Social Media Archives - Page 30 of 38

In News

3 Reasons You Can’t Have a Nice Social-First Content Marketing Strategy

March 13, 2018 No Comments

“What am I missing? What is the insight I’m not seeing that could make our content marketing strategy make sense?”

An attendee at the 2018 Social Media Strategies Summit conference in San Francisco made that comment. She works for a major non-profit organization. She’s trying to manage through three strategic expectations the senior management team and board have regarding a content marketing strategy:

They want to keep everything on one Facebook page.
They have two important audiences that are each interested in different types of content.
She can’t change either of the first two strategic expectations.

She’s beating herself up for her inability to find an amazing branding strategy insight. The one that would allow her to get around the contradictions posed by her senior management team’s decidedly non-social-first content marketing strategy expectations.

As we discussed her organization’s situation, I suggested various ways to target content to the two audiences based on what they are interested in hearing about from the organization. While the ideas were sound strategically, each one directly challenged the expectations in a way she was certain she couldn’t do.

After a few minutes, I assured her that she isn’t missing any big branding strategy insight.

The problem is the management team’s decisions about the content marketing strategy. Their stipulations are all about brand-first, not social-first, content.

She told her management team that she would return from the conference and write the organization’s social media strategy. She didn’t see that happening without the big insight.

I suggested she instead focus on creating a strategic conversation with her management team. Her first step is to address what they want to achieve as an organization with their two audiences. She can then start suggesting how social media contributes to realizing those business objectives. The more they want to push a brand-first content strategy, the less wedging in a few social-first content marketing tactics will successfully fix things.

Maybe THAT is the insight she was seeking: you can’t pursue the smart thing (a social-first content marketing strategy) when management’s every strategic expectation runs counter to doing so.

Not a great situation. As least now, though, she has a pathway to attempt to help them work their way out of it! – Mike Brown

Boost Your Brand’s Social Media Strategy with Social-First Content!

Download the Brainzooming eBook on social-first content strategy. In Giving Your Brand a Boost through Social-First Content, we share actionable, audience-oriented frameworks and exercises to:

Understand more comprehensively what interests your audience
Find engaging topics your brand can credibly address via social-first content
Zero in on the right spots along the social sales continuum to weave your brand messages and offers into your content

Start using Giving Your Brand a Boost through Social-First Content to boost your content marketing strategy success today!

By Mike Brown

Sourced from Brainzooming

In News

Why Facebook Video Ads Should Only be Just Six Seconds Long

March 12, 2018 No Comments

Facebook is now the most popular places that advertisers are putting their video ads, even beating YouTube.

By MediaStreet Staff Writers

Top marketers know that digital video is one of the most powerful tools to increase consumer engagement and brand loyalty. In fact, according to a new study from Clinch, brand marketers are ramping up their production of digital videos with an emphasis on creating campaigns specifically for Facebook and YouTube.

The study found that 78 percent of marketers plan to increase their production of video ads in 2018, while only 43 percent of marketers plan to increase their production of static banner ads this year.

Social is Video

When it comes to digital video campaigns, Facebook reigns supreme, representing 46 percent of all video ads produced. When adding Facebook-owned Instagram into the mix, this number leaps to 74 percent. YouTube comes in a close second at 41 percent.

Says Oz Etzioni, CEO of Clinch, “It’s no secret that Facebook and YouTube dominate the digital media landscape and we don’t expect this to slow down, particularly with the Facebook algorithm change which requires brands to pay in order to be seen. In 2018 brands will increase spend and leverage the rich data that these platforms provide. However, the data and platform are just two pieces of the puzzle. Creative is the critical third piece. If brands aren’t uniquely tailoring their creative specifically for each platform and by audience, opportunities will be missed and ROI will be lowered.”

Nearly three quarters of marketers are adopting online video from their TV commercials. 44 percent indicated that they don’t shorten commercials for each platform’s suggested length. While TV ads remain a critical source of video content, the user experience of each social platform is very different than traditional TV. For example, TV ads are 15 to 30 seconds long but Facebook and YouTube recommend six-second videos.

