Facebook has been a disruptive force in the advertising world. It incited a shift of focus from promoting content on mass media to tailoring content for personal connections. Capitalising on the power of targeted advertising, the social media behemoth utilises its social network of over one billion active users to create growth opportunities for businesses.
To help you get the biggest bang for your buck, we’ve put together some tips that will help transform your business’ social reach.
Hop on board the Messenger Day platform
Hot on the heels of its rival, Snapchat, Facebook Messenger has rolled out a similar feature to Snapchat stories. This new feature rose in popularity due to its ability to capture genuine, real-time content.
When you share personal moments, it humanises your brand and engages followers to interact on a more intimate level. Dare to experiment with Messenger Day by showing exclusive behind-the-scenes footages of your product demo! Do it right, and you could potentially earn brand ambassadors for your business.
Go beyond ‘Likes’
In 2016, Facebook expanded its like button to a myriad of reactions to afford users greater freedom of expression. Now, in a bid to increase user engagement, Facebook’s latest algorithm will weigh reactions more than likes. Posts eliciting reactions other than likes will also appear higher up in users’ news feed.
This means that the classic like-and-share social outreach strategy may soon become limited in its effectiveness. Marketers need to give users more thought-provoking copies that will drive them to react beyond liking the post and better yet, launch into a community-based discussion.
Focus on video quality over quantity
Videos play an increasingly important role in the marketing mix today. Facebook advocates this by changing its algorithm to prioritise organic videos based on completion rate. This improves video placements in newsfeeds. The longer a user watches your video, the more frequent similar videos will appear in their news feed.
So when you conceptualise your video’s storyboard, make sure the stickiness factor is accounted for, such that users are not merely entertained but also engaged with your video content.
Align campaign objective with ad type
For startups with a limited marketing budget, it is advisable to pick ad types promoting brand awareness to gain the most returns. Facebook has recently rolled out a series of brand awareness ads that caters to different campaign goals.
For example, if you want to drive traffic to your website, the basic Facebook Photo ad would be sufficient. Or, if you want to showcase your product offering without the user having to leave the Facebook platform, Facebook Carousel ads would be more suitable. It supports the promotion of up to five products, with its respective links displayed.
This guide gives an overview of the different ad types offered by Facebook. Remember that whatever you choose, make sure it matches the objective you have set out for the campaign in the first place.
Stay on top of your advertising game with #tiasg2017
Can’t wait to get your campaign up and running with a winning social media strategy? Join Brad Ramsey, Facebook’s Head of Marketing, APAC at Tech in Asia Singapore 2017’s Marketing Stage this May 17! He’ll be delivering more insights on how your business can adapt and benefit from recent and upcoming Facebook algorithm changes.
To be a part of this exclusive sharing session, simply purchase your conference pass to Tech in Asia Singapore 2017. Book now to enjoy a 15 percent discount with the promo code ‘tiasg15’ (valid until 7 April, 2359 GMT +8).
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