So you’ve heard the debate around Facebook has been overtaken by other platforms, especially looking at Tik Tok’s rising appeal towards Gen Z, the largest demographic and the next generation of consumers. Since the platform emerged in 2019 during the start of lockdown, it has changed the way consumers buy. Not wanting to be left behind, businesses are hopping into the now-trending bandwagon of entertaining consumers through shorter, less sales-y videos.
Now that you’re here, surely you’ve come to find an answer to this question: As a business owner or market, how does Facebook Advertising fit into your overall digital marketing strategy? How effective is advertising on Facebook now compared to the pre-TikTok era? Our Paid Specialist has listed the 5 things you need to know.
Facebook remains the largest social media platform
With nearly 2.5 billion monthly users, Facebook is hands down the largest social media site in the world. With Facebook encompassing all demographics, it is no surprise that you can find your consumers here regardless of who you are targeting.
Diverse Targeting Capacity
As a marketer, you will want to spend your advertising dollars on interest in your products or services. The more specific they are, the more likely they will convert customers, maximising your ad return down the line. Facebook gives you the opportunity to reach out to your best-qualified customers through their targeting options – from endless interest-based keywords, demographics-based keywords, and even income levels to purchasing behaviours!
In comparison to Tik Tok, its targeting capabilities are more general and broader, making it a hit-and-miss opportunity when it comes to audience relevance with your ads. Although Tik Tok’s CPM is said to be lower, Facebook’s ad effectiveness might be higher due to the defined targeting options.
Ad Types, Placements, and Formats Variations
If anything, Facebook has evolved its user experience. Depending on your campaign objectives and goals, you can choose from image ads, video ads, slideshow ads, Instant Experience ads, carousel ads, lead generation ads, and collection ads. You are also given the flexibility to choose the placements of where your ads get to appear. There are 15+ total ad placements across the following platforms: Facebook, Instagram, Audience Network, and Messenger.
The greatest thing about Facebook Ads is Dynamic Ads. Facebook uses dynamic creative optimization based on graphical components, using dynamic information for each shopper in real-time before delivering the creatives.
This gives businesses the opportunity to get creative and explore different ad types, placements, and formats to help them craft better campaigns as time goes by.
More Sophisticated Metrics
When it comes to analytics, Facebook provides more measurable and meaningful insights for optimisation. As Facebook has existed for a while now, it has built a wealth of audience data and refined it over the years.
A stronger and more effective algorithm
When it comes to what content users want to see, we trust that Facebook knows best due to the wealth of data paired with the years of understanding market behaviours. Facebook has spent almost twenty years observing users’ behaviour and figuring out what we like based on our responses to content. Hence, Facebook manages to provide a stronger algorithm and this helps businesses with driving efficient performance and delivering promising results.
Case in point, Facebook is still growing and shows no signs of stopping. As a standalone platform, Facebook advertising is not dead. However, it requires a different strategy based on evolving consumer behaviour and preferences.
Is Facebook still a great platform to advertise despite other emerging social platforms? Given the number of reasons above, it would not make sense to disregard Facebook ads in 2022. However, based on your demographic and audience, you might want to consider diversifying your social media offerings beyond just Facebook.
Do you still have more questions about digital advertising? Get in touch with one of our team members today.