How to Buy Twitter Followers (Real Ones!)
Home » Blog » Social Media » How to Buy Twitter Followers (Real Ones!)

How to Buy Twitter Followers (Real Ones!) Home » Blog » Social Media » How to Buy Twitter Followers (Real Ones!)

Twitter hasn’t had the easiest time adjusting to the new social media landscape.

Facebook and messaging apps have been crushing the social media platform on paper.

But, Twitter isn’t a ghost town. It has over 330 million active monthly users!

Participating on Twitter is a lot more fruitful than you think.

It’s an audience that can’t be ignored.

I regularly tweet and use my Twitter account to promote my blog posts and other content.

I’m up to 378,000 followers.

It’s an audience worth paying attention to, even if only a small percentage can see any given tweet.

Of course, you have to build a following, and Twitter is a much different experience for those who don’t have followers.

Buying followers is a common practice, but it doesn’t work the way you think.

Third-party services often sell fake followers. These may look impressive, but they don’t work.

You’ll also get banned from Twitter for buying fake followings.

To succeed on Twitter, you’ll need an engaged following that responds and retweets your content.

Here’s how to buy those followers the right way, without taking any black hat shortcuts.

Why Twitter Followers Matter

When you start on Twitter, you’ll have no followers.

You’ll just be sending tweets into the empty abyss.

Nearly 69 million Americans use Twitter.

These users come from a broad range of demographics and interests.

Between Instagram, Facebook, Twitter, and newer platforms like TikTok, I’d go so far as to say social media is the most important digital marketing media to focus on.

Usage of social media has steadily increased across the board, according to another Pew Research study.

Twitter is used for a variety of purposes, even to discover businesses.

The platform is the #1 platform for discovery, with 53% of people on Twitter saying they are likely to be the first to purchase new products.

So, while it’s not as popular as Facebook or Instagram, Twitter’s social platform can’t be ignored.

Curious how to get followers on Instagram instead?

Check out my post on how to gain 300 Instagram followers a day!

Otherwise, understand there are only four ways people can see your tweets.

1. They Follow You

Tweets are typically public, and the service will recommend tweets to you based on content, geography, and other considerations.

Still, users typically only see tweets from people they follow and choose to.

Remember, not everyone accesses Twitter directly from the website or app.

Some use third-party tools like Hootsuite or Buffer to filter out the noise.

These app interfaces make it much more difficult to be seen unless you’re posting relevant content.

2. Someone They Follow Retweets or Responds to You

My tweets reach much further than just my followers.

Many of them retweet my content to their followers too!

Each of these accounts has followers that may not follow me.

For example, by clicking through to @CoffeeShopBlogg’s Twitter account, we can see they have nearly 5000 followers.

<imgsrc=”https: neilpatel.com=”” wp-content=”” uploads=”” 2017=”” 08=”” neil-patel-13.png”=””></imgsrc=”https:>

It’s an audience I couldn’t reach on my own, and that endorsement increases my audience.

It can also increase my follower count.

People are much more likely to trust your information when presented by a third party.

3. You Target Them With a Promoted Post

You can follow people for a follow-back, but that only gets you so far.

Use promoted posts to reach an audience when you’re starting out (and even when you’re a large corporation with a huge following).

Here’s one from GlassesUsa.com that appeared in my Twitter feed:

<imgsrc=”https: neilpatel.com=”” wp-content=”” uploads=”” 2017=”” 08=”” neil-patel-14.png”=””></imgsrc=”https:>

I’ll dive deeper into how to customize promoted posts further down in this article.

There’s one last way to have your content read on Twitter.

4. Use Hashtags

Although #hashtags predate Twitter, it popularized them long before Instagram and Facebook made them mainstream.

The majority of the most popular trending topics around the world are hashtags.

By posting about trending topics and using hashtags in general, you greatly increase your chances of being discovered through user search.

The Twitter algorithm will also occasionally show users content based on topics they’ve followed before.

If you’re interested in learning more, I have a great article about tools to increase Twitter engagement.

For those still with me, we’re moving on to the scourge of fake followers.

Avoid Fake Twitter Followers

According to some reports, more than half of all Twitter followers are fake.

