Social Media Marketing

Pinterest advertising

Pinterest Advertising


Pinterest is social media network where users share and discover images or videos by posting (known as ‘pinning’ or Pinterest) on their own or other’s board. Pinterest can be considered as a web-based pinboard or bulletin board that has better organizational functionality. The platform has over 300 million monthly active users.

Pinterest Ads

Pinterest offers different ads to businesses looking to attract customers in this social media platform. Based on the advertisement goals, companies can choose from the following Pinterest ad campaign type.

Promoted Pins: Marketers use these ads for creating brand awareness. Promoted Pins are displayed in the home feeds and search results to boost traffic and target audiences. Such Pins have the “Promoted” label, but they look and behave like organic Pins. Visitors/users can Pin them to boards, comment on them or share them.Once a Pinner shares it, the “Promoted” label disappears and succeeding re-Pins are considered earned media, meaning the advertiser gets additional exposure for free. Whenever a user clicks on an ad, it leads them to the landing page.

Promoted Carousels: Companies use this ad to promote brand awareness, earn strong engagement and increased click-through rates. Featuring two to five images, Promoted Carousels allow Pinners to swipe through. These multi-image ads seem like any organic Pins, but they feature the dots beneath, which provide users the swipe option.

The cards in Promoted Carousel ad can feature different images, titles, descriptions, and specific landing page. It allows brands with multiple products or features to display different images and sell different products by speaking to different Pinners.

Promoted Video Pins: Promoted Video Pins are best suited for awareness campaigns, and a great format to tell about a brand or its product story. These ads are similar to Promoted Pins, but the images are replaced by videos. Promoted Video are displayed in the search results and home feeds, as well as in “more like this” section. The videos play automatically when they are 50 percent in view.

Pinterest offers two formats for Video Pins: Max width and standard width videos. Max width video are very effective as they spread across the feed and reduce distractions from competing Pins. These ads are more expensive, as the minimum bids start higher.

Promoted App Pins:

Specifically designed for mobiles, Promoted App Pins allows users to download the app directly from Pinterest. These ads are targeted towards mobile audience as 80% of Pinterest traffic originates from mobile devices.

Promoted App Pins appear like a Promoted Pin or Promoted Video Pin, but when a Pinner taps on a link it leads the user to a valid iTunes or Google Play app store URL. These Pins are accompanied by an install button. Most Pinners have a fondness for shopping, so easy app downloads can convert into sales quickly.

Buyable Pins: Buyable Pins, also known as Shop the Look, are designed to be shopper friendly. These Pins allow users to discovery and buy products directly from a brand. Such Pins are mobile and web-compliant and are displayed like any Promoted Pin. Each item in the image is tagged with white dots, which can be clicked to display and link to the landing page. This ad format is suitable for images that display multiple products. For instance, a dining table with wares and decoration.

Story Pins: This is a relatively new Pin format, featuring up to 20 pages of images, text and links. Story Pins are shown in a Pinner’s home feeds along with a cover image and title. It also says “Story” beneath the image. Story Pin allows users to tap on the image and see all its pages. These Pins can also be saved to boards like the other Pins.

Pros of Pinterest Ads

  1. Easy to create brand awareness and boost traffic
  2. High conversion rate
  3. Time span of a pin is quite long (can be months sometimes)
  4. Open system – every pin is available to everyone on Pinterest 

Cons of Pinterest Ads

  1. Closed system – people who don’t have Pinterest account cannot view the boards
  2. Limited audience – mostly women and most Pinners (men & women) are below 45 years of age.
  3. Good image and that too of high quality is a pre-requisite
  4. Expensive to automate as there are few good Pinterest schedulers
Twitter Advertising

Twitter Advertising


Twitter is a popular social networking site and is a great advertising tool. Twitter offers a great platform for increasing brand awareness and lead generation. It effectively optimizes tweets in search engine as the content is indexed by Google. But things move quickly on this platform.

