According to DemandSage, Instagram is one of the most popular social media channels available, with over 2.35 Billion monthly active users. With such an extensive use case, especially for those in crucial customer demographics such as millennials and Gen Z, it's not surprising that many businesses try to harness the power of Instagram to facilitate growth. 

One way that businesses try to grow on Instagram is through partnering with influencers. These are individuals with a large or highly-engaged audience, and often both. Companies can use influencers to promote their products, pages, and more, and it has many benefits to implementing this marketing tactic. 

However, with things like costs and brand perception to consider, many people still question if using Instagram influencers to advertise your business is effective. Here's a deeper dive into the practice and why it can be a good idea for you. 

What is Instagram Influencer Marketing? 

Influencers exist on all social platforms, including Instagram, often serving similar functions and purposes. An influencer would have built a following by posting about a particular niche, lifestyle, or aspect of their life, with users engaging with the content because they find it entertaining, educational, or memorable. 

Over time, these influencers have built credibility and trust by being authentic and, for many, a source of inspiration. This reputation makes them perfect for businesses to partner with, as soliciting a promotional post with an influencer can get your product recommended by someone with a huge reach and genuine influence over the followers. 

One of the most famous influencers on Instagram is Kim Kardashian. With millions of followers, brands often pay for her to post content featuring their products in the hopes that some of those followers will be inspired to use the same products. You can follow a similar principle when partnering with an Instagram influencer. 

Mark Pierce, CEO of Colorado LLC Attorney, says, "Influencers have already done the hard part and built an engaged audience that trusts them. Advertising with influencers allows you to borrow their influence to promote your products." 

There are many different types of influencers you can use. They are broken down into: 

• Nano-influencer - 10,000 followers or fewer
• Micro-influencer - 10,000 to 100,000 followers
• Macro-influencer - 100,000 to 1 million followers
• Mega influencer - 1 million or more followers 

Regarding the different types of influencers, Stephan Baldwin, Founder of Assisted Living, says, "Don't disregard the potential of nano-influencers. Despite their small audience size, those followers are usually highly engaged and focused on that influencer's niche. Partnering with the right nano-influencer can help you find the best leads."   

Does Advertising With Instagram Influencers Actually Work? 

The states show that advertising with influencers can help your brand grow in audience size and revenue. Civic Science reported that 14% of Gen Z social users and 11% of millennials bought a product after seeing it promoted via influencer marketing. This may sound small, but it offers great potential when you remember that over 2 Billion users are on Instagram. 

The benefits of influencer marketing can be huge. As influencers have built up a trusted persona, having your products featured and advertised on their content can make your brand appear more genuine, helping to boost your reputation. Furthermore, partnering with the right influencers that work well within your niche can position you as an essential brand among your target audience. 

For example, if you run a sports equipment business, you can position yourself as an industry leader by having your products showcased by influencers within the sport niche. 

By using Instagram influencers to build trust, your reputation will soar. Managing your brand's online reputation is critical for business growth, and working with influencers can help with that. 

As well as that, influencer marketing can help you reach audiences you may not have been able to reach organically. Gerald Lombardo, Head of Growth at Popl, says, "It can be hard to penetrate a new market or demographic, especially if you want to expand in a new country. Using influencers can help you get a strong foothold."  

The best-performing type of influencer content on Instagram is videos. Ironic for an app that started by focusing on image sharing, reels see the most use on Instagram. This means you can pair your Instagram influencer marketing with Instagram Video Ads to capitalize on and maximize your campaign's reach.

How to Effectively Use Instagram Influencers

Using influencers is one of the best strategies for sponsoring products on Instagram, but you have to use them effectively and in the right way. Here are a few things to do to make sure that your campaigns are the most effective they can be: 

Know your audience 

You need to do market research on your brand to determine the type of Instagram users you should target. Certain brands and products appeal to specific individuals, so to ensure you work with the right influencers, you need a good grasp of the demographic that best suits your product. 

After that, you must research potential influencers to see if their audience suits your brand.

Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, says, "We target a specific audience with our advertising. It can be a waste of effort and resources marketing to the wrong individuals, so fully understanding the type of audience influencers have can be super helpful." 

Pro tip: Studying your competitors' Instagram audience can provide valuable insights about your target demographic. Analyzing their followers and post types can help shape your audience profile and identify any overlooked segments.

Sprout's Competitive Analysis Report allows you to track your competitors' Instagram performance, engagement, audience growth, and compare it with yours. This enables you to identify key competitors and scrutinize their audience composition.

Follow the rules

When working with influencers, there are clear rules that both of you need to follow. The main thing is that when an influencer posts content featuring your product that they're being paid or compensated for, they must disclose that it's an ad clearly. Usually, an influencer will showcase this by adding '#ad' to the content. 

Although this is the influencer's responsibility, your business can get flack if they fail to follow these rules. That's why it's a good idea to draft up some guidelines and include this disclosure requirement in your contract so that they're more encouraged to do it. 

Pro tip: Launching an influencer campaign may draw your attention to vanity metrics like likes and comments. However, the true measure of a campaign's success lies in its return on investment. One effective method is using UTM parameters to track website visitors and engagement from each influencer. By assigning unique UTM-coded links to each influencer, you can accurately assess the campaign's impact on your revenue.

Follow the three R's 

The three R's principle can make choosing the right influencer easier for your business. The three R's represent Relevance, Reach, and Resonance. You want to make sure that your business is relevant to the influencer. For example, a home design influencer won't be relevant to a Crypto business and could alienate the audience. 

The reach needs to align with your goals. This isn't just about trying to get an influencer with the most followers; those followers need to be engaged and suit your product. Resonance is all about ensuring that your product offers a solution many followers experience. For example, a male grooming business will resonate well with an influencer with a predominantly male audience.

Tim White, Founder of Milepro, says, "The three R's govern most businesses' approach to influencer marketing. The more that aligns with your business, the more effective the campaign will be.  

Pro tip: Leverage an Influencer & Creator Database Solution – Without the appropriate resources, identifying the perfect collaboration can seem like a daunting task; but remember, you don't have to shoulder all the burden. By utilizing a dedicated platform such as Mavrck's influencer marketing solution, you can effortlessly find and establish connections with creators and influencers for your upcoming campaign.