A site called Twitter Audit lets you check any celebrity account to find out how many are actual people.

Katy Perry is the biggest account on Twitter, with over 109 million followers.

But 42% are fake.

Now, these numbers are debatable, but the existence of Twitter bots and fake followers is not.

They’re very real and often used in very interesting ways.

Microsoft, for example, created an AI bot named @TayTweets that interacted with the public for several hours before turning bigoted.

Tay’s AI was eventually deactivated, highlighting one danger of bots and fake followers.

Another issue with fake followers is they can get you banned.

Twitter makes a business promoting posts and connecting real users with each other.

While it accepts bots used for functional purposes, its terms and conditions strictly prohibit buying or selling fake engagements of any kind.

Being reported for spam while having too many fake followers increases the likelihood you’ll be banned.

Fake followers don’t interact with you, so they lower your overall engagement rates.

Don’t let these black-hat scams bring your brand’s social media accounts down.

The official way to purchase followers is through Twitter itself.

Use Follower Campaigns and Sponsored Tweets to Buy Twitter Followers

You can’t directly pay somebody to follow you, but you can pay Twitter to recommend you to them.

Through a follower campaign, you can promote your account to non-followers through their Home timeline and Who to follow panel.

It’s an opportunity to reach new people.

In fact, Alimetiers increased their followers by 200% using a follower campaign.

Much like Facebook Ads, Twitter Follower campaigns can be easily set up within the platform.

There are four basic steps to get this done.

You’ll want to repeat this process several times to create focused ads that reach the right audiences.

1. Select an Audience

The first step is selecting an audience for your campaign.

You can target specific geographic locations, genders, languages, interests, device, followers, and more.

<imgsrc=”https: neilpatel.com=”” wp-content=”” uploads=”” 2017=”” 08=”” 5655c49f29f4d0.33494366.png”=””></imgsrc=”https:>

Twitter recommends only using one segmentation at a time, but I disagree.

Feel free to experiment with different combinations for the best results.

For example, say I was targeting people interested in blogging in the United States. I can target the keywords blog and blogging, along with the interest of blogging.

I can then specifically target female bloggers if I’m looking for mom bloggers.

Different messages resonate with different audiences, so every segmentation counts.

2. Use Custom Audiences

Twitter offers custom audiences to make things easier.

It’s like equalizer presets on your stereo system, optimized for specific purposes.

Custom audiences can be used to remarket to people who have visited your website, used your mobile app, or just upload your customer list.

This is helpful for zeroing in on people already familiar with your brand who just haven’t followed you on Twitter yet.

You’ll greatly increase the ROI of your Twitter ad campaigns using Tailored Audiences.

Try one today!

3. Craft a Great Tweet With a CTA

Once you have your audience selected, craft a compelling tweet that will convince them to follow you.

This is the tweet that shows up in people’s Home feed, and you only get one chance to make a first impression.

Give people a reason to click the follow button.

It’s also a great idea to include a link to your website.

Ferguson found the increased engagement in its Twitter campaign carried over to its website, too.

You can replicate this success with a Twitter campaign of your own.

Just be sure to include that CTA. It’ll help optimize your budget.

Here’s how.

4. Set Campaign Budget and Dates

Once you have your campaign set up, the final step is to set a budget.

The average business spends between $4000 and $7000 per month on paid social.

Much like on Google and Facebook, the price to reach audiences depends on the criteria selected.

Twitter has a great FAQ about budgeting basics on its Twitter for Business website.

What’s great about followers campaigns is you’re only charged for the follows you acquire.

<imgsrc=”https: neilpatel.com=”” wp-content=”” uploads=”” 2017=”” 08=”” budget.png1413401468.png”=””></imgsrc=”https:>

You won’t be charged for impressions, replies, retweets, or clicks on your links.

This makes a follower campaign ideal for businesses with a limited ad spend budget.

It’s also why I recommended adding a link to your website in your CTA. It can save a lot of money and increase your ROI!

While I’m on the subject, there’s no need to stick to Twitter for buying followers.

Although you can’t explicitly pay for followers, you can use your existing web channels to “buy” real Twitter followers.

