Both Facebook and LinkedIn are great tools for advertising your business and targeting your ideal customer. But, which channel is best? Read our guide for everything you need to know about each channel.
Social media advertising is a great way to reach a wider target audience with your content, products, services and offers. However, the number of channels available can be overwhelming, making it difficult to know which social media platform is best for your business.
So, where do you start?
Facebook and LinkedIn are two of the most popular social media platforms available and they provide a huge number of opportunities to reach your ideal customers.
Both platforms have a number of similarities and differences which it’s important to be aware of before investing your budget. Understanding the opportunities, benefits and disadvantages of each channel can help you to make the best decision for your business.
Let’s have a look at the two channels in more detail before we look at the differences:
LinkedIn is a professional network that was originally used as a corporate recruitment tool but it has now developed and offers a number of similar features to other social media platforms such as status updates, blogging and private messages.
LinkedIn now has over 750 million users worldwide so there are a huge number of people you can reach with your ads.
A huge number of people use LinkedIn to build professional networks, consume thought-leadership content and sell B2B products and services to a highly targeted audience.
Ad types on the platform include:
The type of ad you choose on LinkedIn will depend on the audience you’re targeting, the content you’re promoting and your business goals.
LinkedIn is a better channel for B2B advertising. It’s easy to identify the key decision makers in the businesses you’re targeting and reach them with personalised ads.
Facebook was designed for users to share and communicate personal information. Facebook has more users than LinkedIn with 2.91 billion monthly active users - a huge amount of people available for you to reach.
Unlike LinkedIn which is made up mostly of professionals, Facebook’s audience is made up of a number of different people which makes it perfect for a wider range of businesses.
Every ad you run on Facebook has three components:
Where LinkedIn is better for B2B advertising, Facebook is a better choice for directly reaching consumers.
There are a few key differences between the two platforms which it’s important to understand if you want to get the most from your budget.
Facebook offers more ad types and precise targeting tools than LinkedIn. You can also choose ad placements and whether you want to advertise on other channels such as Instagram.
Facebook is known for its targeting options. You might have access to billions of users but you can choose exactly who you want to reach and make sure your ads are shown to the people who are most likely to engage or convert.
Facebook allows you to target based on:
You can even take your targeting a step further with lookalike audiences which allows you to expand your reach and custom lists. Compared to other channels, Facebook’s targeting is unmatched which makes it appealing to many businesses who are trying to reach and engage with a particular target audience.
LinkedIn provides a more professional audience so is more suited to a B2B audience. This audience is more interested in networking with other businesses, looking for business advice and ways they can grow.
If your brand has a more visual identity, Facebook offers a wider variety of ad formats that allow you to engage with your customers and drive them to your website.
Facebook ad formats include:
On the other hand, LinkedIn offers more text-based ads such as:
These ad formats allow you to engage with your target audience but are not as suitable if you’re trying to sell products that rely on visuals.
The channel you choose for your business will depend on your objectives and the products or services you’re offering. In most cases, this will determine the best place to put your budget.
On both ad platforms, you decide how much you’re willing to spend and you can set your own budget. There are differences in the cost-per-click (CPC) for each platform that it’s important to be aware of.
The average CPC (how much you pay when someone clicks on your ad) is often higher on LinkedIn than it is on Facebook. However, just because you’ll pay less per click on Facebook, it doesn’t mean that’s where you should invest your money. You may more per click on LinkedIn but the leads could be higher value. You should think carefully about who you’re targeting and the kinds of leads you’ll earn.
The channel you choose is all dependent on your business, objectives, what you’re selling and who your target audience is. If you’re still not sure which channel you should be using, ask yourself the following questions.
This is the key question you should be asking before launching any advertising campaign. Each network caters to different audiences so this is essential to get right.
On LinkedIn, the people consuming and creating the content will always be business minded. Facebook is used to connect with friends and family and share personal pictures. However, they are still open to advertising messages and will buy directly from the platform if you link to products or services.
Are you looking to run shoppable image ads or video ads? Do you want your ads to be shown on Instagram too? Thinking about these questions will lead you to the right channel.
Both platforms offer different ad types but Facebook has a much wider range of options.
Think about what you want to spend on your social media advertising. LinkedIn ads may cost more initially but it doesn’t mean you shouldn’t allocate some of your budget to them. Your target audience and ad types should play a much bigger role in the platform you choose to advertise on.
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