Using Paid Media to Grow Your Online Following

Paid media is any type of marketing channel or content or marketing channel that involves payment. In basic terms, you’ll purchase ad space to promote your brand to a larger audience which can help you grow your online following.

Brands pay for the promotion of their content to spread all types of messages, often to increase traffic, conversions through clicks, sales, and ultimately, revenue. Insightful statistics compiled by HubSpot revealed a 220 percent increase over year-to-year ad spending on Instagram stories. Obviously, more people wouldn’t be using it if it wasn’t working.

One of the great aspects of paid media is that it can help you significantly increase your following on the various social networking platforms to get you and your brand in front of as many people as possible.

Using Paid Media

You’re probably already familiar with paid media like commercials, billboard ads, and pay-per-click (PPC). It’s all targeted toward specific types of consumers, from past customers to those who fit specific demographics. It works exceptionally well for those who are just getting started as it guarantees your content will be delivered to your target market. It’s also great for remarketing or retargeting those who’ve already shown some interest in what you have to offer.

The bottom line is that paid media provides instant, easy-to-track results by giving you control over the copy ad your message. As soon as the ads are up, people will see them, providing instant visibility.

Types of Paid Media

The top five types of paid media include paid social media, which is seen every time we scroll through the various platforms. Nearly every one offers paid options like published ads designed for users based on their location, demographics, interests, etc.

Search engine ads like PPC are ads that appear on an owner’s site but are only charged when a user clicks on it. Banner ads, also called display ads or web ads, are typically visual, image-based ads that appear on websites for a limited period, aimed to direct the user to the advertiser’s site or a specific landing page.

Native ads are text or visual ads that match the look of the website they’re on, while out-of-home (OOH) ads ad digital out-of-home (DOOH) ads reach users who are in public spaces or outdoors, such as park benches and billboard signs.

Best Paid Media for Growing Your Online Following

Facebook, one of the most widely used social medial platforms, offers multiple options for paid media. It’s one of the best to use for increasing your online following, provided you understand your target audience. That way, you can set up your ad to fit their parameters, such as gender, age, demographics, ad interests. 

Instagram ads have become increasingly popular too, with videos in particular being a powerful tool for grabbing users’ attention quickly through engaging sound, images, and text. They’re great at communicating valuable information, helping to build a bigger following and a brand identity.

No matter which type of paid media and which type of social media platform you use, it’s vital to shape your content to be attention-grabbing and engaging for success. You’ll want to choose your ad type based on your goal to increase your online following.

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