Producing meaningful advertising for Facebook takes creativity

Marketers seem to have the idea that marketing on Facebook is easy.

Just copy a paragraph out of a promotions email, pair it with a stock image, and presto, you have marketing, right? Maybe that was considered good work in the early days of Facebook, but its platform and users have evolved in the intervening years and these days marketers have to be a bit more creative. Toss out any lingering ideas that Facebook users are going to read long paragraphs or get captured by a generic picture. These days, smart imagery, little text, and daily posting is what’s going to get you more exposure on users’ news feeds.

Image-based posts preferred

David Serfaty, the director of social advertising for Matomy Media Group, explained, “[Facebook] is decreasing the exposure it gives to brands’ text-based posts in favor of image-based posts.” A good way of doing this is sharing links using link-share buttons usually found on article web pages. This function will allow Facebook to format the post in its most user-friendly and eye catching way. Photos paired with such links will then show up much larger on the news feed, which means the image you choose to go with blog posts or other articles need to be creative and high quality.

Variety is key

The nature of Facebook is it is constantly updating, moving forward, changing. Thus, marketers should have a variety of pictures and links to share in order to keep their brand’s image near the top of users’ news feeds. Serfaty said, “This is especially true for direct-response advertisers, who must rely on engaging, creative ads to entice a consumer into making a purchasing decision.”

Audience customization

Another important aspect of Facebook marketing to consider is the ability to customize your audience. When you pay for a Facebook ad, you can specify which devices and what sort of people will have the ad appear on their news feed. You can also target people who previously interacted with your brand with specific messages such as, “Come back for 10 percent off your next flight reservation.” Marketers could potentially have several versions of an ad targeting users at each stage of their buying cycles.

A different option is to use Facebook’s Lookalike audiences, which finds users similar to people who have purchased from you or evinced interest in your products previously. Thus, as Serfaty noted, “A ‘create-an-ad-and-be-done-with-it’ mentality isn’t going to work.”

Source:  Adage

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