Integrate Influencer Marketing into Your Advertising Strategy

Instagram influencer marketing can give your business a massive boost when done correctly. Influencers can get more eyes on your product and use their unique relationship with their audience to get them to trust your brand, making you more credible. 

Not every influencer marketing campaign will work, and you will need to put the effort in to see results, but they can become an effective way to advertise on the platform. If you’d like to get into the weeds with an expert consultant on how to make your influencer marketing plan effective, or to tackle any advertising question, the team at Marin is ready to help you get started.

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Roman Shvydun is a guest contributor to the Marin Software blog.

Is your campaign optimization limited to what happens on your website or in your app? What about offline sales or repeat purchases? If you aren’t including this valuable data, you’re limiting the results you can expect from your online campaigns. That’s why you need to unlock the valuable data in your CRM and make it accessible to the publishers. And for those using Hubspot, this is easier than ever with Marin’s newest integration.

The Perfect Pairing

HubSpot, the inbound marketing powerhouse, provides businesses with tools to attract, engage, and delight customers. From lead generation to customer relationship management, HubSpot offers a comprehensive suite of solutions that foster meaningful interactions with target audiences. Marin Software, on the other hand, is a leader in marketing analysis and digital marketing optimization and automation. Integrating CRM data from HubSpot with Marin creates a powerful blend that can supercharge campaigns.

Unleashing the Power of CRM Data

For many businesses, what happens online or in the app is only the beginning. Do you have a longer sales cycle that begins with a form on the website? What about call centers or sales in physical stores? Even pure-play e-commerce sites should think about repeat purchases and customer lifetime value.

In each of these cases, the goal is the same: rather than measuring the effectiveness of your campaigns based on a single upstream event that happens online. You should be optimizing to the actual value of that customer. The CRM often holds this data which is not available to the publishers' tracking pixel. As a result, your ROI is not correct. You are likely making decisions based on incomplete data. 

However, it’s possible to tie this customer-level data back to the data you get from the publishers–like Google, Meta, or Microsoft–to get the full picture. This will help you identify which campaigns drive the most business value and which are wasting money.

Marin’s integration with Hubspot makes this easy. We align the CRM data with the campaign data, giving you the complete picture. This means that marketers can now tap into a wealth of customer insights, behaviors, and interactions stored within HubSpot's CRM–and use these invaluable nuggets of information to refine their advertising strategies in Marin.

Top Benefits

• All-in-One View: The integration creates a dashboard that brings together data from HubSpot and the entire publisher ecosystem. This way, it's easy to track performance in one AI-powered dashboard.
• Less Hassle: No more manual data aggregation and normalization. The integration takes care of it, saving time and stopping mistakes.
• Smarter Bidding: Knowing what customers are up to helps in setting bids. This means putting money where it makes the most impact.

A Bright Future

Blending the insights from HubSpot and Marin Software sets the stage for smarter campaigns. It's like making sure ads reach the right people at the right time. Businesses that jump into this new way of marketing can lead the pack in a world where personalization and profit go hand in hand.

Social

Do you feel like your search and social media campaigns are missing something? They might be if your optimization strategy is limited by the data from your website and/or app. If you’re not able to account for offline sales or repeat purchases, you’re limiting the results you can expect from your online campaigns. That’s why you need to unlock the valuable data in your CRM and make it accessible to the publishers. That’s why, here at Marin Software, we’ve been busy building the integrations to unite your complete campaign and customer data set. And we’re excited to welcome a new connection: HubSpot.

With our HubSpot integration, easily combine the power of your data and get these benefits:

• All-in-One View: The integration creates a dashboard that brings together data from HubSpot and the entire publisher ecosystem. This way, it's easy to track performance in one AI-powered dashboard.
• Less Hassle: No more manual data aggregation and normalization. The integration takes care of it, saving time and stopping mistakes.
• Smarter Bidding: Knowing what customers are up to helps in setting bids. This means putting money where it makes the most impact.

Check out our latest press release to learn more and reach out to get started unifying your marketing data ecosystem today.

TikTok is quickly becoming a popular choice for e-commerce advertising, as evidenced by its high number of monthly active users and downloads. With more than one billion monthly active users and three billion downloads, it has surpassed other popular social media platforms such as Twitter, Telegram, Reddit, Pinterest, and Snapchat. 

As its reach and popularity continue to grow, so does the interest in advertising on the platform. For e-commerce retailers looking to build a strong marketing strategy, including TikTok ads for e-commerce should be a consideration. For inspiration for your next campaign, let’s take a look at some of the best TikTok ads of all time, and what has made them so successful. 

Common features of the best TikTok ads

Understanding the essential components that constitute a well-optimized TikTok advertisement can help your ad attract more views. These features will help you get more views:

Clear messaging

As a fast-paced platform, on TikTok, users tend to scroll through their feeds quickly, which means that you only have a few seconds to grab their attention. To do so, craft a clear message that will resonate with them quickly and encourage them to take action. Without a clear message and a single, unambiguous objective, your ads simply won't make an impact. 

Create your ads with eye-catching visuals that are high quality and relevant to your product or service. Additionally, they should be optimized for mobile viewing to ensure the best user experience. 

Entertaining and engaging, never boring

TikTok can be a marketing powerhouse for capturing the attention of millions of users. However, since the platform is saturated with endless videos, entertainment, and other content, you need to create ads that are entertaining and engaging if you want to stand out. Aim to make your ads fun, creative, and memorable. Your ad should evoke emotion and create a connection with the user, making them more likely to share it with others.

TikTok videos are short—most are between 60 seconds and three minutes—but the most effective ads are often much shorter. To leave a lasting impression, get your message across quickly and effectively without wasting any time.

Use of TikTok influencers and creators

TikTok influencers can help direct high-quality, loyal traffic towards your brand, so collaborating with them can be an effortless approach to gaining brand recognition. In fact, collaborating with creators to produce TikTok-specific branded content generates 65% higher 2-second view rates and increases engagement by 83%.  

