Strengths and Weaknesses
As you can tell from the table above there are strengths and weaknesses to every social media platform.
In general you will almost always have a Facebook ad campaign going because of its huge audience, great ability to target a specific audience, decent pricing, and A+ reports to craft your ads further.
One of the social media platforms that stands out as week is Twitter. While it is not represented as the best on the table, it has moments where it can shine. Remember the ALS #icebucketchallenge? $115 million dollars was raised from that viral hashtag with awareness and hundreds of patients recruited in clinical trials. If you have hashtag that generates even modern success the cost per patient recruited is going to be very low.
In reality every platform should be tested because you never know how much each platform will charge for your audience or how your audience will react to your ads. For example: Maybe you are looking for older patients in Detroit and don’t think Instagram is a good fit for your audience. Well what if everyone else is thinking the same thing? It would mean no one is targeting older patients in Detroit and you would be able to bid extremely low, resulting in a very cost effective campaign.
Social Media Platforms and Rules
All social media platforms have its own rules on what you can say in your advertisements. Learn to work within these rules because well, there is no way around them.
Success
Keep in mind that a successful ad campaign in one platform does not guarantee the ad will work on another platform.
Each social media platform has a different way of interacting with the audience which means you will need to adapt the style and message of your ad.
Sometimes success is finding out what does not work so you are not spinning your wheels with a low yield ad campaign.
