There’s actually a huge difference between social media audiences and Google audiences.
In fact, there are quite a few major contrasts, and being aware of them can mean the difference between a successful campaign and a flop.
So, without further ado, let’s unpack.
The Marketing Funnel describes your customers’ journey with your brand, from not knowing anything about you at all, to being the most loyal of frequent purchasers.
Customers start at the top of the funnel, with awareness, and move down from there.
Google audiences are what’s known as a ‘warm lead’. This is because people who see your ad on Google (or, indeed, any search engine!) are likely to already be searching for the thing you sell.
That means they’re around the middle of the funnel, at the consideration and conversion stage. They have a good buyer intent because they’re searching for it, so they’re interested in the product. Ads on Google therefore, exist to just give them that last little shove over the line.
Social media audiences, on the other hand, tend to be more at the top of the funnel — the start of their journey. They’re in the awareness stage; they probably don’t know who you are yet, or what you do. That means your social media ads need to quickly and efficiently introduce yourself.
Think about your own digital habits. When you next pick up Instagram, catch yourself in the act and think: why did I do that? What do I want from Instagram?
Similarly, next time you Google something, try and ask why? What’s your intention?
Chances are, you’ll find the situation to be as follows:
What does this mean? It means that social media users are relaxed. They’re not looking to buy anything necessarily. They might do it, but it was not their intention when they opened the app.
That means your campaign needs to be about building a community, focusing on your brand positioning, and promoting engagement. Content should be both short-form and really attention-grabbing. Your goal is to change the lazy-scroller’s intentions from passive consumption of content to active engagement.
Meanwhile, over on Google, if they do buy something, they are probably always looking to buy. That means — as we said earlier — your content should just encourage that final purchase. Show ‘em what they’re missing!
Anyone who’s on Google has a plan. Whether it’s finding the answer to a really pressing query or investing in the solution to an age-old problem, they’ve searched for those specific words, at that specific time, in order to fulfil their plan.
You just have to show that you’re the answer to that plan.
However, it’s quite rare that anyone opens social media with a plan of action. Or, if they do, it’s even rarer that they’ll stick to that plan. They’ll get distracted and the next thing you know? Mindless scrolling.
So, where do you come in? Easy: on socials you’ve got to give them a plan. Take them from: “I want to cyber-stalk my ex’s new partner” to “I want to buy that product.”
People on a search engine are a bit more dedicated to what they’re doing. Perhaps it’s because of that plan of action we just mentioned, or perhaps it’s because Googling requires a different headspace to social media doomscrolling.
Whatever it is, the people who stumble upon your brand on Google are more likely to be up for a bit of reading. Your content can therefore lean into the slightly more long-form, textual elements of marketing. Write a blog, for example! And don’t be afraid of some neat copywriting.
On the other hand, the boredom that inspires social users means their attention span is the size of a— oooh a squirrel!
(You’ve got to grab it quickly, and keep it: short sentences, snappy visuals. Hup-two-three-four!)
Now, this one all depends on a few things. Firstly, the sort of company you run, and the types of people likely to buy from it.
Secondly, the sorts of social media you use.
Thirdly, the type of search engine advertising you use. (PPC, for example, is great, but not everyone uses it!).
Generally, though, people use lots of different social media platforms for lots of different reasons. Facebook is much more text-based, much more community-focused, and much more relatable for older demographics.
Instagram is quicker, more algorithm-focused, and has the benefit of varied formats of posts and stories — which, of course, require different types of content. (People click fast through stories, posts and reels are a little bit more lingering!).
Your social media campaigns need to be able to adapt to each platform and each platform user. You can, meanwhile, segment your Google audiences, but it’s all much of a muchness in terms of the sorts of people it could reach in a single place — depending, of course, on your audience demographics.
If it’s all too much to think about, especially when you’re just getting started, that’s where Team Zap comes in.
We offer Performance Marketing packages to support your online competition business to grow and thrive! All you have to do is say the words! We’ll be your marketing Fairy Godmother.
