I was on top of the world. All of my social media tracking pixels were firing, customer data beautifully synced up with my Business Manager and conversions were happening consistently for a sweet price. Then a global pandemic and the iOS 14 update rolled in. Everything changed. My Cost Per Click (CPC) went up and my conversions went down. Yikes! As I scoured forums and industry sites, I discovered I wasn’t alone. Here’s what went down:
COVID brought the crowds online.
Almost overnight, businesses that thrived in an offline setting had to find a way to make money virtually. Many in the outdoor, event and tourism-driven worlds had to pivot to work on website redesigns and set up e-commerce options to ensure they were still getting a piece of that revenue pie. This drove up competition in the ad space, especially on social media.
What this means:
To get through to your fans and followers, you’ll need to be extra clever. Find new ways to stand out on Facebook and Instagram.
But how?
Test your Facebook and Instagram post lengths. Even Dynamic Ad formats allow for long format posts now. Smaller or bespoke businesses have a chance to resonate with consumers by treating posts like small blog pieces. More and more consumers feel compelled to read below the fold (aka “Read More”) prompt.
Another option: Brands of all sizes can make an impact by testing solely using video creative in ads. You can also create custom videos for each placement all within the same ad set. No video? No problem. Moving images or combining photos into a slideshow through Business Manager’s Creative Hub can show a significant lift in ad engagement.