Using branded hashtag challenges, influencers and creators can enhance your brand’s visibility without hard-selling. Influencers and creators are also often sought after because of their ability to connect with their audience in an authentic way. Make sure, however, that the influencer or creator you choose truly aligns with your target audience. 

Selection of the right ad type 

To achieve success with your TikTok ad campaigns, it's important to understand the unique advantages and disadvantages of each ad format. Once you’re familiar with the six different options, you can determine which one will work best for your specific goals and audience so you can maximize your results on TikTok:

In-feed ads

In-feed ads are very similar to watching stories that you see on Instagram or Facebook, except they happen to be embedded in the “For You” feed. These ads are skippable for users and they have a maximum length of 60 seconds, but 9–15 seconds is optimal. However, you can include multiple CTAs (calls to action) to prompt users to click on the ad.

Brand takeover 

When a brand takeover ad is displayed, it appears immediately after the app is opened, as either a static image for 3 seconds or a 3–5 second video without audio. While this ad type can give you quick traction, it’s more expensive than the others. 

TopView ads

TopView ads consist of 60-second videos that play automatically as soon as the user opens the app. This ad type and its strategic placement ensures that viewers will be exposed to your ad, making it a dependable and efficient method for connecting with your intended audience.

Spark ads

Spark ads are a unique ad format that allows brands to target their audience with customized ads tailored to their interests. They consist of a single image or short video clip that can be used to showcase a product or service. However, what sets Spark ads apart from other ad formats is that they're displayed in a user's "Following" feed, which makes them feel less intrusive and more organic.

Branded hashtag challenge

The hashtag challenge ad format is unique to TikTok and promotes user-generated content. The audience is prompted to generate themed content that features the designated branded hashtag, which is subsequently compiled on a hashtag challenge page. In addition, these challenges yield an average engagement rate of 8.5% and provide creative direction to brands interested in participating.

Branded effect 

Comparable to Snapchat lenses and Instagram filters, these brand-sponsored visual effects compliment hashtag challenges. They can be found on the first page of the effects panel, and remain there for 3 days. 

Winning TikTok ad examples and why they work

e.l.f Cosmetics

To reach their relevant audiences on the platform and improve conversion rates, e.l.f. Cosmetics used an in-feed ad. The video they created was entertaining and genuine and successfully illustrated the brand’s personality while advertising products in an engaging and professional format. 

Why it worked

The beauty brand heightened awareness and brand recognition by ensuring their video was appealing while simultaneously highlighting their brand, making it clearly visible in the beginning and ending frames. 

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Aerie

The intimate apparel brand, Aerie, achieved TikTok success by leveraging in-feed ad campaigns alongside branded hashtag challenges. Most recently, they became the first to experiment with TikTok's Dynamic Showcase Ads (DSA), and were able to increase conversions through personalized advertising. 

Why it worked

With DSA, consumer packaged goods (CPG) brands can advertise thousands of products with minimal effort spent on creative production. By using dynamic ads on TikTok, not only did Aerie automate their advertising efforts, but they significantly increased conversions and freed up time for more strategic initiatives.

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KIND

In just 24 hours, KIND's hashtag challenge generated a staggering 20 million views. In their effort to promote their Simple Crunch Bars, the snack brand giant gave users the chance to win a flight to New York along with a year’s worth of KIND products in exchange for posting videos about the bar’s loud crunch. 

In conjunction with user videos, KIND strategically positioned influencers to create sponsored posts. By collaborating with Zach King, for example, the brand gained a record 1.7 million likes and more than 18k shares. 

Why it worked 

KIND’s campaign was successful because it tailored its messaging to reach Gen Z by using influencers to promote their product. In addition, KIND encouraged video shares by giving their intended audience a motivational incentive, one that guaranteed a trip and some free products. Who could turn that down? 

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Garnier

Garnier turned to TikTok to promote a new line of vegan hair care products to its Gen Z and millennial target audience. Using a branded hashtag challenge combined with a 2-D branded effect, they enabled users to test the product line by creating a before-and-after transition video. 

In addition, Garnier tapped influencers to help push their brand further in conjunction with a One Day Max in-feed ad and a TopView Lite. A subcategory of TopView ads, TopView Lite ads include a 3-5 second-long video with no sound. To top off their efforts, the brand compiled a mash-up of the best user-generated videos, which they later promoted through Brand Premium In-Feed Ads.

Why it worked

Using a mix of different TikTok ad formats, Garnier was able to reinforce their brand’s message and appeal to their audience. Encouraging a viral challenge also allowed their users to become a central part of Garnier’s bigger story, helping the brand gain more traction. 

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Netflix

To gauge the attention of users for a new release titled “Sing On! Germany,” Netflix launched a TikTok ad campaign that would increase awareness. They used a Branded Effect paired with a Hashtag Challenge that enabled target viewers to participate in a virtual karaoke booth. Using this strategy, Netflix was able to incentivize submissions, and in turn, improve engagement levels. 

Why it worked

Netflix promoted the Branded Effect through influencer marketing and by using tunes from iconic songs that got users to sing along. Because so many people were able to use the filter and emotionally connect with classic tunes, the campaign became wildly popular and generated over 600m total video views.

Create a revenue-driving strategy with MarinOne’s TikTok advertising experts

To create a winning TikTok ad campaign, it’s important to analyze what aspects successful ones got right. Pay close attention to the various approaches used, identify successful hooks, and note which influencers generate the most engagement so you can determine how to establish a connection with your own target audience. 

If you’re ready to begin your TikTok advertising strategy, MarinOne is here to help. Our TikTok advertising pros will advise you in creating trendy, on-brand TikTok ads that work for your business and industry.

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To grow your business with TikTok, contact us today. 

Many of the tasks that used to be done on a desktop have become just as easy on a phone. Shopping, as an example, is accessible the second a consumer thinks of something they want or need to buy. They can look it up on their smartphone, check out without even needing to grab a physical credit card, and have the peace of mind that the item will be delivered to them within just a few days. 

