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Most effective social media advertising formats for PR and content marketing, for both B2B and B2C
Photo and video ads are cited by marketing experts as the most effective advertising formats on social media platforms such as Instagram, YouTube, and Facebook. As social media becomes one of the most profitable avenues for marketing and PR, B2B and B2C marketers are increasingly focusing on these platforms for their PR and content marketing campaigns.
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Content marketing is a strategic marketing approach that involves creating and distributing valuable, relevant, and consistent online content for a clearly defined target audience. It is used by businesses of all sizes to build brand awareness, acquire and retain loyal customer bases, and ultimately drive profitable customer engagement. What distinguishes this form of marketing and PR from traditional techniques is its focus on relevance—that is, tailoring content to the needs and interests of a specific target group. Think group personalization, industry personalization, focus personalization, and others. As more and more brands and marketers have recognized the power of content and begun implementing PR and content marketing strategies into their advertising efforts, it has become an integral part of digital marketing in recent years.
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Most effective advertising formats on LinkedIn according to marketing experts worldwide
The most effective advertising formats on LinkedIn worldwide – Image: Xpert.Digital
A mid-2019 survey of global marketing professionals revealed that sponsored posts on LinkedIn were considered the most effective ad format on the platform by 29 percent of respondents. Only one percent of the marketers surveyed believed that dynamic ads on LinkedIn were effective.
Which advertising formats are the most effective on LinkedIn worldwide?
- 29% – Sponsored posts
- 19% – Lead Gen Ads
- 5% – Sponsored InMail Ads
- 4% – Text ads
- 1% – Dynamic Ads
Most effective advertising formats on Instagram according to marketing professionals worldwide
The most effective ad formats on Instagram worldwide – Image: Xpert.Digital
A survey of global marketing professionals conducted in mid-2019 found that 29 percent of respondents considered photo ads on Instagram to be the most effective advertising format on the platform. Around eight percent of the marketers surveyed indicated that carousel ads on Instagram were effective.
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Which ad formats are the most effective on Instagram worldwide?
- 29% – Photo ads
- 17% – Video ads
- 16% – Stories ads
- 8% – Carousel ads
Most effective advertising formats on YouTube according to marketing experts worldwide
The most effective advertising formats on YouTube worldwide – Image: Xpert.Digital
A mid-2019 survey of global marketing professionals found that 29 percent of respondents considered pre-roll skippable ads on YouTube to be the most effective ad format on the platform. Non-skippable ads were considered effective by seven percent of the marketers participating in the study. Bumber ads, on the other hand, are short videos of up to six seconds that are not used as frequently. YouTube Cards allow users to make videos more interactive. Cards can contain a video, a playlist, a channel, or a link.
Which advertising formats are the most effective on YouTube worldwide?
- 29% – Pre-Roll (skippable video ads)
- 10% – Display ads
- 7% – Non-skippable ads
- 3% – Bumper ads
- 3% – Overlay ads
- 1% – Skippable video ads/sponsored cards
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Most effective advertising formats on Twitter according to marketing professionals worldwide
The most effective advertising formats on Twitter worldwide – Image: Xpert.Digital
A mid-2019 survey of global marketing professionals found that image-based website cards on Twitter were considered the most effective advertising format on the platform by 10 percent of respondents. Plain text tweets were considered effective advertising by five percent of the marketers participating in the study. Twitter cards are enhanced tweets enriched with additional content and links to external sources.
Which advertising formats on Twitter are the most effective worldwide?
- 10% – Image website maps
- 10% – Single-image tweets & GIFs
- 7% – Advertised video
- 5% – Plain Text Tweets
- 1% – Image app card/Video app card/Conversation displays/Multi-image tweets
Most effective advertising formats on Facebook according to marketing professionals worldwide
The most effective ad formats on Facebook worldwide – Image: Xpert.Digital
A survey of global marketing professionals conducted in mid-2019 found that 24 percent of respondents considered single-image ads on Facebook to be the most effective ad format on the platform. Around five percent of the marketers surveyed indicated that promoting posts on Facebook was effective.
Which ad formats are the most effective on Facebook worldwide?
- 24% – Single-image ads
- 20% – Video
- 12% – Lead ad format
- 11% – Dynamic product ads
- 9% – Boosting Posts
- 9% - Carousel
- 5% Advertising posts
- 1% GIF/app installs/slideshow
Current PDF libraries to support your marketing planning and activities
We provide you with numerous further insights into figures, data and facts that can help you optimize and expand your marketing:
- Customer Demographics Library – Demographics Knowledge Database (PDF)
- Online Marketing Library (PDF)
- E-Commerce Library – Knowledge Base (PDF)
- Social Media Marketing Library – Knowledge Base (PDF)
- SEO Library – SEM Knowledge Base (PDF)
- Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
- Extended Reality (XR) Library (PDF)
Do you need more input on the topic of marketing?
- Content marketing: The ultimate discipline with obstacles and the most valuable types of content marketing
- The most effective marketing channels for leads, the most effective tactics, the most effective early-stage engagements, and the most effective channels for increasing conversions
- Marketing strategies and trends
- Personalized customer communication is gold
- Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? You should ask yourself three questions
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