With almost every other business organization ramping itself up to the online platform, the need of a flawless yet extremely effective advertising platform is higher than ever before.
Marketing and hence, Advertising, can be a hard-boiled competency-test for people using the online marketing platforms for the first time.
And it would be a shameful example of injustice if I do not mention the two widely recognized behemoths of online, or more precisely, social media Marketing Platforms, Facebook and Twitter.
These two social media giants have literally revolutionized the fundamentals of online marketing and advertising in their entirety.
Every business firm heads into the wormhole called internet with pre-defined objectives and plans. Right?
Yet people like me are needed to delineate the intricacies of their purpose, functionality, and benefits that could be obtained.
Don’t worry amigos! I’m more than happy doing it for you. Let’s dive in!
Why opt for Online Promotions?
Simple. Because you want to make lots of money; be it behind the shop counter, or your personal computer.
Moreover, it equips you with numerous otherwise inaccessible marketing tools and techniques, which we’ll be discussing sooner than later.
Audience-Size, Ordinally:
Where would you, as a rationally smart businessman, invest your hard-earned money to promote your business? The obvious and correct answer is, a project offering a large, or in this case, larger prospective consumer base.
Facebook’s report-release lucidly indicated that their platform is supported by a whopping 2 billion monthly users.
Whereas Twitter, has only 288 million monthly users.
Fancy that!
Instinctively, your inclination will towards Facebook, which is an infallible decision with respect to all aspects of human behavior.
But don’t we live in a world of ‘but’s and ‘if’s?
I’ll explain why size doesn’t matter as much as you think it does in this case.
The Mechanism:
Facebook and Twitter, both have designed their advertising platforms in a manner which requires a bidding system (more like an auction of available advertisement slots) to get your ads up and running.
Facebook first sells the available spaces for placing advertisements on a random user’s feed to thousands of other businessmen like you.
Twitter, intuitively, adopted a very similar method which operates pretty much like the former one’s.
Alright, you bidded. What’s next?
The next step is also, unsurprisingly, quite alike for both the platforms. It’s similar to such an extent that even many users pointed out the resemblance between the duo’s individual user-interfaces.
After you have your marketing campaign up on its feet, it’s time to get it moving for the big league.
Your next step is defined by the prospective audience which you are planning to target.
Both Facebook and Twitter offer an extremely dynamic and **concise targeting mechanism. **
It allows you to specifically decide which sections of the diverse audience you intend to target. For example, few basic parameters are Age, Gender, Location of Targets and such.
It is the existence of these complex yet highly useful tools, which makes these two the most effective and promising platforms.
Will You Have to Sell Your Car in Order to Pay for These?
No! Absolutely not. This is the part where social media marketing beats every other alternative by an immeasurable margin.
And yet again, Facebook also gains an edge over Twitter; by a measurable margin, though.
When broken down in terms of demographics, the results strike as a quite surprising reality.
On Facebook, the cost-per-click (CPC) that you’ll have to pay is around $0.27. Yes, that’s true, don’t be staggered. Also, the average cost per 1000 impressions is around $7.19.
Twitter, however, charges a little higher than what Facebook does; even though Facebook offers a wider and more diverse opportunity at targeting audiences.
The cost-per-click charged by Twitter varies from $0.50 to $4.00. And if you decide to promote a particular trend through twitter advertising, then it’ll set you back by $200.
So coherently, Facebook won this round. It not only offers a bigger customer base, but also does it at a price lower than its adversary.
Apparently, the size of your budget won’t hinder your campaign’s potential as long as you keep making the right bids and good investment decisions.
Average Conversions:
A research led by a team of digital marketing experts, it was revealed that Twitter promotions, as an aggregate, witness around 350,000 interactions per minute in the form of retweets, tweet likes.
Facebook, performing like the boss it really is, has an average of 380,000 likes per minute on promoted content.
These metrics make it quite clear that which platform would be more beneficial from the promoter’s point of view. But that doesn’t mean that Twitter fell short on its part this time.
If we compare the users-per-month to conversions achieved ratio of the two, we’ll find Facebook getting away with the winner’s trophy because of a marginal victory.
Smartphone Friendly Advertisements?!
Yes. A very crucial yet commonly ignored aspect of any website is its ability to gain compatibility when viewed on mobile devices.
This particular section, like the rest of the article, witnessed stiff competition between the two. Also, Facebook wins, like the rest of the article.
Twitter has evolved itself to adapt the mobile-situation better than anyone else. The ad placements in mobile screens are seamless and impress at first sight, thanks to their alluringly simple appearance.
Apart from this, normal users using both the platforms tend to spend more time on Twitter than on Facebook, pertaining to the relevance of the content found.
Facebook also claims to have modified their advertisement user interface as such to make it reach 100% mobile-friendly levels.
One very significant fact that sets Facebook apart from its competitor is that Facebook Ads are the top sources of Paid Traffic to convert for downloads of Paid Apps.
Facebook’s Ace of Spades:
What really distinguishes Facebook from the rest of its competitors is its consumer retargeting platform, Facebook Pixel.
Facebook Pixel is a program, basically an HTML Code, which is created by experts back at Facebook.
Its main objective is to retarget those consumers who viewed an advertisement placed by you but didn’t make a purchase for some unknown reason.
Retargeting here refers to the process of showing that particular consumer the same product’s advertisement which he refrained from buying earlier.
Facebook Pixel’s potential is defined by its astounding success rate of 71%.
I Guess You Now Know Which One’s Better….
Before concluding to a certain decision, it is very important for you, as a businessman, to realise that both the platforms offer a great prospect for advertising irrespective of the facts and figures.
With proper optimization of ad campaigns, great results can be obtained. Like I said, it’s all a matter of right investment decisions and strong bids.
Now, owing to the tradition of selecting a winner at the end of the heated competition, I hereby crown Facebook as the victor when it comes to its efficiency and effectiveness at online marketing.
Strengths and weaknesses exist in every thing in possession of this universe. These two bear no exception to this fact.
Also, some businessmen might ad will find twitter as a more appropriate advertising platform simply because it meets their requirements more aptly and easily.
But the decision which all wise men and women will make that they’ll prefer Facebook for their advertisement flagship due to its leverage of potential over its competitors.
The abilities of Facebook Pixel also set it way ahead of it competition.
It is just a matter of time before Twitter catches up with Facebook, owing to the extreme developmental efforts they are putting in their marketing division.
Who knows? Maybe twitter will be sitting on Facebook’s throne two or three years from now.
What do you think? Which ad platform do you prefer? What do you think of Twitter’s updates to their ad system? Please comment and do letus know
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