How are Facebook and Instagram Ads Successful?
When you’re building a marketing plan for your business, you’ll most likely build a social media strategy alongside it. You’ll need to use both organic and paid social posts to share, but for the purpose of this post, we’ll specifically talk about paid ads—on Facebook and Instagram.
Facebook ads are designed to help you achieve one of three broad types of campaign objectives: awareness, consideration, or conversion. There are many ad formats to choose from: video, photo, carousel, slideshow, collection, messenger, and lead.
As Facebook owns Instagram, Instagram ads have the same three wide-ranging categories of campaign objectives as Facebook ads: awareness, consideration, and conversion.
You can choose from a variety of ad formats on Instagram, as well: photo and video, carousel, and Instagram Stories.
Whichever platform you choose for your ad placement, there are a few key things to think about, including:
- Strategy: Understanding how to build audiences, target specific users, retarget certain groups and measure success is key to any brand.
- Audience Considerations: Facebook is popular across multiple demographics and makes it easy with detailed targeting options—that’s why Facebook is often the first platform to get started with social media advertising. Instagram is most popular with millennials, but plenty of Generation Xers also use the platform.
- Budget: It can be easy to burn through both Facebook and Instagram budgets if you aren’t sure what you’re doing. You’ll need to decide whether you’re designing an ad campaign based on impressions or engagements—and pay accordingly.
- Ad Specs: Once you have your strategy and goals set, you’ll need to know how exactly to create your ads. Sizing your ads isn’t easy—and both Facebook and Instagram change specs—so making sure you have the most up-to-date specs is key.
How Do You Know You’ve Succeeded?
Success is different for every organization, so taking stock of what your goals are is important to understand whether a social media campaign was successful.
Was your goal to gain more followers? Take note of followers gained since promoting the ad and what that looks like on a gradual basis.
Was your goal increasing click-through rates? You’ll be able to tell how and where each user/audience got to your site.
Do you want to make sales? Adding incentives through sales and promotions in Facebook and Instagram ads is a great way to kick-start your selling.