Brian Meert's Blog, page 97
January 10, 2019
7 Things You Should Do Before Hiring an Influencer
January 10, 2018Anna Hubbel, writer at AdvertiseMint, Facebook ads company
Lexi Christiansen / Unsplash Because Influencers have a large social media following, they are useful partners for brands reaching big audiences. According to an Emarketer study, 89 percent of marketers believe influencers primarily have a positive impact for brands on consumers. Yet, an influencer that has a massive following isn’t necessarily a good fit for your brand. Finding the right influencer takes some research and careful consideration. Here are seven things you should do before hiring an influencer.
Look for Common Interests
It’s important to find an influencer relevant to your brand. For example, if you own a clothing brand, and you want to promote your latest lookbook, find an influencer who will be a logical fit, like a beauty guru, model, or stylist, someone who is interested in fashion. It won’t make sense, for example, to hire a completely unrelated influencer, like a food journalist or a public speaker.
Similarly, if you’re promoting travel services, find an influencer who is a travel blogger or lifestyle blogger, not a hardcore video gamer who stays home and doesn’t know anything about travel. To find the right fit, write down your brand’s goals so you can clearly identify the influencers that best align with them.
Determine the Platform You’re Using
Does your brand perform better on certain social media platforms than others? Do you want to see growth on a particular platform? This is an important factor to consider when choosing an influencer. If you’re focusing on Facebook, for example, you don’t want to choose an influencer who primarily uses Snapchat. Both platforms are drastically different, featuring different tools (Snaps versus News Feed) and catering to different audiences (millennials versus Gen Zs). Research influencers based on their popularity on the platforms you want to focus on then find the one who is most successful and most active on that platform.
Know Your Budget
Base your influencer research on the size of your budget. If you have a small budget, look for an influencer with a smaller following because that influencer will charge less per post compared to, say, Kylie Jenner who makes one million per post. If you have a large budget, look for big influencers with a larger following. Buy what you can afford, but don’t underpay influencers for their contribution to your marketing efforts. Before researching influencers, crunch the numbers and clearly define your budget.
Make Sure the Influencer Is Legit
An unfortunate byproduct of social media platforms is the creation of fake accounts and bot followers. When researching influencers, double check that their followers aren’t fake. Sometimes users who want to look like influencers create bot followers to build a falsified reputation.
To spot a fake influencer, check the account’s engagement-to-followers ratio. Does the account appear to have a lot more followers than would make sense when you look at its post engagement? For example, if an Instagram account shows a significant number of followers but has little to no comments or likes for many of its posts, it’s probably fake.
You can also use an easy mathematical calculation to determine an account’s engagement rate. According to Scrunch, take the average number of engagements an influencer gets per post and divide it by the number of followers. You can also check the profiles of a potential influencer’s followers to see if they’re bots. An account is likely a bot if it has the following red flags:
It has a maxed out following count. Instagram only allows you to follow up to 7,500 users. It’s rare for an account to reach the maximum unless it was set up to automatically follow other fake accounts.
It posts shady content. If a profile only posts random photos of beautiful people or includes spam-like text, it’s definitely fake.
It has very few posts. A fake Facebook profile sometimes has only two to five posts (along with a poor-quality profile picture).
There are tools available to help you spot fake accounts. SocialBlade is a popular one because it generates charts of day-to-day behaviors. For example, you can see if there’s a dramatic spike or drop in Instagram followers for a potential influencer. Such patterns indicate that an influencer is probably recruiting fake followers.
Make Sure the Influencer Is Appropriate for Your Brand
Some brands are more casual with their personas than others, based on what works with their product, service, or mission. For example, if you own a brand that sells razors, you may want a more conversational or humorous voice for all of your promotional messages. In contrast, if you own a brand that sells religious items, you may want a more professional or respectful tone.
The influencer you choose should be appropriate for your brand’s persona, using a style or approach that won’t contradict your brand’s. For example, you don’t want to hire an influencer who posts provocative pictures if your brand is family oriented. If the user’s content is not appropriate for your brand, that influencer is not for you.
Look At the Influencer’s Audience
Jakob Owens / UnsplashBefore you decide that an influencer is right for your brand, research the influencer’s audience. You want an influencer who will attract an audience similar to your brand’s. Write down the traits of your target audience, including geographical location, age, religion, education status, gender, ethnicity, and income. Does the influencer you’re looking at have an audience that matches your requirements? If the answer is yes, you’re heading in the right direction.
Gauge Their Interest
Some influencers only want to make money, unwilling to really engage with your brand. You don’t want to waste money on someone who isn’t willing to familiarize themselves with your brand, products, and services because followers can tell when an influencer is saying what a brand wants them to say. You want an influencer to be invested in your brand, who can get followers excited about what you have to offer. Screen potential influencers to get a sense of their interest.
Take the Lead
Once you’ve chosen an influencer who will best benefit your brand, get ready to grow. If you put in the work and research to find the right person, both you and your new influencer will reap mutual rewards. Your brand will be at the head of the pack before you know it.
