With over a billion users, the fascination with Facebook continues apace, as the social media platform thrives. With average users spending over 6 and a half hours a week on the social network, the pressure is on brands to continue to find creative ways to engage with this remarkable and far reaching audience.
With brands becoming ever more impatient with the growth of their Facebook fan bases, many have turned to paid Facebook advertising to quickly grow the number of likes on their page. However, many brands turn to advertising blind of the expectations of their audiences and of the content that entices those oh, so lovely likes. We break down three of the key rules to master the art of Facebook advertising.
Facebook has become over saturated with stock images, appearing on a carousel of adverts which have been seen over and over again. Facebook users typically do not engage with the adverts on their page, often removing repetitive campaigns from their feed, particularly if they have seen the imagery before. Well prepared advertisers will create bespoke adverts for their advertising campaigns, factoring in visuals and text (remembering that adverts may only have 20% text in their imagery), which will immediately capture the attention of their target audience.
Call to Action
The point of an advert is ultimately to encourage your audience to engage with your Facebook in some way, mostly for page likes, so it is always worth explicitly stating what it is that you expect from your audience. If a Facebook user has taken time to read the text on your advert, they should be informed what the page is about and why the advert is being sent to them, a call to action for them to begin their engagement with the Facebook page.
Perhaps the key point behind a successful advertising campaign is ensuring a concise and effecting targeting strategy. Many advertisers will choose to send to as wide an audience as possible, thinking only in terms of quantity, however if the targeted audience is uninterested in the product on offer, the only possible result is a counteractive waste of money. Whereas a concise campaign with a strategised targeting campaign, will engage a greater percentage of the targeted audience, resulting in a far greater click-through rate, spend per click and ultimately better engagement from both a qualitative and quantitative point of view.
Advertisers will ultimately discover through their individual campaigns where success can be found, and no two campaigns will ever be the same, but the above rules provide a consistent basis for building a successful campaign. Happy advertising.