Use Your Existing Channels to “Buy” Twitter Followers

If you have a blog, odds are you have social sharing buttons to let readers easily share your content across social media channels.

Here are a few examples of tweet button styles.

You can also update the tweet text when your posts are shared from other users’ Twitter accounts.

Other users tweeting your content is an invaluable marketing technique.

You’re “buying” followers in this case through spending on quality blog content.

I have a great video about when and where to use social sharing buttons.

This is the first place to start earning Twitter followers.

But it’s certainly not the last.

You can add Twitter follow tabs throughout your web properties to greatly increase follower counts.

It allows you to run off-site follower campaigns as well.

Here’s how to add Twitter follow links to a few popular web platforms.

Promote Twitter on Facebook

Facebook and Twitter are competing platforms, so they don’t work together very well. However, there used to be third-party apps that let you add a Twitter follow button to Facebook.

Unfortunately, that doesn’t work anymore.

What you can do is post on Facebook asking people to follow you there.

Provide incentives for your Facebook followers to follow on Twitter by offering a sample giveaway or contest.

Add Twitter to WordPress

Every blog post I publish is promoted on my Twitter account automatically through Buffer.

<imgsrc=”https: neilpatel.com=”” wp-content=”” uploads=”” 2017=”” 08=”” neil-patel-4.png”=””></imgsrc=”https:>

I do this because I blog so often, it’s necessary to schedule social posts separately.

Of course, you can publicize posts directly from WordPress by linking your account.

It’s also possible to embed tweets (including the promoted tweet from your follower campaign).

This is done by simply copying and pasting the URL into the WordPress visual editor (without the hyperlink) like this.

There’s also a Twitter follow button you can add to your site.

You’re not buying followers directly using any of these techniques.

You’re adding a Twitter follow to your conversion goals while including more engaging content on your site.

It’s a great way to increase your Twitter follower count.

But we’re not done yet.

There are two other ways to allocate your marketing budget to gain Twitter followers.

The first is through influencer marketing.

Hire Guest Tweeters to “Buy” Twitter Followers

I’m a fan of influencer marketing.

DJ Khaled is one of my favorites to watch. He’s affectionately known as the king of social media.

His Twitter account alone has 5 million followers.

Instead of buying followers, you can reach DJ Khaled’s audience directly by hiring him as a guest tweeter.

Guest tweeters are commonly used to spread information and share audiences.

Like any celebrity or influencer endorsement, these tweets come at a cost.

On Twitter, DJ Khaled’s 5 million followers would cost around $30,000 to reach.

You can likely negotiate half that price to have him take over your Twitter account for a few hours.

The ROI could be worth it if you get enough Twitter followers.

Keep in mind that while the followers gained from this type of marketing campaign are expensive, the LTV of each follower gained is potentially great.

There’s one last method to buy Twitter followers I’ll discuss before sending you on your way to try it yourself.

Grow Your Twitter Following Through Email

Email is still one of the best places to get conversions.

It’s an effective method of communicating in bulk to targeted lists of recipients.

According to MailChimp, the average click rate for links in emails is just under 3%.

<imgsrc=”https: neilpatel.com=”” wp-content=”” uploads=”” 2017=”” 08=”” neil-patel-2.png”=””></imgsrc=”https:>

One of the best places to increase those conversions (and gain Twitter followers) is in your email signature.

Here’s a short video on how to increase conversions through your email signature.

A Twitter follow button or even just a link to your Twitter profile account is enough to gain extra followers.

You can go a step further by offering a free trial, sample, or discount in exchange for a Twitter follow.

Sampling has been proven to increase conversions by up to 90%.

For maximum benefit, you can gamify it by offering tiered rewards for every social account they follow you on.

This way, you’re pooling all your social media spend into one campaign.

Neat, huh?

Conclusion

Twitter is a unique social network that grew popular alongside Facebook and survived the rise of Instagram, Snapchat, and messaging apps.

This microblogging site has started revolutions around the world and is one of the main sources of information in the modern world.

Hollywood, marketing, and media outlets all incorporate Twitter and hashtags into their content.

Even if you’re not on Twitter, millions of professionals in every industry are.