Etzioni continued, “We were really surprised to learn that marketers were taking a one size fits all approach to video. In 2018, marketers will awaken to the fact that investment in creative will increase ROI and personalisation at scale, and will become the norm for digital video as it has become for static ads.”

Defining Social Personalisation

While 50 percent of respondents say they personalise their video campaigns, brands can be doing a lot more. Those that are personalising their creatives based on data are seeing big results. Nearly 90 percent of respondents who have customised Facebook or YouTube video ads reported seeing benefits. Furthermore, 70 percent of those who customise said that they have seen improvements in their key performance indicators (KPIs).

According to Etzioni, in the next few months, the definition of personalisation will change. “Rather than creating a handful of versions – one for men, one for women, one for the East Coast and one for the West Coast, we expect brands to be using data insights to personalise at scale. This means hundreds if not thousands of versions of videos where the message and creative is tailored to their specific needs and interests. This will create a more meaningful experience for the consumer and transform video campaigns from simply brand awareness to direct response opportunities,”

The full report, “How Leading Brand Marketers are Using Personalised Video to Drive Sales,” is available for download here.

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In News

Advertising Product Results? Put Images Closer Together

March 7, 2018 No Comments

Consumers believe a product is more effective when images of the product and its desired outcome are placed closer together in advertisements, according to a study in the Journal of Consumer Research.

By MediaStreet Staff Writers

“Merely changing the spatial proximity between the image of a product and its desired effect in an advertisement influences judgment of product effectiveness. Consumers tend to judge the product to be more effective when the two images are closer versus farther apart,” write authors Boyoun Chae (University of British Columbia), Xiuping Li (National University of Singapore), and Rui (Juliet) Zhu (University of British Columbia).

Advertising done right: The “problem” (wrinkles) and the solution (Wrinkle cream effectiveness) in very close proximity.

Many advertisements promoting the effectiveness of a product show both a product image (anti-wrinkle cream) and an image of the promised results (a face without wrinkles). Objectively, the distance between the two images should not affect how consumers judge the product’s quality.

This advertisement is done so well, the text about the product’s effectiveness is actually touching the face of the model.

In a series of studies, consumers were asked to judge the effectiveness of a variety of products promising specific results (acne cream, pain reliever, nasal allergy spray, bug spray, fabric softener). Consumers tended to assume a product was more effective when its image was placed closer to that of its promised effect. The proximity of the images was more influential when consumers were less knowledgeable about a product category or when the results were expected sooner rather than later.

Here we see there is some distance between the product (a razor that gives a perfect shave) and the outcome (Mourinho’s perfectly shaven face).

Companies should understand the subtle effect that spatial proximity between images has on consumer judgment of product effectiveness. When companies want to promote the immediate effects of their products, images of the product and its desired effect should be put closer to each other in an advertisement.

“The spatial proximity between visual representations of cause and effect in an advertisement can influence consumer judgments of product effectiveness. The closer the distance between an image of a product (an acne treatment) and that of its potential effect (a smooth face), the more effective consumers will judge the product to be,” the authors conclude.

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In News

5 Social Media Marketing Trends to Watch Out For in 2018

March 5, 2018 No Comments

Make sure to keep an eye out for these five social media marketing trends that are taking over the digital marketing world in the upcoming year.

Did you know that on an average, we scroll through at least 300 feet (90 meters) of content daily? Not every brand’s campaign grabs our attention. It is a difficult and competitive game, as brands are trying harder to grab our attention, while our attention span has been reduced to a mere eight seconds. Brand strategy in the coming years will try more than ever to connect with their audiences across a variety of social platforms. It becomes imperative that your campaign works, more so taking into account the speed of feed. We have curated a list of five trends that we believe will impact your social media strategy in 2018.