Twitter Ads

Objective of Twitter ads include:

  • Brand awareness and reach among Twitter users.
  • Website clicks or conversions for businesses looking for customers for their newly launched product/service.
  • Tweet engagements through special offers and announcements to reach target audience.
  • App installation on mobiles by users or to get previous users to re-engage with app.
  • Video views to promote brand and increase sale of products/services.
  • Collect leads that may convert into sale.

Promoted Tweets Ads

The best advertisement option for boosting engagement on Twitter. Promoted tweet ads are displayed at the top of the list of trending topics. Such ads increase brand awareness, likes and retweets among users. It creates a buzz around the brand. Advertisers can select the location, target audience, and also set the budget for the campaign.

Conversational Ads/Hashtag Ads

Conversational ads, also called hashtag ads contain convincing images or persuasive videos that features call to action and customizable hashtags. These ads boost engagement and increase brand awareness among Twitter users. The call-to-action button encourages users to tweet hashtags that can increase the brand’s influence. Hashtag ads also attracts lots of organic posts that are tied directly to a brand.

Ads to Promote Account

These ads promote the brand account on Twitter by increasing followers. Users who follow a brand not only see its Tweets, but also become prospective advocates of the brand and loyal customers. Ads to promote account are shown in multiple locations on Twitter, including the brand’s timeline “Who to Follow” section, as well as in the search results.

Ads to Promote Website

Brands use Website Cards to attract traffic from Twitter to their website. These Twitter Ads promote the company’s website by boosting traffic, generate quality leads and increase sale of products/services. Campaigns around Website Card typically includes copy, a picture, and a headline. Twitter promoted website ads allows brands to target very specific audience. It also uses device targeting to target the desktop and mobile users separately.

Ads to Promote Mobile App

Twitter ads to Promote Mobile App was created with the sole objective of increasing mobile app downloads, app engagement and in app purchase. These applications install ads are shown in the Home Feed section, which Twitter calls an “App Card”. The app cards are of two types: image app cards and video app cards. Both types have similar display, except that the video app card, features a video. The call-to-action button opens the App store in the app itself.

Video Ads

Sharp and compelling video ads on Twitter helps to create awareness and interest in a brand. Twitter video ads are available in three formats: promoted video, in-stream video ads and sponsorships.

Promoted Video

Marketers prefer promoted video ads among the various Twitter video ads available. These ads offer businesses a great way to increase brand awareness through good video tweet to a large audience. Such promoted video campaigns use an existing tweet for promotion through an ad account.

In-Stream Video Ads

Only brands that belong to the Amplify program of Twitter can upload ads to this platform. The content of these ads have to match the specific, relevant and pre-approved criteria of Twitter. It helps Twitter to ensure that ads are displayed only with relevant content.


Sponsorship allows businesses to sponsor videos created by Twitter’s video content partners. These ads are not very popular among marketers.

Influencer marketing on Twitter

Businesses are increasingly using Twitter influencers as a social media marketing strategy. Advertisers look for influencers who have huge following that overlap with the brand’s target audience. Such influencers can bring amazing result for companies looking for ways to create brand awareness, lead generation and boosting sales.

Pros of Twitter Ads

  • Pay for performance, i.e. when you have achieved your marketing objective
  • Low cost per click
  • Keyword targeting allows brands to target users engaged with a specific topic

 Cons of Twitter Ads

  • Twitter Ads are more expensive than Facebook Ads
  • Average lifespan of tweets is just a few minutes, as new tweets are generated every second, in thousands.
  • Brand’s marketing strategy must be unique in order to stand out from the crowd.
Social network

Instagram Advertising


Instagram is one of the popular social networking sites worldwide. This photo and video-sharing app is gaining popularity and membership by leaps and bounds. It has over 1 billion active monthly users and cannot be ignored.

Instagram Ads

Ever since Instagram was acquired by Facebook it has become a goldmine for online advertising on the social media network. Celebrity influencers are engaged by brands to boost sponsored post on this social media platform.

