Businesses that want to put their brand in front of more people, but don’t want to wait for their follower counts, can pay to get the attention of their target audience. They may do this on social media, either with paid adverts or micro influencers. But for some, it’s not always clear what the better option is.
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Both have their strengths and drawbacks. If you run a business, the best option for you will depend on your goals, audience, and budget. We hope that this article will enable you to make an informed decision about paid promotions on social media. Please read on.
What are Paid Ads on Social Media?
Paid advertising on platforms like Facebook, Instagram, and TikTok allows businesses to reach a targeted audience based on age, location, interests, and behaviour. In Nigeria, these ads can be designed so that they appeal to people in specific regions. So, you can target Abuja-based professionals or students in UNILAG, to name a couple of examples.
Why Paid Ads May Be Great for You
- With the right budget, you can reach hundreds of thousands of users quickly
- You can choose specific kinds of people who will see your ads, based on things like age groups, locations, and interests
- Platforms provide insights into how many people viewed, clicked, or engaged with your ad
- You can spend as little as ₦1,500 or as much as ₦1 million, depending on your marketing goal.
Challenges You May Face with Paid Adverts
- Nigerians are becoming more ad-aware and may scroll past obvious sponsored content
- In regions with slower internet, video ads may not perform well
- Foreign exchange and card limitations make it difficult for some small businesses to pay for adverts on international platforms
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What are Micro Influencers?
Micro-influencers are social media users with a following typically between 1,000 and 50,000. They are not celebrities, but they have a loyal and engaged audience. Examples might include a skincare enthusiast in Lagos with 20,000 fans on TikTok; a food critic in Enugu who has 10,000 followers on Instagram; or a fitness coach in Jos with 32,000 followers on Facebook.
Why Micro Influencers May be an Attractive Option
- Their followers tend to be more active and trust their recommendations
- They speak in a manner that their audience understands and appreciates
- They often charge less than big-name influencers, and may even promote in exchange for free products and services
- These influencers cater to niche audiences; for example, tech enthusiasts in Lagos or new mothers in Abuja.
Where Micro Influencers May Fall Short
- Their audience size is smaller, so your message may not go as far
- Not all influencers are professionals. Some may post your content late or fail to review your campaign brief
- It’s not always easy to accurately track conversions from influencer campaigns
Which One is Better for You?
The answer to this question depends on several factors, as we explain below:
- If you are launching a new product and want fast visibility, especially in major cities like Lagos or Abuja, paid adverts can give you rapid reach
- If your brand is community-oriented and built around storytelling and gaining trust (e.g. skincare, food vendors, or fashion brands), micro influencers may drive stronger engagement
- Small businesses with a limited budget can get a better return on spend than underfunded adverts, which may not reach the right audience
- Brands with marketing experience and access to foreign cards or agencies can combine both strategies to achieve the best possible results
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Final Words
Social media promotions are the quickest way for small businesses to gain exposure and achieve conversions. But when weighing their options, many businesses are torn between paid adverts or micro influencers. Hopefully, this article makes it easier to decide what’s best for you.
Featured Image Source: Sprout Socials
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