In October of 2018, the digital marketing industry was rocked by a lawsuit which undermined an accepted trend in social media called pivot to video. If you’ve been paying attention to your Facebook NewsFeed, or visiting news websites, you’ve seen pivot to video in action. The basic principle is founded on the belief that website and social media users prefer to consume video content over all other forms of media.
The idea began to gain steam in 2016, when Facebook CEO Mark Zuckerberg declared that within five years, Facebook would primarily consist of video. Conveniently, this occurred at a time when digital advertisers were searching for a new way to advertise; video pre-roll ads gave them the answer.
Two years later, internal documents within Facebook revealed that the company had been inflating video metrics on paid video ads by up to 900 percent. The moral of the story? Don’t trust social media companies.
Today, we’re here to tell you that you should still be advertising with those same social media companies. (It’s okay to do a double-take.) The reason is simple: with the right know-how, you can still achieve dramatic success by advertising on their platforms. We’ll use Facebook as an example today.
Facebook’s video advertising charade isn’t the only wool curtain being pulled over your eyes. One of the most misunderstood advertising methods on Facebook is also the most common—the boost button. If you’ve been managing your businesses’s Facebook account, you’ve likely seen the boost button every time you post to the site. It functions as a sort of flare to your post, taking five, fifty, or a hundred dollars at a time from your marketing budget to “reach” people who might be interested in your post. And while the boost button does work, it’s probably not working in the way that you might expect.
According to Agorapulse, a social community and analytics tool, Facebook always optimizes boosted posts for more engagement. When you hit “boost,” you’re paying for likes, shares, and comments. You are not paying for conversions. In general, likes, shares, and comments do little or nothing for your bottom line.
Facebook wants its user to stay on Facebook, after all, not on your website.
If your goal is to get customers to your tackle store’s website. The Facebook boost button is a waste of time. However, that doesn’t mean all Facebook ads are worthless. There are proven tools that will help your business target Facebook users who are interested in your business and have a history of clicking on ads. Those tools are built into Facebook’s advanced advertising software, and they come with a laundry list of ways to target the right audience.
Ads that use the standard boost button can target users by: location, age, gender, and interest.
Ads that use Facebook Ads tools can target users by: location, age, gender, interest, language, conversion percentage, brand awareness, custom audiences, lookalike audiences, Instagram audiences, and previous website visitors among other factors.
FTR’s Decode team uses Facebook marketing experts to make sure your business takes advantage of that full list of features. We keep track of the pros and cons of digital marketing via social media, and you can leverage that knowledge by consulting with our experts today. Every FTR Decode campaign comes with an in-depth consultation for your business that helps you achieve your online marketing goals.
There’s a reason Facebook boils their advanced tools out of the boost button. For many users, they’re simply too complex or too time consuming to bother with. If you want to throw money at Facebook quickly and easily, you can boost a post in just a few seconds. But in our view, boosting a post instead of placing an intelligent marketing campaign is like throwing your money in the trash can.
Thankfully, FTR’s Decode team knows how to keep your marketing dollars out of the dump. We’ve been delivering successful, advanced advertising campaigns on Facebook and Instagram for years. To learn more, visit FTRDecode.com or email Abby Nichols at [email protected].