An Advertisers’ Guide to Facebook Stories (and How to Leverage Them at Scale!)

The way we share information constantly evolves, and, as advertisers, we’re always looking for fun, fast ways to tell our story and promote our business. Facebook’s standard placements are proven drivers of user engagement and great business results, but the social platform’s latest offering, Facebook Stories, offers prime real estate for your advertisement.

Facebook Stories bring your ads to life, and it’s easy to see why they secure more than 300 million users’ attention every day. Shown front and center on a user’s news feed, Stories are likely the first thing users see upon login. One tap accesses a user’s Stories Feed, and subsequent taps scroll through their friends’ stories. Stories ads are sprinkled throughout this feed, generating views and allowing in-feed engagement as they move from one Story to the next. The mechanism of accessing Stories creates a captive atmosphere for the ads to appear within, increasing a business’ potential reach to a larger and more diverse audience.

As Advertisers, why should we care?

With their full-screen creative format, Stories engage mobile audiences on a different level than in-feed ads. Mobile advertising is essential to driving brand recognition and determining campaign effectiveness, and advertising in stories has proven to drive valuable business outcomes. According to research by Ipsos, a global market research and consulting firm:

  • 62% of people said they became more interested in a brand or product after seeing it in a Story.
  • 68% of people polled said they use Stories on at least three apps regularly.
  • 63% said they plan to use Stories more in the future.

What are the Elements of a Successful Stories Advertisement?

  • Begin With Your Brand – Introduce yourself at the beginning of the creative and remind users who you are.
  • Keep Attention with Speed – It’s important to remember things move fast in stories, so make sure to deliver your message and showcase your brand quickly, we recommend within the first 5 seconds.
  • Creative is Important – Creative is a key factor in driving campaign effectiveness and must align with your business goals and objectives. Define your strategy and align your creative elements to support.
  • Enhance Your Story with Sound – Music can help enhance your message for your brand.
  • Design with Your Objective in Mind – Tailor the creative of your ad to the objective and ask yourself, what are you looking to achieve?
  • Test and Learn – Experimenting with creativity on stories will help identify what strategies work for your audiences, creative, and business objectives.
Leveraging Facebook Stories at Scale 

When it comes to localizing ads at scale, the Stories ad placement should not be ignored. Whether using localized dynamic video ads or static creative, advertisers can still reap the benefits of Facebook Stories’ unique real estate, mobile optimization, and captive elements within the Facebook Newsfeed. What’s more, localized story ads published from local Pages give you the opportunity to direct consumers exactly where to buy your company’s products or access your services at a location most relevant to them.

Localized stories ads give users a method to directly respond to an ad, whether getting a quote from a local agent or receiving turn-by-turn driving directions to a restaurant near them. 

Ready to see how you can advertise with Facebook Stories at scale?  Contact us today!

 

Amy Abell is a Client Manager at Tiger Pistol, where she specializes in supporting our Value-Added Resellers portfolio. When she’s not in the office, she enjoys walks on Austin’s Town Lake with her dog Finley, traveling to new places, and trying every new restaurant in town.

 

 

 

CHECKLIST: Avoiding Bogus Leads from Facebook Ads

“Leave me alone.”
“I’m not interested.”
“Who are you?”

Like a discordant refrain, these familiar phrases can feel like they’re playing on loop when following up with potential customers generated from Facebook Lead Ads. Bogus or misleading leads are a huge complaint among advertisers, but there are a few common and useful steps an advertiser can take when building Lead Generation Ad Campaigns to curb the occurrence of false leads.

Certain aspects are out of our control from the advertisers’ end, such as trusting Facebook users to enter correct and non-misleading information, but armed with this handy checklist, you can audit your lead gen ads, making improvements to stem the tide.

☐ Add additional qualifying questions

When trying to differentiate between the good, the bad, and the ugly, especially when it comes to your leads, adding an extra layer of protection goes a long way. One of the best and most highly recommended steps would be to add qualifying questions to your lead form. This helps ensure that the Facebook users who are responding to your ads are doing so in good faith, helping you easily separate leads who appear to have an actual interest in your product or service from leads that are clearly bots and window shoppers.

☐ Provide several responses a user can select from

This step ties directly into the first tip we just discussed, “adding additional qualifying questions.” By giving users a checklist of preset answers to select from when responding to your qualifying questions, you can help yourself later on down the road as you filter and prioritize leads who have shown interest but might not be ready to, “pull the trigger,” or for that matter, “load the gun.” Here’s what prefilled options could look like on a real estate lead gen ad form:

☐ Optimize your ad copy

Consider your ad copy your first line of defense against users who might just be “clicking to click” out of sheer curiosity.  Clear messaging that calls out variables like cost, location, or time-sensitive offerings can help ward away non-buyers and bots alike, instead drawing in serious prospects who you’d want to follow-up with.

