Emotional Marketing for Facebook Advertising

What do social media and emotions have in common? They both get people to connect, that’s what. It’s no wonder emotional advertising is prevalent not just on the internet, but also on other advertising platforms like TV commercials and billboards.

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And yet, social media and emotional marketing seem like a match-made in heaven. In fact, businesses on Facebook have no shortage of it especially in their video ads.

But how can you apply emotions to generate local business leads?

Let’s take some lessons from a pioneer of some of the most successful ads of all-time—Coca-Cola. Coca-Cola’s 2017 campaign slogan says, “taste the feeling”. For years, Coca-Cola hasn’t been selling the taste of their products. Rather, they tap into the feeling you get when you’re drinking Coke. When you’re with your friends and you’re happy, you share a Coke with them. It’s almost like the taste of happiness is a bottle of Coke with your friends.

Emotional advertising works because everyone has feelings. It isn’t always about the product or the service. It’s the feeling you get when you have it.

Here are some ways you can play on emotions for your next Facebook advertising campaign:

netgrandmaPlay on FOMO

FOMO is an abbreviation of the “fear of missing out”. It is an actual word that was added in the Oxford English Dictionary in 2013. People can be uncomfortable with the idea of missing out on an event or a joke because they don’t want to miss out on an experience.

In advertising, you can play on people’s FOMO to create hype. This tactic not only captures your audience’s attention, but also holds their interest. For example, you could present a limited offer on your ads and emphasize the need for people to avail it. People are more likely to respond to ads that compel them to act fast.

Play on Aspirations

Ads can motivate people. This is especially when you show them their sky-high dreams aren’t impossible to reach. Everyone has dreams. But some of us don’t feel compelled to try harder when things don’t go as planned.

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You could use your brand’s ambitious rise to its current status. You can even show your audience how your brand can help them achieve their wildest dreams. If you can’t seem to make any connection between your audience’s aspirations and what you can offer, you can show them that your brand is built on supporting your target audience.

Play on Curiosity

Curiosity killed the cat, but satisfaction brought it back. When people are faced with questions that concern them, they’ll want to search for answers. The trick is to ask a captivating question, and let your audience know they can get answers when they click your CTA button.

For instance, Soylent, an American brand of meal replacement, used a question in one of their ads, asking what Soylent tastes like. They ended their pitch with a choice of either having the audience scour the internet for answers or letting them purchase for themselves. Finally, the CTA button says, “Shop Now”.

Similarly, HubSpot also used this tactic to ask how well their audiences rank for SEO, as a way of advertising their offers to improve the SEO of companies or entrepreneurs. Their CTA button says, “Learn More”.

facebookRemember that using emotions for Facebook advertising works best if the tone fits your brand. The best thing about this strategy is that in the era of post-organic reach for businesses, emotional marketing can still create meaningful engagements. If you’re planning to use this strategy for your next Facebook paid advertising campaign, you can always consult a company specializing in Facebook advertising, and they’ll be happy to help.

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Why Facebook’s New Algorithm Is Helpful for Businesses

Let it be known that the idea of organic posts reaching your audiences better than paid ads could is a false belief. Organic reach was already declining in recent years. From January to August 2016, organic reach by Facebook publishers nosedived by 54 per cent. Businesses had been long preparing for this decline by building strategies around more effective user engagement.

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So when Mark Zuckerberg’s algorithm change announcement came earlier this year, it shouldn’t have been a surprise for brands to work twice as hard. Advertisers were catching up well with Facebook advertising.

Let’s build an argument around that first fact: organic reach was already plummeting.

This can be attributed to the amount of content published on the News Feed. Facebook deliberately filters these to show content most relevant to users. This gave advertisers a wide range of opportunities to get creative with their strategies to obtain their sizable audiences.

For now, the change seems like torture to the modern marketer, especially because the algorithm is set to predict posts that will spark back-and-forth discussions. The silver lining (and subsequent challenge) here is that people can tweak their News Feed settings, but persuading them to view your page’s content can be your Achilles’ heel. That’s not to say the task is impossible; it just needs to be done right.

