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36 lessons on creating better social ads (Thread)
Inspired by the Instagram Live conversation between
@mkobach and @social_savannah
Notes
Inspired by the Instagram Live conversation between
@mkobach and @social_savannah
Notes
The importance of brand strategy
• Before you focus on paid advertising, create a great brand
• 90% of marketing success is having a great brand behind you
• Make sure that your social content aligns with your website. Keep your website and your copy simple.
• Before you focus on paid advertising, create a great brand
• 90% of marketing success is having a great brand behind you
• Make sure that your social content aligns with your website. Keep your website and your copy simple.
The basics of paid video advertising
• Capture attention in the first three seconds of an ad
• Don't make it look like an ad. It should look like user-generated content
• Have captions on your video ads as many people mute their sound when scrolling on IG or Snapchat stories.
• Capture attention in the first three seconds of an ad
• Don't make it look like an ad. It should look like user-generated content
• Have captions on your video ads as many people mute their sound when scrolling on IG or Snapchat stories.
TikTok basics
• Start exploring TikTok, whether that's making an account or sending a product to influencers
• It's the most untapped influencer platform at the moment
• First mover advantage is very important on the platform
• Start exploring TikTok, whether that's making an account or sending a product to influencers
• It's the most untapped influencer platform at the moment
• First mover advantage is very important on the platform
TikTok virality
• TikTok's virality is uncapped unlike Instagram
• An influencer marketing video on TikTok for a client had 3 million views even though the influencer had less than 10,000 followers
• This type of virality could never happen on Instagram
• TikTok's virality is uncapped unlike Instagram
• An influencer marketing video on TikTok for a client had 3 million views even though the influencer had less than 10,000 followers
• This type of virality could never happen on Instagram
TikTok ad platform
• TikTok ad platform is in beta
• The CPM is as low as $0.15
• The tracking is clunky at the moment, but Savannah expects it to improve in next 6 months
• TikTok ad platform is in beta
• The CPM is as low as $0.15
• The tracking is clunky at the moment, but Savannah expects it to improve in next 6 months
Other TikTok tidbits
• TikTok is launching its own influencer platform for brands to connect with influencers
• Savannah expects TikTok to start its own music platform
• TikTok is a good example of algorithmic timelines being more successful than chronological ones
• TikTok is launching its own influencer platform for brands to connect with influencers
• Savannah expects TikTok to start its own music platform
• TikTok is a good example of algorithmic timelines being more successful than chronological ones
Changing consumer preferences
• Gen Z wants to consume short-form content
• Content needs to immediately capture attention and get straight to the point
• These trends will shape the next generation of content creation
• Gen Z wants to consume short-form content
• Content needs to immediately capture attention and get straight to the point
• These trends will shape the next generation of content creation
How coronavirus has affected ad buying?
• eCommerce hasn't been hit as hard as other industries
• Huge influx of purchases on stimulus day
• Huge decrease in CPM on FB and IG ads
• eCommerce hasn't been hit as hard as other industries
• Huge influx of purchases on stimulus day
• Huge decrease in CPM on FB and IG ads
Basic of ad copy
• Keep your ad to 10 words or less
• Keep it simple stupid (KISS principle)
• Don't need to tell the entire brand story. Just make it clear what you are selling
• Keep your ad to 10 words or less
• Keep it simple stupid (KISS principle)
• Don't need to tell the entire brand story. Just make it clear what you are selling
Facebook advertising platform
• You need 50 purchases on FB a week to use FB ads most efficiently
• For example, if you sell a $10 product, you need to sell $500 worth of products for the platform to optimize your ads
• FB is best platform for eCommerce ads
• You need 50 purchases on FB a week to use FB ads most efficiently
• For example, if you sell a $10 product, you need to sell $500 worth of products for the platform to optimize your ads
• FB is best platform for eCommerce ads
Learning Facebook's advertising platform
• Look at Facebook creative ad library for inspiration
• Be bold and interesting
• There are lots of other free resources such as YouTube videos
• Look at Facebook creative ad library for inspiration
• Be bold and interesting
• There are lots of other free resources such as YouTube videos
Ad attribution
• Savannah likes eCommerce ads because it's easy to track attribution
• In general ad attribution is hard
• For example, someone can see an advertisement and then visit a store to buy a product. How do you attribute it?
• Savannah likes eCommerce ads because it's easy to track attribution
• In general ad attribution is hard
• For example, someone can see an advertisement and then visit a store to buy a product. How do you attribute it?