Written by Anna Hubbel, writer at AdvertiseMint, Facebook ads company
The post 7 Things You Should Do Before Hiring an Influencer appeared first on AdvertiseMint.
January 9, 2019
It’s Time to Bid Adieu to These Common Instagram Faux Pas
January 9, 2018Anne Felicitas, editor at AdvertiseMint, Facebook ads company
Andre Guerra / UnsplashSigning up for an Instagram account doesn’t cost you money, but it does cost you something hard to obtain—perfection. Every post falls under the scrutiny of millions of users, including internet trolls, social media cognoscenti, keyboard warriors, and maybe—if you’re lucky—the brand of your dreams searching for partnerships.
Everyone’s a critic, and with a social media account open to the public, there will be multiple people who will scoff at the most minuscule flaw on your profile feed. (That’s if they’re feeling magnanimous. They can do much worse.) You won’t always deter critics and hostile trolls, but you can at least avoid backlash from committing these Instagram faux pas.
Splitting Images on Feed
You’ve seen this one before: multiple posts forming one giant image on the grid. The finished product appears striking and beautiful on your profile but disjointed and indistinct on your followers’ feeds. As you post sections of the larger image one by one, they will appear as indistinguishable and random blocks of colors and shapes.
If you insist on splitting images, make sure each post stands on its own. Musician Anderson Paak does a good job of that, creating posts that appear as a finished and coherent whole on the feed: one post displays an image of a bird swooping over the mountains while another shows green rolling hills. The images combined show Paak drumming before a mountain range.
An example of a split image, courtesy of Anderson Paak. Neglecting to Tag Repost Source
Featuring user-generated content and content you find online is an easy way to maintain your posting schedule and grow your feed. Both parties win: you receive free content and the source of the post receives free exposure…unless you didn’t tag the source.
Forgetting to tag the original owner of a post is a huge faux pas because, by posting the work without attribution, you’re implying ownership over that work. Always credit original owners of works that don’t belong to you.
If posting work you find online, make sure the image or video is free for use otherwise you will infringe on the creator’s copyright. If you’re lucky, you’ll receive incensed words in the comments section for your infringement. If you’re not lucky, you’ll be the subject of a cease and desist.
Using an Unattributed Quote
Quoting a source, whether on the image or caption of your post, without giving attribution is plagiarism: your followers may assume the quote belongs to you. When posting a quote, as many Instagram accounts are apt to do, cite the source by tagging or hashtagging the person to whom it belongs. You can also cite the source the traditional way, using an em dash, the first name and last name.
An example of an attributed quote posted on Instagram. If you don’t cite your source, people familiar with the quote may point out your inadvertent plagiarism in the comments section, causing a bit of a stir. Of course, some centuries old, common quotes have unknown sources. If that’s the case, you don’t need to attribute the quote, but for extra precaution, you can cite the source as unknown.
Neglecting Your Followers
Have you ever felt a rush of excitement and happiness when your favorite Instagram account responds to your comment? Your followers feel that same rush when you respond to theirs. Maintaining loyalty among your followers doesn’t end at posting quality content that they love. No, you must give them the attention that they secretly yearn for. When they leave positive comments on your posts, a simple thank you will brighten their days and encourage them to engage with your posts in the future. Even if they leave negative comments, responding to those show your dedication to your fans.
Of course, if you have thousands of followers, it would be impossible to respond to every comment you receive, but occasional responses to notable replies will show followers that you pay attention.
Adding Too Many Hashtags
You posted a stunning image with a caption that is so well written, it would bring John Keats to tears. But all that beauty stops where your huge chunk of hashtags begin.
Hashtags are both a blessing and a curse: on the one hand, they increase engagement, but on the other hand they make your account appear unestablished and desperate. To appease followers while also reaping the benefits of engagement and exposure, add only a few hashtags that are relevant to the media you’re featuring.
If you insist on using a lot of hashtags (although this advice applies to both large and small use), you can delay the hashtags on your caption or post them in your comments section where they will be buried under people’s replies.
An example of hiding hashtags under the caption.Posting Engagement Bait
There’s nothing more eye-roll worthy than an image of a frail old woman with the caption “Don’t like this if you don’t love your grandma.” By scrolling past the image without tapping to like, you’re an awful person who hates your own grandmother, the post implies. Shame on you.
Example of engagement bait, courtesy of Facebook NewsroomDesperate posts like that, known as engagement bait, use images with captions that goad followers into interaction. Facebook cites several types of engagement bait: vote baiting, react baiting, share baiting, tag baiting, and comment baiting. Although many accounts rely on engagement bait to increase interaction, it’s seen as a big faux pas not only by users but also by social media platforms. In fact, Instagram’s parent company Facebook fights against engagement bait, citing it as spammy and inauthentic. Rather than artificially generating interaction, post entertaining, stunning, and relevant content that sparks discussion.
Buying Followers
Buying followers is a controversial practice that is condemned by some and embraced by others. It’s a necessary evil needed by burgeoning accounts to establish credibility and grow followers: the more followers you have, the more credibility you gain, the more users are likely to follow your account.
