Category: Social Media

When to Use Each Facebook Ad Campaign Objective

Facebook is the number one social media platform when it comes to popularity, size, and usage. With roughly 2.85 billion monthly active users, every marketer includes the king of social media in their strategy. An average Facebook user clicks around 12 ads per month. According to a social media agency Hong Kong, clicks among local businesses have increased due to the COVID-19 pandemic. Around 2/3 of Facebook users visit a local business page once a week. For brands and businesses to optimize their Facebook ads, they should know when to use each campaign objective. Here’s a glimpse of how to do it.

WHAT ARE FACEBOOK AD CAMPAIGN OBJECTIVES?

A digital marketing speaker Hong Kong defines Facebook Ad Campaign Objectives as goals that a business wants to achieve when launching an ad or campaign within the platform. They are divided into three broad categories:

  • Awareness to generate interest in their products and services
  • Consideration to get people to seek more information about the brand or business
  • Conversion to encourage people to buy their products and services

Under these 3 broad categories are specific goals as follows:

  • Awareness.
  • Brand awareness aims to boost the number of people who know the brand or service.
  • Reach aims to show an ad to as many people within the target audience group.
  • Consideration.
  • App installs aim to direct people to a store where they can download a business app.
  • Engagement aims to influence people to comment, like, or share the content.
  • Lead generation aims to collect information about people which can be used for future ads and campaigns.
  • Messages aim to connect with your target audience via messaging apps.
  • Traffic aims to drive people to visit the business blog site or website.
  • Video views aim to invite people to share the videos of your business.
  • Conversion.
  • Catalog sales aim to generate sales by showing product catalogs.
  • Conversions aim to encourage people to take actions like add items to a cart, call a business, download an app, subscribe to a newsletter, etc.
  • Store traffic aims to promote a brand’s physical store and drive people nearby.

The Facebook Ad Campaign Objective you select shows what action you want people to do after seeing your ads. Based on these objectives, the Facebook algorithm will show the ads to people who are most likely to take those actions. That is why it is very critical to choose the right campaign objective that aligns with your business goals.

WHEN TO USE EACH FACEBOOK AD CAMPAIGN OBJECTIVE?

As mentioned, a Facebook Ad Campaign Objective tells the platform what you want people to do. Based on its algorithm and the chosen objective, Facebook will show your ads and campaign to the people who will most likely do it. If you choose a wrong objective, Facebook may show your ads to the wrong people. This is the reason why you should be very careful in choosing the right goal. 

Awareness Objectives

These are optimized for impressions. This is for your ads to be shown to the largest number of people within your target audiences. Clicks, comments, likes, and shares for these ads will be typically low. If your goal is to boost sales or drive traffic, don’t choose this objective. The main goal under this category is to build people’s interest. 

  • Brand awareness is a good option if a business wants to build a memorable brand. Through it, they can measure “ad recall lift.” This goal is commonly used by large brands to measure ad lifts and by smaller brands to increase awareness.
  • Reach is a good choice if a business is organizing an event or an upcoming product launch. Businesses can get many eyes on the ads without expecting any action. However, if the goal is to influence people in buying advance tickets for the event, this may not be a suitable campaign objective.

Consideration Objectives

These are designed for low-intent actions. Besides conversions and sales, this category helps your business to prompt people in taking actions such as:

  • App installation
  • Engagement – Comment, Like, or Share a post. Use this objective if you want to add social proofs, boost sign-ups for Facebook events, or increase your number of followers. 
  • Lead Generation – Fill up an information form, subscribe to an email list, etc.
  • Messages – Connect to a business via Messenger, IG Direct, or WhatsApp.
  • Traffic – Drive people to visit your blog site or website.
  • Video Views – Invite people to watch and share your business videos. For a video marketing agency Hong Kong, Facebook is one of the top three platforms on video marketing. Video views are a perfect campaign objective if to get more views on Facebook Live replays and introductory videos about a brand. 

If your goal is to drive conversions and sales, this campaign objective brings the risk of low-quality leads.

Conversion Objectives

Conversion objectives on Facebook lead to higher link clicks and quality leads. They aim to encourage people to buy and use your products and services. It is important to set these ads up properly and take all costs into account.