Over the past several years, we have seen more and more consumers make purchases right from their phones, and e-comm businesses are responding with company apps, an influx in SMS marketing, and various promotional initiatives associated with a mobile-first consumer experience. Because of this, mobile advertising and app advertising are a must in many industries if you want to maximize revenue potential. 

Tips for Creating a Great Mobile Experience

Creating a mobile ad will be different than creating a desktop ad. Here's what you need to know to start an impactful and effective mobile ad strategy:

Design Your UX to be Touch Screen Friendly

Mobile users have different patterns and utilize other features than desktop users. Touch screens are a big part of this user experience as a touch screen inherently creates a different way of navigating your site, such as zooming in or swiping side to side. 

Some ways to do this effectively include: 

• Placing primary content and actions in the center of the screen, using the edges for secondary activities and tabs, and incorporating tertiary functions behind menus. 
• Consider how the user interacts with their device and what is on the screen as a part of that device, such as the grip of their hands, what fingers they use to complete various tasks, and the context of your website, app, or advertisement within the greater UI. An Apple user may have different needs than an Android user. The size of a tablet could change how prominent your design features need to be. 
• When in doubt, remember that recent studies have shown users predominantly touch the center of the screen and use their devices in various ways, challenging the assumption of the "Thumb Zone" designers once had. All these nuances will change how the user interacts with your brand and will have a powerful subliminal effect on how that individual perceives your brand.

Make Creative and Visually Engaging Mobile Ads

Mobile advertisements have a lot of potential to showcase your company creatively. There is a lot of opportunity to show off products and services. Here are a few ways you can ensure the design of your ads is as impactful to potential customers as possible: 

• Size matters: Any images will need to be sized correctly, and they will need to be of high quality to draw your audience’s attention. 
• Keep it short and sweet: Attention spans can be short, so you must catch the consumer's attention within seconds. Knowledge of your ideal customer persona is crucial. Know what your customer will like about the product and immediately showcase that feature. Or, if it is a video ad, add a hook at the beginning of your message to draw immediate attention. 
• Stay on top of trends: You can even use current trends and use that to come off as organic entertainment. Just ensure the message clearly and accurately represents what your company is all about while employing a catchy trend.
• Use every design or content tool you have at your disposal: There is a huge opportunity in both mobile and in-app advertising to push the envelope in creativity. The best marketers are doing this by leveraging augmented reality (AR) to create immersive experiences, using creative GIF animations to boost engagement, incorporating location data for personalized targeting, and employing personalized messaging for effective communication.

Diversify Your Advertising Placements to More than one Platform

To effectively advertise on mobile, it's crucial to understand the different types of mobile ads, such as app ads, social media ads, mobile banner ads, in-app display ads, interstitial ads, SMS ads, native ads, video ads, and audio ads. 

Mobile ads on platforms like Spotify, TikTok, Facebook Stories, and Instagram Stories have proven effective in reaching and engaging audiences. Implementing interactive mobile ads and utilizing formats like Facebook Collections ads can also boost user engagement. Next, we'll dive more into mobile and app advertising specifics on each social media platform.

Paid Social for Mobile

Social media has become a popular pastime for adults, with growing numbers of daily users. This presents a valuable advertising opportunity, allowing you to reach large audiences, increase visibility, and engage with users through your social media presence. Look at some of the complexities that go into each social media platform's available advertising placements.

Instagram story ad

This is a great example of creating an ad that goes along with the patterns of smartphone users. If a user clicks through stories and your ad comes up, they will most likely pay attention to it since they anticipate something new with each click. Some ways to make a great story ad include: maximizing fullscreen usage, highlighting your call-to-action, incorporating text overlays, using audio enhancements, making your ads interactive, consistently branding your ads, and incorporating motion.

Snapchat ad and filter

Snapchat ads are a great way to introduce your organization to a new audience. Snapchat may have different users than other platforms, which is beneficial for retargeting. You can also have your own filter showcasing your brand or product. Many users look through filters to find new or creative ones, and if they choose to use them, they create more reach when they share their image paired with the filter on their personal profile. 

Recently Snapchat has introduced a set of instructions for devising potent Snap Ad campaigns to assist businesses in connecting with its 375 million daily users, primarily composed of Gen Z and millennials. Essential advertising principles the company highlighted involve prominently displaying products, adopting a sound-on design, and employing goal-oriented bidding. In reaction to Apple's iOS 14 update, Snapchat suggests widening targeting scopes, underlining the importance of suitable content for the most valuable leads. 

YouTube ad

YouTube has a large audience reach, and people use YouTube for many different reasons. Video ads can help you connect with your audience as you show more about your brand. There are also options for retargeting. 

The best strategies to creating an effective Youtube ad are: surprising the viewer with unexpected content; improving on competitors' ad concepts; continuously testing and adjusting content; using storytelling to draw in viewers; incorporating user-generated content; emphasizing the benefits of the product or service being advertised; and optimizing content for different viewing devices.

Facebook story ad

Like any other story ad, you can increase reach significantly with Facebook story ads. This type of story ad will take up most of the smartphone screen, just like Instagram. By creating an immersive experience, the goal is that your content will captivate the audience's attention. 

Creating story content is quite straightforward, involving choosing the type of content, customizing it, adding custom links and buttons, and sharing it. Businesses can further optimize their use of Facebook Stories by creating exciting, time-sensitive content, making it interactive and actionable, sharing third-party content, and regularly tracking performance to polish their strategy.

Website display ad

For this ad type, you will want a high-quality, interesting image to draw in your audience. You can create custom audiences by using pixels and tags to target the same people across different platforms. 

Keep the design simple and instantly readable, use buttons wisely, and ensure a clearly defined frame for your ad. Animations can improve performance, but they should not distract from your message. While your ad should complement the website it is on, it still needs to be distinctive. Consistency with your brand is crucial, as is instilling a sense of urgency. Images, if used, should be directly related to your product, and the colors chosen should evoke the right emotions in your audience. Keep the file sizes small for faster loading and use appropriate formats such as JPG, PNG, GIF, or HTML5.

Twitter ad

You can grow a larger audience on Twitter by promoting your tweets. This should boost your followers, and then these users will continue to see your organization's tweets over time. 

