Snapshot: Facebook Updates to Combat COVID-19 and Misinformation

During this time of uncertainty, social advertising policy is uncharted territory. In order to keep the community safe and informed, measures are being taken to ensure that correct and fair information is being disseminated to users. With new updates coming to Facebook platform daily, we have provided a breakdown to navigate some of the major changes that have hit Facebook and Instagram since the COVID-19 outbreak.

Due to this public health emergency, Facebook has sectioned their response to the issue into four categories. 

  1. Making sure everyone has accurate information
  2. Stopping misinformation and harmful content
  3. Supporting global health experts and relief efforts
  4. Supporting local governments, communities, and businesses 

Facebook is striving to make sure users have access to credible information regarding the virus. To make access easier they have included preventative tips at the top of the newsfeed and partnered with the World Health Organization to provide updates via WhatsApp. They are also supporting health authorities and fact checkers with grants to increase staff.

It is also a priority to make sure that users aren’t harmed during a crisis, so they have taken a stance against misinformation and exploitative tactics. In extension of their current policies, all content regarding false information or conspiracy theories will be removed by their team. In addition, they are working to make all of their apps more efficient with the spike in users. To also combat harmful content, Facebook is also prohibiting ads for items such as hand sanitizer, disinfecting wipes, and COVID-19 test kits.   

Not only are they matching $20 million in donations for relief efforts, but Facebook is utilizing its tools to provide support. They are currently offering free ads to health organizations to connect users with useful and accurate information. Facebook has also started initiatives like allowing organizations to scale their response to COVID-19 via messenger, and implemented a  “Hackathon” with access to their internals tools to build new messaging solutions.

Lastly, Facebook is about community so they are working to strengthen connections and support local businesses and officials. They have invested $100 million into local businesses. They are also providing tools for free like workplace and resources in their hub to community leaders, business owners, and government officials to assist them with pushing out timely and accurate alerts. Facebook is committed to keeping all their apps strong and reliable to stay connected. 

With all of these steps, Facebook is working to make their platform a safe space. At Tiger Pistol, we understand the importance of local businesses and community so we will continue to be a resource and keep you informed during this time. 

Source: Facebook: Keeping People Safe and Informed About the Coronavirus

Yanira Durant is a marketing specialist for Tiger Pistol. An Austin local with a passion for social advertising, Yanira strives to break through the noise in fun and creative ways. In her free time, she enjoys exploring the city, trying great queso, and managing her pug’s Instagram account.

Tiger Pistol Named Localogy Excellence Award Winner

Tiger Pistol Technology Creates Critical Connection Between Real Estate Agents and Homebuyers

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced that it has won the prestigious Localogy Excellence Award for “Best Localized Marketing Campaign.”

“Very few industry groups understand marketing success in the local marketplace the way Localogy does,” said Paul Elliott. “Time and again, Tiger Pistol’s global-to-local approach outperforms comparable brand-level campaign executions, and Localogy’s recognition of Tiger Pistol for ‘Best Localized Marketing Campaign’ further emphasizes our category leadership and business impact.”

Tiger Pistol stood out among industry competitors based on the remarkable social advertising results achieved for a Fortune 500 real estate services provider, with a network of over 200,000 real estate agents.

The solution enables the client’s agents to easily promote their listings and themselves with auto-configured, best practice Facebook and Instagram campaigns.

“Tiger Pistol’s power lies in the ability for agents to publish campaigns directly from their own agent-branded Facebook Page,” said Talia Wachtel, VP Client Management, Tiger Pistol. “While other real estate marketing platforms support Facebook ads, such ads are usually rudimentary, driving impressions around the listing, with little room for the agent to generate leads. Tiger Pistol leverages the most relevant Facebook Ads Objectives to drive the results that matter. Our platform supports the ability for agents to publish Facebook Lead Ads, and auto-creates best practice Facebook Lead Forms that have unique qualifying questions, making it easy for the agent to launch the ad with little knowledge of Facebook ads.”

Tiger Pistol is also proud to announce that two of their partners were also honored by Localogy. Hibu, the leading provider of digital marketing solutions to local businesses across the United States, won a Localogy Excellence Award for “Most Significant Business Transformation” as the company made the titanic shift from a print and Yellow Pages-driven business to a digital marketing solutions provider, and BrandMuscle, and integrated local and channel marketing solutions provider, won “Best Go-to-Market Strategy.”