If you’re not using Twitter, you’re missing out on an easy way to raise brand awareness and provide a healthy ROI for your brand.

How have you increased your Twitter following and monitored your account for fake followers?

3 Short-Form Video Trends Online Marketers Should Watch in 2021

3 Short-Form Video Trends Online Marketers Should Watch in 2021

Let’s face it, we love videos.

Videos of cats, babies tasting lemons for the first time, food recipes — you name it, we love it. And when it comes to marketing, this still rings true. Recent data shows that video content is one of the most influential forms of marketing out there.

A 2020 study by Wyzowl reported that people share videos at twice the rate than any other form of content. It also found that 84% of people were convinced to buy a product or service based on the brand’s video.

→ Free Download: Social Media Calendar Template [Access Now]

More recently, short-form videos have taken over social media platforms.

So, how can you leverage short-form content to grow your business? And what are some trends to look for in 2021? See what HubSpot marketing experts are saying, below.

But there’s no universal number that everyone has agreed on. For instance, a short-form video on Twitter can be up to 2:20 minutes. On TikTok and Triller, it’s 60 seconds. On Instagram Reels, it’s even shorter: 30 seconds.

Brandon Sanders, a digital marketer for HubSpot Academy, highlights that what’s considered short-form can also depend on the platform.

“With the rise of platforms like TikTok, Reels, and Vine, short form video is actually getting shorter and lending itself more to 60-second to two-minute videos,” he said. “I think the perception of short-form content on platforms like YouTube is actually around that 10-minute sweet spot because content on YouTube tends to be more comprehensive and longer.”

So, when you’re thinking of short-form video, Youtube is the exception, whereas TikTok and other growing short-form videos are the rule.

How do short-form videos fit into your content strategy?

Aside from length, one thing that set short-form videos apart is the trend culture. TikTok, for instance, is run by dances, sounds and social challenges. So, to get on the “For You” page on TikTok — which is equal to the “Explore” page on Instagram — brands must often join in on the fun.

Sanders says short-form videos give creators an innovative way to showcase their content.

“The growth of social media is causing the human attention span to become shorter and shorter,” he said. “So, leveraging the power of short-form content will give you a leg up on your competition and help engage your audience.”

As with any new trend or platform, HubSpot Senior Content Strategist Amanda Zantal-Wiener says you should always consider your audience first.

“It all goes back to a very old question: Which channels are your audiences using and for what?” she said. “And therefore, for which channels does it make the most sense for your business to create this short-form content?”

This means that while short-form video is often known for its entertainment value, you can adapt it to align with your brand.

Short-Form Video Trends to Look Out For

1. More User-Generated Content (UGC)

Consumers generally love UGC. In fact, it influences their purchasing decisions more than brand- or influencer-generated content. Without using up too many resources, brands can publish videos that evoke emotion. Another benefit? It’s budget-friendly.

Short-Form Video Example: Chipotle

@chipotle

Out of this world delivery ha @cheekyboyos #chipotle #burrito #space #fyp

♬ original sound Chipotle

This is a great example of how you can leverage user-generated content in your strategy. In this instance, Chipotle collaborated with these content producers to create a fun, viral-worthy video.

One of Chipotle’s target audiences might be young, college students looking for inexpensive meals. This video features two creators who reflect the audience they may want to attract. Brands should keep this in mind when considering UGC and ask, “will my audience relate to this?” If the answer’s “yes,” move forward.

2. More Behind-the-Brand Videos

Consumers seek out authenticity and transparency in brands. With short-form video, you only have a few seconds to connect with your audience.

So, how do you do that? Well, there’s no exact science to it, but consumers tend to feel more connected to brands that show the people behind the brand. In one Sprout Social study, 70% of consumers said they felt more connected to brands whose CEO is active on social media platforms.

So, going into 2021, brands should pull back the curtain and engage with their audiences on a more personal level.

Short-Form Video Example: Sierra Nicole

@sierranicoleofficial

Text letsgrow to 81257 for biz credit tips ☺️ #entrepreneur #businesstiktok

♬ Sean Kingston feat. Chris Brown & Wiz Khalifa- “Beat It” – TBT 24/7 🎵

Trendy? Check. Informative? Check. Prompts action? Check! This video works because it has all the ingredients for an effective short-form video.

