if they feel like real people are behind the posts instead of robots.
Ignoring Analytics of Social Media Advertising
What’s the point of running an advertising campaign if you don’t take the time to analyze the campaign’s performance? Most social media advertising platforms provide helpful insights and analytics. It is a good idea to familiarize yourself with the platform’s provided metrics so that you can understand what is working well with your campaigns and where you can improve. When observing your campaigns’ analytics, some crucial KPIs to consider are engagement, conversions, reach, frequency, and impressions.
End Note
Social media following and engagement can be difficult to garner, and can even be impossible if your social media advertising strategy is riddled with mistakes and errors. Familiarizing yourself with social media best practices and common mistakes is an important initial step in developing a marketing strategy. If you are looking for further assistance with your social media advertising strategy, check out Corkboard Concepts’ social media engagement services!
