9 Things I Learned About Social Media Marketing From Cornell's Johnson College of Business

Capturing someone’s attention on social media is like trying to have a deep conversation in the middle of a rock concert. With countless posts, ads, videos, and memes flooding users' feeds, cutting through the noise feels almost impossible. And when it comes to marketing, the reality is even starker—ROMI (Return on Marketing Investment) for social media is often lower than other channels, like Paid Search or Email Marketing.

Still, some companies manage to make social media an effective marketing tool. But how? It’s not about throwing money at flashy ads and hoping they stick. It’s about leveraging the unique qualities of each platform, understanding the audience, and crafting tailored strategies that resonate with potential customers. In this article, we'll dive into the most popular social media platforms, the products or services that work best for each, and some tips and tricks to help your ads stand out. Let’s get granular and see how businesses are making the most out of their social media spend.

The Exhaustive Challenge of Social Media Marketing

Getting people to stop scrolling and engage with your ad is tough. Think about it—users are bombarded with content from friends, family, influencers, and brands, all fighting for their attention. Your ad is competing not only with other ads but with photos of babies, vacation pics, funny memes, and breaking news. So, how do you make your ad stand out in this chaotic environment?

• Distraction Overload: People are bombarded with information, and social media is built to keep users scrolling. You have less than 3 seconds to grab someone’s attention.
• Low Intent: Unlike Paid Search, where users are actively looking for something, people don’t go to social media intending to buy. The ROMI is lower because the purchase intent isn’t there from the start.
• Ad Fatigue: With so many ads competing for attention, users can get tired of seeing the same kind of content repeatedly, making it difficult to keep engagement high.

Different Strategies Companies Utilize:

• Brand Awareness Campaigns: Focused on getting your name out there rather than immediate sales.
• Retargeting Ads: Targeting people who’ve already interacted with your brand but haven’t converted.
• User-Generated Content (UGC): Utilizing real customer content to make ads feel more authentic.
• Influencer Marketing: Collaborating with influencers to tap into their loyal audiences.

Choosing the Right Platform for Your Product or Service

Different social media platforms cater to different audiences, and understanding this is crucial for creating effective ads. Here’s a breakdown of which types of products or services perform well on each platform and what the customer focus tends to be.

1. Facebook: The All-Around Player

• Best For: B2C products, services, and local businesses. Also effective for community-building and events.
• Audience: Skews older than other platforms, with a wide range of interests and demographics.
• Tips & Tricks: Use Video Ads: Video content outperforms static images by grabbing attention quickly. Keep videos under 30 seconds. Target Specific Audiences: Facebook’s targeting capabilities are robust, so narrow down your audience based on demographics, interests, and behaviors, as discussed in previous articles.
• Retarget Website Visitors: Use Facebook Pixel to retarget users who visited your website but didn’t convert.

2. Instagram: The Visual Showcase

• Best For: Fashion, beauty, fitness, and lifestyle brands. Anything visually appealing works well here.
• Audience: Younger, millennial, and Gen Z-focused. Highly visual and style-oriented.
• Tips & Tricks: Use High-Quality Images and Videos: Instagram is a visual platform, so invest in high-quality photography and video. Leverage Stories and Reels: These formats get more engagement than regular posts because they appear at the top of users' feeds. Use Hashtags Wisely: Incorporate a mix of popular and niche hashtags to reach a broader audience.

3. LinkedIn: The Professional Network

• Best For: B2B products, professional services, software, and recruitment.
• Audience: Professionals, decision-makers, and people in the workforce.
• Tips & Tricks: Promote Thought Leadership Content: Share content that positions your company as an expert in your industry. Use InMail Ads for Direct Outreach: Send personalized messages to targeted professionals. Run Job Ads: Great for companies looking to hire or build awareness around job opportunities.

4. Twitter: The Real-Time Buzz

• Best For: News, media, tech companies, and brands that thrive on quick updates or trending topics.
• Audience: Younger, with a focus on real-time information and conversations.
• Tips & Tricks: Use Promoted Tweets for Quick Hits: Short, engaging messages that are easy to consume. Leverage Trending Hashtags: Join relevant conversations to increase visibility .Use Twitter Polls for Engagement: Engage users with interactive content.

5. TikTok: The Viral Sensation

• Best For: Youth-oriented brands, fashion, music, entertainment, and experiential products.
• Audience: Primarily Gen Z, known for creative and fast-paced content.
• Tips & Tricks: Leverage User-Generated Content: TikTok thrives on authenticity, so use real people, not just polished ads. Create Challenges: Use branded hashtag challenges to get users involved. Keep it Fun and Informal: TikTok’s culture is light-hearted, so your ads should be, too.

Making Your Social Media Ads Stand Out

To succeed on social media, you need to adapt to each platform’s culture and user expectations. Here are some general tips to boost your ad performance across platforms:

• Keep It Short and Sweet: Don’t waste time. Get to the point quickly.
• Use Eye-Catching Visuals: Bright colors, bold fonts, and high-quality images help capture attention.
• Include a Strong Call-to-Action (CTA): Always tell the viewer what to do next, whether it’s “Learn More,” “Shop Now,” or “Sign Up.”
• A/B Test Everything: Test different versions of your ads to see which performs better. Change up visuals, CTAs, or ad copy to find the winning combination.

How a Company Used Instagram to Drive Their Message

Glossier, the beauty brand, has excelled at using Instagram to build a cult following. Their strategy centers on user-generated content, where real customers share their experiences with Glossier products. This creates a sense of authenticity and trust, making their ads feel less like traditional marketing and more like recommendations from friends.

• High Cost of Acquisition: While Instagram helped Glossier grow rapidly, it didn’t come cheap. The cost per acquisition (CPA) on Instagram can be exorbitant, especially in competitive industries like beauty. In Glossier’s case, they mitigated this by fostering brand loyalty, which increased the lifetime value (LTV) of each customer.
• Leveraging Influencers: Glossier frequently collaborates with micro-influencers who have smaller but more engaged followings. This allows them to tap into niche audiences at a fraction of the cost of celebrity endorsements.
• Using Instagram Stories to Drive Conversions: By using Instagram Stories to showcase product benefits, offer discounts, and create urgency (“Limited Time Offer”), Glossier managed to boost conversion rates.

The strategy required heavy investment, and the ROMI in the short term was not high, but by driving awareness and building a loyal customer base, Glossier was able to make Instagram a key channel in their overall growth strategy.

Final Thoughts: Social Media Isn't One-Size-Fits-All

The bottom line is that social media marketing is challenging because it’s not a high-intent environment, and competition is fierce. However, if you understand the nuances of each platform and tailor your approach to the audience and platform culture, you can make social media a valuable part of your marketing strategy.

Remember: not all platforms are created equal, and different products or services will find success on different platforms. If you must use social media, choose your channels wisely, test continuously, and adjust your strategies to get the most bang for your buck.