It first grabs the viewer’s attention by including a popular song and dance. The content addresses pain points viewers may be facing. Then, the call-to-action (CTA) in the caption rounds out the video by turning viewers into potential leads.

3. More Explainer or Educational Videos

In 2021, brands will likely focus on educational content in their short-form videos. Think how-to’s, DIYs, and explainer videos. A 2020 Wyzowl report found that viewers want to see more of this video style from brands.

Educational videos are great added-value content because they help audiences in their day-to-day lives. Brands that make education a priority in their marketing strategy can improve lead generation and build stronger brand loyalty. Similarly, explainer videos target users who are at the decision-making stage of the buyer’s journey and, if done right, they can turn decision-makers into customers.

It’s a win-win situation: Brands get to address their audience’s pain points and offer solutions, which is (surprise!) them. Not sure what I mean? See the example below.

Short-Form Video Example: Soy Yo Candle

Soy Yo Candle used this formula to create this short-form video. Presumably, one of the biggest struggles of owning candles is making them last. In just a few seconds, the brand presented a problem, offered a solution, and promoted their product. It can be as simple as that.

Another highlight in this video is that it caters to viewers who may be discovering the brand and those who already know it. Because of the value it offers, the brand can reach a broader audience organically.

Takeaways for Video Marketers

Short-form video requires taking a more authentic, human, and creative approach to marketing. Kelsi Yamada, an associate marketing manager who works on HubSpot’s social media campaigns, says it’s a low-commitment and engaging way to connect with your audience.

“You can get a good laugh or learn something new in a minute or less on TikTok or Reels,” said Yamada. “On the flip side, it’s also relatively easy to create, which means there are more people who can share their humor or points of view. Because of this, brands should figure out what their unique point of view is, and how they can stand out in the noise.”

The desire to be on-trend is always tempting. But Yamada stresses that brands should be selective about which trends they partake in.

“Not every viral TikTok sound or meme format will align with your content strategy or brand, so don’t force it,” she said. “Focus on catering to your niche and staying authentic first. Don’t be afraid to make something completely from scratch – trends have to start somewhere!”

With this in mind, it’s all about finding the balance between what’s trending and what’s on-brand for your business.

1. TikTok

With 69% of its users between 13 and 24 years old, TikTok is definitely the platform of the Millennial and Gen Z population.

TikTok video short form video example

Image Source

The TikTok homepage features a timeline of videos separated in two tabs. The “Following” tab with videos posted by the user’s followers, and the algorithm-driven “For You” page based on user behavior (what they like, comment on, scroll past etc.)

TikTok Discover tab

Image Source

The “Discover” tab on TikTok highlights trending topics and hashtags, a great resource for marketers to generate new content ideas.

B2B marketers have been wary of using the platform, but it could be because success on the platform relies on emotional appeal. Yet, that emotional appeal may be exactly what they need.

According to a LinkedIn study, B2B strategies that appeal to emotions are seven times more effective for revenue generation than “rational messaging.”

So, it may be time to start practicing those dance moves.

2. Reels

Some call it TikTok 2.0, but Instagram Reels is proving to be its own beast.

Instagram Reel short form video

The Reels tab on Instagram is a scrollable video timeline, similar to what users see on their Explore page. From this page, users can click on the music the account used to see what other Reels feature that sound.

With over 1 billion active monthly users, Instagram already had consumers’ attention. When they launched Reels back in August of 2020, it became another marketing tool for brands and a worthy opponent for TikTok.Instagram caters to a broader age demographic than TikTok. And when considering their other marketing features, Reels is another way for brands to expand their reach in 30 seconds or less..

3. Triller

Triller is Tiktok’s musical theater friend (or rival), the one who bursts into song anytime, anywhere without cause or notice.

Triller Discovery Page

Triller’s homepage looks similar to other short-form video platforms. However, They have made music a prominent feature on the app by making top and trending music a main tab.

