It is no secret that Facebook receives a great deal of bad attention, particularly in the wake of its privacy issues. Certainly, it had an effect on its user base. Does this indicate Facebook's demise?
Not exactly; as of the second quarter of 2019, it continues to have more than 1.58 billion daily active users. After the controversies, the numbers did not even decline; rather, they rose.
What are the implications for marketers? Does this also imply that Facebook Ads are still alive? True and untrue, since the old Facebook Ads are gone, there is a new, more effective version.
So, Facebook Advertising is not dead just as Facebook is not dead, so is Facebook Advertising. It is simply changing.
Facebook is one of the cheapest ad space suppliers to this day. It enables you to reach the same number of people for a fraction of the cost of, say, Google advertisements.
Due to the quantity of daily active users on Facebook, ad space on Facebook remains a prominent location.
In 2018, Facebook made significant adjustments to its marketing algorithm. It had enhancements for both users and marketers. However, this does not imply that there are no modifications to the performance of advertisements on the site.
However, the developments required marketers to modify their digital marketing methods. Otherwise, they will not get the same outcomes as before.
Consequently, how does Facebook's social media marketing environment appear today?
The Changing Face of Facebook Ads
You may have noticed that Facebook is focusing on and investing in videos. It even included a Watch feature to its app devoted to video exploration.
This is because the social media giant noticed that people prefer to consume videos over other content kinds, such as photographs and images. Videos have more interaction and 1,200% more shares than this.
Videos continue to generate greater interaction on Facebook, prompting the network to pay content producers here as well. Similar to YouTube, content providers monetize their videos by including advertisements.
But why select Facebook video advertisements over its competitor? Well, more content providers imply unique material, which leads to an increase in audience size. Facebook has thus eclipsed YouTube in terms of viewership.
Approximately 47% of individuals claim to view more videos on Facebook than on any other platform. In contrast, just 41% of consumers choose to view videos on YouTube.
Facebook's targeting of individuals is becoming increasingly precise. This is because the sponsored material they see is appropriate to their interests. That also applies to advertisements.
With Facebook's ad breaks, you can reach a larger audience and improve your targeting. Users like viewing videos, even with adverts; therefore, your SMM approach must incorporate video content and ads.
How to Create Successful Ads
Facebook's involvement in your campaign begins only once you've published your advertisement. It will then select the appropriate individuals and display your ad to them. The remainder of the campaign is up to you.
You must convince consumers to click on your advertisement. We will demonstrate how to do this below.
1. Recognize Your Audience
This is the initial stage in every marketing strategy since you must identify your target audience in order to contact them. You must have a broad understanding of their age, income, location, and other demographic information.
Additionally, you must take their preferences and actions into consideration. This generates a niche demographic that is most likely to respond to an advertisement. It guarantees that you will only spend to contact these individuals.
2. Retarget Your Viewers
Facebook Ads Manager is very valuable. It provides several choices for tailoring your audience.
You may even target those who have already seen your videos. Thus, you may target just those who have previously shown interest.
For example, you may broadcast a video advertisement to a cold audience and allow it to run for many days. Then, you may broadcast another video advertisement that would encourage them to take action. It might be an advertisement for your store's steep discounts or a limited-time promotion.
In a way, your audience has already been pre-qualified. You spend less on those who are more likely to accept your offer.
3. Craft Appropriate Ads
Don't want your viewers to disregard your advertisement? Avoid making it seem overly spammy.
Facebook has already taken action against spam, making it less likely for it to show on users' timelines. If your advertisement seems to be spam, it may be marked as such.
For example, photos with too much text will have less reach than those with less than 20 percent text.
To ensure that your ad appears smoothly, you must first comply with Facebook's standards. Then, make it engaging so that consumers will click it. Give them a cause to click your advertisement, such as a discount, a solution to a problem, or otherwise.
4. Begin with a Limited Budget
Your advertising budget will rely on a variety of things, such as the size of your target audience, the length of time you want it to run, and so on.
However, we suggest beginning on a modest scale. You can still communicate with your audience, but you run a lower danger of irritating them. If you have a large budget but a limited audience, for instance, Facebook may repeatedly display your ad to the same individuals, which may irritate them.
Starting modestly also enables you to try various sorts of advertisements without incurring high costs.
5. Examine Your Ads
Are you knowledgeable about A/B testing? It is the process of comparing two adverts with a single slight variation.
For instance, the advertisements might be identical except for the call to action. Then, both promotions will run for the same length of time, and the one with the best results will win.
Facebook permits this, allowing you to test not just the ad contents but also the bidding techniques, audience segments, and ad locations.
Featured image: Social media mobile vector created by freepik
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