Even though people spend increasingly more time consuming media on their mobile devices, advertising on this channel is still largely underinvested. Find out how to leverage this opportunity by optimizing your social media marketing strategy for mobile.
Mobile is becoming an increasingly popular channel for your customers to get online and spend their time. In the US alone, an average user spends over three hours per day consuming digital media on mobile – a growth of nearly 4x over just the past five years. And it’s well known that a large share of that time is spent on social media.
However, mobile ad spend is still relatively low in comparison to how much time consumers spend on their devices. According to Mary Meeker’s Internet Trends 2017, there’s space for another US$16 billion in ad spend on mobile – a great opportunity for marketers willing to leverage this channel for social media advertising.
So how do marketers make the most of this opportunity?
Mobile is a unique medium that greatly varies from desktop in terms of how content is consumed. That’s why you need a mobile-specific approach, not a duplicate of your desktop strategy.
Keep in mind that a significant part of your audience will be viewing your content on a mobile device in chunks in between doing other things. Unlike in the case of desktop devices, users rarely spend long uninterrupted periods of time using their mobiles.
Some of the most popular places to use mobile devices are work, stores, and restaurants, according to Google. So it’s important to ensure that your posts are concise and provide value in a short amount of time. Keep your copy brief.
Images and videos have been shown to work well on mobile. Marketing on the visual-first platforms, such as Instagram or Pinterest, will allow you to make the best use of these formats.
If you want to leverage visuals on Facebook, use a vertical format (not widescreen) and add captions to videos to improve their readability.
You can also leverage less conventional formats, such as QR codes or branded photo overlays, which will enable your customers to engage with your brand through their mobile devices.
Creating ads for mobile should take into the consideration that mobile users don’t want to be redirected off the platform – a disruption of their user experience. Facebook allows marketers to choose from multiple ad objectives like Lead Ads, Messenger Ads, and Canvas Ads that aim to keep your customers on the platform while allowing marketers to move them along the customer journey.
Each of these will help you nurture your target audience through the funnel towards a purchase. And while many people still finalize their purchases on desktop, it’s crucial to appeal to them where they are first – which is mobile.
There’s still a lot of room for marketers to advertise on mobile. If you want to take advantage of this opportunity, focus on understanding the nature of mobile. You can’t just replicate what you’re doing for desktop devices and expect the same results.
Understand your audience, create more effective content to engage and grow your customer base, and measure social media’s impact on your business goals.