What makes some brands successful with their Facebook marketing? What are they doing differently compared to other brands? I am sure there are many of us who would love to know the answer to that. It’s especially important to brands, agencies, and marketers who are using Facebook to grow their business.
A quick search on the internet confirms that there are many tips and tricks to be found, as well as various lists of most successful Facebook marketing campaigns to date. Many of these tips are quite generic and even though you would follow them, you can’t be 100% sure they will work for your brand. However, it’s not just plain luck either whether a Facebook marketing campaign turns out to be successful.
So how do you create an attention-grabbing Facebook campaign?
Think mobile first!
According to Carolyn Everson, VP of Global Marketing Solutions at Facebook, mobile should be at the forefront of every Facebook campaign, and when it comes to video, the first 3 seconds of an ad is crucial. It’s clear that the shift to mobile has already happened – we are spending more time on mobile apps than on television. Therefore, if you were going to start a business today, you’d likely start it today as mobile first.
Another important thing to remember is that many people consume mobile video with sound off, initially. If the sound suddenly comes on, it can be very disruptive. So it’s important for companies to think more about attention catching images or visually interesting text like title cards.
Add personal value to consumers!
Marketers should use data to serve up more targeted, relevant ads on Facebook. Since everyone’s phone is personal, the expectation for marketing on Facebook and other mobile apps has changed. This means that your ad should be reaching the right person with the right message at the right time. Consumers want you to add value to their experience in a delightful, useful way – otherwise you are just noise.
This blog was inspired by Make Helsinki’s recent successful Facebook campaign for our client Turun Sinappia.