The Localogy Excellence Awards recognize organizations and individual leaders shaping the future of localization for the more than 30 million local and small businesses who depend on them every day.

Learn how Tiger Pistol unlocks local activation at global scale for brands. 

Playbook: Social Advertising at Scale for SMB Resellers

When it comes to selling your social advertising program to independent and affiliated local businesses, SMB resellers need a both simple method to onboard customers and an easy, efficient method of setting up and publishing campaigns.

Unlocking Local Activation at Scale is the social advertising playbook that reveals how you can get to market quickly with ability to connect individual location pages at scale through an automated, low-touch process plus everything you need to consider to effectively sell and support social ads for your customers.

Playbook: Social Advertising at Scale for Agencies

Tiger Pistol enables social advertising at scale for digital agencies through an innovative approach to social ad fulfillment. By combining turnkey solutions with smart automation, we’ve made it simple for an agency to build a best-practice social advertising program that is both profitable for you and your clients.

See how your agency can simplify onboarding, connecting individual location pages at scale through an automated, low-touch process, then create, distribute, and publish brand approved campaigns to hundreds or thousands of locations in just minutes with high quality and low risk of errors.

Using Your Corporate Data to Benefit Local Partners (and Vice-Versa!)

The first rule we learn in kindergarten is “Share Everything.” Yet while brands that rely upon a multi-location network of local partners, ie. retail locations, franchisees, or sales reps, understand that big data is key to a National-to-Local strategy, they seem to be unable to find a method to adequately share their knowledge with their local partners. As a seasoned data analyst who’s worked with some of the largest brands, I am all too familiar with the disparities Big Data can create. Sharing Big Data insights can be rife with difficulties for both the national brand and local partners, and security issues loom large. I will explain how you can create a secure symbiotic relationship – sharing and sharing alike – with your local partners to better activate the power of local campaigns and drive big goals on the national level.

Sharing is Caring

Brands have a myriad of sources from which they collect data but keeping that data to themselves to supplement and drive insights to improve only the targeting of their national brand campaigns boxes out the opportunity at the local level. This corporate data hogging leaves local partners struggling to find their own insights within the data generated through their local campaigns/website. Inversely, those insights owned by the local partner could help inform corporate-level strategic planning.

For context: Historically, local partners ran their own campaigns and would send their traffic to the national partner’s website. The global partner “kept” the web traffic data generated by the local partners and used it to build a global view of their business. The local partner had access to only the Facebook data generated by their campaigns, but it gave them a good idea of who was interested in their products at a local level.

In this walled “what’s mine is mine” data divergence, the local partner is blind to the webpages their customers were visiting and the products they were buying from the global partner’s website, and the global partner did not understand the local behavior that brought customers to the website. This results in a web of missed opportunities and a hidden goldmine of optimization strategies. Before we start pointing fingers, let’s acknowledge the operational and technical complexities of sharing data across technologies.

  1. Data Privacy: There’s a LOT of attention on data privacy right now. Making data sharing easy and secure is difficult. So how do you allow for better activation of local partners without unnecessary risk to the corporate partner? Psst. I have a secret. It can be done. Keep reading.
  2. Giving Only Part of the Puzzle: Certainly, local benchmarks or recommendations are passed down by larger companies to assist their local partners, but this is rarely effective for the local partners. It doesn’t solve the problem that the parent partner has more information than the local partners and that local insights are easy to miss in this sort of arrangement.

This leaves us with the crux of the problem — the corporate partner has all the data and can’t really share local insights to help local partners, leaving local partners to build their own strategy to meet corporate expectations.

Share and Share Alike 

Big Data, when leveraged correctly, can eliminate local partners starting from Ground Zero insight. It can leverage global views and local views, and as local advertisers learn more about their areas, Big Data can help feed the global view with richer market intelligence.

Facebook has made great strides in building out a platform that gathers this data and allows both global and local Facebook advertisers to take advantage of it. Most global companies have a Facebook Pixel installed on their website. This little piece of code works a lot like the Google Analytics code; it pays attention to what visitors do on your website and where they come from. But the Facebook Pixel doesn’t stop there. It allows Facebook Campaigns to use that data to accurately optimize both local and global partners’ campaigns quickly in a virtuous, symbiotic data cycle.

