Nowadays, with the development of the social media, advertising has become more various and cheap. However, for some small businesses, especially the young entrepreneurs, it’s hard to decide that which platform is better for them. Facebook and Twitter are popular in today’s world, they both provide people with a promotion platform. People can release the advertising, campaign and event on both of them. But, there are some differences between Facebook and Twitter advertising. This blog is going to discuss these differences.
First of all, let’s check the user number of Facebook and Twitter individually because this is the first thing we need to know before we make a decision. According to the date from the statista, at the fourth quarter of 2016, Facebook had 1.86 billion monthly active users while Twitter had 319 million monthly active users. Obviously, Facebook is also the most popular social media worldwide. For the companies which do not have the specific target audience, Facebook advertising might be a good choice.
Apart from the user number, what other differences between these two platforms? I set a scene for myself —- I’m going to advertise a dancing competition through social media, with video. Here is the process of the Facebook advertising.
First step: Decide the type of advertising. Facebook provides 11 kinds of the option.
Second step: Confirm the account location.
Third step: Define the target audience, including location, age, gender and language.
Fourth step: Confirm the budget and time. Facebook provides two budget options for people. The first one is daily budget, start from 20 dollars; the second one is lifetime budget, start from 500 dollars.
Fifth step: Decide the format of video advertising.
Once you’ve finished the fifth step, you could receive a mini report which illustrates the overview of your advertising.
Then, what if I choose the Twitter advertising to propagandise the same thing? Here is the process of Twitter.
First step: Confirm the content and time of the advertising.
Second step: Define the target audience. Comparing with Facebook, Twitter allows people to select their audience far more than age and gender. With Twitter, people can set target audience detailedly and specifically.
Third step: Set the budget. Twitter allows people set the daily budget independently. You can start from very small number except for zero.
Therefore, if I want to spend less money than Facebook, I can set 10 dollars for per day. Let’s see what happen next.
The budget plan is the biggest difference between Facebook and Twitter. At first, I thought that Twitter is more profitable because people can set daily budget freely. And then I’ve realised that Twitter might force me to spend more money. There are two reasons for this. Firstly, according to the information above, Twitter only count when the video is watched in 50% view for 2 seconds or more. However, no people would make a video under 2 seconds. In other words, Twitter will charge your money when people watch your video. Therefore, if you expect a lot of audiences, you have to increase the number of your daily budget. Otherwise, Twitter only allows a limited number of people to watch that video. Secondly, Twitter doesn’t show the total budget. For some people, it’s hard to make a further plan without the total budget.
In conclusion, Facebook and Twitter provide a similar system for people to advertise their campaign. However, comparing with Twitter, Facebook has two advantages which involve the large user number and the reasonable budget plan. As a result, the Facebook advertising is more suitable for small businesses.
Gotter A 2015, ‘Twitter Ads vs. Facebook Ads: The Metrics You Need to See’, AdEspresso, blog post, 9 April, viewed 4 April 2017, <https://adespresso.com/academy/blog/twitter-ads-vs-facebook-ads-the-metrics-you-need-to-see/>.
Morrison K 2016, ‘Facebook vs. Twitter: How Each Network Handles Advertising Differently’, ADWEEK, blog post, 3 February, viewed 5 April 2017, <http://www.adweek.com/digital/facebook-vs-twitter-how-each-network-handles-advertising-differently/>.
Maden B n.d, ‘FACEBOOK ADS VS TWITTER ADS – WHICH ONE SHOULD YOU USE’, matter, blog post, viewed 5 April 2017, <https://www.mttr.io/blog/social/facebook-ads-vs-twitter-ads-one-use/>.
statista 2017, Number of daily active Facebook users worldwide as of 4th quarter 2016 (in millions), company statistic, statista, viewed 5 April 2017, <https://www.statista.com/statistics/346167/facebook-global-dau/>.
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