Bundling social media products into a better advertising package

Key Takeaways

• Selling packaged products tells a clearer story, gives sales reps an easy starting point, and delivers better campaign results than individual line items.
• Build a complete funnel using Partnership Posts for credibility, Reels for engagement, and Social Ads for direct conversions.
• Keep video content (like Reels) focused on native storytelling and helpful information. Save the loud, punchy calls-to-action for the actual ad.
• Offer simple, predictable package tiers based on guaranteed reach. It eliminates buying friction and makes it easy to upsell print add-ons.

Let’s talk about a great social media package

I’ve reviewed probably a half dozen media kits from publishers over the last month, and one thing I keep noticing is that while most of them offer the right products, they’re not always packaged together in a way that makes sense for advertisers or helps sales teams tell a clear story.

While many people like to sell in a customized way, based on a client’s specific needs, having packages that bundle products together can be helpful on many levels:

• Advertisers can see how the products work together instead of evaluating them one at a time.

• Packages help advertisers see what a complete campaign could look like.

• Packages give sales reps a place to start the conversation and then customize from there.

• When products are used together, they often perform better than a single product on its own.

My favorite social media package

The idea with this package I’m going to outline is that it takes a single marketing goal and then weaves that message through social media products that are working with each other.

Each social media product has a different job, but they all work together to support the same message.

I also love the simplicity of the reporting (all through Meta) which makes it easier to track results and manage a paid budget if applicable.

This image is a sample of what each of the three distributions would be. Let’s walk through those.

This AI-built image is meant to showcase how the products could work together.

1. Partnership Post

This is a traditional post on Facebook and Instagram where you would feature a few paragraphs about the brand and what they are promoting. It’s a good opportunity to detail the benefits of the product or event along with a format that holds the audiences’ attention (like bullets or emojis).

You can feature a link in the post to the advertiser and the image you use can also link to the advertiser.

This is a great way to point readers to an important page on the advertiser’s website (a contact page, registration form or purchase page).

As we all know, social video continues to be a huge driver on social media, so having this be part of this package makes a lot of sense.

2. The Reel

Take the key messages that are important to the advertiser and pair them with b-roll or photos provided by the business, or content you capture yourself, to create a simple video that highlights what they want audiences to know.

Try to not turn this into a TV commercial, meaning you really want to focus on the storytelling and center on sharing useful information opposed to screaming “buy me, buy me.”

Take for example a private school promoting an open house. Instead of making the video a commercial for the school, focus on what parents will get out of attending, whether that’s meeting teachers, touring the campus or learning about their programs.

3. The social media ad

The final piece is a social media ad designed to drive leads to the advertiser’s website.

The partnership post builds credibility, the Reel creates engagement, and the ad helps move people toward a purchase, hopefully.

You really have to think about the impact of information in the ad. It has to be catchy and not overly complicated with lots of text. Remember people are likely seeing this on their phone so you have to get them to stop.

I’d consider the following content for an ad on social media:

• Event registrations
• Ticket sales
• Appointment requests
• Newsletter signups

Here are packages to consider

You could sell this as a bundled social media campaign with pricing in tiers. Here’s what that could look like:

• Package 1

• Partnership post (Guaranteed 10,000 Reach)
• 1 Reel
• 1 social media ad

• Package 2

• Two partnership posts (Guaranteed 20,000 Reach)
• 1 Reel
• 1 social media ad

• Package 3

• Two partnership posts (Guaranteed 40,000 Reach)
• 2 Reels
• 1 social media ad

You also could include a print component to this that resets the print cost but includes these as part of that bundle.

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