Local partners can instantly obtain data that bolster their campaigns through more effective targeting via first-party data sets. Add to that the knowledge local partners have, and they can hit the ground running with campaigns. The more traffic local partners generate, the more data is shared with the global partner, allowing national partners to gain a more holistic view of their business. Big Data can allow companies to grow from a “keep away” mentality to a symbiotic relationship that empowers better business on a local and global level.

Symbiosis Made Simple (and Secure!) 

Tiger Pistol purpose-built this symbiotic relationship into our technology, allowing us to securely access a global partner’s Facebook Pixel data and leverage it for local partner campaigns. With the ability to share this data securely, not only do you fill up national partner’s data banks with more granular, better data on a local level, you’re also giving better insights to local people because they now can target people they may have missed just building from scratch.

Now suddenly it’s less of a struggle with the local partner feeling like they have to meet, in their eyes, unsubstantiated benchmarks, guide-marks, or goals. Now they’re contributing to the overall plan, making it easier to set more realistic goals, while also expanding their own local insights to grow themselves.

For the global partner, this security also allows them to offer their network exclusive access to first-party data they wouldn’t otherwise have. This is an invaluable value proposition for franchise and services groups that rely on opt-ins from their sales network of locations or agents.

Through Tiger Pistol, global brands can quickly share data and distribute thousands of local campaigns, making a robust, data-driven, global-to-local social program possible with ease and efficiency.

Want to reap the rich data benefits of Tiger Pistol’s global-to-local social advertising approach? Request a demo today! 

Expert Take: How to Create Cohesive Social Ads

Advertisers shouldn’t let other advertisers have ugly ads. There, I said it.

These days, a beautiful ad – one that really knocks your socks off – shouldn’t be hard to come by, one would think. With the abundance of tips, tricks, and even courses on how to create best practice ads, many fall short and feel like they’re just missing that “thing.” I think we can all agree that a non-cohesive ad comes off as a hot mess of unrelated imagery, poor copy, and inaccurate or conflicting calls-to-action.

So, why does this happen? In most cases, I’ve found that advertisers want their ads to say something specific. They want their headline to be their name, their body to say something about their offer, and they may or may not even utilize the link description real estate. When it comes to imagery, it can run the gamut – from custom imagery suitable for advertising to stock imagery that’s cold and has nothing to do with the campaign.

Of course, when your hands are tied and an advertiser makes a requirement, the ads you publish on their behalf may not be up to your standards. There’s not much you can do other than provide support where you can. In these cases, I believe it’s best to drive monthly conversations about improvement and change bits of the campaign here and there when you can. Eventually, you’ll get what you want, and they’ll be even happier.

When you are in charge of content creation, be smart. Everything should come together in a harmonious way:

  • Copy should reflect the offers and business goals of the campaign. Remember the headline should hook users in and drive them headfirst into your goal. Imagery should accurately reflect the above copy.
  • Using custom imagery is always preferred, where possible. If there’s text or symbols in your image, make sure it’s in the correct language for your audience.
  • Call-to-Action buttons should also reflect the copy. If the button says “Call Now,” users expect a direct dial upon click, not to be sent to a website.
  • Bonus: Lead Forms should reflect the ad’s offer. Qualifying questions should ask questions related to the offer, and any messaging should tie back to the copy.

Just remember – you wouldn’t leave your house in a mismatched outfit, right? Don’t be that advertiser and think before you publish.

Want to learn more about best practice Facebook Advertising? Explore our resources. 

Analissa Moreno supports Tiger Pistol’s Value Added Reseller social advertising team by managing fulfillment for the Spanish-speaking portion of the portfolio, providing obscure Facebook and Tiger Pistol product knowledge to her teammates, and diving into new reporting projects across the business. Tiger Pistol  creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale for global brands, SMB resellers, and agencies that serve multi-location brands.

SMB Resellers and Agencies: How to Make the Most of the Conversions Objective

Whether you’re an agency or an SMB reseller that delivers ads for small businesses, you’ve probably heard about Facebook’s Conversion Marketing Objective. Perhaps you have been wary of trying it out, or maybe you’ve tried it and found yourself navigating the difficult choice of what exact type of conversion to optimize for. In either case, Facebook’s Conversion and Attribution measurement tools have received numerous additions and refinements over the last few years, and the value advertisers derive from these improvements has specifically sparked popularity for the Conversions Campaign Objective, which optimizes the delivery of your Facebook Campaign specifically towards a conversion event, rather than say, a website click or person reached. 