Businesses opting for Instagram ads have the following objectives:

  • Increase brand awareness to users, who can be potential customers.
  • Increase reach of brand to ensure that an ad reaches the maximum number of people.
  • Generate higher traffic, which may result in clicks to website or to the app store for app downloads.
  • Higher App installations.
  • Promote engagements (share, likes, comments and event response) for posts.
  • Increased video views related to brand
  • Drive leads to act by converting on website or on the application.

Instagram offers five ad formats allowing companies to target specific audiences.

Stories ads: Over 500 million users feed/read content on Instagram Stories. Advertisers have cleverly used ads to promote their brands in this space. Businesses trying to sell a brand story or have a special campaign in video format rely on this ad type.

Companies looking to increasing traffic, wider reach, lead generation, conversions and app installs rely on Stories ad. Videos used to tell the brand story should be short (15 seconds or less) and very engaging.

Photo ads: Clean, simple and beautiful pictures can be used to promote products/services. Usually square or landscape format photos are used in this creative canvas. This ad format is right for brands with good quality visual content.

Businesses looking for creating brand awareness, increase traffic, reach wider audience, leads, and conversion opt for photo ads on Instagram. Post engagement, product catalogue sales and store visits are the other objectives promoted by this ad.

Video ads: Brands use video ads – with the power of sight, sound and motion – to influence audience behaviour. Companies can use videos that are up to 60 seconds long in square or landscape format. Video ads are used by businesses to showcase a story demonstrating how a product/service works.

These ads promote brand awareness, lead generation, increased traffic, conversions, post engagement and store visits. Advertisers usually focus on a single goal in video ads and add a clear call-to-action.

Carousel ads: Here a single ad has a series of photos or videos. Brands can add depth to their campaigns through these ads. Product/service-based companies use Carousal ads to display their products imagery and clickable links that leads users to landing page.

Marketers looking for increasing traffic, generating brand awareness, lead generation, conversions and product catalogue sales rely on carousel ads.

Collection ads: Marketers use integrated story with focus on a product or lifestyle, using images and video, or both. Collection ads are powerful as it inspires viewers to discover, browse and purchase products/services.

Brands trying to create an interactive ad experience for customers opt for collection ads. Businesses looking for increased traffic, conversions, product catalogue sales and store visits rely on this ad format.

Influencer Marketing on Instagram

Instagram is the best social media platform for brands to reach out to for influencer marketing. These ads are effective as the brand appears trustworthy to customers, as the product/service is introduced or comes from a trusted source (i.e. the influencer). Advertisements from influencers have the added advantage of giving direct access of target markets to companies. While micro-influencers boost post for free products on their profile, the big influencers charge big from brands as some of them have been using their Instagram accounts as the main source of income.

Pros of Instagram Ads

  1. Clickable call-to-action drives traffic to website.
  2. Increase visibility of business.
  3. Boost post appear only to target audience.
  4. Different options available for advertisements.

Cons of Instagram Ads

  1. Brands cannot place a clickable link in their post.
  2. Limited audience. Most users are in the 18 – 29 age group.
  3. Ad features are less advanced.
Digital Marketing

Facebook Advertising



Facebook is the most popular social media platform available today. This social networking site is free and allows registered users to create profiles to stay connected with friends, family and colleagues through photos, videos and messages.

According to an online survey published by Statista in July 2019, there are over 2 billion active users of FB. A wide variety of people from different age group, gender, geographic location and class use this platform every day.

Facebook uses a unique algorithm to determine the best ads that should be displayed to audiences while keeping user experience in mind. This offers businesses a huge potential to advertise their products/services on FB. Also, Facebook makes it easy by a) identifying the right audiences, and b) inciting conversions through ads that are aesthetically pleasing.

Facebook ads support three types of objectives: awareness, consideration and conversions.

Awareness ads create awareness about the brand and increase the reach to maximum number of viewers.

Consideration ads attract traffic to website, drives engagement, increases lead generation as well as app installation.

Conversion ads is directed towards converting users from viewers to customers. It prompts audiences to purchase a product/service.

