We all know the benefits of diversity. Diverse groups tend to make better decisions because they are more likely to consider multiple perspectives and approaches. Having multiple perspectives gives you more options to action when circumstances become challenging. Well, it’s exactly the same with your paid social strategy.
Need convincing? Fair enough. Everyone has a favourite social media channel they naturally want to stick to. But with TikTok under fire, Twitter in turmoil and Meta finding its legs, it pays to spread your social media marketing investment across multiple platforms, while you work out which one suits your business goals.
Here are our top five takeaways for why brands should advertise across multiple social media platforms:
1. Reach a wider audience
Because everyone has a favourite, each social media platform has its own unique user base and audience demographics. Advertising on multiple social media platforms allows brands to reach wider audiences. By constraining themselves to one single platform, advertisers miss out on users that might not be present on that exact platform. Consequently, being present across different apps helps brands to expand their reach – and increase brand awareness among a broader, more diverse set of potential customers.
2. Increase brand visibility
Following on from the above, advertising across multiple platforms will contribute to increased brand visibility. When consumers see your brand’s message or identity repeatedly across different platforms, it reinforces the brand’s presence in their mind. It builds presence, increases mental availability, and shows that you are working to elevate your brand and build trust in public. This can help increase brand recall and make it easier for consumers to remember the brand when they need to make a purchase.
Think about your own experience as a social media user. Are you more likely to remember and trust a brand you have seen only across a single platform – or multiple ones?
3. Improve customer engagement
Social media platforms provide brands an opportunity to engage with their audience and build meaningful relationships in a more personal and authentic way. By advertising across multiple platforms, brands can communicate with their customers on different levels and respond to their needs and preferences, building trust and fostering a loyal customer base.
4. A resilient marketing strategy
Advertising across multiple social media platforms allows brands to diversify their marketing strategy. (There’s that word again!) Instead of relying on a single platform, brands can spread their advertising spend across multiple platforms, each with its own unique set of benefits. This can help them stay ahead of the competition and adapt to changing consumer behaviour.
Additionally, being present on more than a single platform gives you a safety blanket in case something goes wrong – imagine your brand is exclusively advertising on Facebook and it experiences a power outage, malicious hack or sudden scandal. In cases where the business is also present on another platform, this trouble can be more easily managed.
The same happens if a certain platform is ‘cancelled’ all of a sudden. Think of Twitter a few months ago – or TikTok if the US ban goes ahead. Brands only present on one platform may need to rush to design a new strategy. Being live across multiple platforms is a powerful hedge against unforeseen disasters.
5. Measure performance and optimise campaigns
Advertising across multiple platforms provides brands with a diverse wealth of behavioural data. It’s an insight into different types of customer which you can use to measure performance, then evaluate, evolve and optimise future campaigns. By tracking metrics (impressions, clicks, and conversions) and their costs across multiple platforms, businesses can gain insights into what works and what doesn’t, and adjust advertising strategies accordingly.
While it may require more planning and investment, advertising across multiple platforms can help your brand build an effective online presence and stay ahead of the competition in an ever-evolving digital landscape.
Now you know the benefits, are you ready to diversify your paid social strategy? With so many platforms available today, we know it can be overwhelming for businesses to decide where to invest their spend. Get in touch with one of our social media experts to spread your budget strategically.