  • Catalog Sales is a good choice if you have a large number of products and services that you want to present to your target audiences. They are known as dynamic ads on Facebook. Dynamic ads retarget audiences after they completed a purchase on a specific brand. These ads will show relevant items that the buyer may use to enhance his or her previous purchase.
  • Conversions are typically the best campaign objective to start with. But to use this goal, you will need to install Facebook Conversions API and Pixel on your website. You will also need to configure your events under the Events Manager. Once these are accomplished, you can optimize both your ads and events conversion using this goal.
  • Store Traffic is perfect when your business has more than one store branch and you want to drive people nearby to visit these stores. The only thing you need to do is add all your store locations on your Facebook Page together with their hours of operation. Using a specific radius, Facebook will show your ads to local target audiences closest to your stores.

THE BOTTOM LINE

One of the biggest mistakes that a business can make is choosing the wrong Facebook Ad Campaign Objective. By understanding how each campaign objective works, you can choose the right one that aligns with your business goal. To get the best results, experiment on different campaign objectives in your Facebook ads. 

Reference: https://www.socialmediaexaminer.com/11-facebook-ads-campaign-objectives-and-when-to-use-them/

Top Social Media Marketing Trends for 2021

The year 2020 has been a memorable year for people all over the world. The COVID-19 outbreak led to social distancing measures and lockdown protocols. A lot of changes have happened as people were forced to stay at home. One significant shift is the switch of physical stores into digital shops. Such a switch brought about changes in the marketing strategies among social media platforms. To guide brands and marketers, here are the top social media marketing trends for 2021.

Ephemeral Content

People nowadays work from home and are very busy. They spend a short time browsing on social media platforms daily. According to a digital marketing speaker Hong Kong, most people spend an average of 2 hours and 24 minutes on Facebook daily. YouTube receives an average daily time spend of 40 minutes. On the other hand, Instagrammers spend 28 minutes on the platform daily. The way people consume content also changes. Modern social media users have the shortest attention span. These are the reasons why ephemeral content is trending. 

Ephemeral content is rich media content accessible for only a short period. They can be photos, live streams, product demos, stories, or videos, etc. They only stay in a social media post temporarily, typically disappearing after 24 hours.  Ephemeral content takes advantage of the FOMO nature among consumers. Short but engaging creatives create a sense of urgency and fuel the fear of missing out among consumers. As such, they trigger conversion as a marketing strategy. A social media agency Hong Kong commonly engages its audience through Facebook Stories, Instagram Reels, and YouTube Shorts. They also host live broadcasts to drop teasers or launch a product. Infographics and memes have also been very popular among social media communities.  

Live Streaming

A video marketing agency Hong Kong has noted the increase in the consumption of live streaming. Influencers, social media marketers, and vloggers use them to connect to their audiences in real-time. They authentically engage viewers. Around 82% of social media users preferred live videos over a blog or a social post. Live streaming also has the power to expand an event’s viewership. They can connect global fans and worldwide offices during an online broadcast. They are also effective in driving sales. Reports show the 73% of B2B marketers enjoyed a positive ROI result during live streams.

The top 5 live streaming social media platforms for 2021 are YouTube, Facebook, Instagram, LinkedIn, and Twitter. The best ways to use live streaming among social media platforms to market a brand or product are:

  • Announcement of limited discounts, promotions, and sales
  • Casual Q&A about a brand or product
  • How-to guides for products and services
  • Influencer interview related to a brand or product
  • Product unboxing
  • Ratings, reviews, and testimonials
  • Sharing a day in a brand or behind-the-scene stories

Micro-influencers

Influencer marketing is a type of endorsement or product mention coming from famous celebrities, industry experts, popular TV personalities, sports champions, etc. Influencers are categorized based on the number of followers they have. 

  • Nano-influencers have 1K to 10K followers.
  • Micro-influencers have 10K to 50K followers.
  • Mid-tier influencers have 50K to 500K followers.
  • Macro-influencers have 500K to 1M followers.

