Social Media Advertising is driving billions of dollars in ad spend.
This does mean that it's becoming more and more expensive to advertise there.
But it also shows how effective it is in driving results for companies across industries.
The best way to get the benefit while minimizing the cost is with a retargeting ad.
This involves driving traffic to those who have already visited your website and performed an action, also known as warm traffic.
For warm traffic, such as those visitors who performed a specific action you can create a video that targets those individuals more precisely.
You can use a video that is targeting those who have made a prior purchase on your website may include information on products relevant/complementary to their previous purchase whereas a video targeting viewer who added to cart and didn't buy may focus on relieving some of the common objections you find through customer surveys and reviews.
If you are going to create content like this, you do need to take in to account how many people you have in your audience.
Cold traffic is when the viewer has not interacted with your company before, and it's their first time seeing a piece of content from you.
So, you need to have an offer which will appeal enough to give them the motivation to go to your website.
This could be a special sale that you set up to get them to go to your website and make that first purchase so that they are now a customer that can move into the warm audience funnel.
Some companies also assign a budget to brand towards new visitors which would focus on the key features and benefits that would draw someone to use your product or service.
Instead of focusing on a special sale you would instead draw attention and interest with content focused on your companies unique selling proposition.