Yet, buying followers can harm your social media campaign in the long run. Not only does it inflate marketing costs, but it’s also the target of Instagram’s great bot purge and criticism by those who see fake followers as deceptive. Buying followers now may seem like a good idea, but it may, in the future, bite you in the derrière.
Perfection is not an easy goal to achieve. Appeasing everyone—the internet trolls, the social media cognoscenti, the keyboard warriors—is an even difficult feat, but you can give yourself some protection by avoiding the Instagram blunders that will send a flurry of hateful replies on the comments section.
Written by Anne Felicitas, editor at AdvertiseMint, Facebook ads company
The post It’s Time to Bid Adieu to These Common Instagram Faux Pas appeared first on AdvertiseMint.
January 8, 2019
You Can Now Add CTA Buttons to Your Facebook Page Stories
January 8, 2018Anna Hubbel, writer at AdvertiseMint, Facebook ads company
Businesses that want more marketing options for their Facebook Stories just got one. Pages can now add call-to-action (CTA) buttons to their Facebook Stories, giving businesses another way to drive action through the social media platform. According to Social Media Today, the new CTA feature was discovered by user Ahmed Ghanem and shared by social media expert Matt Navarra.
When a business creates a Story for its Facebook page, it will now have the option to add a CTA sticker. CTA sticker suggestions are based on the CTAs the business already has featured on its page. For example, if a business has the CTAs “Shop Now,” “Call Now,” “Book Now,” or “Get Directions” featured on its Facebook page, it can add those as stickers to its Stories. Users can then tap the CTA button to complete the action directly through the Story.
Image Courtesy of Social Media TodayWhen it comes to the Stories format, Facebook isn’t the first platform that jumps to mind. Rather, either Instagram or Snapchat is typically the Stories platform of choice. But Facebook wants businesses and users to make Facebook Stories part of their everyday social media use. When posting an Instagram Story, Facebook even makes the suggestion to also share it to Facebook Stories. This past fall, Facebook rolled out Facebook Stories ads to all advertisers, making even more of a push to the feature.
Instagram already offers a shopping tag feature that allow businesses to sell products directly through Stories. The new CTA feature for Facebook Stories demonstrates Facebook’s efforts to mirror the capabilities and benefits advertisers already love about Instagram.
But Facebook Stories isn’t quite there yet. According to Social Media Today, combined, Facebook and Messenger Stories previously reported only 300 million daily active users out of a total 3.5 billion users. Additionally, the main Facebook app far exceeds that usage number at 2.27 billion monthly active users.
Will features like the CTA buttons for businesses help boost Facebook Stories usage? Only time will tell.
Written by Anna Hubbel, writer at AdvertiseMint, Facebook ads company
The post You Can Now Add CTA Buttons to Your Facebook Page Stories appeared first on AdvertiseMint.
January 7, 2019
New Year, New Social Media Goals: 8 Resolutions You Should Make
January 8, 2018Anna Hubbel, writer at AdvertiseMint, Facebook ads company
Jon Tyson / UnsplashAh, a brand new year, so fresh and so full of possibilities. It’s the perfect opportunity to start anew. It’s also a great time to make some new year’s resolutions for your brand’s social media strategy. If you’re not sure where to start, here are some suggestions to help you conquer 2019.
Refine the Content You Produce
Even if your 2018 social media strategies have proven successful, there’s always room for improvement. Identify areas you can improve and make them a priority in 2019. Are you reaching the right audience? Should you invest more in Facebook ads to better engage your audience? Is your audience responding well to your content? What types of content appear to be the most engaging? Look at your social media metrics to answer these questions so you can refine your content accordingly.
Freshen Your Brand’s Look
The best part about the start of a new year is the opportunity for a fresh beginning. Your audience is already excited about their own clean slates; build on that excitement by giving them fresh visuals. This can be as simple as a new cover photo across all your social media profiles or as advanced as updating your brand’s logo completely. It depends on what works in the context of your brand. Whatever the context, give at least a small visual element of your social media strategy an upgrade to tap into your audience’s excitement for the new year.
Become a Social Analytics Genius
The best way to identify areas of improvement is to master your social analytics. Doing that helps you see what makes your audience tick. Analytics show you which content gets the most likes, clicks, or shares. You can use that information to adapt your social media strategy according to what engages your audience the most. Snapchat, Facebook, Google, Instagram, and Twitter all offer analytics tools that show you which content is performing best.
Try New Things
Experimentation is always a great way to advance your social media strategy. You don’t know if something is right for you until you try it, and a new year is all about taking risks. Is there a social media platform you don’t currently use for your brand? Try it! Ad formats you’ve never tried before? Give them a go! It’s time to take that leap and see how it works for you in 2019.
Engage, Re-engage, and Share
You aren’t the only one who likes to receive notifications. It’s a good feeling, one that your audience shares. To get users to engage with your content, practice some engagement of your own. Like, comment on, and share content that members of your target audience or key influencers post. Social media is a quid pro quo. Tap into that. The reward will be worth it.