Adopt Chatbots

https://giphy.com/gifs/11FyVJOvLleR5S

Gone are the days when chatbots meant unresponsive, hilarious and outright ridiculous software. Today, chatbots can do a lot more than just solve customer issues or order pizza for you. Various studies state that 20% of business content could be machine generated by next year. When we teach machines how to create authentic and engaging stories, the potential for advertising and marketing will become multifold. Chatbots interact with the users and deliver the solutions that they are looking for at the speed of light. Bots are developing to become smarter and empathetic. This engagement feels personal, from the user’s perspective. Chatbots are definitely a must-try social media marketing strategy in 2018 for your business.

Momentary content makes for good engagement:

Snapchat was the early adopter of momentary content. Instagram and Facebook followed suit, owing to the huge popularity of Stories format in a short time. These content are ephemeral and disappear in 24 hours. Brands are creating a whole new digital marketing strategy for their momentary content marketing. Having your stories appear at the very top of your follower’s feed keeps your brand at the top of their mind. Many brands do a live story session with a subject matter expert. This helps the user look out for the brand more so as to not miss an informative session. Ephemeral content marketing strategy is something that you should try in 2018!

Augmented reality boom

Augmented reality blurs the line between reality and computer-generated content by enhancing what we see, and hear. The adoption of augmented reality on mobile phones is a quick and easy way for brands to reach their target audience. Many brands are taking their products right inside the homes of users through exclusive filters. IKEA has released an app called Place which allows users to preview how the furniture would look in their homes before they buy. As more people get warmed up to augmented reality, more people will start to feel like they are missing out on things and want to become a part of it. However, you would also have to check where your strategy fits. Make sure your AR adds value for the user and don’t simply create one for the sake of it.

Influencers are here to stay

Influencer marketing has grown so much over the last two years that the popularity has made it difficult to know whom to trust. Consumers expect genuine reviews from genuine influencers. Brands must seek to work with relevant influencers with industry background or knowledge. Viewers are already bored of seeing brands engage popular influencers who promote teeth whitening and a mobile phone app with the same vigor. In 2018, try and create worthwhile relationships with influencers and maintain them. Influencer marketing is going to become more authentic with brands moving to real experts instead of social influencers.

Make more videos

We are addicted to mobile phones, and we love our videos. In 2017, 90% of the most shared content on social media was in video format. If you are not using videos yet, you will have to quickly start using them and master the art of capturing the user’s attention in the first 3 seconds. Video is the quickest and the closest way you will come face to face with your target audience. As with everything, you need to have a clear strategy before creating a video. Taking advantage of Facebook Live and Instagram Live is also a smart strategy. Ensure that the video is of the highest quality and engaging. You will also have to consider making the best design and make sure to add subtitles to attract users when they are watching with sound off.

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In News

Majority of Travelers Use Review Sites Before Booking

March 2, 2018 No Comments

It’s all about the reviews, so make sure yours are good.

By MediaStreet Staff Writers

More than three quarters of travellers use review sites such as Yelp and Trip Advisor to conduct research prior to booking services.

This is according to a survey conducted by The GO Group, an international ground transportation provider.

The respondents were asked about site usage for accommodations, activities, events and ground transportation.

When asked about use of sites for hotels and other accommodations, 13% of respondents said they always check sites; 31% said they do so frequently, 34% said sometimes and 22% said never.

Fifteen percent said they always check sites for reviews about tours and activities; 25% and 34% said they do so frequently and sometimes, respectively. The results for checking on attractions and venues were similar were about the same.

Fewer people use review sites for ground transportation. Only 10% percent said always they did so; 23% said frequently and 40% replied sometimes.

The survey also asked how many people post on review sites. Just three percent said they always posted on the sites, nine percent do so frequently; 40% post sometimes and 26 % responded they have never posted on a review site.

“In addition to or even in lieu of obtaining information and referrals from close friends and family, more people are opting to use content generated by strangers as a guide for booking travel experiences, says John McCarthy, president, GO Group. “As reliance on online review sites continues to grow, it behooves all of us in the travel-related industries industry to regularly review and respond to posts, and monitor them for potential customer services issues.”