The platform is popular among musical artists and allows users to edit 60-second videos within the app. This includes music, filters, effects, and transitions. Triller grew in popularity earlier this year when there was some uncertainty surrounding a TikTok ban in the United States.

The app reports having 13 million active monthly users who spend an average of 20 minutes a day on the app. With music playing a key role on the app, marketers should use music as a storytelling element in their videos.

For instance, the song “You Got It” by Vedo, a song about unlocking your potential, has been making its rounds on Triller. A recruiting firm could use that sound to create a short video targeting job seekers. The song would also work great as a backdrop for a business coaching company advertising its services. The limit does not exist.

4. Hippo Video

If you want to take short-form video content beyond social media, there’s Hippo Video. The video marketing platform gives brands a one-stop shop to produce, distribute, and analyze their video content. Users can also embed forms, CTAs, and annotations within the video, making conversions easier.

Hippo Video Homepage

Image Source

For example, let’s say a SaaS company is launching a new product and the marketing team is using Hippo Video for the email campaign.

On launch day, they can send a product teaser video to current customers and include a “Schedule a Demo” CTA, leading users to a meeting scheduling page. During the campaign, the team can track key metrics like total plays and average watch rate — taking video analytics to another level.

5. Magisto by Vimeo

Vimeo recently acquired Magisto, a video editing software that makes video marketing easy through artificial intelligence (AI).

The first step is uploading your videos. The software will then analyze the videos and put it together based on the video editing style you’re looking for. They have over 10 editing styles ranging from real estate and fitness to Facebook and YouTube ads.

Magisto Homepage

Image Source

Once you select the style you’re looking for and the video is complete, you can distribute it on social media platforms and track the analytics.

This platform is ideal for brands that don’t want to spend too much time or too many resources on video marketing. This app does it so you don’t have to.

There are hundreds of ways to incorporate short-form videos into your marketing strategy. But no matter which trends come and go, it will always come back to your audience. Try a few approaches, and listen to where the data tells you to go next.

free social media content calendar

A Comprehensive Guide to LinkedIn Sponsored Updates

A Comprehensive Guide to LinkedIn Sponsored Updates

When it comes to growing your brand and boosting your revenue, social media matters.

Here’s why: More than three billion people worldwide now have social media accounts, and 54% of those users leverage social media to research products.

The biggest challenge? Finding the right platform for your social media posts where you can connect with your ideal audience.

While many businesses leverage sites like Facebook, Instagram, and Twitter to promote their content and increase conversion rates, there’s also a case to be made for more business-focused frameworks like LinkedIn.

In this comprehensive guide to LinkedIn sponsored updates we’ll tackle the big questions — what are LinkedIn sponsored updates, how do they work and how much do they cost?

We’ll also offer a list of sponsored updates best practices to help your brand make the most of this social content solution.

Download Now: How to Run LinkedIn Ads

What are LinkedIn Sponsored Updates?

Let’s start at the beginning: What exactly are LinkedIn sponsored updates?

Also called sponsored content, the official LinkedIn help page says a sponsored update is, “a LinkedIn Page update that is sponsored as an advertisement and is delivered to the LinkedIn feed of members beyond those who follow your company.”

In practice, LinkedIn sponsored updates are advertisements created by your company or marketing team which are then served to LinkedIn users who either follow your page or follow pages in a similar content space.

These ads are served as part of the native LinkedIn feed and typically include a combination of relevant text and contextual images or videos, in turn helping them blend in with similar user content rather than stand out as paid-for advertisements.

When designed and deployed well, LinkedIn sponsored updates can help drive organic interest in your brand from both current followers and a wider audience of LinkedIn members. Worth noting? While these posts are designed to follow the format of familiar user updates, they’re always labeled as “sponsored content” to ensure there’s no misleading users or confusion.

What Types of Sponsored Updates are Available?

Brands can create four types of direct sponsored updates:

Single Image Ads

Single image ads include one image and text that are displayed directly in targeted member LinkedIn feeds.

Carousel Image Ads

Carousel ads contain multiple images in succession that users can scroll through to get a better sense of your products or services.

Video Ads

Video ads offer a way to include multimedia marketing with in-feed videos that users can watch on-demand.