One way to do this, alongside creating good content, is to remind your followers they can go to the Pages feed found on the left side bar on the News Feed. You can also encourage your audience to update their notifications settings to see more content from your page. It’s like the equivalent of YouTube content creators asking their audiences to subscribe.

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On the other hand, funding paid advertisements can guarantee a large audience. Because Facebook is gearing towards paid marketing, their features and tools have been updated to help businesses with their advertising strategies.

Since an ad on Facebook takes many different forms, it stands to reason that Facebook isn’t getting rid of your brand’s online presence or separating you from your audience. Rather, they are opening more doors for your brand to expand on one of the largest social media platforms, even if they do update the rules regularly.

Facebook was never one to shy away from change, so varying strategies and preparation go hand-in-hand. If your business is in need of several change-proof advertising strategies, there is a handful of local Facebook ads service providers who can help you along the way.

Choosing the Right Facebook Ad for Your Business

Chances are you’re one of the 2.13 billion people currently holding accounts on Facebook. So it’s safe to assume that you’ve probably come across a couple of ads on Facebook—some you don’t even realize were ads. This is due to Facebook’s dual function as a social media platform and an advertising platform. No surprise there since Facebook owes some of its commercial success to the company’s efforts in advertising. Companies now more than ever need digital marketing solutions to reach their business goals.

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Unlike ads found on other websites, ads on Facebook don’t look like they’re offering you a million dollars to sign up. They are free from those old-timey clickbait tricks, and, instead, provide diverse ad types.  Here are some of the different ad types offered on Facebook and how you can determine which one fits your business.

1. Video Ads

As Facebook gears towards becoming a video platform with the launch of Watch and promotion of Live for marketers, it’s also offering different ways of utilizing ads on Facebook.

According to Facebook Business, there are various options for video ads including cinemagraphs, GIFs or short videos, vertical video, and carousel ads.

Short videos, GIFs, and cinemagraphs let you tell a story in a short span of time. These are usually used to highlight your company’s new products or deliver a short message whilst reminding them of your brand.

Vertical videos appear to take up most of your phone’s screen size, and according to Facebook’s research, are more likely to get your audience to watch videos with the sound on. This can be used to tell short stories.

Carousel ads let you show up to ten images or videos in one ad, complete with their own links. The carousel is commonly used to tell a story, displaying your best products, or explaining a step-by-step process of how your business works.

2. Lead Ads

facebookLead ads are ads that ask for your information, but instead of giving your customers forms that they’ll be too annoyed to fill up, Facebook auto-fills their information for them, reducing the load time of pages. Information includes the customer’s full name, email, phone, city, country, company name, and job title.

The great thing about this format is that you’re able to get leads even before people visit your site. Post an ad in this format, and voila! You’ve generated a couple of leads.

3. Canvas Ads

Canvas ads are of the interactive variety. They commonly appear on the News Feed with a link and a photo. Upon clicking the ad, your customers begin interacting with the ad thanks to a combination of interactive photos and videos taking up the entire phone screen. The result is longer engagement, and according to Facebook, 53 per cent view at least half of the canvas, and the average time on site is 31 seconds. Not too bad for a mobile ad.

There are plenty of other ad formats available on Facebook, and choosing the appropriate one is just as important as writing your copy, coming up with a catchy CTA, and targeting your audience. If your brand is in need of a major revamp when it comes to ads, a Facebook advertising company can help you with your next campaign.

Things That Make Facebook Advertising Unique

facebookFacebook is where you can find the latest gossip in Hollywood and the most popular memes. Oh, and you can see what your high schools have been up to lately. It’s one of the social media platforms where you can literally spend hours on and still not get bored. But aside from entertaining individual users, it is also now becoming a growth-conducive channel for businesses.

‘Ads’ is the magic word for this. Facebook ads are one of the most effective types of paid content that has been helping businesses around the world. It is for the same reason that it has grown popular in the recent years and is now one of the platforms that businesses are planning to invest more on.

So what exactly makes Facebook ads unique? Here are some of the things that make Facebook Ads stand out.