FB supports the following types of advertisements:

Boost post

Facebook Boost Post is paid advertisement offered by Facebook to promote a post from a business page. All types of post – short messages, images, videos, website links – can be boosted. Such posts widen the reach of the brand to a larger target audience. It’s not limited to people who are already the followers of an existing page but includes new audience as well.

Brands typically select posts with high organic engagement to amplify the company’s reach for a popular product/service by boosting the landing page for greater traffic. Advertisers can determine the duration for which the ad can/will run – a single day, a week or until the boost button is manually turned off. Boost feature offers greater freedom to brands when it comes to allocating budget (as low as $1 per day) for the campaign. This is possible due to Facebook Insights, that provides a detailed summary of the performance of a boost post.

Influencer Marketing Ads

Influencer marketing is a strategy followed by companies to promote their brand and its products/services. It involves identifying a Facebook user having a large follower base, who happen to overlap a brand’s target audience. The brand contacts the influential Facebook user to try and convince the person to advertise with posts of product/services. The influencer is compensated with a fee or free products. Influencer marketing ads comprises of unboxing videos or image(s) of the influencer using the product/services.

Video Ads

In Facebook video ads, the advertisements are in the format of videos. Brands typically use video ads for brand awareness and consideration campaigns. Such ads are used to increase brand awareness, reach, traffic, user engagement, lead generation, App installation and conversions.

Motion graphics is popular as it’s more pleasing to our senses. Everyday about 100 million videos are watched by FB users. Impressive videos remain with people and they remember the product/service when they’re looking out for products or services in the market. Video ads make people biased by pushing them toward a brand. It’s the best way to make sure that people remember a brand and come back to their website.

Carousel Ads

FB offers Carousel Ads – where visual content and storytelling is combined – to digital marketers to promote/sell their products. Carousel Ads can be used to explain the features of a product/service or the entire collection; showcase the USP of the brand; or to highlight the promotion itself (for instance a preview).

Brands looking to increase brand awareness, reach, engagement, lead generation, conversions, App installation and product catalog sales rely on Carousel Ads. This ad is great to creatively highlight the unique features of a brand, boost engagement metrics, and to stand out in a competition.

Photo Ads

Facebook photo ads are quite easy to create, as it includes an image, a call to action, and a link to the brand’s landing page. Primary objective of photo ads is to increase brand awareness, reach, traffic, engagement, lead generation, conversions, app installations and product catalog sales.

Slideshow Ads

A slideshow of photos is used to tell a story in slideshow ads. Brands typically use music, texts and other fun features to make these ads impressive.

The objective of slideshow ads is to increase brand awareness, reach, traffic, engagement, lead generation, conversions, app installations and product catalog sales.

Canvas Ads

Facebook canvas ads offer full-screen ad experiences on mobiles by bringing a brand and its products/services to life. These ads are interactive and fully-immersive, eliminating the need to go off the app for more information. It combines photos, text, videos, GIFs and call to action buttons to deliver a “microsite-like experience” – allowing users to click, swipe or scroll to engage with brands on Facebook.

Main objective of canvas ads is to increase brand awareness and traffic.

Dynamic Product Ads

Facebook dynamic product ads are designed to promote products/services automatically to viewers who seem to be interested in a website, its app or on other places in the internet. Brands using this ad upload a product catalog and set up the campaign once, and it runs on its own, targeting right users for the right product. The campaign continues as long as the advertisers want it.

Main objective of dynamic product ads is product catalog sales.

Lead Ads

Lead Ads is a type of ad that pops up a form (that has already been created) when a user clicks on the advertisement. Companies can create a form that has customized fields of information or use a Facebook template.

Primary objective of lead ads is to generate leads through a simple sign-up form, which appears with pre-populated contact information.

 Pros of Facebook ads

  • Affordable advertising fee
  • Micro targeting feature allows brands to target very specific audience
  • Biggest social networking platform, meaning it reaches wider audience

Cons of Facebook ads

  • Pay per view – paid content gets more view
  • With increase in friends and likes, organic content reaching user’s page reduces
  • Reporting metrics are not always correct