Make More Videos
Video is the most engaging type of social media content, with the potential to go viral. If you’ve only dabbled into video content for your brand, consider investing more into producing quality videos in 2019. Whether it be in the form of product demos or captivating narratives, see what happens when you incorporate more video content into your social strategy.
Become BFFs with Your Audience
If you want your audience to get to know your brand better, you must show them you care. Get to know them first. What are their likes and dislikes? Have they shown interest in certain products? Do they need an extra nudge to get them to buy? Do they tend to leave items in their online shopping cart? Facebook Pixel and Snapchat Pixel are great tools for learning more about your audience’s behaviors. Once you learn all you can about your target audience, you’ll be able to create a social media strategy they will respond to.
Share Your 2019 Goals with Your Team
In addition to getting everyone on the same page about your social media goals, telling people prevents you from neglecting those goals. It also gives them the ability to point out when you’re falling back into bad habits. When your social media goals are clear to everyone in the organization, it’s harder to fall back into old social media habits that negate your new goals for the year. Solidify your goals by sharing it with everyone.
Look Out, 2019
Now is the time to set the tone for your social media strategy for 2019. You have the ability to create the success you envision. Start now and make it your year.
Written by Anna Hubbel, writer at AdvertiseMint, Facebook ads company
The post New Year, New Social Media Goals: 8 Resolutions You Should Make appeared first on AdvertiseMint.
January 6, 2019
6 Ways That Brands Can Combat Ad Blockers
January 7, 2018Anna Hubbel, writer at AdvertiseMint, Facebook advertising company
Jose Aragones / UnsplashAd blockers are the advertiser’s kryptonite. They’re becoming even more of a challenge. According to Emarketer, one in four US internet users will use an ad blocker in 2019. When ad blockers come into play, you’re ready to throw in the towel. How can you possibly reach consumers when they choose to block your online advertising efforts?
We’ll let you in on a little secret: you can combat ad blockers. All it takes is a little creativity, willingness to try new approaches, and the motivation to make the effort. How do you do these things? Here are six ways to defeat your kryptonite.
Make It Enjoyable
To keep the ad blockers away, make your ad content enjoyable, plain and simple. For example, the popular food chain KFC told Emarketer it makes its ads fun to watch, without pushing the sale.
“We try to lean in and acknowledge the absurdity of advertising in our content and make the experience more enjoyable,” Steve Kelly, director of media and digital at KFC, told Emarketer. “That may manifest itself in an 8-hour interactive live stream of a room full of kittens playing with a Colonel-shaped cat climber.”
Kelly explained that KFC makes ads that give its audience a momentary respite from their stressful day. When someone sees a KFC ad, they smile instead of groaning about hard-selling messages thrown at them.
“We share a break from the daily grind that leaves people feeling better after interacting with our brand,” Kelly told Emarketer.
Make It Relatable
Another approach to make consumers think twice before using ad blockers is creating relatable ad content. Consumers like what they can understand and connect to, content that is relevant and true.
Vodka brand Absolut told Emarketer that it uses this approach for its ads. “Consumers are looking for something relatable that offers them some sort of advantage and isn’t just blind content being forced on them,” Simon de Beauregard, director at Absolut, told Emarketer.
For example, one Absolut Facebook ad relates to environmentalists with the text “We strive to be Planet Earth’s favorite vodka.” In the background, green shrubbery grows and wraps around the outline of a vodka bottle.
Image Courtesy of AbsolutThe ad feels more like a connection to a relatable cause than a promotional message. Using this approach across all advertising platforms will make ad blockers less appealing.
Try Podcasts
More and more consumers are listening to podcasts these days. According to Emarketer, in 2019, about 76.8 million US consumers will listen to a podcast at least monthly. It only makes sense that more brands are directing their advertising efforts towards podcasts to reach their audiences.
Burrow, a couch company, drives awareness and sparks conversations through podcasts. Since the format reaches listeners who already chose to leisurely engage with a podcast, it’s a great way to dodge ad blockers.
“Our ultimate objective is conversion, but we’re also conscious of the fact that for every one click we get, there may be a thousand impressions that we’re putting out there into the world,” Stephen Kuhl, CEO and co-founder of Burrow, told Emarketer. “Hopefully those impressions are having a positive impact on people.”
Use Native Advertising
Native advertising is a subtle approach for keeping ad blockers at bay. These types of ads resemble the distinct style of the online site they’re displayed on to blend in as editorial content.
You shouldn’t confuse native advertising with manipulation or stealth. You still want to be transparent, making it clear that the content is sponsored. But the content should be non-intrusive and relevant to the surrounding content. As a result, consumers are more likely to find your content interesting, which means no ad blockers.
Be Ethical
LinkedIn Sales NavigatorForbes puts it nicely: “Do unto others what you want to be done to you.” Do you find pop-up ads and irrelevant content that’s shoved in your face annoying? Your audience probably does too. Create content that you would enjoy seeing as a consumer and be transparent across all your ads. If you’re too pushy and invasive, consumers will quickly become annoyed and will block you with everything they got. However, if you maintain an ethical approach, consumers will be appreciative and more open to your promotional messages.
