In digital marketing, ``SNS advertising’’ is now the mainstay, along with listing advertising (search-linked advertising). Advertising distribution that takes advantage of the characteristics of each platform, such as X (Twitter), Instagram, Facebook, and LINE, makes it possible to reach groups that could not be reached with conventional advertising. In this article, we will explain the basic knowledge of SNS advertising and points to increase cost effectiveness.

Three major features of SNS advertising

1. Amazing targeting accuracy

The greatest strength of SNS advertising is highly accurate targeting based on users’ registered attribute information (age, gender, region) and daily behavioral data (likes, follows, interests). You can target advertisements to specific groups such as ``thirties, women, interested in beauty, and those who recently moved,’’ which reduces wasted advertising.

2. Possible to approach latent demographics

Unlike the explicit layer,'' who type keywords themselves into search engines, users who browse SNS are the latent layer,’’ who look at their timelines without a clear purpose. By distributing creatives (images and videos) that capture their interest, you can make them realize that ``I had this kind of need’’ and cultivate demand.

3. You can start with a low budget

Unlike TV commercials and magazine ads, you can start distributing SNS ads for as little as a few hundred yen to a few thousand yen. You can start by testing multiple ad creatives for a small amount of money and then focus your budget on the one that gets the best response (A/B testing).

Typical SNS advertisements and their characteristics

• Facebook/Instagram Ads: Ads provided by Meta. Our strengths are the overwhelming targeting accuracy of Facebook, which uses a real-name system, and the visual appeal of Instagram (Stories and Reel ads).
• X (Twitter) Advertisement: Aim for explosive reach through secondary spread (repost). It goes well with trend-related topics and highly entertaining products.
• LINE Ads: It boasts an overwhelming number of users in Japan, and is unique in its ability to reach a wide range of age groups (especially seniors and local users) who do not use other SNS.

Key points to increase cost effectiveness (ROAS/CPA)

1. Clarify the purpose (KGI/KPI): The distribution method and billing method (click pay, impression charge, etc.) you should choose will change depending on whether you want to “increase awareness (focus on impressions)” or “want people to purchase the product (focus on conversion).”
2. Prevent creative wear and tear: SNS timelines consume information very quickly. If you keep showing the same ad images, you will quickly get bored with them (creative wear) and your click-through rate will drop. An operational system is required to regularly replace images and text.
3. Consistency with landing page (LP): If the message on the landing page (LP) displayed after clicking on an ad is inconsistent with the ad, users will quickly leave. Let’s continue to improve advertising and LP as a set.

Summary

SNS advertising is a very rational marketing method that allows you to start with a small amount and make repeated improvements while looking at the data. Determine which SNS your company’s target audience is most present on, and use creative and effective distribution that matches the platform.