From the perspective of the e-commerce traffic diversion team, it is often easy to distinguish between free and paid channels. As far as SNS operations are concerned, all kinds of social interactions based on SNS itself ultimately lead to long-term, stable, and highly sticky fan following and commercial conversion.
As these works become more and more in-depth, there will be more and more free traffic (natural traffic) from SNS. In addition to free traffic, the issue of paid traffic must also be considered in cross-border e-commerce SNS operations. Here, the official advertising services of major SNS platforms must be mentioned. Since SNS platforms reflect the social personality and preferences of users and can provide more detailed feedback on the life attributes of users, they can judge users more accurately than Internet advertising. Therefore, placing precise advertisements on SNS platforms is a cost-effective advertising method. Whether it is traffic entering through links in the published content or traffic attracted through the official advertising services of SNS platforms, it is necessary to accurately measure the conversion rate. On mature SNS platforms, there are very professional third-party advertising and conversion effect evaluation tools, such as Facebook Ads Compass, LikeAlyzer, Hootsuite, etc.
In addition, if you want to develop on an SNS platform for a long time, it is best to complete the basic work of the above links, open several accounts to practice, and then open several core accounts with new information, and add these accounts with “clean backgrounds” to the paid advertisers of the SNS platform.
As an SNS platform, the advertising business is the main means of commercial realization for the company behind it. Once you add the paid advertisers of the SNS platform, you can get a deeper and closer relationship and service from the platform. As the advertising investment increases and the customer level gradually improves, the platform officials will also provide more effective suggestions, rule tolerance, and even direct resource support in other aspects of SNS operations.
Therefore, after you are an SNS operator and have tested the waters with several accounts and determined that the SNS operation work has stabilized, you can start purchasing paid advertising.