Use a Variety of Formats and Platforms
Diversify your marketing efforts by incorporating a variety of ad formats and advertising platforms into your strategy. This helps you reach more consumers through their channel of preference. Some consumers are more interested in video ads than banner ads, for example, and vice versa. Some consumers respond better to Snapchat ads than Facebook ads. Don’t limit yourself to a small number of channels. Shake it up and give your audience a variety of ways to receive your message. Where they block your ads on one channel, they may welcome them on another. Give them those options.
It’s Not Impossible to Fight Ad Blockers
Ad blockers may be discouraging, but they only win if you let them. If ad blockers are increasingly becoming an issue, adjust your strategy using the tactics discussed in this article to combat them. You can do it. We got your back!
Written by Anna Hubbel, writer at AdvertiseMint, Facebook advertising company
The post 6 Ways That Brands Can Combat Ad Blockers appeared first on AdvertiseMint.
January 4, 2019
87 Video Journalism Projects to Receive Funding from the Google News Initiative
January 4, 2018Anna Hubbel, writer at AdvertiseMint, Facebook ads company
Photo Courtesy of QuartzVideo journalism is growing, and Google is helping it along. Last month, YouTube announced the 87 recipients of its innovation funding for improved online video capabilities and format experimentation as part of the Google News Initiative (GNI). Many organizations applied, but Google was very selective about which newsrooms and publishers would have the opportunity to revolutionize video journalism with this funding.
YouTube first announced the funding program for news organizations as part of GNI back in July. GNI officially kicked off prior to that in March, establishing intent to assist journalists everywhere with their digital aspirations.
A total of 87 recipients from 23 countries across the globe were selected for the funding program. In the blog post announcement, YouTube said these recipients “represent a diverse array of broadcasters, traditional and digital publishers, local media, agencies and creators, but all share a commitment to quality journalism and a spirit of innovation.”
Below is Google’s graphic showcasing all the chosen news organizations.
Image Courtesy of YouTube“Many of these projects are focused on expanding newsroom video operations and trying out new ways of reporting news through video — from reaching younger audiences online to exploring live and fact-checking formats,” YouTube said in the post. “Other projects look at the sustainability of news organizations, including work on new business models and programs to support a healthy news ecosystem.”
Examples of the funded projects include
Advance Local (United States): This publisher plans to use a new format that connects directly with viewers for better local news storytelling.
The Economist (United Kingdom): This publisher will use live streaming and audience engagement tools to make it easier for viewers to interact with news stories and help the organization tell the truth behind trending topics.
HugoDécrypte (France): Using a studio-based live news show, this news creator will create an on-screen space for its YouTube community to learn about and debate key issues.
La Nación (Argentina): This newspaper organization is expanding its news coverage to video, taking its investigative journalism to a new level of engaging content.
Narasi TV (Indonesia): The media company will mobilize its community and offer workshops for emerging citizen journalists that provide training for visual storytelling, video production, and media literacy. The company will also enhance its own video team.
Thairath (Thailand): This digital news publisher will provide freelance journalists a rights management platform, helping them manage their footage rights.
The funding of projects such as these will help reinvent what video journalism looks like in the future.
“Today’s announcement reinforces our commitment to supporting a strong future for news video,” said YouTube. “Over the coming months, we’ll be sharing insights gained from the projects and giving newsrooms the opportunity to benefit from the learnings, as we work together to support the development of long-term, sustainable news video businesses.” The post added, “We look forward to seeing how our partners across the globe push the boundaries of video journalism.”
More information about YouTube’s contributions to the news industry can be found through Google’s news on YouTube site.
YouTube continues to alter the scope of online video. It recently also announced that its YouTube Originals service will be free to everyone, with a small catch to encourage subscriptions.
Written by Anna Hubbel, writer at AdvertiseMint, Facebook ads company
The post 87 Video Journalism Projects to Receive Funding from the Google News Initiative appeared first on AdvertiseMint.
January 3, 2019
A Look Inside the Car Buyer’s Mind: Facebook’s Research and 7 Solutions
January 3, 2018Anna Hubbel, writer at AdvertiseMint, Facebook ads company
Avantgarde Concept / UnsplashBuying a new vehicle is scary. It’s not something you dive into impulsively. You do your research, looking for recommendations, brand options, and reliability reviews. As a dealership, you want to help potential customers along in the process to make it as smooth and hassle-free as possible. To do that, you need to know your audience.
Facebook IQ recently funded a study that surveyed 1,036 US auto consumers ages 18 and older who either plan to purchase a vehicle in the next year or had bought a vehicle within the last six months. The study produced helpful insights for understanding the minds of both male and female car buyers.
