Choices to consider for reaching a wider audience for your invention/product
The choice between going DIY or using an advertising professional for your social media largely depends on the entrepreneur’s resources, time and experience.
BY ELIZABETH BREEDLOVE
As innovative products continue to emerge, what are some of the ways for inventors to reach a wider audience for effectively launching their inventions?
Whether entrepreneurs choose to navigate the intricacies of social media advertising independently or enlist the support of professionals, a well-crafted strategy is the key to product launch success. By understanding the nuances of each platform, tailoring content to the platform’s target audience, and continuously refining strategies based on data, entrepreneurs can harness the full potential of social media advertising as they launch their inventions.
In this comprehensive guide, we will explore effective strategies while focusing on major platforms including Facebook, Instagram, X, TikTok and LinkedIn.
DIY or advertising professional?
Before deciding which platforms are best for your needs, it’s important to decide whether to handle social media advertising in-house or enlist the expertise of a professional advertising company. Both options have their merits, and the choice largely depends on the entrepreneur’s resources, time and experience.
DIY: Running ads yourself can be cost effective—especially for startups with limited budgets—because you aren’t paying the additional expense for someone else to manage your ads. Many social media platforms offer user-friendly interfaces, allowing entrepreneurs to create and manage campaigns without the need for external help.
Managing your social media advertising in-house gives you total control over your campaigns. You can experiment with different ad creatives, targeting option, and budgets in real-time, allowing for quick adjustments based on performance.
Taking charge of your social media advertising also provides a valuable learning experience. Entrepreneurs can gain insights into their target audience, understand ad analytics and refine their strategies over time.
Advertising professional: He or she can bring a wealth of expertise and experience. Ad pros understand the nuances of each platform, staying abreast of the latest trends and algorithm changes to optimize campaigns effectively.
For entrepreneurs with limited time or those wanting to focus on other aspects of their business, outsourcing advertising to a professional company can be an efficient solution. This allows the inventor to concentrate on product development, customer service and overall business growth.
Professional advertisers often have access to advanced targeting tools and strategies that may not be readily available to individual users. This can result in more precise targeting and a higher return on investment (ROI) overall.
Platform-specific strategies
Let’s explore the specific advertising options and strategies available on some of the major social media platforms, focusing on the kinds of ads and target audience.
Meta (Facebook, Instagram, Messenger and Meta Audience Network) ads
Types of ads include:
- Image ads highlight an image of your product or brand.
- Video ads engage your audience with compelling videos.
- Carousel ads showcase multiple product images in a single ad. Each image has its own link.
- Instant Experience ads offer a full-screen experience when someone taps your ad on mobile.
- Collection ads feature multiple images and open as an Instant Experience, providing an opportunity for users to browse and purchase products from their phone.
Facebook is a versatile platform suitable for a wide range of audiences. Its powerful targeting options allow entrepreneurs to reach users based on demographics, interests, behaviors and more. It’s particularly effective for e-commerce businesses and those targeting a broad consumer base.
Instagram is ideal for businesses with visually appealing products. The platform attracts a younger demographic and is particularly effective for lifestyle, fashion, beauty and travel brands. Leveraging influencers on Instagram can amplify reach and engagement.
X (Formerly Twitter) ads
X for Business offers a wide range of ad categories:
- Promoted ads, where the advertiser is paying to display the content to X users, typically those who are not already following that advertiser.
- Vertical video ads feature full-screen viewability and sound on by default, making your product and message prominent.
- X Amplify allows advertisers to align their ads with premium video content from the most relevant publishers.
- X Takeover allows businesses to gain exclusive control of premium ad placements.
- X Live enables advertisers to broadcast their biggest moments to the world and allow audiences to join in real-time.
- Dynamic product ads allow advertisers to deliver the most relevant product to the right customer at the right time, whether they have already viewed your product online or are new to your brand.
- Collections ads, where advertisers can showcase a collection of product images through a primary hero image and smaller thumbnail visuals below.
Within these categories you can take advantage of image ads, video ads, carousel ads and text ads (similar to a standard post), and your ads can include features such as clickable app or website buttons, branded hashtags, and branded notifications where users can opt in.
As far as target audience, X is known for real-time conversations, making it suitable for businesses that thrive on immediacy and trending topics. It is effective for tech-related products, news updates and engaging with a socially conscious audience.
TikTok ads
Formats include:
- In-Feed ads are native ads that appear in users’ For You feed.
- TopView describes the first ad a user sees when he or she opens the app.
- Branded Mission is when you crowdsource videos from other creators, then promote the top-performing ones as ads.
- Branded Effects lets you create custom effects for users to incorporate into their content.
- Spark ads are when you pay to boost different types of videos. that resonate with your audience to maximize their impact.
- Promote can amplify organic content posted by your brand or other creators.
TikTok has rapidly become a hub for younger audiences, making it perfect for brands targeting Gen Z. The platform thrives on creativity, making it ideal for products that can be showcased through engaging and entertaining content.
LinkedIn ads
Formats include:
- Carousel ads tell an interactive story through multiple images.
- Conversation ads allow you to start quality conversations with other professionals.
- Event ads maximize event attendance.
- Follower ads help you acquire more followers.
- Lead gen ads allow you to collect information from quality leads use pre-filled forms.
- Message ads send direct messages to your prospects.
- Single-image ads run natively in the LinkedIn feed.
- Job ads drive quality candidates to your job listings.
- Spotlight ads highlight your product, service, event and more by sending traffic to your landing page.
- Text ads drive new customers to grow your business.
- Video ads use captivating video content.
LinkedIn is the go-to platform for business-to-business advertising. It’s effective for reaching professionals and decision-makers. Entrepreneurs offering business solutions, professional services or products tailored for a corporate audience can benefit.