Modern consumers commonly look for social media reviews among micro-influencers. It’s because they are happy to share opinions about products and services. They also shine well in their respective niche. People no longer focus on the huge number of followers. What they look for is someone who experiences the same level of thinking among products and services. For most brands, micro-influencers are the most affordable ambassadors. 

Private Channels

A private channel is an app or platform that can only be accessed by the members of the channel. Their biggest selling point is privacy. Most social media users today are exhausted from the noise coming from newsfeed notifications and public feeds. They long for more curated and personal engagement.  When it comes to brand connection, most social media users prefer direct chats over public commenting on posts. This is why private messaging apps are also trending. 

An invite-only audio-based app has recently made news in the US market. Launched in March 2020 was Clubhouse. After a year from its launch, the app is almost everywhere. Clubhouse celebrated its first anniversary with 12.5 million downloads. Audio rooms are hosted by a celebrity to boost engagement in the app. Some celebrities using Clubhouse are Oprah Winfrey, MC Hammer hip-hop artist Drake, actor Jared Leto, multi-entertainer Chris Rock, and rapper Lupe Fiasco. Even Elon Musk and Mark Zuckerberg use Clubhouse. 

Snapchat is a private messaging app where any message, picture, or video sent disappears within a short time. Its goal is to create a more natural flow of conversation. As of April 2021, the messaging app rises to 280 million monthly active users. The biggest growth of Snapchat this year can be accounted to the company’s global investment in improved language support and localized content. The app has also rolled out new features that boost engagement such as AR, Bitmoji avatars, and the TikTok clone, Spotlight.

Reference: https://sleekflow.io/blog/social-media-trend/

The Story of Stories Marketing in Social Media

Once upon a time, an English photographer combined 24 photos of a horse to show “The Horse in Motion.” It was the first experiment to create a video in 1878. After 10 years, a French inventor created the “Roundhay Garden Scene.” It was the oldest surviving motion picture in the Guinness Book of Records. Then, there was the Internet where videos can be uploaded. In 2005, YouTube was launched with its first video – “Me at the Zoo.” From there, the rest was history. Video technology evolved faster and soon became the king of digital media.

Video marketing is the number 1 winner in 2020. But people’s habits have changed. Because of the many social media websites, their attention span is very short. They tend to hop from one network to another daily. As such, most social media agencies Hong Kong use short-form video content to engage their audience. These short clips have strongly influenced the buying decision among consumers. Many social networks added features and tools to create short video clips. They are launched not only for marketing purposes but because they are the crowd’s favorite. At first, there were Instagram Stories which sooner was also adopted by Facebook. Then, there were Twitter Fleets. 

Facebook and Instagram Stories

Launched in 2016, around 500 million Instagrammers use Instagram Stories daily. They allow users to post an image or video that disappears within 24 hours after posting. In 2017, Facebook integrated the Stories within the platform. They are initially user-generated content uploaded by Facebook users. Like Instagram Stories, they disappear within 24 hours after posting. 

Facebook Stories appear on top of Facebook feeds. A story will appear in full-screen mode once a user taps a profile photo in the Stories tab. Unlike a regular Instagram post, Stories don’t have likes or public comments. To create Facebook Stories, simply tap the plus sign within your profile photo on the Stories tab. You can choose the option to add an image or video from your camera roll or capture a live photo or video that you want to share.

Instagram Stories appear on top of Instagram feeds. A story will appear in full-screen mode once a user taps a profile photo in the Stories tab. Unlike a regular Instagram post, Stories don’t have likes or public comments. To create Stories on Instagram, simply tap the plus sign on your Instagram home page and choose the story option at the bottom of the camera screen. 

Facebook and Instagram Stories have different elements that brands can use for video marketing Hong Kong. These elements make it easier for users to create engaging and high-quality videos in the absence of studio filters and hi-tech cameras. 

  • Augmented Reality or AR effects allow users to add digital objects within a real-world environment. They can be a cost-effective and creative way of enhancing the presentation of your Instagram Stories. Brands can also use them to highlight a certain product.
  • Product Tags on Instagram Stories are a great way to influence the buying decision of the viewers. Using the right CTAs and linking them to an eCommerce website allows people to shop without leaving Instagram.
  • Stickers are another way to monetize content. Product stickers help users discover more products that brands offer. Tapping on the features allows them to check out their cart directly on Instagram. 
  • Shops and Shop Catalogs can be shared via Facebook and Instagram Stories. These serve as the digital storefronts among businesses.
  • Video Clip Editing tools were added by Facebook and Instagram to Stories last December 2020. They are very useful in changing the elements of Stories that brands put under an A/B experiment.

