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Facebook in 2014: Brands must get creative
Facebook has been the go-to social network for brands for at least the past two years. But, as Facebook has grown so has their need to make money. Many of the changes in Facebook have hampered the way brands engage with shoppers through the network.
Marin Software recently released a whitepaper identifying how brands have engaged in the past - and ways brands will have to change their social strategy in 2014. According to Marin's data News Feed advertising increased by 140% (Q2 vs Q3 2013) while the cost to advertising on the right sidebar lowered about 67%. Here are their top three tips to increase engagement:
First, get mobile. Yes, mobile strategy is important for non-social campaigns. But in the social space more and more people are connecting with smartphones and tablets. So make sure any campaign ads and content render correctly in mobile.
Second, make note of the shoppers who've purchased from you in the past.
"Of all the changes Facebook introduced to their advertising capabilities, perhaps none was more important than Custom Audiences. Custom Audiences makes it possible for most advertisers with a customer list to retarget. Retargeting customers through Custom Audiences has already proven to be the most cost effective targeting option, producing costs per conversion that are 64% lower than targeting by Broad Categories or Precise Interests according to Marin Software data," writes the company.
Third, get fresh with messaging. According to Marin's data too many consumers are overexposed to some ads; rather than only running a single ad, they suggest creating several ads and rotating them throughout the days or weeks of a campaign.
"As Facebook advertising has become increasingly competitive, the company has become strict on showing ads with the highest click-through rates (CTR). To maintain "fresh" creatives and prevent overexposing users to the same ads, Marin has seen a substantial increase in advertisers using creative rotation strategies. On average, advertisers working with Marin using creative rotation strategies have produced 35% higher CTR than those not using creative rotation, demonstrating that users prefer and are more likely to engage with fresh creative," Marin's experts note.
Image via Shutterstock
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