This document provides guidance on building a paid advertising strategy in 2020. It discusses setting achievable goals, selecting the right platforms, and best practices for platforms like Facebook, Instagram, Pinterest, Twitter, Snapchat, and TikTok. Key recommendations include testing creative quickly, following best practices like video length and branding guidelines tailored for each platform, and optimizing ads based on performance and goals.

1. How to Build Your Paid
Advertising Strategy in 2020

2. Liz
VP of Partnerships
Social Native
Becca
Account Director
Social Native

3. Agenda
1. Paid Ad Landscape in 2020
2. Setting Achievable Goals
3. Selecting The Right Platform
4. Platform Best Practices

4. Setting Achievable
Goals
Beautycounter
Increase CTR by 67%
Decrease CPM by 21%
• What is your main goal?
• What are your brand’s KPIs to measure
success?
• What is your audience?
• Creative should align for various audiences
• Important to test and optimize quickly

5. Selecting the
Right Platform

6. Facebook has more than 2
billion users with an account and
1.55 billion access the platform
every month.
Facebook users spend an average of 40
minutes per day on the platform.
96% of social media marketers
consider Facebook the best social
media platform for ROI.
2B+ 40 Min 96%
You can set media buys to auto optimize between Instagram Story, Instagram In Feed, Facebook
Story, Facebook In Feed and Audience Network based on performance and target audience.
Stories now account for a third of Instagram Investment.

7. Pinterest users are 47%
more likely to be
introduced to new brands
than users on other
social platforms.
93% of users plan purchases with
Pinterest, and 87% actually make
a purchase because of something
they saw on the platform.
Pinterest caters largely to
women, with over 73% of US
women between the ages of
25-54 using the platform.
47% 93% 73%
Although paid ad campaigns end, the Pins themselves last forever, so your ads will never stop appearing in front of
users. Advertisers actually receive an average of 20% more clicks in the month after launching a Promoted Pin
campaign.

8. There are 330 million monthly
active Twitter users.
There are 500 million tweets
sent per day.
Twitter's Timeline generated +31%
higher emotional connection than the
social media average.
330M 500M +31%
Twitter is great for real-time moments and events is a great channel for your
brand to showcase a unique voice

9. Over 68% of Snapchat users
are between 18 and 29, so it’s
especially effective at targeting
younger, untapped audiences.
Snapchat has over 210 million users. Of the 210 million users, 38%
can't be found on Facebook or
Instagram.
68% 210M 38%
Twitter is great for real-time moments and events is a great channel for your
brand to showcase a unique voice

10. TikTok has 500 million active
users worldwide.
60% of users are Generation
Z, making it a great option for
brands targeting that
audience.
Of the 500 million users,
41% are between the
ages of 16-24.
500M 60% 41%
Users on TikTok are creating authentic content that is raw and unfiltered, that has just as much chance of
flopping as going viral. It’s the perfect opportunity for you to test the waters yourself with content that
you’d never risk releasing on Facebook or Instagram, where the stakes are so much higher.

11. Platform Differentiations
Best place to get
started
Higher purchase
intent since users
are actively
searching to build
their lives
Best for real-time
events and joining
relevant
conversations
Best to reach
younger
millennials in an
authentic way
Best to reach Gen
Z in an authentic
way
Robust data tools &
mass adoption

12. Platform
Best Practices

13. Facebook
For Stories, leave
roughly 14% (or 250
pixels) at the top and
bottom for the CTA and
profile image &
progression bar.
Show branding within
the first 3 seconds.
Test organic
placement vs. logo
overlay.
Have fun, be
authentic, test & learn.
Consumers want
authenticity so don't be
afraid to test, test, test!
Capture attention
quickly! Adjust your
story arc to show your
most exciting frames
first and keep video
<15 seconds
Creative should be
optimized for the ad
placements running. In-
feed will use 1:1, 4:5,
16:9. Stories should be
9:16 full vertical.
Design for sound on
and off. Use text
overlays to reinforce
your main message and
play with music or
ambient sound.

14. Pinterest
Avoid using abstract
images or lifestyle
imagery that doesn’t
showcase your brand.
Clearly show how
someone might use
your product, try your
project, etc.
Put a logo on every
Pin you make, but
keep it subtle. Avoid
the lower right corner,
since that spot gets
covered up by
Pinterest product
icons.
Add text overlay
to tell a better
story.
High-quality, vertical
images with 2:3 aspect
ratio
For Promoted Videos,
we've found that 6-15
seconds works best. Do
NOT rely on audio as
many pinners are
viewing with sound off.
Lead with a clear hook
within first few seconds.

15. Twitter
88% of consumers expect
In-Stream Video Ads to be
less than 15 seconds. Six
seconds is the sweet spot,
leading to the highest
brand affinity for
advertisers.
Ad recall is 60%
higher for brands with
consistent logo
placement throughout
their videos
Stay focused on one
key message you
want to get across.
Brands that convey
a simple message in
the first three
seconds of an ad
achieve 13% higher
message
breakthrough.
Don’t use all 280
characters. Use an
image, video, or the
copy in your tweet to
highlight your unique
brand value.
Many mobile Twitter users
view ads without the sound
on. Use clear visual
branding, sharp visuals,
motion and movement and
crative captions to convey
your message without
sound

16. Snapchat
Catering ads to audiences
younger than 30 years old
lead to higher engagement
-incorporate Snapchat
specific app features (e.g.
AR filters)
Format for full screen
and vertical, speaking
directly to the
camera, etc
Utilize voiceover
CTA to encourage
users to swipe up
60% of Snap Ads are
watched with audio on
and sounds is
considered an integral
part of the Snap
experience.
Although 10-second video ads
might seem short, Snapchat
recommends 3-5 seconds to
drive action, and establishing
offer around 2-second mark.

17. TikTok
Keep all the important elements of
your advertisement centered. This
should include your CTA (call-to-
action) and brand name.
Prioritize vertical video and keep
the video length between 9 and
15 seconds. To hook viewers to
your advertisement, start with an
attention-grabbing visual.
TikTok requires audio settings to be
turned on. It’s advisable to add
background music clips and tracks to
your advertisements, instead of
subtitles.
Tik Tok is a viral platform where
engagement is key! Make sure your
content includes a strong CTA in the form of
a native button to prompt viewers to perform
an action.

18. Getting Started
Know your goals
Make sure platforms match the
KPIs you’ve chosen
Follow best practices
Test and optimize

19. Questions &
Thank You!