ROI is, of course, the ultimate goal of any advertising effort, so one might naturally ask, “Why would I ever choose an objective that’s not conversion optimized?”, or even “Why would I choose to optimize towards anything but purchase conversions?” It turns out the latter is the more complicated question, but one you can answer when armed with the right information. It all has to do with how Facebook’s ad bidding works, which involves a combination of factors: your advertiser bid, estimated action rates (i.e. how your target audience responds to the ad), and overall ad quality. As Facebook notes, “together, estimated action rates and ad quality measure ad relevance. In fact, we subsidize relevant ads in auctions, so more relevant ads often cost less and see more results.”

Let’s think about what this means in the conversions context, using a simple example of a local golf supply shop with an online store on their website. Naturally, they want to move as much product as possible, and focus their targeting efforts on people interested in golf. So they set up a Conversions Objective Campaign targeting people interested in golf. Let’s set aside for a moment the question of which conversion event they should choose. Instead, let’s first illustrate how optimization works between the Facebook objective and target audience:

Breaking this equation down, first we have our target audience, a combination of the golf store’s sales area and customer base, or simply “people interested in golf.” A lot of people on Facebook are likely interested in golf products, but only some of them probably use, buy, or browse products regularly. This is where Facebook’s optimization comes in to help, as it tries to identify those users in the pool of people “interested in golf products” who are likely to take the chosen action of the Facebook objective. 

In this example, we have chosen the Conversions Objective, so you can think of it as a hierarchy. We want people interested in golf, who are likely to convert. Another way of thinking about it is this results in a smaller pool of users that becomes our “real” or ideal target audience – the “convertors” among those interested in golf. This leads us nicely back to the question of the conversion action to optimize for, as this will modify who Facebook identifies as the most likely to take the conversion action in the “convertors” group. 

Facebook’s own provided guidance on the matter is as follows: “We recommend optimizing for a conversion that occurs at least 100 times per month without running any ads. If your website doesn’t get at least that many conversions without ads, it’s very unlikely that we’ll be able to find enough converters through ads for your ad set to be successful.” Additionally, they also note that purchases are the “rarest type of conversion” Or perhaps, more precisely said, typically the most expensive type of conversion.

In the end, it all boils down to Pixel data and which actions can be tracked on your website through the Pixel. Facebook’s guidance recommends that you should only consider the Conversions Objective if you have a history of 100 Pixel fires on “page view,” “add to cart,” and similar type events. This context helps us in selecting conversion events, but what about the strategic decisions, especially for an SMB who has a more limited advertising budget?

The key is to adapt and learn. For an SMB with website traffic in the low thousands per month, you likely won’t have enough purchase actions tracked on specific products to reliably optimize “purchase” events right of the gate, and you may find that even if you do, it’s still not as cost effective as optimizing toward more common conversion events, like “view content,” “add to cart,” or “add to wishlist.” For example, “add to cart” instead tells Facebook to look for users in the “interested in golf convertors” pool who are showing purchase-intent behavior, as opposed to verifiable conversions, like “purchases.” Remember, there are always going to be less purchasers relative to more common conversion events, unless of course your business’ conversion rate is 100% (wouldn’t that be nice?).

When optimizing towards people showing purchase intent, you are potentially gaining more cost effective targeting, as those users will be easier to reach, because, of course, these are not exacting parameters. Maybe I, for example, viewed a golf product on a big box store’s website and opted not to buy the product after adding it to my cart. Perhaps, I simply forgot to checkout or changed my mind at the last minute. The Facebook Pixel captures this behavior and recognizes me as one of the users showing purchase intent on golf products. Maybe when I see an ad for the SMB golf store, I like the price or the quality better, and opt to purchase from them immediately. The golf store just got a lower cost conversion by optimizing towards purchase intent. 

The possibilities are infinite, but it is important to keep in mind how Facebook’s optimization and objectives work when making these decisions. There is never going to be a “one size fits” all approach when it comes to choosing the right conversion event to optimize for, but through smart data analysis and guided testing, you can make the Conversions Objective work for just about any business with a website with a bit of traffic. 

Learn how Tiger Pistol puts the Conversion Objective to work at scale. Request a Demo Today!

Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation. 

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.

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.