You Can Work on a Budget

Unlike other types of advertising, you don’t have to have a lot to advertise on Facebook. You can advertise for $5 a day for a week and no one will judge you for it. You can reach a lot with this amount and, with the right strategy, you can gain traction for your business.

Ad Testing Is Easier

Of course, ad testing is still recommended for advertising business on Facebook. But since it’s a lot cheaper and more efficient, you can test ads without spending a lot. Since Facebook provides accurate and thorough reports on ad performance, it’s easier to know the feedback of their customers, current or potential.

People Usually Don’t Have Buying Intent

Let’s face it. When we log in to our Facebook account we usually don’t have the ads in mind. We usually think about the gossip we’re going to find or looking forward to connecting with our loved ones. People usually don’t have the buying intent when logging in to Facebook. But this doesn’t mean that it’s impossible to persuade them to buy your products.

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You Can Use Emojis

This isn’t the latest news, I know. But the mere fact that you can incorporate emojis into your ads shows how versatile Facebook and Facebook ads are. Adding them into the video or photo or even in the caption gives off a natural, friendly feel, instead of it sounding like a sales pitch.

You Can Choose Your Audience

This is one of the features of the Facebook Business Manager that make it so popular. You can select the audience of your ad according to age, gender, location, interests, and so much more. This saves you the time and money since you won’t have to advertise to people who wouldn’t be interested in what you offer.

Facebook can offer a lot for businesses. With the right business social media strategy, you can gain traction and become a popular destination. And with a good brand image and a competent social media team to implement the strategies, you’ll be seeing your sales increase in no time.

How to Make Your Facebook Ads Stand Out

Social media is such a loud place. You can literally find almost everything on the platform— what your college friends are currently up to, the latest deals on Rihanna’s Fenti products, and even memes. Everything is trying to grab everyone’s attention.

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For regular users, this is good news. This means you can spend hours upon hours on the platform and still not get bored. But from a business owner’s stand point, the “noise” on Facebook can serve as a bit of a challenge. One way that business owners fight all the “noise” is through Facebook advertisements. However, it does not always guarantee success. So as a business owner, how can you make sure that your ads don’t just add to the current noise, but is actually one that makes sense?

Ads Must Be Visual

Images are one of the things that determine whether or not your ad will capture the interest of your audience or not. They must be effective in capturing the interest of your audience. You can either go for weird images or just go for a totally stunning one. The goal is to have your audience stop scrolling and get them to read your ad.

Relatable

One of the things that make memes so entertaining is the fact that they’re undeniably funny but painfully relatable. By making relatable content, you get to connect with your audience on a personal level. It puts a heart behind the strong image of your brand. It makes your business less intimidating and more interesting.

Strong Messaging

You need a message that has impact. Remember that people go to social media without buying intent, unlike when they search for something on search engines. So if your audience finds your ad on Facebook why should they stop and read what you have to offer? The answer is simple. It is because you have a strong message that they need to know about. When it comes to Facebook advertisements, “impact” is an important word.

Aside from a strong messaging, remember to keep all details clear in your advertisement. If you’re giving away discounts, tell your audience how much they’re saving, Tell them what they should do to claim the discount, and don’t forget how long it’s going to last. If you’re planning to get your audience to read your advertisement, make sure that they have enough details that they end up convinced to take action— that is to grab what it is that you offer.

facebookFacebook is a very popular social media platform that’s not only good for individual profiles, but is also one that holds a lot of potential for businesses. Managing advertisements on your own is something that you can do. But if you’re not tech-savvy or just find all the options confusing, you can work with a company that offers Facebook ads services so there’s less need for trial and error and that you wont waste money and effort on ad campaigns that wont work.

Time To Shift Your Focus To Facebook

We all probably know about Facebook’s new algorithm by now. The biggest social media platform on the Internet will be favoring posts from friends rather than public posts from, say, companies. It’s been a cause for concern for a lot of businesses who do a lot of advertising on Facebook.

The folks at Facebook have reassured advertisers that paid content won’t be affected much by this algorithm. However, the cost per impression rates, or the CPM as we call it, will most likely rise in the future. Pretty smart move by Facebook, since a lot of brands will now be doing their darnedest for their ads to be on newsfeeds more often.