To effectively use Twitter Ads, it's essential to follow five critical steps. First, research your competitors to understand which strategies have been successful for them, and take note of the types of offers that generate the most engagement. Second, gather social proof by initially advertising to less expensive audiences to increase engagement before targeting your primary audience. Third, use A/B testing or split testing to determine which elements of your ad perform best, testing one variable at a time. Fourth, avoid including hashtags or mentions in your promoted tweets to ensure your call to action remains the only clickable element. Lastly, create a specific target segment for mobile users, as they comprise about 80% of Twitter's monthly active users. Remember, the goal is to create ads that attract attention and encourage user interaction.

App Advertising Placements

Apple Search Ads

Apple Search Ads (ASA), first introduced in 2016, have recently expanded significantly. The new ASA inventory includes two additional placements: the Today tab and the bottom of individual app product pages. The Today tab is the landing page for users upon opening the App Store, and the new ad placement allows developers to promote their apps alongside daily editorial content. The guidelines for these ads are comprehensive, including a limitation on promotional messaging to 50 characters or three lines of text. Also, the ads must use app screenshots as their main feature. These new placements are expected to increase exposure due to their visibility and broad reach.

The second new ad placement is located directly within the product pages of individual apps, appearing under the “You Might Also Like” section. This provides developers the opportunity to place ads on the pages of other apps. Unlike the Today tab ads, these do not require a custom product page for ad creatives; they are created using the assets already uploaded on the App Store product page. However, due to their location at the bottom of the page and considering that many users download apps directly from search results without visiting product pages, the impact of these ads might be less than those on the Today tab.

Google's Universal App Campaigns

Universal App Campaigns (UAC) is an automated ad type offered by Google Ads, providing an efficient way to advertise mobile apps across Google's extensive ad networks, including search, display, YouTube, and the Google Play Store. UACs utilize machine learning to showcase the most relevant and high-performing ads to users, driving conversions and app installs. The ad campaigns are generated using supplied text lines, images, videos, or HTML5 assets, and over time, the best-performing combinations are identified and displayed to users. UAC ads can run across different Google properties such as Google Search, Google Play, YouTube, and the Google Display Network, as well as on both iOS and Android devices.

Creating a UAC requires manual inputs, including a daily budget, a target cost-per-install (CPI) or cost-per-action (CPA), target location and languages, and up to four text lines. Further, optional media assets can be added to aid in the creation of the ad. When setting up a UAC, selecting the right campaign objective is crucial: "Install Volume" for attracting new users and "In-App Actions" for users likely to complete actions within the app. Google suggests different budget strategies depending on the chosen goal. Finally, setting up UAC involves selecting a device type, adding text ideas, setting location and language targets, defining the campaign goal, budget, and bid amount, and establishing a campaign run date.

Test ads across multiple platforms and determine what works best for your marketing strategy. Advertising across multiple platforms can help increase brand awareness. As mobile devices have become more needed for day-to-day routines, it has created a great opportunity for phone ads. Mobile advertising and app advertising strategies have made it easier for marketers to make ads more personalized for consumers. It can give consumers insight on the brand and what they have to uniquely offer. 

To optimize your mobile and app advertising strategy, start working with a MarinOne expert today.

In an unprecedented global frenzy, businesses across the planet are plunging headfirst into the vibrant realm of TikTok advertising. In the heart-pounding first half of 2022, titans of industry like Amazon and HBO claimed the throne as TikTok's most monumental advertisers, with a jaw-dropping investment of $22.5 million and $19 million respectively, as per Statista's report.

Curious about why they're all flocking to TikTok? The answer's simple yet exhilarating: TikTok is a colossal coliseum of brand exposure and skyrocketing sales, buzzing with over a staggering billion monthly active users!

The introduction of TikTok for Business and Ads Manager has been a game-changer, simplifying the route for brands to zero in on their target audience in this dazzling social media universe. The plot thickened when TikTok forged a groundbreaking alliance with Shopify, unlocking a new realm of marketing possibilities for e-commerce and retail.

For small businesses, TikTok is akin to a treasure-laden galleon. A whopping 78% of SMBs proudly attest to harvesting a positive return on investment (ROI) from their foray into TikTok advertisements. Are you ready to discover the secret sauce of the best-performing ads on TikTok and sharpen your strategies to surpass all expectations and reap an extraordinary ROI? Let's dive right in.

Revealing the Magic of High ROI-Generating TikTok Ads

Let's first unveil the TikTok ad formats leveraged by brands:

- TopView Ad

- In-Feed Ad

- Brand Takeover Ad

- Dynamic Showcase Ad (DSA)

- Video Shopping Ads (VSA)

- Deeplink Ad

- Branded Effect

- Branded Hashtag Challenge

- Spark Ad

Surprisingly, the dark horse, Spark Ads, despite being last on our list, claims a staggering 157% higher view-through rate compared to the typical In-Feed Ads. Yet, the crown for the highest click-through rate (CTR) belongs to TopView adverts, with a phenomenal 12–16% among all other TikTok advertising variants.

Knowledge of the different TikTok ad types is just the first stage of this thrilling journey. To truly unravel the power of TikTok advertising and catapult your ROI to unseen heights, it's time to master the art and science of maximizing the efficacy of your TikTok ads.

Master the Art of TikTok Advertising to Skyrocket ROI

Mastering the art of TikTok advertising - and it is as much art as science - boils down to a few foundational best practices.  Let’s dive into each of those best practices and find the best way to maximize return on your investment in TikTok advertising.

Know your audience

Who are you aiming to captivate with your riveting TikTok ads?

"Unlocking the magic of TikTok marketing commences with pinpointing your dream customer," advises Ryan Hammill, Co-Founder and Executive Director of the Ancient Language Institute. "You must craft an intricate, quasi-fictional avatar of your ideal consumer to meticulously align your marketing efforts with the right individuals. This involves sketching out an in-depth portrait of your target demographic, complete with their preferences, quirks, and tendencies."