☐ Narrow Your Target Audience Focus

Reduce your bogus lead rate with better targeting through lookalike audiences. This robust tool in Facebook’s advertising apparatus can help you help yourself right out of the gate.  Being able to hone in on the audience for your ad campaign clears the cobwebs before they’ve even been spun. Using your existing customer base and then generating a lookalike audience based on that list can focus in on Facebook users who are most likely to turn into offline conversions.

☐ Lead Follow-Up

While not pertaining directly to the ad structure, proper follow-up is one of the most critical and overlooked steps of all. Delays in outreach can cause users to rethink (or even forget) their interest in the product or service being offered. Rapid response to your ad’s hand-raisers can be the catalyst that propels an opportunity forward or severs the relationship forever.  The sooner you follow-up, the more likely a user’s attention stays focused, allowing you to gain valuable insight and build the relationship necessary to move the conversation along towards an offline sale.

Facebook’s release of Lead Generation Ads in October 2015 changed the game for advertisers who use their platform, and since launch, a number of best practices for Facebook Lead Gen Ads have surfaced. Having users within the targeted audience provide detailed information such as, a name, a phone number, as well as an email address greatly increases the seller’s ability to, “cut the fat,” so to speak, and focus their time on outreach to those who have expressed interest directly rather than just counting on data collected after a campaign has concluded. By following the steps outlined above, you won’t just be “cutting the fat,” but providing yourself with the leanest, meanest Lead Gen Campaigns out there.

Ready to learn more about running quality lead generation ads at scale?  Contact us today!

Justin Chavolla is a client success specialist for Tiger Pistol.  Originally from the San Francisco Bay Area, he moved to Austin 4 years ago. Justin takes his passion for helping others and couples it with his constant curiosity of figuring out how things work. He brings his enthusiasm to Tiger Pistol, where he is able to help our clients succeed and better understand the platform.  As an avid fan of combat sports, when he is not at work you can catch him at the local boxing gym constantly trying to improve his skills.

Tiger Pistol Named U.S. Social Media Communications Award Finalist

Tiger Pistol’s Social Advertising Platform Recognized in Four Major Categories

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced that it has been shortlisted by the U.S. Social Media Communications Awards in four categories.

Best Use of Paid Social

Best Strategic Use of Social Media

Best Use of Facebook / Instagram

Best Social Media Campaign

The U.S. Social Media Awards celebrate the very best in U.S. social media and reward the individuals, companies and organizations who are using online platforms to communicate in fresh and innovative ways.

Winners will be announced at the U.S. Social Media Communications Awards Gala in March.

To learn more about how Tiger Pistol’s award-winning approach to social advertising at scale, request a demo today!

Garnering Love, Not Likes: What To Do When Advertising Only On Instagram

One of the greatest and most noteworthy benefits of today’s digital advertising landscape is the variety that comes with testing and choosing which social media platforms resonate with your brand the most. While it’s always recommended to try a wide variety of platforms when first advertising on social media in order to understand which suit your brand’s unique goals and objectives, sometimes budget and time constraints can get in the way. If after evaluating your choices and deciding that Instagram is the clear winner for social advertising, be sure to keep the many pros and cons of the mobile-friendly platform in mind.

Demographics and Why They Matter

Demographically speaking, 72% of users who use Instagram are 15 to 35 years old. Keeping this in mind, it’s good to note that this younger fan-base is ideal for businesses in retail, subscription services, and music, but may not be relevant to industries seeking an older audience like businesses pertaining to auto, financial services and healthcare. 

Before you hit the “Publish” button, it’s crucial you know to whom you’re advertising. Focus on data-driven insights and pinpoint exactly who your audience is within Facebook Ads Manager using the Facebook Audience Insights tool. You may be surprised by what you find – perhaps your male-driven brand tends to skew towards a larger female audience on Instagram! Even better, it may guide your campaign strategies on social media moving forward.

Think Globally

While Instagram was founded in the US, 89% of users are found outside the United States. Global leaders of the pack include Brazil, India, Indonesia, and Russia. Businesses with a world-wide presence must keep this in mind when creating content that truly resonates with targeted users from a variety of countries.