Men Look at Reviews, Women Have Conversations
Men and women differ in their approaches to researching vehicles. Facebook found that men are more likely to look at third-party review or marketplace sites and professional automotive review sites. Women, on the other hand, prefer in-person conversations with friends and family. Thirty-eight percent of the female participants in Facebook’s study said they would consider buying an automobile brand if a friend or family recommended it.
Solution: Adapt your message to fit your target audience, considering the differences between your male and female audiences. Since men prefer reviews, feature customer reviews on your ad copies. As for the women, because they prefer conversations, run video ads featuring customers who tout the benefits of the car you’re selling.
Women Use Mobile More Than Men
Mobile devices also play a crucial role in auto buyers’ shopping decisions. Although mobile devices are used to discover new vehicles and brands by 30 percent of both the men and the women surveyed, Facebook found a notable difference between the two. Specifically, 35 percent of women and only 27 percent of men choose mobile to research vehicle brands. Men choose a desktop or laptop over mobile because of mobile sites’ difficult navigation.
Solution: When targeting both men and women, place your ads to both desktop and mobile devices. Make sure all of your mobile ads are optimized for that device. Follow Facebook’s ad specs and, if running video ads, make sure they are vertical and designed for sound off.
Many Auto Shoppers Use Facebook Apps for Vehicle Discovery
Social media, especially the Facebook family of apps, is very influential in the car shopping experience. Facebook’s study found that 81 percent of women and 76 percent of men find some type of social media useful when deciding on a vehicle purchase. Additionally, 64 percent of women and 51 percent of men find ads particularly helpful in finding new auto brands. Thirty-nine percent of both men and women indicated that posts from family and friends do the same.
Facebook found additional differences between men and women in their social media content preferences in respect to auto buying. For instance, 42 percent of women and only 32 percent of men find promotional messages in social content useful. Men, however, indicated a higher preference than women for videos of vehicles. Both men (47 percent) and women (52 percent) said they are likely to share auto-related content.
Solution: Publish a variety of content types to appeal to both audiences. Mix it up between video, photos, promotional messages, ads, testimonials, and mission statements. Post both sponsored and organic content, making sure the latter is informational and shareable. Maintain a strong and active social media presence.
Most Auto Shoppers Go Online for Discovery
Auto shoppers primarily research and discover vehicles online before making a purchase decision. According to Facebook’s study, 53 percent of total auto respondents said that online plays a role in their car buying decisions. Breaking it down, 36 percent of total auto consumers visited automobile manufacturer sites and 29 percent used professional review sites.
Solution: Create a strong online presence for your dealership, making sure all of your channels function exceptionally. For example, make sure your website has good UX design, fixing any problems with the site, such as non-functioning features and slow loading times. Also, offer great online customer service by providing chat support, a clickable phone number, and an easy-to-find contact page.
Price Importance Varies Between Men and Women
Facebook found that men and women have different motivations when it comes to price. While 61 percent of women said price is the most important factor in auto buying decisions, 61 percent of men said they’d be willing to pay more for the car they want.
Solution: Adjust your messages about price according to the audience you are marketing to. When marketing marketing to men, emphasize the car’s desirability and quality in your messaging. When marketing to women, emphasize affordability, using keywords such as “sale,” “great deal,” and “affordable price” in your copies.
Most Purchases Take Place at the Dealership
Unsplash / RawpixelEven though most of the research and discovery is done online, the final purchase is still typically made at the dealership’s physical location. Facebook found that 79 percent of auto buyers prefer to make the final purchase at the dealership, whereas only 20 percent said they prefer to buy online.
However, the numbers for online shifted for auto shoppers in the 18 to 34 age range. Seventy-one percent said they have bought or plan to buy their vehicle at the dealership and 27 percent said they prefer to buy online. Additionally, out of the 78 percent who said buying a vehicle should be as easy and convenient as possible, 42 percent said they would buy online if given the opportunity. On top of that, 45 percent of men said they would prefer to buy online.
Solution: Provide exceptional auto buying experiences for both online and offline shoppers. Your online service should include chat support, email support, and call support.
Auto Shoppers Want Post-Purchase Engagement
Car buyers want the auto brand they purchased from to engage with them after the buy. In fact, 86 percent of participants said they want post-purchase engagement. Post-purchase engagement includes maintenance reminders, follow-up promotional offers, and vehicle usage information. The study found that 25 percent of women want follow-up promotional offers, whereas men said they’d like to receive tips about vehicle usage and maintenance.
Solution: Create multiple post-purchase engagement campaigns, with at least one for each gender with its content preference in mind. Although email is the best way to get in touch with your customer, go above and beyond by reaching them through text, call, and even Messenger.
You Are There for Them
Some car buyers take more time than others before they make the final purchase. Your job is to understand their needs and be there for them to make the process as painless and enjoyable as possible. The journey of path-to-purchase may be a long one, but it can be a smooth ride.
Written by Anna Hubbel, writer at AdvertiseMint, Facebook ads company
The post A Look Inside the Car Buyer’s Mind: Facebook’s Research and 7 Solutions appeared first on AdvertiseMint.
