In today’s digital world, interacting with friends on Facebook or followers on Twitter, is a main part of society. Facebook in particular allows users to easily connect with their long-lost friends, or just close family members. Being connected for most people is a priority, whether it is updating your Facebook status, or messaging a coworker about tomorrow’s meeting. Connectivity also ties in with marketing. When users share branded content on Facebook, they are not only connecting other people with that content, but they are also making a connection between themselves and the brand.
Back in the days when the only method of advertising was buying space in a magazine, or time on the radio, there was not a whole lot of interactivity occurring between the audience and the brand. With the emergence of the Internet and social media, the game of advertising changed. On Facebook, when a user shares an emotional advertisement with his or her friends, the receivers of that ad will feel more compelled to consider whatever product it may be, and take action and purchase it. Social media has allowed the audience to become the advertisers. Users feel more comfortable buying something that was recommended to them through a friend on Facebook.
Take a look at a campaign that Maserati performed on Facebook. Their goal was to engender consumer interest in their new Levante SUV. To achieve this, they created video ads that they posted on Facebook and Instagram. The videos all had a unique selling proposition, such as the driving experience or the exterior features. Using Facebook advertising tools like Lookalike Audiences and Custom Audiences, Maserati was able to target the right audience for them. As a result of this campaign, Maserati reached more than 4 million on Facebook and Instagram, and produce 21,000 leads. Of those 21,000 leads, 127 Levantes were sold, making Maserati’s campaign a success. What really pushed their campaign to glory was the disseminating of the videos by users on Facebook.
Sharing branded content on Facebook is the best way for companies to become connected with their audience, and for their audience to become connected with each other. Facebook Messenger allows companies to connect with their audience on a much more personal level than sharing. And in this wave of messaging that today’s society is in, it is imperative for brands to take advantage of the opportunities like this one on Facebook. Connectivity on Facebook allows brands to easily and affordably reach their audience, and provide them with the right amount of information for their product. Using Facebook’s many tools for advertising, accomplishing these connections with audiences is easier than ever. Connecting with audiences, and connecting audiences with each other is a golden opportunity for brands to establish a trust with them, and for their business to grow and prosper.
Fake news is a subject that today’s citizens are much too familiar with. Fake news has spread all over the internet, especially on Facebook. Within just six hours, there were 10,000 shares of a fake news article about Denzel Washington backing Donald Trump on Facebook. The era of fake news is not something that just popped up in the world. A form of fake news, Yellow Journalism, dates back to the Spanish-American War, and is a major reason why it began. Nonetheless, today, with the mass amount of information available to anyone in the world at any time, it is difficult to tell what news is real, and what is fake.
Advertising runs into some issues with the wave of fake news on Facebook. Professional brands want to advertise in respectable areas on social media, not places where fake news is abundant. Facebook creates a lot of revenue from advertising, so the fact that advertisers may stray away from Facebook as an advertising medium is risky. Resolving this issue is a must for Facebook. One way that Facebook is fighting back against fake news is by removing links that bring users to spam websites that are filled with advertisements and bogus information. Listening, a process used by social media marketing researchers, helps better understand the culture of the target audience. By using this key marketing strategy, Facebook is connecting with truthful journalists to get insight into how they fact check their resources. Most importantly, they are working on creating a more powerful detection of fake news which will generate a trustful relationship between Facebook and users.
Among other methods to remove misinformation, these acts by Facebook will most certainly create a more positive atmosphere on the leading social media platform. With a more sensible environment, brands will be more comfortable advertising on Facebook.
When it comes to advertising in the past, larger, national companies have always had the advantage over smaller, local businesses. This is not the case today. Facebook allows local stores and businesses to thrive, and provides them with numerous marketing tools. The “Business Page,” for example, gives local businesses a shot at putting their foot in the door of social media marketing.
In short, a Business Page is a profile made specifically for businesses. It that grants them the ability to market their products and brands, reach out to current and prospective customers, send out promotions, and is also a place where many public relations functions happen. The Business Page is a great way for local companies to get started, but how can they really dig deep and find marketing success on Facebook? The answer is Facebook Advertising API. This is a marketing function provided by Facebook that allows companies to manage their audiences and ads, and gain insight on them. Using Walmart as an example, a small business can use the API tool and Facebook Insights to gain awareness of the characteristics of Walmart’s current customers, and reach out to audiences similar to theirs. And with approximately 1.86 billion
active monthly users on Facebook, that could potentially be a lot of consumers. Essentially, Facebook lets local businesses use large corporation’s data against them.
