You’re a social media guru when it comes to your personal life. You are always posting Instagram stories and reels, making videos on TikTok, and selling your used belongings on Facebook Marketplace. And yet, you may not think of social media when it comes to your business. But the truth is that not utilizing social for your business can do more harm than good.
As you likely know, more brands are on social media now than ever before. It’s a way for new brands to get in front of engaged, niche audiences. It’s also a way for brands to partner with other like-minded companies and influencers for further promotion. All of the social media platforms — including Facebook — are well-versed in working with small and large companies for advertising purposes.
No matter how savvy you are on social apps, however, advertising on Facebook for your business is a different ballgame. There are certain steps and rules to follow. And the interface itself is different for businesses, which will take some getting used to. Yet, the learning curve is well worth the effort. Keep reading to learn why you need to be advertising on Facebook as part of your social media marketing strategy.
1. It’s an Automatic Way to Advertise
Unlike many other marketing tactics, Facebook advertising is fairly automatic. Once an advertising campaign is in place there’s no need to constantly monitor how it is performing. Sure you’ll want to check in and make sure the right users are seeing your ads, but it doesn’t require babying per say.
The reason for this is because of something called Facebook Automated Ads, or rather a set of rules you apply when you set up your campaign. These rules include conditions, actions, and assets. To put it simply, a condition is the rule you establish. The action is what happens when that rule is followed, and the asset is what part of your campaign is affected. By establishing the right conditions up front, you can ensure the right person is seeing your ad.
While this may seem complicated right now, once you get going it is fairly simple. The purpose of Facebook Automated Ads is to have any brand be able to advertise on the platforms. After all, advertising is how Facebook makes money, so it wants it to be rather simple to use. Once you develop a few campaigns, Facebook will know what works best and will suggest different strategies. Automation advertising is key when you’re getting started and want to test various types of ad models to see what performs best.
2. It’s Customizable
A main benefit of advertising on Facebook is the customization factor. Say one of your marketing tactics focuses on television ads. You likely only have the budget to create a longer ad and a shorter ad. No matter when you decide to advertise, the customization only goes so far. You don’t really know who is paying attention to your ad or who has commercials muted. With Facebook, you can customize your ads and tailor them specifically for your ideal audience demographic.
For each Facebook ad campaign, you can establish custom audiences. This means you can tailor your ads to where a person lives, their age, hobbies, and other interests. You can also know what types of health conditions they likely have or when they may be getting close to a marriage proposal. This customization ensures you can reach your targeted personas at the time they are most likely or vulnerable to click.
Along with creating a custom audience segment, you can also customize your ads themselves. This means, for example, you can test between a flat, still image ad and a video. Personalized advertising on Facebook is also available, allowing your brand to reach users in an even more targeted way. Through customization, you can be more intentional with your advertising efforts, assuring your ideal audience is seeing your ads rather than a blanketed advertising approach.
3. It’s a Massive Platform
Lastly, but certainly, not least is the scale issue. Facebook’s reach is ginormous. In the first quarter of 2022, there were 2.93 billion monthly active Facebook users. These users regularly interact with the platform to get updates on their friends, read the news, and find local events. And, obviously, with the pandemic, social apps hit a high in general. With more people stuck at home and looking for something to eat up their time, they turned to social media to keep themselves entertained.
Another benefit of advertising on Facebook is also having Instagram as an option since they are both under the same umbrella company called Meta. Having Instagram as another advertising platform is a bonus strategy. When you create your ad campaign, you’ll have the choice to advertise on Instagram as well. Depending on your core audience, this may benefit your brand’s strategy as a whole. This also makes tracking your ad performance simple as you only need to login to your Facebook account manager to also check on Instagram.
It goes without saying that Facebook’s mere size means you can grow your audience quicker. It will take some trial and error to define and redefine your custom audience. However, once you hit the sweet spot you’ll start garnering more results than other advertising platforms alone.
After reading these three reasons, you may be asking yourself why aren’t you advertising on Facebook! Instead of beating yourself up, use it as an opportunity to start engaging with Facebook from a marketer point-of-view. Don’t be afraid to test and try out different campaigns. Chances are the first one won’t stick, but you will gather information and learn from it. Also, check out various online tutorials and webinars to find inspiration and educate yourself on all things Facebook advertising.