P3

Facebook

A.) Advertising 

The costs of advertising on the platform

The average cost per click for Facebook ads in 2016 is 22p/$0.27 and the average cost per thousand impressions/mile is £5.85/$7.19.

Facebook has 4 forms of advertising (and more. Some of these forms are lead ads, the lead ad unit makes the process of collecting email addresses and building email lists easier.



The other kind is dynamic ads, this type of ad connects you to the advertisers store's product catalog with your Facebook ad account and when someone visits your site and then logs onto Facebook, they'll see an ad that features the same products they were looking at on your website and because of this the ad they see is personalised and relevant.





Another form of advertising on Facebook is existing customer new product ads, this is when they advertise a new product to a customer they already have, so they advertise more/new products to them.




Another is new traffic generation ads, the purpose of this is an ad format that will drive potential customers to the advertisers website.




There are other ways but these are just some of them.

Link to website: 

https://www.shopify.com/blog/115169861-6-types-of-facebook-ads-that-will-win-customers-and-keep-them-coming-back


Facebooks embeds their adverts in various ways and some of these ways are on the users feed, since they will be scrolling down and if the ad is personalised then you might think it's part of your feed or if you see you haven't liked it then you might like the page and buy stuff off there depending on what ad and website it is and they put some of the ads on the sidebar on Facebook.

Facebook designs their adverts by personalising them to make it seem like its something you've seen already or make it something you would want to see so you'll click on it and because its blended in with your feed you won't recognise its an ad since you scroll down and you might not see that its an ad straight away since some ads can have that its an ad in small writing in grey on a white background making it difficult to see.






My opinion on adverts for Facebook is that I do personally like them, since I can find certain things that are aimed at me and I can see shops they advertise to me and then I see things that i might like and then i know where to find that certain thing and if it weren't for Facebook I might not have seen something things I wanted to get, which could be a certain kind of clothing or a plushie or food places to go and other things. The adverts aren't in annoying places however sometimes if you are watching a video they play, half way through sometimes they'll play but you can mostly always skip them so it's not too bad, they don't happen often and the personalized ad will be like a post, so you don't click on it by accident.

B.) Viral Marketing 

On Facebook viral marketing works by sharing posts, you can share it to someone in a private conversation or to a group chat or you can share it on your timeline and you can choose who sees it so you can show all of your friends or if your account isn't private you can show everyone (if someone went on their profile) or it can just be your friends or you can have it shared so friends of friends can see it, so pretty much everyone can see what you share if you want them to.





I'd say Facebook is very well suited for viral marketing since you can share everything (except the rare occasion when you can't) with anyone and you can limit who sees it depending, which gives you the freedom to share a video for friends to see and then people who see it and might like it can share it too and become a chain of sharing and it can be shared over a 1,000 times in a day or even a couple of hours and the whole world can end up seeing it since Facebook is for everyone around the world, so its perfect for viral marketing.

An example of viral marketing was an Oreo cookie which had more than 20,000 likes on Facebook and it wasn't an ordinary cookie, it was red and had a pair of tire tracks running through the cream filling and the Oreo and its ad agency created the image to commemorate the historic Mars Rover landing. The image also gathered thousands of shares, but it has also attracted attention from media outlets as varied as Mashable and the Baltimore Sun.

Image of the Oreo cookie:





I think that viral marketing is a good way to market a product, since you can get lots of people to share it if it's good and loads of people liking it which can lead to people talking about it and then it can become popular and because of how Facebook works it's easy to advertise and get loads of people to see your/their product.

C.) Product/service reviews 

On Facebook to review a product or the service you go onto the page and then click on reviews on the left side of the page's timeline or the stars to the right, then click the grey stars to choose a rating and click the star you'd like to give the business, you can also leave a review in the comments section if you wanted to.
















Some of the ways you can communicate with the seller and the buyer is through the contact part, so you can call them or email them or you can leave a comment and they might get back to you, so emailing them or calling them would be better.

