Trust the Facebook Ads algorithm; focus your efforts on testing creative.
~ Savannah Sanchez, Paid Media Manager (CTC)
Hire micro-influencers as content creators.
~ Nick Shackelford, Director of Strategy (CTC)
Giveaways can grow your email database.
~ Andrew Faris, VP of Growth (CTC)
Is the reach of your Facebook Ads trending—no, plummeting—to earth, like an asteroid spiraling through the atmosphere?
You’re not alone.
These downward trends can likely be attributed to recent algorithm changes, and it’s time we face the cold, hard truth—Facebook is becoming smarter, smarter than all of us.
Brand Buddha attended the latest Common Thread Collective & Shopify event to discuss how to overcome the recent Facebook Ads plateau. Rather than pray to the Facebook Ads gods for greater reach and engagement with every post, we’re implementing the following 3 unique paid social media strategies presented by experts Savannah Sanchez, Nick Shackelford, and Andrew Faris.
At Brand Buddha, we’re not about hacking the algorithm—we focus on core truths. We’re investing in best practices that listen and respond to Facebook’s request for authenticity and meaningful social interaction to guide our social activity. The following 3 paid social media strategies are designed to collaborate with the newfound wisdom of the Facebook algorithm to build a genuinely engaged online community.
Trust the Algorithm
As marketing strategists, researchers, and competitors—it’s difficult to give up control; when we want to be seen so badly, slowing down our strategy seems counterintuitive. But, we’re here to tell you—work smarter, not harder. Stop aiming to outsmart your rivals, the algorithm, or to manipulate the latest trends. Trust the Facebook Ads algorithm.
Allowing the Facebook Ads algorithm to find the who, where, and when of your audience eliminates human error, bias, and time wasted doing the research freeing you to explore the greater question—why?
Dynamic Creative Testing
As digital marketers, our goals should guide us toward understanding the WHY behind successful & unsuccessful creative work. This can be done through the Dynamic Creative testing feature offered by Facebook Ads. Using the same title and text, experiment with various subtle, creative changes—including changing the first 3 seconds of a video, the background color of an image, the angle of the product, and watch the reactions online. Develop theories on why those changes are effective and continue to experiment. Our roles are shifting towards creative testing.
Break free from the Facebook Ads plateau with micro-influencers—they hold an incredible kinship and engagement rate 60% higher than the average that resonates throughout their community. They are content creators and specialists in their niche, so don’t bog them down with rules—offer them talking points, but never get in the way of them doing their thing. You chose them because they know how to talk to their people. If this strategy is implemented correctly, the Facebook Ads algorithm will fuel engagement.
The goal of micro-influencers for your brand is to create content. Therefore, be sure to ask yourself—do you like this influencer’s content? Does it align with your brand values? Does it speak to your target audience as well as theirs? Awesome. Make the deal. Once you’ve signed a micro-influencer, find creative ways to reuse their content—consider changing the first few seconds of a video, the coloring of an image, or the caption of a story. This is where you can continue to hypothesize and experiment to determine best performing Facebook ads and creative assets.
Finding influencers isn’t as hard as it used to be. Tools like “tagger” can help you find relevant prospects. One of the best places to start looking is the influencer’s Facebook page; they grant you access to a multitude of targets and talking points. Overall, ensure that the micro-influencer you choose holds values that align with your brand. Once you’ve chosen a micro-influencer, have them sign a contract that explicitly articulates your terms. You can download a template, provided by Common Thread Collective, here.
Now that you have influencers, you can immediately feature giveaways, crack the Facebook Ads plateau, and get this party started, right?! Wrong. That’s okay, we get your excitement. Let’s go back a few steps and debunk a couple of myths before we get started.
Myth A) You need an influencer to offer a giveaway.
No, you don’t need an influencer to offer a giveaway. If you’re part of an institution or organization, you can offer a giveaway, too!
Myth B) Your business needs to be selling a product in order to offer a giveaway.
No, your business doesn’t have to sell a product in order to offer a giveaway; consider giving away free trips, services, or tickets. But whatever you’re giving away, ensure that it provides value & excitement to your target audience.
Myth C) Giveaways will increase your sales.
No, giveaways don’t always manifest in a larger, more engaged community and increased sales. Before deciding on whether or not to offer a giveaway, know the social media channels where your target audience is the most active. Understand how your social media marketing strategy fits into your business goals and ask yourself—what do you want to achieve from these giveaways? If it’s a larger following, provide an incentive for tagging friends. If it’s to gather email addresses, send users to a landing page with the call-to-action to enter an email address.
Despite the Facebook Ads plateau, you can increase the reach of your content with strategic giveaways; however, the most promising and proven result of a giveaway is a lengthy list of viable emails.
Emails, emails, emails!
When the reach of your Facebook Ads has you down, consider growing your email database with a giveaway! Begin by developing native content to the social platform where your target audience exists, and where you’ll be running the giveaway. Then, announce the rules to your followers. The announcement should drive traffic to a very specific landing page, with a very clear call-to-action to enter an email address for a chance to win. Once the user has entered their email, product info should immediately appear afterward. Your email marketing lead will be forever in your debt.
Some organizations are giving up on social media advertising, but opting-out of the game now would be a huge mistake. Crack the Facebook Ads plateau by investing your digital strategy efforts in testing creative, hiring micro-influencers as content creators, and considering giveaways.