January 2, 2019
2018 Year in Review of Instagram Colors: Finding Your Feed’s Color Theme
January 2, 2019Anne Felicitas, editor at AdvertiseMint, company for Facebook ads
As the clock ticked closer and closer to the new year, the nostalgic among us posted their year in reviews, a string of posts that summarize their 2018 social media activity. The initial Facebook trend and feature dominated on Instagram this year: lengthy Stories featured month-by-month highlights (to some people’s dismay) and carousel images presented snapshots of 2018.
Although the close of the year has inspired people to review their favorite Instagram posts, it hasn’t inspired them to review their top Instagram colors. Why would they? The absurdity makes you snicker.
While the quality and subject of your images can determine whether users will click that “follow” button, the color theme of your feed can determine users’ perception of your account. Following a color theme prevents your feed from looking like a “hoard of disconnected moments,” as Lauren Olson puts it in her post about Instagram aesthetics.
A themed Instagram account appears deliberate, aesthetically pleasing, and professional. But how can you find your color theme for 2019? You can begin by reviewing your past posts using a specific software.
The Year of Colour
Keila Hötzel / UnsplashStef Lewandowski, a venture builder based in London, created the software Year of Colour, which compiles your top 100 most-liked photos and their corresponding significant colors. The software presents those colors in a vibrant mosaic comprised by small and large dots. If, for example, your most liked Instagram photo from 2018 is an image of ube ice cream, a giant purple dot would appear in the mosaic.
You can find your color theme in Lewandowski’s mosaic. Choose the largest dot from the mosaic and apply it as your theme—the largest dot is the significant color in your most popular photo, after all.
Another method: choose the most dominant color from the mosaic. If most of your Instagram posts follow a certain color theme, for example, blue, most of the dots in your mosaic will appear in blue. If your feed is already leaning towards one color, you might was well continue with it.
Maintaining Your Theme
Once you find your theme you must maintain it. You can easily do so by applying the same filter over your photos. Content creator Toshiko Shek uses one that casts her feed in warm and neutral tones of creams and browns. The tones, she said, evokes feelings of nostalgia, warmth, and romance.
Toshiko Shek maintains a theme of neutral tones.You can also maintain your theme by photographing objects, environments, and backgrounds of a certain hue. Stella Maria Baer keeps her feed consistent by photographing objects of earth tones, usually behind a white or cream background.
Stella Baer photographs objects of the same hue to maintain her theme. Your New Year’s Resolution
An Instagram feed with a consistent theme appears professional, consistent, and beautiful, showcasing the creator’s patience, skill, and keen eye for design. Now that the new year is upon us, how’s this for a great resolution: finding your own theme.
By Anne Felicitas , editor at AdvertiseMint, company for Facebook ads
The post 2018 Year in Review of Instagram Colors: Finding Your Feed’s Color Theme appeared first on AdvertiseMint.
December 28, 2018
Understanding This Facebook Myth: The Breakdown Effect
December 28, 2018Anna Hubbel, writer at AdvertiseMint, Facebook advertising agency
Facebook is huge. Even advertisers who believe they’ve mastered the complex technology of the platform have probably only scratched the surface. As a result, it’s understandable when certain functions of Facebook’s systems are misinterpreted. A perfect example is the breakdown effect.
The breakdown effect refers to the myth that Facebook shifts impressions into underperforming ad sets, placements, or ads. This is untrue. Facebook, in actuality, maximizes the number of results for a campaign using the ad set optimization you choose. In other words, Facebook’s system is working and adjusting to deliver optimal results based on your specified goals.
To understand Facebook’s delivery system, you must understand its two major components: pacing and automation.
Pacing and Ad Budget
Facebook’s delivery system delivers ads using bidding and pacing information. Pacing is the function used to spread out the specified budget over the lifespan of the ad schedule. Facebook uses discount pacing to fluctuate bids as needed to achieve results at the lowest possible cost while still using the budget in its entirety.
Discount pacing relies on budget size. When the budget is small, Facebook easily spends it on the least expensive optimization events. With bigger budgets, Facebook begins with the least expensive events before dispensing to more expensive ones. As a result, the average cost per optimization event may increase. However, Facebook’s system still pursues the most cost-efficient optimization.
Automation and Maximized Results
Machine learning comes into play with the automation component. Facebook encourages advertisers to choose automation for delivering and managing impressions between ads, ad sets, and placements over manual delivery. Facebook explains that automation is a more efficient use of time and generates more results.
Enter the Breakdown Effect
According to Facebook, the breakdown effect occurs as the system’s discount pacing intersects with its automation. For example, an advertiser may choose to run a campaign using the conversions objective for both Facebook Stories and Instagram Stories ad placements with a $500 budget for a single ad set. During the learning phase, Facebook’s system may identify a shift where the cost per acquisition (CPA) for Facebook Stories increases over that for Instagram Stories. As a result, even though the latter had a higher CPA, more budget would be allotted to Instagram Stories because over the lifespan of the campaign, it was the most cost efficient of the two placements.
