Lock it Down: How to Ensure Brand Safety Across Channel Partners

No more are the risks of social media more pronounced than for through-channel marketers. But safety means different things for different industries. No matter the vertical, there are three things that marketers can use to ensure brand safety: 

  • Disclosure: Rules that require disclosure of license numbers, certifications, or financial/offer terms in all advertising.
  • Targeting: Similar regulations also apply to how campaigns are targeted. For example, Real Estate campaigns can not target based on demographics or would otherwise be in violation of FHA guidelines, or for insurance campaigns, where agents are only licensed to sell within the bounds of a state. See Facebook Special Ad Categories for more information. 
  • Variable rules: Requirements that vary by state/country/brand. 

In this article, we will present the three ways to guarantee compliance by demonstrating it through vertical examples.

Use Case #1 – Alcohol Industry

An emerging challenger brand sought to increase sales of its signature party drink while also helping drive traffic and sales for its retailers. However, alcohol brands face challenges when running ads for their products in the U.S. due to a 3-tiered structure, composed of brand, distributors, and retailers, and this structure’s associated legalities. Brands are prohibited from directly advertising specific retailers or from paying for their advertising. 

The brand needed a method to promote and drive retailer sales while still maintaining a level playing field in the marketplace. By leveraging Tiger Pistol’s platform, the beverage brand could run compliant hyper-local campaigns that would drive dynamic localization at scale and direct consumers to the brand’s store locator page or an alcohol delivery company that services the user’s area, making for a frictionless path to purchase. In this model, all ads run off of the corporate brand page, with locations defined as cities versus end locations. This method accounts for disclosure by not calling out a specific retail location. Rather, it allows the brand to direct customers to the best place for them to buy, all while supporting their local network of restaurants, bars, grocers, gas stations, or convenience stores. Using Tiger Pistol’s solution, the brand was able to account for targeting compliance with campaigns that were proximity-targeted and personalized to only reach consumers who were of the legal drinking age. Their campaigns also adhered to the variable rules affecting alcohol promotion at the state level. 

Use Case #2 – Real Estate 

Real estate marketing compliance does not have to be complicated when you know what you’re accounting for. Disclosure, real estate agents must disclose what brokerage they work for in their campaign. This can be done in a number of ways, but the easiest is probably to include this disclosure in the advertisement’s copy. For example, “I’m Shannon Austin and I work for Coldwell Banker. I am having an open house for 124 Loveland Lane on August 31st from 2-4pm. Masks required!” However, agents can choose to include a disclosure statement in their lead form instead. Another thing agents must consider when targeting audiences is the Federal Fair Housing Act guidelines to ensure agents’ ads are not discriminatory. Tiger Pistol’s platform offers automation controls that guarantee audience targeting is compliant with the FFHA. 

Use Case #3 – Insurance 

When marketing insurance services or products you must be extremely explicit in your copy or messaging about the coverage and/or services you’re offering and how much you are selling them for.  Adding a disclosure in your ad is crucial for Facebook marketing. Insurance marketers are only allowed to target audiences who are over the age of 18 and live within the state where the agent is licensed. Hyperlocal targeting is often essential, as targeting by DMA does not work in many cases. For example, the Chicago DMA stretches into Indiana and Wisconsin; and even the Charlotte DMA leaks into South Carolina. 

While these examples centered around regulations, brand governance/compliance should not be ignored, the average channel partner is an expert at running their business, not marketing. Brands struggle with the competing need to both retain brand-level control and consistency while ensuring that each individual location can achieve success. This is especially complicated when Facebook advertising enters the picture. Most locations have already created their own Facebook Business Page and want to drive ads directly from it to garner attention to their location. Your network of channel partners represent enormous opportunity for brand extension through social media channels, but risks like brand dilution and compliance make it challenging to relinquish local social advertising control. Tiger Pistol ensures your collaborative advertising™ campaigns are brand approved, yet perfectly tailored to effectively engage with community audiences.

Ready to gain control of your brand in the social advertising space? Let’s talk. 

Is Your Social Advertising Plan Thinking Small Enough?

Tiger Pistol’s new eBook creates a blueprint for how brands can leverage collaboration with their local partners to drive better performance and deeper personalization with social campaigns.