One great thing about Facebook Stories is their ability to be shared on Facebook Pages. This is some sort of targeted advertising. Sharing relevant brand Stories on Facebook Pages stir conversations and uplift traffic on a brand’s site.

Recently, Instagram is also testing auto-captions and saving drafts of Stories. Auto-caption can boost the reach of Stories for SEO purposes. While saving Stories makes it easier for marketers to fill their Instagram calendar.

Twitter Fleets

Twitter officially launched Fleets on 17 November 2020. Since Fleets disappear after 24 hours, it gives lower pressure for people to share what’s happening. Fleets are a great way for sharing momentary thoughts. It starts conversations through direct messaging on Twitter.

Twitter Fleets are visible on top of Twitter timelines. Tapping the profile picture of the account you are following on Twitter shows a full preview of the account’s latest Fleet. Users can fleet an image, text message, tweet reaction, or video. To add a Fleet, just tap your Twitter profile picture on the Fleets tab. You now have the option to upload an image or video from your camera roll or you can capture one to shoe on your Fleet story. To share a tweet on Fleets, tap the share icon and choose “share in Fleets.”

Fleets are a relatively new kind of social media story. But many brands find ways to use them in marketing. 

  • The Twitter nation craves authentic interaction. Using Fleets, brands can share behind-the-scene experiences. They can show how a product is made or what a typical day in the company looks like.
  • Fleets vanish so fast freeing brands from cluttering Twitter feeds. Through Fleets, brands can share casual content like product inventories, top-selling items, and upcoming product lines. 
  • Fleets are also the perfect place for a live broadcast. Brands can announce a big event, an upcoming sale, how-tos, unboxing, etc. Through Fleets, brands can create a sense of urgency by sharing giveaways and promotions that last for 24 hours.
  • Fleets are also helpful in keeping your fans updated with what’s happening in the business. Whether it’s a new sale, product launch, or shipping delays, brand followers won’t miss it because Fleets stay on top of the tweets all day long.
  • Besides authentic interaction, the Twitter nation also craves fun and news. Fleets are a great wait to create fun and entertainment through memes and short clips. Such content can encourage engagement and liven up your followers’ moments on Twitter. Alternatively, a Fleet is also an eye-catching way to share the latest news and trends in the world today. 

2021 Trends for Stories Marketing 

A marketing speaker Hong Kong, stories marketing is very popular because it is authentic, entertaining, and simpler to digest. Today, brands use story marketing in alignment with 3 trends.

  • UGC for authenticity. A happy customer’s story about a positive experience in a product is very authentic proof among consumers. Brands can publish user-generated videos that evoke emotions. Once they capture the viewer’s heart, these stories can most likely impact their buying decision.
  • Behind-the-Brand videos for entertainment. Stories marketing can help promote transparency within brands. Using them to showcase behind-the-brand videos can be very entertaining. Brands are giving the viewers a unique experience in connecting them with the people behind a brand. Pulling back the curtains for bloopers, fun moments, or milestones makes the audience laugh and feel connected.
  • A simpler way to educate the customers. Most people find text instructions boring. This makes them miss out on critical items on a manual. Stories marketing is also a simpler way to educate your customers. Explainer videos make it easier for them to remember step-by-step instructions on how to use a product. It is also a simple way of showing them what are their benefits.

Stories marketing doesn’t end here. It is a continuous effort that brands should do. Go ahead, tell your brand stories.

References:

https://www.nicemedia.co.uk/history-video-first-things-first/

https://buffer.com/library/instagram-stories/

https://buffer.com/library/facebook-stories/

https://blog.twitter.com/en_us/topics/product/2020/introducing-fleets-new-way-to-join-the-conversation.html

https://blog.hubspot.com/marketing/short-form-video-trends