The final spend slices ($450 for Instagram Stories and $50 for Facebook Stories) may not align with original expectations. Cue the breakdown effect. Some advertisers expect more budget to go towards the lower CPA, believing that doing so is the most cost effective approach. However, Facebook’s system adjusts in real time to fund the placement that saves the most money in the end.
How to Understand Your Campaigns
To avoid confusion, you must accurately evaluate campaign results. Facebook offers the following recommendations for evaluating results with automated solutions in Ads Manager:
When using campaign budget optimization, always evaluate your results at the campaign level.
When using automatic placements (without campaign budget optimization), evaluate your results at the ad set level.
When running multiple ads in one ad set, evaluate your results at the ad set level.
Facebook’s ad delivery system is complex. Sometimes we need a thorough explanation to understand it.
Written by Anna Hubbel, writer at AdvertiseMint, Facebook advertising agency
The post Understanding This Facebook Myth: The Breakdown Effect appeared first on AdvertiseMint.
December 27, 2018
Maintain Consistent Branding in 5 Ways
December 27, 2018Anna Hubbel, writer at AdvertiseMint, Facebook ads company
Kristian EgelundWe all experience an identity crisis at some point in our personal lives, but if a brand has an identity crisis, it needs to recover ASAP, or else it loses potential buyers.
It is important to consistently maintain branding across all marketing channels, including social media platforms. Branding is the essence of your business’s identity. If you get lazy with your branding on social media, it will be harder for your audience to identify with your content, which in turn hurts your overall revenue. Here are some key practices for maintaining consistent branding across all social media channels.
Stay True to Your Voice
Your brand’s voice should be easily identifiable across all social media platforms. Social Media Today defines “voice” as “the wording and images you create for your social media profiles, the copy you write for your posts and ads, the words in the about/bio section on your page, etc.”
Writing style and language are your tools for building a distinguishable voice for your brand. They should be consistent across all of your digital marketing products. In other words, what you post on Facebook should match what you post on Twitter, Instagram, and any other social accounts. Additionally, the voice of every post should sound like it’s coming from the same person each time. For example, if one post sounds conversational, all posts should sound conversational. Throwing in a post that suddenly sounds academic or formal hurts your brand’s voice, making it harder for your audience to identify with it.
Be crystal clear about the voice you want your brand to have and then implement it across all your campaigns. This will make it easier for users to identify and remember your brand.
Include Your Logo in Visual Content
Visuals are powerful tools in social media marketing. Shoppers rely on visuals when making purchase decisions. But regardless of how amazing your photos, videos, or graphics are, without good branding, your message won’t be as effective.
By including your brand’s logo in all your visuals, you can boost brand awareness and strengthen your social presence. All it takes is a small placement at the bottom of your visual. Shoppers will know instantly that a visual is your brand’s when they see the logo.
Social Media Today suggests using a tool like TailorBrands if you do not yet have a logo for your brand. Additionally, you should create three versions of your logo that will preserve your brand’s integrity in any visual. For example, you can have both a colored version and a black-and-white version. Having three versions handy makes it easier to quickly brand any visual content you publish.
Keep Your Colors and Fonts Consistent
Once you have your logo, it will be easier to decide which colors and fonts you want associated with your brand. You should choose a distinct color palette and one or two fonts to use consistently in all your visuals, says Social Media Today. Distinct colors and fonts establish familiarity with your brand, regardless of which social platform you’re on. Users will always be able to recognize when content is yours.
Cadbury, for example, incorporates its signature color purple in all of its visuals on Instagram. There’s never any doubt that the content comes from the brand Cadbury.
Image Courtesy of Social Media TodayBe Selective About the Content You Share
Although you need to engage with other social media content to reach more audiences, you also need to be selective about the content you share. Only share content that is relevant to your brand, says Social Media Today. For example, it makes sense for a health and fitness brand to share or like a post with a healthy recipe. It does not make sense, however, for a health and fitness brand to share a post about the latest Mountain Dew flavor. (Unless the flavor makes the drink healthy, but that’s unlikely.)
Think carefully about the type of content you want associated with your brand before you share it. Doing so will create a strong brand presence on social media.
Post Often
Once you have your voice, logo, visuals, and content type nailed down, the next step in maintaining consistent branding is to post regularly. According to Sprout Social, leaving your social media presence unattended is the fastest way to kill your marketing efforts. You need to keep all of your brand’s social media accounts up-to-date to keep your audience interested and exposed to your brand.
The frequency of your posts depends on your audience. You should use analytics tools and trial-and-error methods to determine the times of the day and week your audience is most engaged with your content. Facebook Insights is one example of the many tools available for learning more about your audience.
A Confident Brand
The more consistent your branding, the more confident you will be with all social media content you publish. Audiences like confidence because they associate it with quality and reliability, both of which help boost brand awareness. If your brand is suffering from an identity crisis, attend to it swiftly. As with all tough times, you’ll come out better and stronger than ever.
Written by Anna Hubbel, writer at AdvertiseMint, Facebook ads company
The post Maintain Consistent Branding in 5 Ways appeared first on AdvertiseMint.
