Are Facebook Ads evil or effective?
Would you pay for Facebook to remove the Ads?
I often pose this question to people when I talk to them about social media.
Facebook Ads can be seen an intrusive, annoying and a threat to your own online identity.
So whenever I ask the question of whether or not you would pay to use the platform to remove ads I generally get the response – no.
Whether you like it or not, Facebook is a marketing platform.
Facebook and Twitter are two of the largest organisations in the world. Apart from the buildings they work in and the computers they code on they hardly own a single asset.
Their opportunity to make money is through selling user data.
So when you chose to use one of these platforms for your own marketing, you need to consider that you will often need to put a financial budget behind your content in order to get the best result.
I normally like to put the resources of developing a single social media post into context.
If you are writing a piece of content for the web, whether that be a fact sheet, media release, news or blog post then you or other staff members normally put a few hours’ work behind it.
Firstly, someone needs to determine what you are going to write, create a graphic, take a photo or make a video about and why. Resource$
Then someone needs to physically create the content before it gets signed off by a chain of command. This chain of command could be a single editor, or a number of editors depending on your organisation. Resource$
The final part of the chain of posting the content to social media is the easy part. It normally takes 5 to 10 minutes to post to a platform. Resource$
Social media does give you a limited opportunity to reach your audience organically.
But the Facebook algorithm which filters content to users can often penalise even the best content because users are not liking and sharing your post. On average page posts now reach between 4-10% of your total audience unless you get a lot of engagement (likes, comments, shares).
So if you’ve spent all that time and resources in developing the content, why not spend $5-20 on advertising that piece of content to a wider audience. It’s probably the cheapest part of the whole process and will actually be the part that ensures whether your content is successful or not. It’s still going to come out much cheaper than a print advertisement or TV commercial and their bidding system will ensure that you only pay for results.
Facebook being the all-powerful marketing platform that it is then allows you to target down to minute details.
Your target audience is predominately female? Easy. Target females only.
All under 30? Easy. Target 18-30 year olds.
Live in Canberra? Once again use geographical targeting.
You will be surprised at the options is allows you to target and it’s all based off the interactions of users throughout their Facebook profile life times.
You don’t need to invest thousands of dollars each year on Facebook Ads. A few dollars here and there can turn your Facebook page into a static stream into a booming profile.
What is your experience with Facebook add Twitter Ads?
Is it working for you?
Or do you feel like it is just an investment into Mark Zuckerberg’s latest beach house?
Photo: Niall Kennedy
Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.
18 September, 2017
4 September, 2017