The products

In recent  years, paying for reach on social media sites has become more common. Here, we look at the most popular paid products on the top networks – LinkedIn, Twitter and Facebook

LinkedIn

LinkedIn has long offered tiered membership, with users paying for premium features such as InMail (which allows for networking with no introduction or contact information).

But now there’s also Sponsored InMail. LinkedIn claims this is like: ‘A personalised letter to your high-value audiences.’ Members can receive no more than a single Sponsored InMail every 60 days.

For amplifying content, LinkedIn’s most popular product is Sponsored Updates. This increases the reach of newsfeed content, and businesses use it to drive awareness, credibility and leads.

Direct Sponsored Content, meanwhile, is for engaging a target audience in the feed without publishing to a LinkedIn Company Page. Messages can also be personalised to specific audiences.

LinkedIn’s advertising products include PPC ads and display ads.

Twitter

Twitter’s most popular paid product is Promoted Tweets, which bring a tweet to a wider, targeted audience.

Similarly Promoted Trends (trending topics on Twitter) capture the popular topics of the moment. Businesses might use this to raise brand awareness or launch new products or services.

There’s also the Promoted Twitter Account, a display ad that gets accounts in front of more target users.

Facebook

Facebook offers a dizzying array of placement advertising products, including Boosted Posts, News Feed Placements, Mobile Placements and Logout Page Placements.

There’s also a raft of advanced products for zeroing in on specific audiences. Among these are: Lookalike Audiences (to engage new people with the right profiles); Custom Audiences (for reaching customers you already know); and Facebook Exchange (for reaching those who have engaged with businesses similar to yours). 

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