Tips and Tricks: Things To Know About Your Ads

Think quality over quantity. When initially launching your ads on Instagram, keep it simple. A/B testing is a surefire way to better understand what users will positively react to, and what works and doesn’t work for your ad. Unsure of what to test first? We recommend experimenting with different target audiences, copy, or different variations of media.

Content may be king, but engaging visuals are the moneymakers. Users flock to Instagram for inspiration and discovery, and they expect the same when they see an ad. Just because you’re paying for placement does not mean that your quality of content can falter. Stop the scrollers in their tracks with high-quality photography or video, killer copy, and a purposeful  Call-To-Action.

Be Smart With Metrics

Sure, likes are always great to receive on Instagram, but they’re certainly not the end-all-be-all for campaign success. When running ads on the platform, keep a close eye on the metrics that truly matter, and be sure to always measure your performance in meaningful ways. If you’re running an ad with a focus on garnering leads, choose to direct your energy towards achieving a low Cost Per Lead. Likewise, if you’re running a campaign focused on brand awareness, be sure to track the number of impressions your campaign has received over time as well as monitor brand recall lift. It’s all about tracking your numbers and applying your learnings to your next campaign.

Don’t Forget About Stories

There are 400 million users watching Instagram Stories each day, with a third of the most-viewed Stories coming from businesses. If you aren’t leveraging Instagram Stories Ads, you’re missing out on an opportunity to garner additional engagement and risk falling behind your competitors.

With social ad spend projected to continue its growth year-over-year, Instagram is by far one of the easiest ways to elevate your brand’s creativity and drive your business objectives.

Let’s talk about running your next scaled social campaign on Instagram. Get in touch with us today!

Alex Serrano joined Tiger Pistol with extensive experience in social media content creation, advertising and reporting. As a Marketing Services Specialist for Tiger Pistol, she works closely with the global brand team, overseeing social strategy and reporting for a variety of clients. Outside of work, you can find Alex hiking with her dog, buying tickets to see a local show or bouldering at the local rock gym. 

How to Localize Social Ad Creative for Your Restaurant Brand

Recently, I published an article discussing the impact of running local social ads from local restaurant franchise pages. In it, I focused heavily on direct response calls-to-action, which may have left you asking, what about localized creative? That’s a fair point. It’s not enough to deliver the ad locally; the ad needs to feel local as well. Let’s look at how this can be accomplished through scaled social advertising – with dynamic campaign creative to fit your franchisee’s local flavor. 

Creative that’s On-Brand, Every Time

Risks like brand dilution make it challenging to relinquish control of creative at the local level. Tiger Pistol’s solution gives brands control of social advertising creative and messaging through templatized campaigns, alleviating brand-level worries about foibles at the local level. Tiger Pistol creates templates for your campaigns in single image, video, and carousel formats, ensuring all your creative is on-brand. Locations and franchise partners win with the flexibility to choose the right creative, offers, and messaging for their market.Brands win by gaining control through our predefined framework and the ability to publish ads to franchise and location pages at scale. What’s more, all campaigns run in A/B tests, auto-optimizing to the winner, and reporting is available at the brand and local levels. 

Best-practice Localized Social Ad Creative for Restaurants

You eat with your eyes first, so your creative should draw diners in with high quality images of your restaurant, food, or drinks. To entice diners and drive the desire to visit your establishment, consider the following best-practices for restaurant creative assets. 

  • Optimize your images for mobile.  Most social scrollers orient their devices vertically, so be sure you’re cropping correctly. 
  • Match the creative to your brand. If your restaurant is airy and bright, don’t use photos that are dark and hard to see. 
  • Don’t just highlight your food. Enhance your local messaging with news of events, awards, and unique aspects of your restaurants, such as locally sourced/sustainable. 

Users want to feel engaged with your brand, and Tiger Pistol’s social advertising platform offers effective, localized social advertising to drive business and build loyalty, increasing the frequency of customer visits by serving social ads at the right time and right place to build your brand, share offers, and launch new locations. 

Request a demo today to see how Tiger Pistol makes it simple to distribute brand campaigns that can be locally edited and funded by your franchisees or locations. 

Jarrod Hitt is a Marketing Services Manager for Tiger Pistol. He specializes in helping national brands build scaled Facebook advertising solutions with an emphasis on local activation. Jarrod holds a marketing degree from the University of Wisconsin – Milwaukee. Outside the office, he enjoys spending time outdoors with his wife and dog, fly-fishing, skiing, mountain biking, and practicing his photography.