Tiger Pistol, the leading collaborative advertising platform that delivers local activation at global scale, combines strategic thought with tactical practicality in its most recent eBook, “Is Your Social Advertising Plan Thinking Small Enough? Three paid social engagement models that drive localization and personalization.”

Through a 3-pronged approach called Activate, Collaborate, and Enable, the Tiger Pistol team illustrates how brands can collaborate with their channel partners to boost sales, awareness, and traffic to exponentially drive results around thousands of micro-campaigns. Tiger Pistol makes it simple to build a strategy with each approach broken down into its own section, complete with explanations, industry statistics, use cases and client results. 

Among the critical areas addressed in “Is Your Social Advertising Plan Thinking Small Enough?” are how to:  

  • Activate the modern shopper by seamlessly allowing them to convert digitally or in-store
  • Collaborate with complex channel partner networks
  • Empower independent representatives beyond sharing assets for social media with effective social advertising that can be launched in under 5 minutes

“Scale and complexity barriers are no longer acceptable reasons to continue to offer lackluster solutions to local franchises, resellers, channel partners, or agents. Tiger Pistol, and other companies like us, are allowing marketers to innovate in local social at a level that has never been seen before,” said Donny Dye, SVP, Sales and Marketing at Tiger Pistol. “Collaboration is vital to this shift as modern local shoppers are now purchasing across every path from curbside pickup, delivery, directly from the brand, and, yes, definitely in store. These engagement models are critical to allow brands to have a local connection to where they sell their products and in turn a connection with their consumer. ”

Get instant access to the eBook now.

Facebook Stats Marketers Need to Know in 2021

Facebook is the #1 social platform in the world. Its reach is unparalleled when it comes to activating consumers at scale. Whether you’re a global brand or a small business, advertising on Facebook properties should be essential in your digital marketing strategy. Not convinced? You will be. Consider these stats.

A True Global Network

1 in 3 people globally visit Facebook properties daily (Facebook, Instagram, Messenger, WhatsApp, Marketplace). With 320 million active Facebook users, India has the largest country-wide base in the world. The United States has the second largest user base at 190 million users which nearly accounts for 60% of the entire US population. 


Facebook Usage

A recent report from Data Reportal found that users spend an average of 19.5 hours on Facebook each month. The same report showed that 98.3% of Facebook users chose to use a mobile device over a desktop when engaging with the social media app.


Local Activation

With Facebook reaching nearly 2.8 billion monthly active users on average, it remains the largest social media platform in the world. Moreover, it’s vital for brands to delegate their ad dollars on Facebook with national and local social campaigns, especially when ⅔ of Facebook users visit a local business page at least once every week.

Now there are more than 200 million small businesses worldwide using the Facebook Family of Apps in some capacity to market their business. The numbers make it clear that an ecommerce presence on social channels is key to reaching your customers where they want to shop.


Facebook Ads Deliver Highest ROI

Hubspot reported that Facebook ads deliver the highest return on investment (ROI) among all paid advertising channels. This finding only gives brands and partners more of a reason to integrate or ramp up their social presence on Facebook.


Social Shopping

Facebook and its family of social media apps allow users to discover products and now even buy them through these platforms. More than 4 in 5 consumers like to shop on social media and more than 2 in 3 shoppers have made purchases through Facebook. 

With 56.1 million buyers, Facebook has become the #1 social commerce platform in the United States. Facebook Marketplace has become many people’s go-to site for purchasing housewares to cars. Therefore, it is no surprise that Marketplace receives over 1 billion visits each month. In addition, since their launch in May 2020, Facebook and Instagram Shops retain 300 million plus monthly visitors


Video Ads Drive Most Ad Clicks

According to DataBox, videos drive the most ad clicks on Facebook. In some cases, using videos can double your engagement rate. More specifically, Statista found that video posts get an engagement rate of 6.15%, whereas status-type posts get only 1.38%.


If you should take anything away from this list it’s that Facebook is not going anywhere any time soon, so leverage the platform to your advantage now. Check out The Case for Brands to Implement a Local Social Advertising Program to learn how to make the most of Facebook’s community-driven focus.