The effectiveness of advertising on social networks: indicators and stages of evaluation. The effectiveness of advertising on social networks: what and how to calculate

Advertising on Instagram

– a convenient service for sharing videos between users. And if earlier this site was viewed with skepticism, today it is an excellent platform for posting advertisements. Users love bright pictures and minimal descriptions. Advertising on social networks is aimed at precisely this.

Users on Instagram earn money depending on the popularity of their page. enjoys following her idols, which is why advertising posts of famous people are expensive. For example, Ksenia Sobchak demands 200 thousand rubles for placing an ad, and Sergey Shnurov demands as much as 1.5 million rubles. It's a lot of money, but the method of attracting stars for advertising is very effective. It is believed that for every ruble spent on such advertising, you can return 4–10 rubles. Types of ads on Instagram:

follow the link– placement of the advertiser’s website address on the star’s page;
video advertising– thirty-second videos describing the product, and if the budget allows, the idols themselves will advertise the product;
installation– You can also advertise programs on your phone on Instagram. According to statistics, thousands are ready to download them every day;
carousel– a selection of images describing the product. This format is considered better than just one picture;
attracting followers for promotion– the more subscribers, the greater the chances of becoming famous and selling your products.

Facebook Advertising

Advertising on Facebook appeared much earlier than on other social networks. The site has managed to develop many tools and convenient formats for promoting goods and services. In addition to the types of advertising used on Instagram, it offers the following options for product presentation:

photo with a brief description (up to 90 characters);
collection– use of videos and photographs in advertising;
circular gallery– simultaneous placement of up to ten videos or pictures with links;
canvas– a blank slate for the advertiser’s ideas and creativity. You can place anything on it and in any order.

Advertising on social networks provides many opportunities to express creativity. Facebook not only facilitates this by developing many ad formats, but also offers several options for posting posts:

Placement through group administration. The cost of advertising depends on popularity. The approximate price per day is 1000–2000 rubles.
Ads for mobile devices and targeted advertising on social networks is placed independently by selecting the correct publication settings. Payment is made for impressions and clicks. In the first case, the advertiser sets a daily budget and his price per 1000 impressions. In the second, payment is made based on useful user actions (link clicks). The cost varies between 8–20 rubles. Payment is made from a bank card or through.

Self-hosted social media advertising is a relatively inexpensive way to promote a product. The sites, although created for communication, are also convenient for the advertiser, who can always get acquainted with publication statistics, change tariffs or adjust settings.

Advertising on VKontakte

Not so long ago, the resource was a network for schoolchildren. But the developers, having heard about the success of other social networks in the field, decided to keep up.

The social network Vkontakte has its own targeting tool. If on Facebook and other sites data about the user is taken from information about the computer’s IP address, then Vkontakte draws information from the information specified in the user’s profile. Why is this convenient?

A person living in Moscow and going on a business trip to Barnaul for a couple of days is unlikely to be interested in new deliveries to Barnaul boutiques. VKontakte will show those advertisements that relate to the user’s permanent place of residence.

VKontakte offers several ad formats. Large images or advertisements of communities are popular. Placement can be either independent or through the administration of groups.

The cost of accommodation in communities starts from 200 rubles. depending on user activity and quantity. Publication for 200 rubles. possible in a community with 50,000 followers. Groups with millions of audiences charge much more. Self-publications will cost 6–10 rubles. for 1000 impressions. The price depends on the coverage and selected settings.

Is there free advertising on social networks? Yes. For people with free time, you can consider one of the following promotion options:

promoting your page or, moreover, over time you can make good money on this;
posting advertisements in local communities;
mutual promotion of products through the exchanges VKontakte, Facebook and Instagram.

Advertising on social networks is very convenient for busy and freer people. For users with a limited budget and a thick wallet. All growing companies and small businesses should take note of these methods of product promotion, which today are striking in their all-encompassing nature.

To reach an audience of 50 million, it took radio 38 years, television 13. Facebook gained 200 million users in less than a year.

More than 82% of Internet users have accounts on social networks and spend (at least) two hours a day on them. Russia ranks first in Europe in terms of popularity of social networks.

There is a growing number of users who come to social networks not for communication, but for information, as well as businessmen who understand that social media is an effective marketing channel. If you want to promote a project through social networks, then get acquainted with four effective ways of promotion.