To resonate with the core ethos of your most valued consumers and delve into their TikTok behavior, Hammill prescribes taking into account the following multifaceted aspects:

- Age

- Gender

- Income

- Lifestyle

- Personality traits

- Aspirations

- Interests, and more.

While TikTok reigns supreme as the quintessential social media marketing hotspot for Gen Zers, the scales are slowly tipping. The echo of Millennials and Gen Xers footsteps is growing louder, as they make their presence felt on the platform. As of 2021, a significant 36% of TikTok's audience fell within the 35–54 age bracket, a notable leap from 2020's 26%.

Beyond this demographic dimension, you should also uncover your audience's expectations from your brand. Could it be a tantalizing discount they seek? Observe how The Farmer’s Dog brilliantly wooed American dog owners with a Spark ad, promising an irresistible 60% off.

Ensure your ads shine a spotlight on the most relevant content, meticulously curated to cater to the distinct desires and needs of your TikTok audience.

Join Forces with Influencers

TikTok reveals a mind-boggling statistic - advertisements born out of a dynamic synergy between brands and influential content creators boast a staggering 91% higher six-second view rates. Moreover, these fruitful partnerships trigger a 27% leap in ad recall. 

Consider Babbel's strategic move, who tapped into the enormous popularity of Ben Hanlin, a TikTok sensation with a thriving community of over 1.3 million followers. He regaled his audience with his journey of mastering a new language with Babbel, painting a vivid picture of his expeditions in foreign lands.

Why not chart your own course and craft a robust influencer marketing strategy for TikTok? Identify and connect with influencers whose ethos aligns with your brand. 

Take the innovative example of SearchKibble, a search engine provider with a heartwarming mission - feeding shelter animals with every search. They partnered with powerhouse influencers who share a deep bond with their pets, such as Moca Cho Dien and Mason Glasco, boasting 8.9M and 6.6M TikTok followers respectively. These influencer collaborations propelled SearchKibble to phenomenal success, with a ROI of 2.3x, over 273,000 views, and a staggering 954,000 impressions.

Let's not forget Michael Kors' ingenious back-to-school campaign. By harnessing the power of Spark Ads to promote influencer content, they struck gold. The campaign reached an awe-inspiring 8.3 million people, amassing a whopping 58 million impressions.

Incorporate a Powerful Call-to-Action (CTA)

A compelling call-to-action woven into your TikTok ad could be the catalyst that drives a tsunami of clicks and conversions. As per TikTok's insightful research, advertisements that incorporate on-screen text and a crystal-clear CTA are 55.7% more likely to steal the spotlight with increased impressions compared to those that abstain from text.

The TikTok Ads Manager is your secret weapon, allowing you to concoct Recommended and Dynamic CTAs:

• Recommended – Cherry-pick a suggested CTA from an array of options on the drop-down list.
• Dynamic – Craft a versatile collection of CTA texts, primed to present the most fitting message to each TikTok user who lays eyes on your advertisement.

A sterling example is PepsiCo Australia's masterstroke of deploying a 'Learn More' CTA button in their Brand Takeover ad. On the very first day, the campaign's CTR hit a blistering 24%. Overall, they reaped a solid 17% CTR and accumulated a staggering 10M+ impressions.

Harness the Power of Hashtags

Hashtags are the unsung heroes of social SEO on TikTok. Long used on other platforms, many TikTok advertisers have not yet caught on to the effectiveness of hashtags on this platform. Savvy advertisers see this as a golden opportunity to expand their reach on TikTok. Hashtags serve as a beacon, guiding each user to their perfect ad match.

"To catapult your brand reach and ignite engagement, concoct a potent cocktail of trending and niche-specific hashtags," advises Carson Lang, Co-Founder and COO of Test Prep Insight. "If we were to promote ourselves, we'd sprinkle niche hashtags like #LSAT, #LSATexam, #LSATexpert, #LSATprepcourse, #lawschooladmission, #lawschoolexam, and trending ones like #lawyersoftiktok, #examprep, and #study."

As for the number of hashtags to feature, TikTok hasn't set a definitive cap, but a 100-character limit for the caption provides guidance.

For hunting down the most impactful hashtags, Lang suggests: "The Trending section on TikTok is your treasure map to the most popular hashtags. Alternatively, hashtag tracking tools like Tiktokhashtags or TikBuddy can also serve as valuable aids."

One fashion and beauty brand, Isle of Paradise, hit a home run with their custom hashtag #WakeUpandGlow in their Spark Ads to amplify brand awareness and promote their Glow Drops.

Their ad campaign returned a dazzling 500% ROI and an impressive 68% weekly revenue uptick.

Unleash Your Brand Power

Branded elements, from stickers to hashtag challenges on TikTok, can elevate your brand's presence and etch your name in the minds of potential customers. Dress your content in your brand's unique style to amplify visibility on TikTok, reel in new customers, and skyrocket sales.

We love the example of how ASOS exemplified this. The company devised an engaging Branded Effect and Branded Hashtag Challenge dubbed #AySauceChallenge. They strategically promoted this content through In-Feed and TopView ads, sparking their audience's creativity to showcase their favorite outfits. This clever initiative culminated in an astounding 488,000+ UGC videos and over 1.2 billion video views in a mere six days.

Even LG Electronics tapped into the power of a Branded Hashtag Challenge with their #lifeisgooddance and complemented it with a unique Branded Effect. This combination supercharged their brand visibility, generating 100M+ total ad impressions, 7B+ video views, and 2M+ video creations.

Don't Craft Ads – Create TikToks

TikTok echoes this mantra time and time again.

Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, emphasizes: "TikTok is defying the norms of traditional advertising. It's critical to embrace a revolutionary approach to advertising on TikTok. Break the mold, infuse fun into your content, don't shy away from humor, and create awe-inspiring TikToks."

According to Hanson, your TikTok ads should be:

- Concise (9–15 seconds)

- Engaging

- Authentic

- Entertaining

- Immersive

- Fun-filled

- Creative

To hit the bullseye with your TikTok ad creation, incorporate high-quality videos/images. Moreover, use an eye-catching hook (like a catchy sound, vibrant color, meme, trigger word, or other TikTok tactics) within the first three seconds to outshine the mundane.

