Shifting Your Social Media Advertising Mix

Over the past decade, marketers have adapted to the boom of social media. Whether this meant learning online advertising, inserting targeted ads on Facebook, or simply learning how to post a Tweet, marketing teams have learned how to navigate social media advertising well.

While over 50% of the world is online, certain social platforms are starting to hit a wall when it comes to growth. While there is no shortage of consumers using social media, there is a shift in its use that can affect how you advertise online.

For example, Facebook has lost an estimated 15 million users in the U.S. during the last two years, according to a report from Edison Research. This decline can be somewhat jarring when compared to Instagram or YouTube, who are both experiencing lifts in daily use. Brands that consider Facebook their largest channel may need to consider how their budgets are allocated, even though it remains the largest social platform.

While bigger platforms still see plenty of traffic every day, it is important to recognize that they aren’t the only platforms online. As of April 2019, Reddit’s U.S. users generated 38.07% of online traffic to the site. While marketers may be intimidated to approach a site just below the line of the mainstream, Reddit hosts over 3.36 million users.

Reddit isn’t the only overlooked site by advertisers; sites such as Twitch, Quora, and even LinkedIn are expanding their opportunities for online advertising. Depending on your target audience and how they engage in social media, these channels could bear significant fruit from smaller, yet more impactful investments.

So what does this mean for your upcoming marketing campaign? While the bigger names of social media such as Facebook, Instagram, and YouTube aren’t going anywhere, users are shifting to other online platforms. These sites can appear intimidating due to their less mainstream appeal, but they may be the key to accessing your target audience efficiently.