Social Media Tips
March 16, 2015
Almost twice as many users are watching videos in their newsfeed compared to last year, and there is a 144% increase in the likelihood that consumers will add an item to their cart after watching a related video. All research supports a renewed focus on video for 2015, but many marketers are still hesitant to take the plunge. Some brands say that finding talent and videographers is too time-consuming, and others complain that it’s simply too expensive. However, whether you’re investing in a professional video team or using getting creative with a budget-friendly option to market your business, Facebook’s Premium Video Ads are engaging and effective ways to allow your business to grow.
Let’s say two customers – both male, 25 years old, and living in Dubai – visited your website just now. One browsed around at a few different products, then left to watch YouTube videos for a while; another added an item to their cart then left the site and didn’t end up finalizing the purchase. Should these two customers be presented with the same advertisement? The simple answer is no! These two customers represent two different audiences, and
Nothing sours the user experience like being bombarded with ads that don’t make any sense – we’ve all seen hilarious screenshots from our friends on Facebook of ridiculously random advertisements with tongue-in-cheek captions like “What do you think Facebook is trying to tell me?” Perhaps one of the newest metrics of Facebook advertising reporting is the Relevance Score, which calculates positive and negative feedback (such as reporting or hiding an ad) into a final number between 1 and 10. This metric is not available in the Middle East at the time of posting, but we hope to see it come to MENA soon.
Did you know that 65% of purchases begin on one device but are completed on another? Many marketers today create strict divisions between their mobile ad and desktop advertising strategies, which can be detrimental to their sales and their user experience. Let’s say that while having breakfast, you catch a glimpse of a hot new gadget in your News Feed, and then you see an ad for that gadget on your tablet or laptop when you get to work. It would be pretty simple to follow through a purchase, right? In 2015, understanding the interconnectedness of platforms can lead to record profits.
Let’s say a brand has designed an attention-grabbing ad with cool copy and sleek design, and finally – success! – a user has clicked on it. But what’s this? The site has committed the unforgiveable crime of redirecting the consumer to a shoddy, slow-loading, non-optimized page full of broken links and other inconveniences. Perhaps the e-commerce site produces a labyrinth-like buying process, or even worse, the ad was misleading and led the user to a completely irrelevant landing page. Don’t turn off consumers with irrelevant clickbait ads or with poorly-optimized landing pages – user feedback and bounce rate are more important than ever.