Consider how Itsu seized attention with contrasting colors in their In-Feed ad.

Automate, Analyze, and Amplify

Why not simplify the process and engineer automated, easily scalable campaigns? Consider using MarinOne + TikTok for Business to steer your campaigns and glean reports automatically with minimal effort. Plus, with creative A/B testing and advanced optimization, you can smartly allocate your budget and anticipate the impact of your TikTok ads.

TikTok Sales Funnel Strategies: Pro Tips (Amir Farrokhi) 

Acquisition strategy 

Influencer marketing on TikTok has proven to be incredibly effective in reaching and engaging with the platform's active user base, particularly for discovery and acquisition purposes.

The effectiveness of influencer marketing on TikTok stems from influencers' ability to build trust and credibility among their followers. These influencers have amassed large followings and possess the skills to create engaging and authentic content that resonates with their audience and, if chosen wisely, with your brand's target audience. When collaborating with TikTok influencers for acquisition, it is crucial to select individuals whose content aligns with your brand and target demographic. Seek influencers who hold a strong presence in your industry or niche and whose followers match your desired demographics. By partnering with influencers, you can leverage their existing fan base and tap into their influence to promote your products or services. When influencers recommend or endorse a brand or product, their followers are more likely to take notice and consider making a purchase.

The content produced by influencers for your product or service can take various forms, such as product/service reviews, unboxings, tutorials, challenges, or simply incorporating your brand into their entertaining videos.

Retargeting

Pixel Implementation: Install the TikTok Pixel on your website or app to track user behavior and capture relevant data. The pixel enables you to build Custom Audiences based on specific actions taken by users on your digital properties.

Define Retargeting Segments: Analyze the actions and behaviors of your website visitors or app users to segment them into different retargeting groups. For example, you can create segments based on users who abandoned their carts, visited specific product pages, or engaged with specific content.

Create Custom Audiences: Utilize TikTok's ad platform to create Custom Audiences based on the defined retargeting segments. Upload your customer lists, sync with your app data, or utilize pixel data to create these audiences.

Develop Engaging Ad Content: Craft compelling ad content specifically tailored to each retargeting segment. Personalize the messaging and creative elements to resonate with the audience's previous interactions with your brand.

Frequency Capping: Set frequency caps to control the number of times your retargeting ads are shown to users. This ensures that the ads don't become overwhelming or repetitive, leading to ad fatigue.

Ad Sequencing: Consider creating a sequence of ads to tell a story or provide additional information to users who have previously engaged with your brand. This sequential approach can help reinforce your messaging and drive higher engagement and conversions.

Continuous Optimization: Regularly monitor the performance of your retargeting campaigns on TikTok. Optimize your ads, adjust bids, and refine your targeting to ensure maximum effectiveness and return on ad spend.

Retention

User generated content(UGC) campaigns on TikTok can be highly effective in engaging and retaining your existing user base while also attracting new users. UGC campaigns involve encouraging TikTok users to create content related to your brand, products, or services.

Here are some key steps and considerations for implementing a successful TikTok retention strategy using UGC campaigns:

Create a Branded Hashtag: Develop a unique and memorable hashtag that represents your brand or campaign. This hashtag will serve as a rallying point for users to participate in the UGC campaign.

Define Campaign Goals: Clearly outline your campaign objectives and what you hope to achieve with the UGC campaign. It could be increasing engagement, generating user testimonials, showcasing product experiences, or fostering a sense of community.

Promote the Campaign: Spread the word about your UGC campaign through various channels. Utilize your social media platforms, email newsletters, website banners, and other marketing channels to inform your existing users about the campaign and encourage their participation.

Incentivize Participation: Offer incentives to users who participate in the UGC campaign. This could include giveaways, exclusive discounts, or featuring selected user-generated content on your official TikTok account or other marketing channels.

Showcase User-Generated Content: Regularly feature and highlight the best user-generated content on your TikTok account. This recognition can motivate participants and encourage others to join in. Consider creating compilation videos or showcasing individual content creators to amplify their impact.

Engage and Interact: Respond to user-generated content, comments, and messages to foster a sense of community and connection. Engaging with your audience shows that you value their contributions and encourages ongoing participation.

Continuously Refresh and Evolve: Keep the UGC campaign fresh and exciting by periodically introducing new themes, challenges, or opportunities for users to contribute. This helps maintain user interest and engagement over time.

Measure and Analyze: Monitor the performance and impact of your UGC campaign. Track metrics such as engagement rates, reach, and user sentiment to assess the effectiveness of the campaign and make necessary adjustments.

Turbocharge Your ROI with TikTok Ads

TikTok's reign in social media marketing is indisputable. The platform is revolutionizing business advertising in breathtaking ways. By harnessing the potent TikTok advertising techniques shared in this article, you can fuel positive ROI, sharpen your competitive edge, and smash your marketing objectives.

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Cut down your efforts and ramp up results with MarinOne's automated solutions and analytical tools.

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Rachel Melegrito is a guest contributor to Marin Software.

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Despite some claims that Meta (Meta) is a dying platform, it continues to hold its position as the third most visited website globally, just behind Google and YouTube. This fact alone highlights the immense potential and reach that Meta still offers. Additionally, Meta Ads remain a formidable part of the digital advertising ecosphere, utilized by millions of businesses worldwide to effectively tap into this extensive user base and drive sales. 

For e-commerce stores, in particular, Meta advertising plays a crucial role in securing the majority of their revenue. Therefore, it becomes imperative for businesses to invest time and effort in mastering Meta Ads to unlock their full potential and maximize e-commerce profits.

Why Are Meta Ads Important for E-commerce?

Since e-commerce relies almost entirely on online channels to drive sales, Meta Ads become the lifeblood of the brand’s revenue. Here are some powerful features that position Meta Ads in this light as one of the best marketing channels:

• Massive User Base. Advertising on Meta has the potential to help you reach billions of users spread over Meta, Instagram, and WhatsApp. Most of them are frequent online shoppers who wouldn’t resist purchasing a product that interests them. 
• Targeting and Retargeting. Meta allows you to target and retarget users who share the same interests and behaviors and reside in the same demographics as your ideal avatars. 
• Multiple Ad Formats and Detailed Analytics. Not only does Meta support multiple ad formats, but it also provides you with detailed analytics on your advertising campaigns to help you decide which ad format brings the most results. 

