A world in which technology is becoming an ever-reliant part of a consumer’s everyday decision-making process has led to a switch in the way businesses advertise their products. The emergence and somewhat dominance of social media platforms over the past 10 years have seen the likes of Facebook become a vital part of in-house marketing strategies, in order to reach a tailored audience. Facebook and Twitter lead the way as the two most used social platforms in 2019 and account for the majority of advertising on the channel.
So why social media Marketing? Well, there are a few reasons businesses turn to specific social platforms over more traditional methods or even Google Ads.
Using Facebook as an example, the platform has over 1.55 Billion active users per month. Although this could instantly expose your business to a HUGE number of potential customers, it would be unwise to think that each and every user is interested in your product. That’s where the power of audience granularity on social media platforms really comes into effect.
Users provide Social Media platforms various kinds of personal information that could prove useful to a business looking to target a specific audience. This includes hobbies and interests, values, beliefs, places visited, and more. This gives marketers access to target specific niche audiences, in ways that traditional media has never allowed before.
On top of this, advertisers can upload their own audience behavior and have Facebook generate a “Lookalike audience” which will automatically target the most relevant audience, based on previous customers.
Although Google Ads is extremely powerful when it comes to targeting Keywords, ads can really lack a visual element that stands you apart from your competition. Social platforms allow creative teams to really enhance an ad to ensure it is seen by the relevant audience. With the addition of photos, carousels, videos, and company branding, it is possible to create an extensive visual campaign across all social media platforms. The use of social hashtags and trending topics alongside a campaign can see a campaign go viral and become one the targeted audience can’t forget.
Budgeting and ROI
Social Media advertising tends to appeal to businesses due to its surprising affordability. All platforms provide the advertiser with access to an array of budgeting and ROI tools that allow complete control over spend vs clicks on site. The click to cost ratio provided by social platforms appears to be more attractive than that of Google Ads with lower CPC bids and more clicks for your buck.
It’s clear that there are advantages to using social media to enhance a brand’s reputation and drive more traffic to a particular site or product offering, so how can this be applied in the ever-changing world of iGaming? The industry is constantly under pressure from regulators such as the UKGC, to ensure both operators and affiliates are promoting gambling products responsibly. This does not mean social media marketing is completely out of reach, providing the correct route is taken.
Operator/Affiliates can apply for whitelisted status via an application process, with each social platform carrying their own set procedures. As an operator, social platforms will likely ask for licenses and proof of market operation. As an affiliate, you are asked to prove you can and will abide by UKGC regulations and display due diligence in your advertising activities.
Chris Dinning Director of Straight Flush Affiliates recently undertook the application process via Facebook and has since launched a successful social campaign. The campaign was focused on the launch of one of the iGaming community’s most anticipated slot games, Star Clusters Megaclusters. We asked Chris to provide some insight into the experience and the effect it had on his business in a challenging iGaming market;
“The process was straight-forward, although designed to ensure we (as an aggregator) are providing an informative and well-regulated offering. The team at Facebook will brush every corner of your operation to ensure you are a responsible aggregator and protect any potential players based on UK laws and regulations. I was assigned a customer liaison officer from the second I filled out the application, she guided us through the whole process until we were approved. Once approved, it is down to us to ensure we follow the advertising guidelines and that our ads display all relevant responsible messaging. In terms of results, Facebook has been great for us, we feel more engaged with our potential players and have been able to open a personal line of communication that the likes of Google Ads did not allow. I would certainly recommend social media advertising to those operating in this area, just don’t go above your limits and ensure you operate with the usual ethical approach.”