Social Media Advertising
As Well as creating this important presence and generating awareness, through following, likes and sharing posts. ‘On average, 28% of people who use the internet found new products after viewing social media ads’ (SociallyBuzz, 2022). This is evident that potential customers are intrigued and engaging with social media advertisements. This vast exposure for an organisation is powerful in reaching customers internationally. ‘Today’s total of 4.62 billion social media users is 3.1x higher than the 1.48 billion figure we published in 2012’ (Kemp, 2022). Evident that social media will continue to grow and be exposed to an even greater market.
Having an online presence and creating awareness about an organisation, is often converts to leads and finally sales. Information gathered about the conversion rate, average sale value bounce rate are important figures to look at how and what customers are consuming from an organisation. ‘49% of people in the 18-29 age range report purchasing something after seeing a social media ad for it’ (Ouellette, 2022). This is a fairly high amount of influence and conversion from social media alone.
Sales have been proven to be more likely due to the amount of interaction and response customers are receiving on social media instead of standard advertisement, ‘Customers report spending 20%–40% more money on brands that have interacted with them on social media’ (Ouellette, 2022). Therefore receiving more of a personal relationship with organisations.
Social media advertising can also be used to gain further information about who their target market is, what age are they? What are their interests? What gender is the customer? This important information can be used to target and improve an organization's product or service. Social listening is also important in analysing any feedback from customers with throughs and opinions. ‘Brands can use social media to conduct polls or questionnaires to help them understand consumer preferences and opinions better’ (Voxco, 2021). This is a very cost-effective method of gaining insight into the target market in an efficient, wide reach, and instant response for marketers at organisations.
1. What key objectives can be satisfied with Facebook Advertising?
When setting out with a Facebook advertisement, it is important to get the objective right. The objective means getting the users to do what you want them to do, often meaning taking an action through the Facebook advertisement. Firstly, a key objective for Facebook advertisement, is to create brand awareness generated through interest, the target audience would be decided first. Who is best/relatable to view the advertisement within the right demographic. This type of objective is often used for new or small businesses trying to increase their reach.
Secondly, an objective that can be built on is to create consideration and engagement with visitors through, likes, comments reposting, and sharing. Direct messaging can also create a personal touch between user and brand ‘ The Messages campaign objective can be very effective. Facebook will show your ads to the people most likely to send you a message based on their history’ (Moore, 2021). This means Facebook is able to find a relevant and interested audience. This information is also valuable to know who? What and where? Users are engaging with your brand and what they are most interested in.
Finally, another key objective is to get users to convert to customers by generating sales, through the advertisement. This is carried out by clicking on a link so that a purchase can take place on the brand's own website. Facebook pixel is then useful to track the actions the customer has taken to complete a purchase/download. In order to understand behavior and trends of people to use in the future.
2. What are the main Facebook advertising formats available?
There are four main Facebook advertising formats available they are: Image, video, carousel, and collection advertisement.
Firstly, image advertisement. This is the most basic, quickest, and most frequently used advertisement format on Facebook. Using a strong high-quality image encourages and inspires visitors to take action to a website or an app. Having just a single image means that this needs to be well considered beforehand. For example, if it's a product, it's best to place the product helping or benefiting someone to demonstrate its purpose. Yet, it needs to remain simple and not be overcrowded ‘Images that are uncluttered by text have greater impact’ (Facebook, n.d)
Another format is carousel advertisement. This format is useful if multiple images of video need to be shown all within one ad. This would be useful if a brand had multiple products to show or to show close-up important details. As in figure 1, several images are highlighting important and unique features of the product. This might also be used if a product is not clear how to be used and may need multiple images to explain the function.
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Video format for advertisement involves the movement of imagery and also audio is also important and needs to relate. However, ‘85% of videos are played without sound’ (MediaKix, 2022) suggesting visuals are the most important element to videos. Shorter advertisement videos have been found to be more successful, but it's in the first few seconds that will keep engagement. ‘65% of users who watched the first three seconds of a video are likely to watch it for up to 10 seconds’ (Kegishyan, 2020). This suggests that video advertisement needs to be immediately engaging the viewer for the content to be fully viewed and maintain interest.
Lastly, collection advertisements. This is more of a shopping experience, being able to browse up to 50 products on Facebook itself through a catalog. This makes online shopping more straightforward, as the user sees a main image or video with smaller images. This is to encourage browsing and discovery of more products. Depending on the product or service will also depend on the template of the collection advertisement.
3. How can you target audiences when creating a Facebook advertisement?
When targeting an audience for a Facebook advertisement, there are many factors that can be looked at. In order to direct the advertisement to the correct and relevant audience/ demographic. There are also several methods to achieve this target audience for the advertisement.
Firstly, core audiences are targeted and input demographically using different categories to narrow down the target audience. For example by looking at age, gender, location, interests, behavior, and who the user's connections are. Will all help to target this certain category of potential customers?
Lookalike audiences is a term to describe an automatic way of finding a relatable audience ‘Facebook figures out who’d be most likely to click through your campaigns on your behalf’ (Barnhart, 2021). This information is gathered from what users have liked, followed, and commented on as well as interests, age, gender, and location.