The GO Group LLC is the nation’s largest airport transportation provider, offering shared rides, private vehicles, sedans, charters and tours, serving some 90 airports in North America, Mexico, the Caribbean and Europe and transporting more than 13 million passengers per year.

This study shows just how much babysitting and care you need to put into your online reviews. Like you don’t already have enough to do!

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In News

Business Mentor: How to successfully use social media for business

March 2, 2018 No Comments

By Armando Bartolome.

The core of any business revolves around the right marketing strategy to gain leverage over competitors. And knowing how much time, effort and money are spent making a sustainable business, choosing to use social media as one of the vehicles in expanding any company’s reach is no longer ignored these days.

Social media, however, is more than just being connected to the internet and having a spot in the virtual world.

A business would not have a successful online presence without putting all these factors into consideration: audience targeting, writing, designing, budgeting, time, resources, and analyzing all data.

Here are 3 simple steps for successful social media advertising:

KNOWLEDGE

It is a known fact that no one can prosper in anything that he has started without having enough knowledge of what he wants to offer to the consumer and being able to identify how to get to them. Additionally, as social media advertiser, before you can actually ask them to purchase anything from your business, you need to establish a connection that could stir their minds so they would consider to purchase from you.

A very important reminder when using social media is to help increase audience awareness of your brand by focusing on organic social media posting and strengthening your top performing content. The reaction of your virtual audience serves as your guide on how to tickle their minds about what you offer.

One of the biggest opportunities for many brands with restricted time and resources is to boost top performing posts from their Facebook page. It is not only the inexpensive form of social media advertising, but also provides the business with a way to reach a new customer segment that has not been tapped by traditional ads.

Making organic social media content is a powerful catalyst that helps increase word-of-mouth marketing. It is unlikely for people to share an advertisement that feels like an advertisement within their social circle.

RECOGNITION

This is the stage where your brand needs to have that “umph,” which can be easily distinguished from other competitors. This is the stage where consumers are either familiar with your product or recognize that they have a pain point and are researching options.

Using Facebook ads, targeting the correct audience can lead to higher conversions and lower costs. You can target users based on age, location, mobile device, interests, income, job title and tons more. But the greatest success is targeting users who like pages similar to yours.

Remember, successful content at this stage depends so much on the value and perceived value that you’re providing. There are important things that you should consider:

1. You want to let people know what makes your brand different from other similar brands

2. You want to make a compelling advertisement that can encourage them to click.

TRANSFORMATION

This stage, also known as the conversion stage, means that people have already become familiar with what you offer and are ready to purchase from you or that they have identified a solution to their problem and are ready to purchase a product. This is the stage where you can say that you have converted a non-believer into a believer.

The success of this stage is due to the following critical components:

1.   The quality of the targeting audience that you chose.
2.   The quality of ads created.
3.   The ability to track results from the ads created.

By Armando Bartolome.

For questions and more information, you may contact Armando “Butz” Bartolome by email: [email protected] or on twitter https://twitter.com/philfranguru his website is https://www.gmbmsglobal.com

Sourced from ABS CBN News

In News

Retail Marketers Are Bullish Moving Into 2018

March 1, 2018 No Comments

Nearly 90% of retail marketers will increase marketing spend this year.

By MediaStreet Staff Writers

RetailMeNot has released result of a study showing how retail marketers will expand their content, use their marketing spend and what they are planning in 2018 to better engage and convert consumers.

This year, 9 in 10 retailers will increase marketing spend, and marketers will spread their increased budget almost evenly among marketing channels such as social, mobile, brand and display. This move reflects the need to ensure that every customer is receiving information in the channel of their choice. Interestingly, 93% of mid-sized retailers (between US$500 million and US$1 billion in annual revenue) are increasing their budget compared to 86% of large retailers (more than $1 billion in annual revenue) indicating an increase.

“Retail marketers are no longer thinking in channel silos. They are approaching commerce holistically with an understanding that consumers are channel-agnostic,” said Marissa Tarleton, CMO, RetailMeNot. “Delivering an experience that meets the consumer in the moment across the shopping journey will be the pathway to success for brands.”