Content is the main factor of promotion

Any SMM specialist will confirm: without quality content, promotion tools are useless. If your brand’s page is boring, you shouldn’t count on audience growth and loyalty.

Three components of good content:

Uniqueness. The information you post should be relevant and engaging. Do not copy materials from other resources. The exception is cross-posting between a company’s blog and its page on a social network.
Regularity. Articles should be published systematically. Two, three, four or seven times a week - depends on the specifics of the business and its target audience. So, for people from the business environment, two or three updates will be enough, but for the beauty community this is clearly not enough. It is necessary to adhere to the chosen content strategy regardless of the number of subscribers.
Virality. Publications should be lively, evoking an emotional response in the form of a burning desire to tell friends about them. Avoid overtly promotional posts.

Facebook in Russia- “social services are not for everyone.” It is used by marketers, programmers and other IT-savvy people. They are not afraid of a “complex interface”, and their areas of interest include gadgets, the Internet, travel, education, books and business in all its forms. They willingly like and share materials on these topics, as well as motivating articles that set the mood for positivity. Most of Facebook's active audience uses the mobile application - it is recommended to illustrate posts with pictures measuring 800 × 600.

"VKontakte"- the largest social network on the Runet (more than 230 million registered users). Her audience is younger; Users' interests are mainly focused on entertainment (communication, games, music, movies, etc.). VK users do not like text content (it is advisable that the length of the post does not exceed 500 characters), but they love photos and videos.

The most popular among photo hosting sites in Russia is Instagram. At the same time, when maintaining a brand page on Instagram, it is recommended to adhere to a single design style (use not only standard filters, but also third-party photo editors), and also place objects in the photo on 2/3 of the screen (this makes the picture more visually attractive).

Targeting

The ability to place targeted advertising is available on almost all social networks: VKontakte, Facebook, Odnoklassniki and others. At the same time, it is believed that targeted advertising in social networks is more suitable for the B2C sector. However, there are also companies in B2B that effectively solve business problems through targeted advertising.

Some types of targeting:

Geographic (geotargeting) - displaying advertising to residents of a certain region / city / district, etc. For example, you want to promote a beauty salon located in Khimki near Moscow. Your targeted ad will be shown to residents of this city.
Socio-demographic - displaying advertising depending on gender, age, marital status and other social criteria. Thus, it is recommended to place advertisements for children's products and household goods on the pages of married women over 25, and advertisements for an art store - on the pages of designers, architects, and decorators.
Contextual - displaying advertising in accordance with the user's interests. Membership in groups such as “Fashion”, Fashion, “Shopping”, etc. clearly demonstrates the user’s interests. He will be interested in relevant advertising.
Behavioral - displaying advertising depending on specific user actions (travel routes, favorite places, frequent search queries, etc.). Let's say a person is interested in Latin American dancing, goes to a salsa club, and looks for relevant videos - there is a high probability that he will be attracted by an advertisement for a last-minute tour to Cuba.

Despite its apparent simplicity, targeting is a tool that requires serious preparatory work. First, you need to analyze the brand's target audience. Secondly, make an ad.

Advertising in communities

Advertising in communities (in the professional language of SMM specialists - sowing) is the purchase of posting posts or reposts in popular communities. In the first case (purchase of a post), the advertiser’s goal is to increase traffic on the company’s website; in the second (buying a repost) - attracting users to the company’s group on a social network. Moreover, the more subscribers the community in which you buy a post has, the more expensive the advertising campaign will cost.

You can negotiate with community owners directly or use the services of a special exchange. In 2013, it was opened by the social network VKontakte (an account for advertisers). Advertising is placed by the community administration in its feed and, according to the conditions, must remain there for 24 hours.

Professional promotion in social media

This refers to services that provide paid promotion services on social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These include Plibber. Why conditional? Because the capabilities of this service are much wider.

register;
decide on the format of work on the site (you can advertise your brand yourself or contact the Plibber team to organize a shocking advertising campaign);
prepare an advertising post;
select the most suitable sites from the target audience and begin sowing.

After preliminary moderation, your task will be available and you can start attracting fans of your brand.

How to get organic loyal traffic? We addressed this question, which is of interest to all advertisers, to the founder of the Plibber project, Oleg Ratunin.

Oleg Ratunin

CEO and ideological inspirer of Plibber.ru. Knows everything and more about social media.

