Welcome back to our social media series with ideas from our Social Media Coordinator, Kayla Sherry!
If you’re wanting to expand the audience that you promote an event or service to, social media advertising can be a great option! However, if you’re low on resources – whether it be time, energy, or funding–advertising on any platform can feel daunting.
To help combat this, this week’s newsletter will touch on how advertising on Facebook and Instagram (collectively known as part of the Meta Platforms umbrella) can help produce the best bang for your buck.
Why is Meta / Facebook & Instagram a great option?
Facebook is the largest platform in the world, so if you’re new to advertising on social media, Meta is a great place to test the waters and get a feel for the logistics. Instagram is another piece of the Meta puzzle, so the Meta Business Suite not only offers access to one platform of users – you can reach users on two platforms! With this in mind, the chances are high that your target audience(s) are engaging with these platforms and will view your content.
Another pro to advertising through the Meta Business Suite is that it offers automated optimizations and suggestions such as “Advantage+ campaign budget,” which will distribute your budget to get more results, or “Advantage+ placements” that will choose ad placements that will maximize your set budget.
Not only do these settings allow you to increase the chance of success for your ads, but it also makes it more efficient to launch the ads.
Within Meta Business Suite, you can do the following….
- Target specific audiences to maximize the budget. Meta Business Suite will allow you to get very specific about who you’re targeting so you can more easily get in front of the people you want to reach, rather than using the ad spend on the wrong audiences.
- Target audiences in specific places with specific demographics. The specificity includes a person’s location, age, gender, etc.
- Target keywords in profiles. For example, if you want to reach more economic developers, you can include “economic development” as a keyword to search people’s profiles.
- Get customized tips based on your advertisement. As you’re creating your ad, Meta will give you customized tips to help you know if your target audience is too narrow or too wide, so that you can make the most out of your budget.
For the content in the advertisement, here are a few tips about what works:
Pick visual assets people want to click on. The image should be attention-grabbing enough for them to stop scrolling and to want to click and learn more.
Use human-centric imagery and eye-catching colors. Our brains remember faces easier than blocks of text, and the psychology of color can greatly influence how audiences perceive your content.
Be intentional about the visuals you’re using. They should be high-quality and not pixelated. They should be pleasing to the eye.
Add multiple headline, description, and primary text options. If you are unsure of which copy will perform the best, you can insert different options for headlines and/or descriptions. Meta will automatically deliver the assets your audience is most likely to respond to.
Would you like strategic guidance & support to create your social media advertising strategy? Set up a free 15-minute consultation with Sandy here.
Reimagining Places With You,
The PPR Strategies Team