Custom audiences mean getting back in contact with people who have either previously engaged with your business or have shown an interest. For example, this might mean people on a contact list, or from an email marketing list. Users who have downloaded an app or they have visited the business's website. By using Facebook pixel will keep track of what pages have been visited by the user. ‘With the pixel, you'll be able to show people targeted ads for items that they've previously viewed on your website’( Facebook, n.d). Therefore, resulting in re-sparking an interest and gaining potential sales.
4. Explain the key elements that make up a great Facebook advertisement.
There are several key elements that make up a great Facebook advertisement. Firstly, having a link on the ad, or a CTA button featured. This will enable the visitor to easily take action to a business website/blog or whatever is being advertised. ‘Link posts take advantage of meta tags from the webpage, including information on the page’s title, description, and photos’ (Lee, 2022). This will increase traffic and engagement rate as well as, positively impact the SEO.
Making great Facebook advertising needs to be eye-catching, an element to do this is to use quality imagery of your own images or stock images. The image should be clear in showing what the business is advertising and what its purpose is. ‘The visual element of an ad is usually the first thing people notice. It will determine whether they’re willing to learn more about a business or take a specific action’( Metablue Print, 2022). Therefore, the text needs to be limited as the viewer (around 40-60 characters) will have a short attention span scrolling through their news feed.
Video advertisements have been found to gain more engagement than images, so it's worth using video where possible in ads. ‘Videos generate 59.3% more clicks compared to images’ (Perkins, 2021) definitely worth creating videos to increase the traffic, as this form of media is becoming increasingly popular for consumption.
Lastly, keeping up to date with an advertisement. This means not leaving an advertisement without updating the information, text, or images. This might also involve giving the whole advertisement a refresh as to not look outdated. Trying out different text/images will also help work out what's working best for the audience and what is most engaging.
References
Kemp, S (2022) ‘TikTok Gains 8 New Users Every Second (And Other Mind-Blowing Stats)’ [online] In Hootsuite https://blog.hootsuite.com/simon-kemp-social-media/ [accessed 11th February 2022]
SociallyBuzz (2022) ‘2022 Statistics: The Effectiveness of Social Media Advertising’ [online] In SociallyBuzz available at: https://www.sociallybuzz.com/the-effectiveness-of-social-media-advertising/ [accessed 11th February 2022]
Ouellette, C (2022) ‘Social Selling Statistics for 2022 (Includes Social Media Marketing!)’ [online] In Optinmonster available at: https://optinmonster.com/social-selling-statistics/ [accessed 11th February 2022]
Voxco (2021) ‘How to use Social Media for Market Research’ [online] In Voxco available at: https://www.voxco.com/blog/how-to-use-social-media-for-market-research/ [accessed 14th February 2022]
Moore, L (2021) ‘11 Facebook Ads Campaign Objectives and When to Use Them’ [online] In Social Media Examiner https://www.socialmediaexaminer.com/11-facebook-ads-campaign-objectives-and-when-to-use-them/ [accessed 16th February 2022]
Kegishyan, L (2020) ‘Facebook Video Statistics’ [online] InYans Media available at:https://www.yansmedia.com/blog/facebook-video-statistics [accessed 16th February 2022]
Donnelly, G (2021) ‘How to Create Awesome Facebook Carousel Ads That Convert’ [online] In Wordstream available at: https://www.wordstream.com/blog/ws/2018/05/21/facebook-carousel-ads [accessed 16th February 2022]
Barnhart, B (2021) ‘Facebook Lookalike Audiences: How to optimize ads to reach new customers’
[online] In Sprout Social available at: https://sproutsocial.com/insights/facebook-lookalike-audiences/ [accessed 16th February 2022]
Facebook (n.d)‘Help your ads find the people who will love your business’ [online] In Meta For Business available at: https://en-gb.facebook.com/business/ads/ad-targeting [accessed 16th February 2022]
Mediakix (2022) ‘13 FACEBOOK VIDEO STATISTICS THAT MATTER FOR BUSINESSES AND CREATORS’ [online] https://mediakix.com/blog/facebook-video-statistics-everyone-needs-know/ [accessed 22nd February 2022]
Lee, K (n.d) ‘Anatomy of a Perfect Facebook Post: Exactly What to Post to Get Better Results’ [online] In Buffer Library available at: https://buffer.com/library/anatomy-of-a-perfect-facebook-post/ [accessed 22nd February 2022]
Meta Blueprint (2022) ‘Set Up Your Ad Creative’ In Meta BluePrint available at: https://www.facebookblueprint.com/student/activity/212753?ref=cms_redirect#/page/5fc6e57b4a46d349e9dff453 [accessed 22nd February 2022]
Perkins, J (2021) ‘20 Key Facebook Video Marketing Statistics That Will Help You Stand Out in 2021’ [online] In Wave. video available at: https://wave.video/blog/facebook-video-marketing-statistics/ [accessed 22nd February 2022]
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