A full funnel approach in social media

In the last decade, the world of media has undergone a radical metamorphosis driven by the unstoppable rise of social media in information consumption. According to the recent Digital News Report from Reuters, there has been a significant decline in direct access to media websites globally, while access through social media has increased. In Spain, a considerable portion of the population turns to social media as their primary source of information.

Undoubtedly, social media has become a medium through which consumers entertain and inform themselves. Therefore, to ensure a smooth experience, it is important to invest in creative and non-intrusive ways of inserting advertising throughout navigation or reading. In this dynamic context, diversifying investments emerges as a crucial strategy to adapt to this evolution and ensure optimal results. However, this paradigm shift also opens up a vast array of opportunities for advertisers. Advances in advertising technology, allied with creativity, allow brands to reach their audience in an innovative, efficient, and personalized manner.

A full-funnel approach allows leveraging the full range of advertising capabilities and innovations and increasing the impact of all campaigns. With this in mind, EXTE breaks down the keys to a full-funnel strategy on social media to connect with users at different stages, providing indispensable tools to stand out in a constantly transforming digital environment.

Awareness Strategies to Improve Impression Quality

Diversification on social media is essential to optimize digital presence. This strategy allows brands to impact users in a social environment while they consume professional content in a more ad-friendly context. The goal is to impact users at the moment they consume traditional media through social networks. For example, a user clicks on a news article they see on Instagram, the article opens within the social network's browser, and inside they find ads in feed or story format to maintain the look and feel of the originating environment.

"At EXTE, we understand the need to offer personalized ads according to preferences and context, which not only elevates the quality of impressions but also optimizes established KPIs. Therefore, we always aim to enable our clients to connect with users within the trusted environment of publishers through highly creative formats, enhancing the effectiveness of their campaigns and enriching the user experience. Through tools like EXTE’s Social Audience, we have achieved over 75% Viewability and 70% VTR in graphic video and 65% viewability in display,” explains Javier Ruiz, Head of Sales Barcelona at EXTE.

Ad Formats Designed for the Consideration Stage

During the consideration stage, the user needs to find out all possible information about a brand to choose it among all available options. It is a crucial moment in the funnel, and therefore it is essential to choose social media content formats that present products or services in an attractive and descriptive manner. At EXTE, Social Quote Ads are a package of formats specifically designed to attract attention in the middle stage of the conversion funnel. These ads are shown to users while interacting with the social media profiles of national media outlets, and their creatives direct traffic to the web or a piece of content.

"These types of formats have multiple benefits for both users and brands. While they offer users a more organic way to interact with brands, they allow advertisers to connect with the audience in a more meaningful way, providing added value, contributing to increased engagement, and creating long-lasting relationships,” explains Javier Ruiz.

Social Media as a Lead Generation Source

After brand recognition and engagement, lead generation is the next key stage in a social media strategy. Generating potential customers is one of the most crucial functions of a brand’s social media profile, as it must help gather data from interested individuals.

EXTE combines technology and creativity to capture leads effectively through social media, using a purchase model based on CPL or CPC. Additionally, ECHO Social campaigns are automatically optimized through proprietary algorithms, connected to Facebook, Instagram, Twitter, and LinkedIn.

“The user is always at the center of conversations. Nowadays, a well-crafted customer journey is the key to success. We aim to create a relevant and easy digital journey that culminates in lead generation. It's not just about filling out a form; it's about connecting with an audience in an authentic and effective way, providing brands the opportunity to establish strong and lasting relationships with their potential customers,” concludes Ruiz.