Why focus on social media advertising?
Everyday across London there are thousands of amazing sport and physical activity sessions taking place. From fitness classes and health walks in parks, learn to swim and dance classes in local leisure centres or seated exercise or tai chi in community settings. But we know many activity providers struggle to fill their classes, and the comment we most often hear from people looking for activities is:
“I had no idea this amazing class was happening near me!”
Over the last few years London Sport have run many campaigns to reach ‘less-active’ people and help them to take up suitable physical activity opportunities; using social media advertising to promote relevant opportunities to the right audiences.
Three reasons you should deliver digital marketing campaigns on social media:
Selecting the right digital marketing channel
Trying to reach adults with your marketing?
If you’re trying to reach adults with your social media advertising we recommend using Facebook. Facebook ads are likely to have good reach to your target audience, they are great for targeted advertising, and you get Instagram ads as well.
However, if the audience you are targeting is under 35, you may want to consider options. We have found that Facebook ads don’t work as well with this audience, compared to those over 35.
Why?
- The use of Facebook by younger people is declining (but only by 2%).
- Younger users scroll faster and are less likely to respond to a direct marketing approach (i.e. see an ad in newsfeed and click for more info).
- Younger audiences are more likely to engage with video first entertainment content such as Stories or Reels rather than newsfeed type content.
Trying to reach younger people with your marketing?
If you’re trying to reach younger people with your social media advertising, we recommend using Instagram.
Instagram ads are likely to have good reach for your target audience, they are great for targeted advertising, and you get Facebook ads as well.
It’s widely known that teenagers report Instagram is the best way for brands and organisations to reach them about promotions and products.