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There are also some who suspect that Facebook will soon bring the hammer down on certain kinds of content. We’re talking about those posts that go “share if you like our food”, “react with a heart if you loved this, sad react if you didn’t” or something else to that extent . You’ve got to admit, they’re very effective at getting those engagements going, but they’re considered low-quality and clickbait-y. We need to step up our game.

But should we advertisers really worry about it? Do we just need to make a couple of adjustments, change the way we look at the situation? Perhaps. Let’s see what are some of the things we can do, shall we?

Less Quantity, More Quality

jimcareyMore often than not, when we focus more on posting a lot of content, (for example, 4 posts in day), we tend not to work on the quality of the post itself. Sometimes we even outright neglect it. It might be a good idea to take a step back and slow down. Try doing 1 or 2 posts day, or maybe even a post every other day. You’ll have more time to create a relevant, timely post that can convey your message much more clearly. Now you can step back and watch those engagements come in once you’ve started boosting the post.

Try branching out from your usual style too. If your brand has focused heavily on content video marketing, consider holding live video sessions. This actually encourages more interactions from your followers.

Focus on the Influencers

socialmediaSocial Media Influencers can be your brand’s best friend. This is especially vital now that posts (particularly organic ones) from your business will no longer appear on other people’s feeds as much as posts from these influencers. This is a good time to strengthen your relationships with them so they will happily endorse your products for you in these leaner times.

Facebook’s new algorithm isn’t necessarily a bad thing. We can’t always help it if the company wants to change a few things with their users’ experience. In the end, what brands and advertisers can do is adapt and make the best of this situation.

How to Choose the Right Facebook Expert

Facebook Ads are a popular marketing choice for most businesses for very good reasons – a massive reach which can easily be adjusted depending on your specific target market, the different types of materials you can post, and most especially, its incredible cost-efficiency compared to other forms of advertising.

For many, that last reason is more than enough to encourage them to venture into the realm of advertising on Facebook, and understandably so. For a lot of small businesses and start-ups, it’s important to get their name out there without having to spend tons upon tons of cash.

A wise step that many business owners take in order to make the most of their Facebook ads is to hire a professional Facebook ads service provider. It doesn’t end there, however; it’s important to choose the right expert to work with. How? Here are some tips you should keep in mind when hiring one.

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They Have Substantial Experience in the Field

It’s understandable to feel a bit of anxiety when handing over something so vital to an external team you won’t be able to keep watch over a lot of the time.

This is why it’s important that you check your potential ads expert’s experience in the field. How did their previous projects turn out? If you can see that their previous work has turned out well, it helps alleviate any anxiety and help you paint a better picture of what they can do for your business.

It’s easy to make promises to clients, but it’s another to deliver. It can be seen as a good sign if your potential provider has their portfolio on their site, this shows that they can actually walk their talk.

They Ask You About Your Budget

Most start-ups don’t have that much to allocate for marketing, as there is still a lot of core development going on. A good Facebook ad expert should be conscious of their client’s budget so that proper adjustments can be made in order to make the most of what the client is going to spend.

The targeting, for example, can be adjusted to cover smaller areas first and focus on more relevant age groups, gender, etc. in order to reach closer potential clients.With this, your targeting later on may be expanded to explore other demographics.

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They’re Honest

You potential ads service provider shouldn’t just be honest about what they can do for you, but it’s important that, before anything else, they give you an honest evaluation of your business so far and your business goals with Facebook marketing.

While clients may want to be pleased and hear good things about their businesses and plans for their businesses, the reality is that they don’t always see their own flaws and need an objective expert to point them out.

Are your goals in line with your company branding? Are your expectations on how your campaign is going to turn out realistic? An honest evaluation from the expert’s perspective should be a mandatory part of your potential service provider’s process, and if your provider tells you nothing but “good things” and no constructive critiques, it may be time to move on to the next candidate.

While taking care of the campaign itself is up to the provider, it’s your task to make sure you get with the right Facebook ads service.

Your Facebook ad campaign can only be cost efficient and successful with the right provider, an experienced one that considers your budget and tells you like it is. Get in touch with them today.