Tackling New Trends and Challenges

While trends like virtual reality are still an exciting frontier, most retail marketers have their sights set on more realistic forward-looking trends. More than half of retail marketers surveyed believe improving mobile web checkout capabilities (52%) and offering exclusive promotions for mobile app users (51%) will positively affect sales growth in 2018. Additionally, voice-assisted shopping is an area that 39% of retail marketers plan to implement, with many retailers hoping to capitalise on increased use of smart home systems and smart speakers.

About 50% of retailers indicated they will use multi-touch attribution in order to better monitor the quality of traffic from their advertising investments. Further, retailers will become more bullish on advertising fraud as they look to ensure that their marketing is reaching the highest quality audience. More than 6 in 10 retail marketers (63%) will increase their direct media buying in 2018 in order to better monitor the quality of their traffic from advertising investments.

Holistic Approach to Increasing Sales

Retail marketers are wisely embracing mobile as a conduit for sales both on the phone and in physical retail stores. Based on our survey, retail marketers believe mobile is the key priority for positively affecting sales growth, and 72% will use mobile marketing to drive in-store sales. Further, 82% will rely on mobile marketing to drive in-app sales.

As marketers look to increase revenue in the coming year, their team structures and channel approaches will evolve to become more cross-functional. In fact, 50% of retail marketers say that their mobile marketing team falls under digital marketing within their organisation, up from 41% in 2016.

Finally, promotions continue to be top-of-mind for driving sales. Most retailers (76%) plan to increase the amount of promotions they are offering in 2018, and 86% will partner with websites and apps that focus on deals, cash back and loyalty programs.

“The convergence between physical and digital shopping will blend even further this year,” said Tarleton. “As retail shifts continue, delivering seamless shopping experiences—be it in-store or online—are critical to success.”

RetailMeNot is a savings destination connecting consumers with retailers, restaurants and brands, both online and in-store. The company enables consumers across the globe to find hundreds of thousands of offers to save money while they shop or dine out.

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In News

Over Half of Millennials Check Snapchat Daily, Much More Than Boomers and Gen Xers

February 28, 2018 No Comments

Social media preferences differ by generation, but most users spend their time consuming – not creating – content on social media apps.

More than half of millennials (53%) say they check Snapchat daily, which is three times more than Generation Xers (18%) and eight times more than baby boomers (7%), according to new data from The Manifest.

Baby boomers prefer Facebook over Snapchat, and they check Facebook more than millennials. More than 9 out of 10 of baby boomers (93%) open the Facebook app at least once a day, compared to 85% of millennials.

The findings indicate that preferences for certain social media apps differ by age group. However, Facebook’s overall dominance – with nearly 90% of all social media app users saying they check it at least once a day – demonstrates how Facebook made its platform appealing to a variety of users.

“Facebook invested considerable resources over the last 10 plus years in making an experience where everyone can find value in the platform,” said Josh Krakauer, founder and CEO of Sculpt, a social media marketing agency.

In contrast, Snapchat’s emphasis on short-lived content and the camera as a communication tool attracts younger users, and millennials in particular, who want a more personalised and unfiltered social media experience.

Snapchat appeals to younger generations who are used to getting the specific information they want, when they want it. Older social media app users may be more comfortable consuming content television-style, where what you see and when you see it is partially decided for you.

“As Facebook has catered to everyone in the world, Snapchat has doubled down as being a place that still feels raw, unfiltered and personal,” Krakauer said.

What Are Smartphone Users Doing on Social Media Apps?

While users spend a lot of time on social media apps, they don’t often publish content. The largest percentage of respondents (36%) say they most commonly use the “like” or “favourite” features on social media apps.

This finding correlates to the “90-9-1” rule of internet content, say experts. “[The rule] says that 90% of the time we just consume content, 9% of the time we interact with content, and only 1% of the time we actually share something,” said Sheana Ahlqvist, lead UX researcher at PhD Insights, a user research agency.

