Dieser Artikel ist auch auf Deutsch verfügbar.
Many brands like to use social ads as part of an influencer marketing campaign in order to spread the content created by influencers even more to the desired target group.
But what exactly do we mean by social ads? Why are they placed at all and what advantages do they offer influencers? These questions will be clarified below in order to create a holistic understanding of the topic of social ads and to better understand their use.
What are (influencer) social ads?
Social ads, or "social advertisements", refer to purchased advertising space on social media channels such as Instagram, Facebook, TikTok and others, with the help of which advertising messages are communicated.
As a rule, existing content, for example from influencers, is played out to a defined target group with an additional budget.
A characteristic feature of social ads is the addition of "Sponsored" including a clear call-to-action, such as "Buy now" or "More information".
Why are influencer social ads used?
When influencers publish their content, such as posts or stories, on social media channels, this is referred to as organic content, as no budget is deposited. Here, the algorithm of the respective platform takes effect and significantly influences the reach of the content or who gets to see the content besides the existing followers.
Social ads are often used as a supplement to organic content. They make it possible to reach a larger audience that goes beyond the subscribers of the influencer. This target group is defined in advance in order to address potential customers and achieve goals such as awareness, website traffic or conversions.
Especially the placement via the influencer account has a less promotional effect and is better received by the defined target group due to the high authenticity and credibility of the influencer.
What are the advantages of social ads for influencers?
It's not only companies that benefit from targeting social ads via influencer accounts. The content creators themselves can also benefit from it. On the one hand, the content pieces achieve a higher reach and thus more engagements (likes, comments, saves) can be generated. On the other hand, non-subscribers are also reached, which means there are high chances of gaining new followers.
What requirements do influencers have to fulfil so those social ads can be placed on their account?
Basically, each platform has different requirements. For this purpose, we have created a separate article that explains step by step which settings must be made with regard to the Facebook, Instagram and TikTok platforms. You can find the article here.
If you have any further questions, please contact us at firstname.lastname@example.org.