Single Job Ads

If you’re looking to expand your team, you can create single job ads for your targeted audience. They must promote a single job opportunity and be linked to an active job post on LinkedIn.

You can also create what’s known as “direct sponsored content”. These ads won’t display on your LinkedIn Page or Showcase Page before being served as advertisements.

As a result, they’re often used by companies to test several marketing approaches and see which one produces the best results and use it as the basis for more robust sponsored content updates.

How much do LinkedIn sponsored updates cost?

The short answer is that more resource-intensive ads — such as videos or carousels — will cost more than their single-image counterparts.

The long answer is slightly more complicated. First, it’s important to understand that LinkedIn uses a bidding model for sponsored ads; you select and create your ad type and then specify how much you’re willing to pay — a minimum price exists to ensure advertisers are fairly paid, but you’ll never be charged more than your maximum upper limit. Differing ad providers then bid on the service and the lowest price wins.

Ad price is also determined by your target audience and relevance score. If your target audience is in high demand, you’ll be charged more because there’s greater competition to capture user interest. You can also lower your ad costs by creating relevant ads. The more relevant and content-rich your ad, the less you’ll pay — because there’s a better chance of engaging LinkedIn users.

It’s also worth considering the best cost model for your ad: Cost-per-click (CPC) or cost-per-impression (CPM). CPC means you only pay when users click on your ad and visit your site, while CPM means you pay for every 1,000 views or “impressions” of your ad.

If your goal is generating brand awareness, opt for CPM. If you have an established audience and are looking to drive click-throughs and conversions, choose CPC.

LinkedIn Sponsored Updates Best Practices

Want to get the most from your LinkedIn sponsored updates? Keep these best practices in mind:

1. Follow LinkedIn sponsored update specs.

Each type of sponsored content comes with its own specifications.

Single image ads: Up to 255 characters for the ad name, 150 characters of intro text to avoid truncation, URLs with “http://” or “https://” and JPG, GIF or PNG files that are 5MB or smaller.

Carousel ads: Use a minimum of two cards and a maximum of ten. Each card has a maximum file size of 10MB and dimensions of 6012 x 6012px. Supported formats include JPG, PNG and non-animated GIFs.

Video ads: Video ads must be three to 30 seconds in length, between 75KB and 200MB and in MP4 format. They must also be less than 30 frames per second (FPS).

Single job ads: Single job ads should be concise, relevant, and clear and follow the same image guidelines as single image ads. They must also link to an active job posting on LinkedIn.

Failure to follow these guidelines may result in ads being rejected. If ads contain misleading or inappropriate content, LinkedIn may choose to remove the ads or terminate your LinkedIn account.

The service also makes it clear that “spam” posts are not permitted: According to their Best Practices for Sponsored Content page, “Businesses that post updates excessively are subject to review by LinkedIn and could risk having their LinkedIn Page deleted.”

2. Don’t overshare.

While targeted, relevant content can help drive user interest, too many ads too quickly can result in over-saturation.

LinkedIn recommends regularly tweaking your content strategy to deliver analysis rather than simply news, include curated content (with credit) from other sources, and repurpose older content where applicable.

3. Test, test, test.

As noted above, direct sponsored content is a great way to try out new advertising efforts and see what sticks.

With the social media market continually evolving, it’s worth evaluating ad performance every few weeks to see what’s working, what isn’t, and where specific changes can help.

4. Spend wisely.

Sponsored updates can get expensive as you incorporate new advertisements and use multiple ad types.

Here, it’s worth tracking your ad spend and switching from CPC to CPM models once click-through rates start to rise. If ads begin losing steam, consider moving back to CPM to generate increased awareness.

5. Find new markets.

While engaging your target market is critical, diversify ad objectives is also important to expand your overall impact. LinkedIn recommends using tools such as Lead Gen Forms to find better leads, assess ROI and manage your advertisements at scale.

LinkedIn’s sponsored update model offers a streamlined solution to help brands reach their target market, expand brand awareness, and boost ROI. Best bet? Start with direct sponsored content to see what sticks, then choose the cost model that makes the most sense — CPC or CPM — and adjust as needed to reach the largest LinkedIn audience.

New Call-to-action