Facebook has posted the latest video in its new one ‘Social Skills’ Series,, whose goal is to provide social media managers with the advice and insights they need to maximize their performance in Facebook applications.
Each social skills video features a brand that has achieved success through Facebook advertising tools, meaning that these marketers and brand leaders provide insights based on actual results, as opposed to theory. This could make their advice even more valuable, with certain notes about the things they learned while spending on the platforms.
Kong provides three key tips for social media managers.
1. Use visual content to increase your audience
Kong notes that both Facebook and Instagram are increasingly visual platforms that provide a range of unique opportunities.
“Facebook and Instagram are very visual, and that allows you to share a very high level of information in a very short amount of time.”
Kong suggests that brands ensure they change access to content and keep their posts and ads fresh.
Kong recommends moving graphics and video as two key formats for experimenting on this side.
2. Understand your customer segments
Kong also emphasizes the importance of segmenting customers and targeting your Facebook and Instagram campaigns to the right people.
Kong says there are four different types of customers you need to keep in mind:
- New customers who don’t know your brand yet
- New customers who have recently discovered your brand
- New customers preparing to make a purchase
- Existing customers
Basically, this is a traditional marketing funnel overview, with an additional segment in “Top Flow” brackets.
Segmenting your audience into the right categories will have a huge impact on your later ad performance.
3. Make the most of your audience and ad response data
Kong also emphasizes the importance of Facebook tracking Pixel data to help target customers based on their activities on your site, while also pointing to the value of ad analytics and continuously measuring the performance of your ad campaigns.
“When you’re ready to dive into media buying, don’t forget to set up a data architecture and analytics to measure your return on investment, and also optimize your ads and audience accordingly.”
Kong notes that every morning the first thing he does is analyze the campaigns he runs and ensure they are optimized based on the latest response data.
You need to let your campaigns run for a period of time to ensure that Facebook’s ad algorithms can learn audience response and target your ads accordingly. But once you establish a foundation, it’s important to always measure – while tracking the final ROI of your efforts is key to ensuring progress toward targeted KPIs.
Facebook’s Social Skills series has provided some helpful tips and notes so far, and even if you’re an experienced Facebook manager, it’s worth watching the videos and seeing how other brands approach their campaigns.
It is especially worth highlighting the highlighted elements, because people obviously see the answer in their experience. Even if they don’t fully explore all of these aspects, it’s worth paying attention to what brings them results to inform you about your own strategy.