Social Media Platforms Flashcards
Facebook target
Gen x and Baby Boomers
Facebook News Feed
Friends’ Posts
Advertisements
Posts from liked pages
Friends’ activity
Facebook content ranking formula
Affinity for posting entity
popularity of post
age
media type
Facebook’s Knowledge Sources
Liked pages
Ad interactions
Ad hovers
Installed apps
Log-ins
Other Facebook members
Pros of Facebook
Huge reach (including the broadest range of audiences)
The best targeting options in online advertising
Equally suitable for B2C and B2B marketing
Engaging ad formats
Facebook advertising and Google Ads work really well together
Cons of Facebook
Almost zero organic reach
Users have to view their feed
Not as popular with Gen Z
You need to create a lot of visual content
Twitter target
25-34
Pros of twitter
Highly-engaged and targeted audience always on the lookout for new content
Great platform for promoting lead generation content
Quick reaction from your audience
Engagement revolves around conversation
A good source of traffic
A great B2B branding tool
Organic reach means you’re not entirely dependent on ads
Cons of twitter
Controversies after Elon Musk takeover
Brand safety
280-character limit
Content lifespan is short
Twitter traffic often comes with low purchase intent
Twitter advertising can be pricey
Requires a lot of content
Limited analytics
Pinterest Content Ranking formula
Topic relevance
Domain quality
Pin quality
Pinner quality
Pinterest Ad types
Promoted Pin
Promoted Video Pin
Promoted App Pin
Promoted Carousel
Buyable Pin
Promoted Story Pin
Pinterest Ad Payment
CPC - cost per click
CPM - cost per mille
CPE - cost per engagement
Pros of Pinterest
of users worldwide:445+ million
US dominated: 42.81% of users are from US
Largest age group:50-64 YO (38%)
Gender:77.1% female, 14.8% male
52% of Millennials are using it every month
45% of Pinterest usershave a household income of $100,000+
50% of US Pinterest users use this platform to shop online
Pinboard images are hyperlinked to their source
The half-life of a pin is 3.5 months
Cons of Pinterest
It caters mainly to women 50-64
Time – consuming
Quality Images are required
Industry specific
Youtube demographic
Baby Boomers and 15-25
Youtube content ranking
User’s watch history
User’s search history
User’s subscriptions
Video “stickiness”
User interest in watching
User engagement (likes, comments)
Video clicks
Video channel characteristics
Youtube content ranking (Search)
Relevance
Quality
Video “stickiness”
Video clicks
Video channel characteristics
Youtube advertising
Within-video ads
Skippable ads
Non-skippable ads
Bumper ads
Overlay ads (desktop)
Video-external ads
Display ads (desktop)
(Google) display ads (mobile)
Video discovery ads