These are some examples of some reviews on Facebook

YouTube 

A.) Advertising 

The cost-per-click of advertising on YouTube is $0.10/ 8p - $0.30/ 25p.

Link to website:

https://www.marketing91.com/7-types-of-youtube-ads/

The different forms of advertising YouTube has is TrueView video ads or skippable video ads, these ads are known as the best brand engagement advertisements on Youtube, these ads can be skipped after 5 seconds, therefore these are named as skippable ads, Businesses who opt for TrueView ads have seen increase in the engagement of customers with the brand tremendously, these types are considered safest ads to invest in because advertisers will have to pay when people watch the ad for at least 30 seconds otherwise these ads can be paid based on optimisation of action or reach to the audience. Another kind is preroll or non skippable ads, these ads can't be skipped and the duration of the video is 15-20 seconds and these kinds of ads are apparently the best method to receive clicks and google also charge pay-per-click for non-skippable ads. Theres bumper ads which are 6 seconds long and can't be skipped and these are pay-per-view like TrueView ad videos. Theres display ads and and overlay ads and sponsored cards.

TrueView ad

Bumper ad

Youtube embeds the adverts by putting them before videos - they will use various ads such as the non skippable ad or the 5 second skippable ad and maybe a few other. If you were playing a playlist on Youtube then sometimes will play an ad in between songs. YouTube also puts the ads at the top of the playlists YouTube can make for you or above the videos on a computer there will be an ad.

YouTube designs its adverts in certain ways, one is by just showing random ads, like the one below. However if you give it permission to let the ads be personal, they will design an ad that's personal to you, for you to click on or with the random ads they show, you might like it and then click on it.



I personally don't like it that much, since you can click on them by accident or they take up sometimes a big part of the page and in a video when you are trying to watch something and an advert suddenly plays it can be annoying and if you are listening to a playlist you have to hear an ad every 5 seconds and if you can't skip it you have to listen to it and if you are doing something then you have to listen to it and they get played too much now, that other people have mentioned that it's annoying since they keep playing ads and sometimes they play another one after the first one and it makes you want to just go off it and back onto the video because it takes too long and sometimes you have to sit through 2 minute ads.

B.) Viral Marketing

Viral marketing on YouTube works by uploading the video with the companies products or whatever they want to market to the consumers for everyone to see and once the videos uploaded, you can share and show people in real life and on YouTube. If it becomes the most trending and since trending is an option, where you can look at anything that's trending, more people can view it and can share it and people from all over the world can see it and if they go on trending and it is trending then it'll get more views and become popular and what people talk about.

I would say that YouTube is well suited for viral marketing since you can upload your video and people from around the world can see it and if a lot of people view it then it can get on the trending and depending on what it is everyone will be doing it and sharing it.

An example of this viral marketing on YouTube is the ice bucket challenge. The ALS ice bucket challenge was to promote awareness of the disease amyotrophic lateral sclerosis (ALS, also know as motor neuron disease) and encourage donations to research. The ice bucket challenge had people getting ice and cold water and put the bucket over them, then they got to nominate people to do it and then this was uploaded to YouTube and everyone could see and do it too and join in, which promoted the awareness and they raised $115 million. 

I think that viral marketing on YouTube is good, since it's a site everyone uses and you can get your marketing out there for everyone to see and if it's good millions and more people can see it and I think that its effectiveness is pretty effective, since its a site everyone uses and when something gets trending, everyone can or will see it which makes the viral marketing effective and if its something like the ALS ice bucket challenge, it can be helpful for the cause and get everyone helping and doing it. 

C.) Product/service reviews

To review a product on YouTube you can create a video, you could either do an un-boxing video and they can show everyone the product and then they can review it through talking and people can leave reviews about the product in the comment section or you can just show them the product, so they know they aren't lying (without un-boxing it) and say their review.


One of the ways to communicate to the seller and buyer is, if someone did a YouTube video on say an apple product, if they watch the video then they can leave a comment in the comments section about it and then they could have a talk about it and if you are big on YouTube they will most likely see it, otherwise you can't really contact them, you can only make a video about it and the company might leave a comment.