To attract potential fans to your brand, you should:

use quizzes, infographics, illustrations, viral videos, advertising games, etc.;
place a link within the visible area of the post announcement (first and second lines);
introduce a call to action into the content;
add a provocative survey;
work with associative content format and its adaptation to the brand;
launch creative, vibrant and unique competitions.

If you manage to find the content that your audience craves, you can count on over 600 clicks from one post.

Also, do not forget to analyze the communication of large brands with their subscribers; now good results are being detected in the community

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Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

What types exist

There are the following promotion methods:

According to the place and method of placement.
Depending on the purpose.

To understand exactly where and how to announce your products or services, you need to study all the methods of promotion.

Internet

Shows that the most effective place to sell goods is the Internet. Advantages of advertising on the site:

less funds;
more information via views. If something goes wrong, you can fix the problem immediately;
you can bring your business to the international level;
not that annoying.

Many spend most of their time. Entrepreneurs and marketers actively use this resource for commercial purposes. advertising predicts the allocation of about 200 billion dollars in 2018 to promote products online.

VKontakte

The largest and most active social network among Russian-speaking users. The number of visitors per day reaches 36 million. In your personal account you can view VKontakte promotion statistics for any period. It is also possible to export data to Excel format.

Shows that most of the people online are young people aged 18 to 24 years. Therefore, those products that will be of interest to this age category can be placed here. Statistics will allow you to evaluate the correctness of promoting goods and services to a specific audience. The table shows advertising statistics for 2014:

Instagram and Facebook

It has become an active platform for the promotion of many famous brands. Instagram advertising statistics predict $2.8 billion in revenue by the end of 2017. The network is one of the first in the world in terms of traffic. It is inferior to such networks as. 34.9% of users are in the age category from 25 to 34 years.

IN Advertising usage statistics are growing every year. Advertisers have the opportunity to target by age, nationality, and gender. If we look at the statistics of advertising on Facebook, then with this combination the numbers will almost double. However, it is worth noting that in i nstagram users are much younger than on facebook.

Other types

The most effective is targeted advertising on Instagram. Users’ attention can be caught by videos or banners, which are usually placed in the news feed. This method has been successfully operating since 2015.

Contextual Internet advertising usually appears when a user makes a corresponding request through Yandex or Google. Contextual advertising statistics show that this type of promotion is in great demand among the Russian audience. The minimum click price is 0.30 rubles, and the minimum order quantity is 300 rubles.

Thematic is shown on website pages whose content corresponds to the topic of the ad. accounts for 44.1% in the “contextual” market.

Statistics in some countries

Today, statistics on advertising on the Internet show that the United States has the largest market. In 2017, this method of promotion will remain the largest source of revenue, reaching $39 billion. Advertising statistics will ignore an increase of 13% compared to 2016.

What are the advertising statistics in Ukraine? The share of the banner promotion method is 51.2%. Then there is an announcement in the video player pre-roll, mid roll 28.7%. advertising in Ukraine in the first half of 2017 totaled 827 million hryvnia of investment, which is 42% higher than in 2016.

In 2017, advertising statistics in Russia reached record levels. The share of the Internet last year was 38%. If we compare advertising statistics for 2016, the market grew by 11% and amounts to 360 billion rubles. Within 5 years, revenues of $20.9 billion are expected from the entertainment and media industry.

Advertising statistics shows a 10% drop in the market in Kazakhstan due to devaluation. In national currency this is 33.1 billion tenge. It is difficult to say whether it is worth reducing the volume of campaigning in the country. However, in dollar terms it shrank by more than 1/3.

Outdoor advertising

This type of promotion is used on buildings and other prominent places where there are a lot of people. Which advertising is more effective according to statistics? Each promotion method has its own strengths and weaknesses. is one of the most effective. Its goal is to interest a potential buyer. Advantages – reaching a large audience.

Statistics show that 70% of people pay attention to billboards, and 63% carefully read the text that is posted on them. The downside is the high cost of the products.

Let's check the effectiveness of promotion using the example of plastic windows. Advertising statistics in numbers:

Video promotion

Video advertising is a form aimed at creating an image and promoting goods and services. Statistics on video advertising formats show that short videos are usually watched to the end. Non-profit promotion methods are used to solve social problems and attract people's attention to important social issues.

In the modern world, with increasing cruelty, social advertising is becoming increasingly important. Non-profit promotion methods are used to solve social problems and attract people's attention to important social issues. According to statistics, 40% of Russians believe in the effectiveness of this method.