Simply liking or favouriting content on social media is a relatively seamless behaviour, requiring little motivation. The easier an online action is, the more likely a user is to complete it.

“The liking and favouriting is like saying ‘bless you,'” said Alex Levin, co-founder of L+R, a Brooklyn-based creative agency. “You can do it in an action that isn’t offensive.”

In addition to exploring app user behaviour, the survey helps businesses interested in building an app learn from the success of social media apps.

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In News

High Impact Digital Marketing Tips to Sell More

February 27, 2018 No Comments

If you have a sales event coming up, like the end-of-season sales, then here are the tips you need to know.

By MediaStreet Staff Writers

The actual benefits of designing commercial strategies around events like America’s Black Friday or China’s Singles Day improve market platforms and strengthen the domestic economic market because it’s a great opportunity to encourage consumption and sales.

On Black Friday, for example, thousands of companies from different industries tag along with the commercial event and offer large discounts on their goods and services. However, competition is rife. An offer can lose its meaning when another company offers a better one, and what’s more, businesses must not only participate in Black Friday, but really know how to stand out and attract consumers.

So how do you as a marketer get your business to stand out?

Here are some tips from Adext. They deploy and optimise online advertising campaigns on Google, Facebook, Instagram and thousands of websites to increase the sales of SMEs that have limited resources for the activities.

1) Plan a strategy: It’s not enough to offer irresistible discounts on events like Black Friday… You need a promotion strategy with a clear action plan and execution dates. You must be clear on what discounts and incentives you’ll promote, how you’re going to put them across, the digital platforms you’ll use, who you’ll target, when and why. The what, how, where, when and why questions are key to developing any action plan. Come up with answers to them while always keeping the goal you want to achieve in mind. In this case, it’s sales.

2) Research your competition and make sure to offer something really attractive: You could offer a 10% discount, but if your main competitor offers 25%… You can imagine the outcome. If you want to take the lead, look at what they’re doing and ask yourself how you can beat their discount and/or add more value (without affecting your profit margins). You could give your prospects something of value like a gift for their loyalty, or an extra incentive for them to buy more. Also, don’t forget to let your imagination roam and build your offer or promotion around a creative concept.

3) Build Anticipation: Teaser campaigns are wonderful for building your target audience’s curiosity. Don’t reveal your discounts, offers or incentives too soon… Let your prospects discover what they are as anticipation builds. They should be interested and intrigued to find out what you’ll offer them on your sales event day. There are several examples of clever, catchy strategies where they invite their prospects to go to Snapchat to discover what the 10 star products reduced to €10 are.

4) Send your prospects emails: You can send a few emails before the big sales day (to build anticipation), and other reminders before the day arrives.

Here are three tips to make your email marketing campaign a success:

Make sure to add an attention-grabbing title or subject line to your email. An email subject line you see all the time, like “Check out our discounts!” will go unnoticed. But if you can entice the reader with something like “I don’t want to freak you out, but you’ll regret it if you don’t take advantage of this” will definitely pique their curiosity and make your open rates go up.
Once they open your email, there must be something of interest for them to look at and read… The body of the email must be pleasant to look at, and easy to read and scan. Use short paragraphs, bold letters, headlines, subtitles, vignettes, images, and of course: good copywriting.
Add a CTA (Call-To-Action), where you specify what you want the reader to do once they’ve read your email. For example, you might write: “Our discounted products will be available in store until we’re out of stock. We’ll be ready to serve you when you arrive” or “Buy your Christmas gifts NOW and make sure you don’t get burned in January”. This action-oriented copy should stand out on the page. And if you have an online store, add a link to it.

5) Take advantage of the power of social networks: There is no doubt that you need to be where consumers spend most of their time. Where’s that? In this digital world, it’s on social media. Join the conversation and interact with your audience. Include the most relevant hashtags (e.g. #Black Friday or #SinglesDay or #Summersales) on your posts, so that prospects looking for discounts and deals can easily find you.