These are examples of reviews on YouTube:

Instagram

A.) Advertising

The cost per click for advertising on Instagram is between 20 cents and $2 but if you want to do cost per mile, focusing on impressions, then they are likely to pay around $5 per 1,000 visitors on average.


Instagram's adverts are similar to Facebooks, since Facebook owns Instagram and some of the ways they advertise is through photo ads, which is one of the most common type since sharing photos is the most prominent feature of the platform and they can promote products and services and other things through this. Another way is through sponsored ads, they allow the brand to promote their posts through paid ads, these ads appear on the target audiences home feed with a direct link to either a website, e-stone or back to the profile of the brand. Another was through story ads, story ads are a hit feature on Instagram are nearly 80% of the active users on Instagram posts stories at least 2-3 times a week, theres a major chunk of users who post stories on a regular basis, which means theres a lot of traffic being generated through stories (so they put the ads next after a story you look at). Another one I saw was video ads, Instagram allows 30-60 second videos to be posted so brands alter their video content according and either post full-fledged ads or teasers to the actual ad (which then takes them to another video platform like YouTube).

Link to website (with more way of advertising on Instagram):

https://digitalagencynetwork.com/7-types-of-instagram-ads-for-your-next-social-media-campaign-strategy-in-2019/


Instagram embeds its ads by putting them in the users feed, in between stories, since you tap through them and most of them like the photo ad or the video ad, appears on the users feed.

This is what some of the ads look like and this is what the design looks like (the photo and video ones look like that when you are scrolling down your feed and the story ads look like that when you tap through the stories):

Photo ads

Sponsored ads

Story ads 

Video ads

I think that ads on this social media are bad, this is because if you just want to look through the stories like normal you get a bunch of ads in between which can be annoying and you have to skip through them and then you might accidentally skip something on there by accident and when you scroll through your feed you see an ad pretty much every couple of posts and it can trick you in thinking its something you've followed and if you don't like the ad you get confused thinking you never followed a page like that and it can get in the way and since its owned by Facebook it has very similar ads to it and since they sort of share what you like with Instagram even if you say no, they suggest things to follow or show you things you might like and you might have already seen it and if you use both social medias, it's just a repeat of the same thing.

B.) Viral Marketing

Viral marketing on Instagram works by sharing a post to others, you can't share it to your timeline, you can only share it to people that you follow or if you search someone's name, you can share it to them and then they might share it to someone else.


I don't think Instagram is very well suited for viral marketing, this is because it would be based on how many people share it to the people they want to and if they like it they might share it, but it's very reliant on people constantly sharing and they cant share it to something public for everyone to see, you can only share it to chats which makes it restrictive.

An example of viral marketing on Instagram is the Adidas originals, Adidas cemented their position as a key fashion figure in the hip hop industry with the latest Instagram campaign, using the hashtag -> #ORIGINALSis and Adidas partnered with big names, one of these was Snoop Dogg and others and promote their originals lineup. The hashtag was popular as well and was a thing everyone was doing.

Link to some of the marketing campaigns on Instagram:

https://www.wordstream.com/blog/ws/2017/03/24/best-instagram-marketing-campaigns


I think that viral marketing on Instagram is good, since lots of people use Instagram more now and are obsessed with trends, such as the hashtag however I don't think it's as effective as other social medias such as Facebook and YouTube, since they are more public, more people can see what they market and more people can join in.


C.) Product/service reviews


One of the ways you can review a product on Instagram is you go onto the profile of the company, who you brought the product from and then you can go onto the online website (sometimes) and write a review on there, you could post it in the comments section on one of their posts, you could do a post on it but you can't really review much on Instagram.

Communication between the seller and buyer can be done by going on the business profile you brought the product from and then messaging them and telling them about the product but you can use hashtags, since you could post something (a review) and then have a hashtag on your post underneath, showing the page you brought the product from (the page/ business) and the business might comment on it. You can also leave a star rating on the page (if it gives you the option) and you can leave a star review on a post.

Here are some examples of reviews: