Which social network to run ads on in 2020

The E-Promo research showed how much advertising costs and how effective it is on the largest social networks. We study the report and find out for what purposes each of them is suitable and in which social network it makes sense to launch ads in the new year.

Where are likes, impressions and conversions cheaper?

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Advertising

Autumn is the time of harvest and statistics on the effectiveness of advertising campaigns. Data for the past year allows you to optimize plans and budgets for the next. Provided that they were analyzed and the correct conclusions were drawn. Experts from the E-promo marketing agency studied the results of 130,000 customer campaigns for 2018-2019.

Based on this research, we have compiled an up-to-date profile of the largest social networks on the Runet, taking into account prices, efficiency and popular promotion topics. It will help you decide which one to focus on in next year’s advertising strategy.

In contact with

Social network benefits

  • cheap coverage
  • cheap followers
  • the actual rate is often lower than the forecast

disadvantages

  • expensive clicks
  • expensive video ads
  • lack of oCPM model

Top industries

  1. IT
  2. Soft drinks
  3. Pharmaceuticals

Prices

  • 157 r for 1,000 coverage
  • RUB 54 per click
  • 911 RUB for joining

Best formats

Branding

  • carousel
  • promo post with button

Performance

  • collection of applications
  • promo post with button

Overview

The second place after Facebook for branding advertising. Unsurprisingly, it is dominated by industries whose strategy is heavily based on audience reach. In addition to the listed topics, VKontakte effectively promotes consumer loans and related financial services.

For video advertising, the social network is poorly optimized. For example, it does not support the oCPM payment model, when the video is shown to users most likely to convert. Also, the video cannot be added to the post-carousel, and some of the video placements are purchased through myTarget.

VK has the highest rate per click: 74 rubles. in branding and 42 rubles. in the performance segment. Therefore, it is best to reinforce conversion campaigns here with remarketing. At the same time, the posts for collecting applications remain at a moderate CPC level of 51-52 rubles.

Facebook + Instagram

Social network benefits

  • cheap conversions
  • cheap views
  • high level of brand security

disadvantages

  • constrains coverage
  • expensive reposts

Top industries

  1. Education
  2. Electronics
  3. Beauty

Prices

  • RUB 0.54 for watching the video
  • 674 r per conversion
  • RUB 1,566 for repost

Best formats

Branding

  • carousel (CPM)
  • promo post (CPM)
  • video

Performance

  • carousel
  • promo post

Overview

Combining sites into one campaign is advisable to automatically optimize impressions and allocate the budget to the conversion audience. The conversion here costs only 674 rubles. compared with 3 125 rubles. and 1 951 rubles. on Facebook and Instagram separately.

Similarly with the video: the price per view is 0.54 rubles. against 0.79 rubles. and 0.71 rubles. respectively. Savings are achieved thanks to the oCPM algorithm, which automatically selects the right viewers, no matter what social network they are on.

The relevance of content plays an important role in promoting on Facebook + Instagram, since the cost of a click depends on the CTR. There are more opportunities to optimize campaigns and better protection of brand safety. Therefore, advertising on these sites is traditionally chosen by industries where reputation is important: education, electronics, auto industry, etc.

Facebook

Social network benefits

  • broad coverage

disadvantages

  • one of the most expensive sites

Top industries

  1. Automotive industry
  2. The property
  3. Electronics

Prices

  • 28 RUB per click
  • 209 RUB per 1,000 impressions
  • 108 RUB for like
  • RUB 3 125 per conversion

Best formats

Branding

  • carousel
  • video

Performance

READ  How to create and run ads on Instagram recommendations

Overview

Facebook alone is the leader in branding advertising. It is the wide reach that is the main reason to divide social networks (Facebook and Instagram). Traffic and interactions are more expensive than most other social media platforms.

A campaign targeting conversions can be unprofitable. On average, you have to pay 3,125 rubles for a targeted action! This price is only suitable for high-margin businesses. Especially considering that conversion isn’t always a purchase.

Most advertisers looking for sales from ads are better off expanding their campaign to Instagram.

Instagram

Social network benefits

  • cheap coverage
  • cheap likes
  • Popular Stories

disadvantages

  • expensive subscriptions
  • expensive reposts

Top industries

  1. Beauty
  2. The property
  3. Automotive industry

Prices

  • 34 rbl. for like
  • 112 RUB for 1,000 coverage
  • RUB 2,191 for a subscription

Best formats

Branding

  • carousel
  • promo post
  • Stories

Performance

Overview

If you want audience engagement, Instagram is your go-to. It has the cheapest likes and reach, as well as a small life hack.

When you launch a CPE promo post, you can display your video much cheaper than when you launch a pay-per-view promo post. The authors of the study managed to achieve 2.5 times lower CPV than in standard video ads. At the same time, the cost per click increased.

The platform is well suited for introducing the audience to brands that are important for the visual component (cosmetics, design, accessories, etc.) 1.7 billion users.

myTarget

Social network benefits

  • cheap impressions
  • cheap clicks
  • affiliate program Click.ru

disadvantages

  • the actual rate is often higher than the forecast

Top industries

  1. Finance
  2. Telecom
  3. FMCG

Prices

  • 44 RUB per 1,000 impressions
  • RUB 18 per click

Best formats

Branding

  • banner 240×400 in social networks and services
  • multiformat

Performance

  • teaser 90×75 in social networks and services
  • multi-format dynamic remarketing

Overview

The lack of information about myTarget is explained by the fact that the authors of the study were not able to compare data on the site’s video formats. However, it is known to have the cheapest traffic and impressions. Even by paying for clicks, it’s easy to achieve the broad reach you want.

For the first appeal to a new consumer, the platform fits very well. As in VKontakte, it is preferred to advertise mass-market oriented industries: credit organizations, FMCG, medicines, etc.

MyTarget has a variety of ad formats, but most advertisers opt for reliable sticky notes and multi-format. Dynamic remarketing, reaching the most converting audience, is very popular.

Another advantage of the platform is the ability to save budget using an ad automation system Click.ru… This free service offers an affiliate program with a refund of advertising costs for customers and referrals. It is equally suitable for self-campaigning businesses and marketers in an agency or freelance with the prospect of capitalizing on scale.

Let’s summarize the main advantages of the platforms to find out when each of them is suitable.

  1. In contact with. Community promotion, audience reach, remarketing.
  2. Facebook + Instagram. Video advertising, sales, reputation building.
  3. Facebook. Branding, coverage.
  4. Instagram. Audience engagement, videos, “visual” topics.
  5. myTarget. Traffic, new product, market entry.

We hope this knowledge will be useful to you when planning future campaigns.

The original E-promo report is published here.

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