6) Let digital advertising bring you the clients you need: Digital advertising no longer has to be complicated. And it can give you the results you’re hoping for. Adext is the first Artificial Intelligence platform in the digital advertising space that can automate the entire process of creating, managing and optimising your ad campaigns on Google, Facebook and Instagram.

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In News

5 Social Media Ad Tactics You Should Be Using

February 27, 2018 No Comments

By Ronald Dod

Some businesses love it, others hate it, but no business can run without a social media strategy. Even if social media is not your primary source of leads or sales, having a strong presence on social media can help strengthen your brand overall. It will help you gain credibility and social proof with the help of reviews, and help your customers set brand expectations.

For many businesses, the tough part about creating a social media strategy is advertising. There are way too many variables to account for, and there seem to be new rules being launched all the time. In hope of helping you improve your ads, I’ve put together a list of the top 5 social media tactics. Let’s get started!

1. Layer Your Targeting Options

Targeting is one of the most tricky parts of creating campaigns. Interests, behaviors, life events, demographics … there are so many ways to target an audience on social media! So, what’s the right solution? The answer varies from case to case, but there’s something you can do to help you narrow your results and be more targeted: Layer your targeting.

2. Target “Warm Leads”—Followers, Friends of Followers, and Page Interactions

The idea behind targeting followers, friends of followers, or page interactions is to target “warm leads” to increase the chances of conversion. The people in those targets have either heard of your brand, interacted with it, or know someone who is already following your brand, which makes them more likely to buy.

Targeting followers is a good tactic if you have a decent number of followers. As expected, these warm leads will be more likely to convert than cold ones, which means higher conversion and lower cost per conversion. Another underutilized target is “friends of followers.” I’ve gotten really good results for this target when I combine it with another layer of targeting. For instance, below, you can see the same target audience as the previous point, but with the added “friends of followers” layer:

This target is particularly effective because the audience could see that one of their friends already follows the advertiser, which provides social proof or credibility. This is one of my best performing targets for many clients.

The last target audience you should try is a page engagement custom audience. Start by going to the audience tab and selecting custom audience from the drop-down menu. Then, select Engagement.

Once selected, you’ll see various options to create your audience. Test different ones to find out which one performs best. For good measure, start with the Facebook page engagement audience.

Then you’ll be able to choose your conversion window:

Finally, you’ll get the option to create a lookalike audience. I would skip this step for now until you see how the target performs. Now you’re ready to target people who have engaged with your Facebook page! Similarly to the followers target, these users are warm, so they’ll be more likely to convert.

3. Try a Lookalike Audience

As the name implies, lookalike audiences help you target audiences that look like another audience. There are many ways to create a lookalike audience. You can create one based on website traffic or engagement, or even create one from a file—which is the option we’ll discuss here. The first audience I would test is based on an existing customer list.

Simply export all your customers from your website platform and save the file. Then you’ll be able to upload it to Facebook to create a custom audience and create a lookalike audience from it.

There’s a new option to upload a file with customer’s lifetime value. To use this option, just make sure to add a column with your customers’ total spend. Based on that spend, Facebook will help you find new customers that look like your most valuable customers.

Once the custom audience is created, you’ll be able to select it to create a lookalike audience. The lower the percentage of the lookalike audience, the more similar it will be to the actual list. Test this audience with the other, once it’s created.

4. Test Lead Generation Ads

Lead ads allow advertisers to capture leads right on Facebook. This type of ad works particularly well for B2B businesses to capture lead’s information. Test run these types of ads with videos instead of single images, to potentially increase conversions. If you don’t have any videos or software to create videos, try using Facebook’s slideshow creator to create a video from a series of images.

5. Use Collections

Collections is a mobile-friendly ad format that allows users to get an immersive mobile experience.

Just with a tap, these ads open a Canva, similar to a Page, where advertisers can showcase products extracted from a product feed, tell a brand story, or show a lifestyle photo shoot. I’ve found them particularly effective for eCommerce, using the grid layout to display a product feed. I usually use it together with a video slideshow, containing some of the products showcased in the grid layout.