It is one thing to read about how a small business can be successful on Facebook, but it is another to actually hear a real company’s prosperous marketing story. Cupcakin’ Bake Shop, a cupcake shop located in Berkeley, California, wanted to reach a high number of local audiences and increase their sales. By using promotions on their Facebook Business Page and Facebook marketing tools called “Lookalike Audiences” and “Core Audiences,” Cupcakin’ Bake Shop was able to increase their foot and website traffic while also saving a lot of money. Lookalike Audiences and Core Audiences allow businesses to connect with markets that are interested in their brand. This store is just one of many stores that have experienced successful marketing campaigns via Facebook.
Today, local businesses are flocking to social media to advertise and market products. With the use of the abundant devices offered by Facebook for advertising, these small companies can now hold their own in today’s busy, mobile society.
Being one of the largest social media platforms in the world, Facebook strives to see that everyone enjoys their time on the website. This includes companies who want to market their goods and services. Facebook provides numerous mechanisms for advertising like the sponsored page and carousel ads, which scroll horizontally across the page, that give them space to display their products. But with today’s fast-paced society, these media are a little outdated.
Messenger could possibly be the solution to revamp Facebook’s advertising game. It is a mobile app, so it is most useful on smartphones, and is a unique new way for advertising. Right now, the app operates as a pull marketer. This means that prospective customers message the business they are interested in buying from, and ask questions or leave comments. Soon enough, it will evolve into a push marketer. This would allow businesses to send notifications, like coupons and new product shipment messages to loyal consumers. One thing that many users dislike is being too bombarded with ads that invade on their personal space, so what about privacy in all of this planning? Advertising on Messenger does not mean that ads will show up in users’ conversations. The last thing Facebook wants to do is encroach on privacy, so they are trying their best to keep it as simple as possible.
Currently, there are test groups in Thailand and Australia who will be studied to see if this advertising approach is a go or not. What are the benefits of this new form of advertising? For starters, it is an interactive form of advertising. Allowing consumers to direct message companies and ask questions about products lets a relationship form, which is fantastic for both businesses and customers. Also, this is an opportunity for companies to expand their way of advertising in a fresh, contemporary manner. Considering that 80% of Facebook’s total advertising revenue in 2015 was from mobile advertising proves that allowing companies to market on Messenger is the best possible move on Facebook’s part.
“Going mobile” is a concept that people have been hearing for the past few years. Today, 95% of American citizens have mobile phones and 77% own a smartphone. Why are these percentages so important? Well, companies both big and small have begun to realize the mobile smartphone’s potential. Being technologically mobile allows social media users to always be online, and consequently always looking at advertisements. Advertising via social networking platforms has skyrocketed within the last few years, and no social media site has been more successful in this field than Facebook. Here’s why…
Between the years of 2015 and 2016, Facebook’s revenue from advertising grew a monumental 57%. For the entire year of 2016, Facebook totaled $26.9 billion in advertising revenue. Although expected to slow in 2017 from stagnant ad loads, the different mediums that Facebook offers to not only companies, but also regular users for advertising are so diverse and unique that this platform really sets itself apart. These days, video is the salvation for advertising on Facebook. With users always being mobile, video makes it much easier for companies to get their advertisements seen.
Mediums that companies use on Facebook to advertise like the right-hand rail ads and the multi-product carousel ads work, and they work well, but why stop there? Facebook’s companion app, Messenger, is now being tested as a way for companies to advertise their products and ideas. This application is directed towards mobile devices to make messaging easier on the go, so it is a perfect medium for advertising. Companies have reached out to say that they are excited about this new form of Facebook advertising because they can more easily reach their market, and help their audience grow. This will allow users to easily view advertisements that pertain to their interests, and show users which companies are also logged onto Facebook.
In today’s fast-paced world, Facebook is looking for ways to deliver advertisements in a quick and easy manner for its users’ benefit. Facebook has most certainly created an empire off of advertising, and will continue to do so through new ideas, tests, and trials.