Meta allows you to place your ads in a variety of spaces, including Instagram, Facebook, the Meta Audience Network, and Messenger. However, to drive traffic to your store and maximize results, you’ll need to use the right strategies. Here are 12 suggestions.

12 Ad Hacks to Run the Best E-Commerce Campaigns

These techniques cover the most sensitive aspects of a successful ad, including copywriting, targeting, design, and rewarding users through giveaways or referral programs. 

Craft an Irresistible Offer

With no enticing offer, you can’t expect to have a successful ad. Your offer needs to be so good that the potential customers feel like they’ve found the best bargain and it would be dumb not to take it. So how can you achieve that? Follow these points for a good offer:

• Unique Selling Points. Show your audience the particular elements that make your products different from what the competition is offering. These might include high-quality materials, rare customer service, or continual discounts. 
• Infuse a Sense of Urgency. Push your audience to take action as soon as possible by adding timed discounts, countdowns, or a limit on the number of products. 
• Personalize Your Offer. Meta allows you to segment your audience and run ads for more than one specific demographic. Build campaigns that target different segments of your audience and introduce them to different offers. 

Now, since we’re talking about targeting different audiences, let’s see how you can accomplish this detailed targeting, which characterizes the best Meta campaign types. 

Compile a Targeted Lookalike Audience

After you’ve run your first Meta campaign, you’ll have gathered enough data to target new audiences by using the lookalike audiences feature. Meta allows you to compile a list of potential buyers based on the current profiles of existing interested customers. 

All you have to do is either upload a copy of a list of users found on your database, which can be email subscribers or simply interested leads, or you can build a custom audience from people who have used your app or visited your website. For the latter, you’ll need to have activated the Meta Pixel.

Retarget Users Who Didn’t Finalize Their Purchases

Retargeting is a smart way to convince your interested audience that your product will add value to their life. All those people who visited your website and selected products but didn’t finish their purchases can be targeted with Meta Ads. Chances are that they are highly interested buyers, so they’re worth pursuing.

The issue we are discussing is known as cart abandonment, and statistics show that a dreadful $18 billion is flushed down the toilet for e-commerce brands because of abandoned carts. By using Meta Ads, you can retarget these users with new discounts and better offers to convince them to finalize their purchases and maybe select more products.  

Build and Promote a Referral Program

Referral programs are highly beneficial because they automate the marketing process for your brand, making it completely hands-off. Once you set up a referral program and the industry influencers start talking about your brand, the potential for your products to go viral is high. 

Also, you’ll get UGC (User-Generated Content), which you can import into your marketing tools to post highly engaging organic posts as well as build converting paid campaigns. There are several benefits of having a referral program for your e-commerce business: 

• You receive credible reviews and testimonials, which make your products appear trustworthy. 
• Referred customers tend to be more valuable and loyal than those acquired via traditional ads. 

Build a Custom Audience with Product Page Viewers

We spoke about lookalike audiences, which Meta finds and targets from an existing list of potential buyers that you upload. Now, what if you could directly target people on that uploaded list with your ads? Then, you’ll be using Custom Audiences. 

Since you’re selling products on your e-commerce store, you can build a custom audience with those who viewed your products. Once you’ve implemented event tracking or the Meta Pixel on your website, you can retarget product viewers with dynamic ads (now Meta Advantage+ catalog ads) to reintroduce them to the products they saw or new similar ones. 

Integrate Interesting Video Ads

Videos are much more engaging than text or image-based ads. They powerfully capture the audience’s attention and increase conversions since they appeal to multiple senses at once. In a Meta ad with video content, you combine several elements, including: 

• A visual appearance of the product 
• Guiding and compelling captions
• People using the product in real life 

Produce a few videos with your products and use them in your ads. You’ll notice a measurable increase in sales and product views. 

Compose Irresistible Copy

There are tons of articles on this topic, but if you’ve tried running ads by yourself without copywriting expertise, you’ve probably learned its importance the hard way. Compelling copy requires research and the use of proven tactics. But, in short, great ad copy should include: 

• Attention-grabbing and metrics-driven headlines
• Body copy that emphasizes benefits over features 
• Clear calls to action that drive readers to your store

If your copy holds these traits, it’s highly likely to attract buyers.  

Link to Your Published Articles

Meta Ads can be used to drive more sales, but this doesn’t mean all of your ads should be used to showcase your products directly. Instead, you can build authority and establish yourself as an expert in the niche by publishing well-written articles, such as product reviews, and then driving your readers to your products from there. 

This strategy works because you’re educating your users first and selling to them after. Once they see you as an expert, there won’t be any resistance between your products and their desire to buy. Blogging is a fantastic way to appear trustworthy and build credibility around your brand. 

Use High-Quality Visuals

You can tell whether an e-comm store is professional or not just by looking at its website design and social media posts. For your visual assets to be captivating, have your designer collaborate with the copywriter on your team to produce visuals that include: 

• Captivating headlines blended seamlessly with the visuals
• Appealing designs that touch on customers' pain points 
• Visualizations of products’ use or their benefits

Steer away from stock photos and instead use real-life pictures to make your ads more authentic and trustworthy. Also, don’t forget to brand your visuals for a professional look. 

Put Customer Testimonials to Work

Customer testimonials are fantastic to build trust and convince customers about the value of your product. When you share other people’s experiences through testimonials in their own words, you’re stimulating a word-of-mouth conversation that is highly convincing. 

Social media tools make it easy for you to monitor your brand and find what customers are saying about you online. Find your most loyal customers and use their testimonials in the form of quotes, videos, or user-generated content to create better Meta ads. 

Create a Meta Product Catalog

For e-commerce stores, it’s essential to have a product catalog. By building a product catalog, you put all of your products into a single catalog, which makes it easier to advertise these products on Instagram and Facebook. 

Once you’ve uploaded your products with your descriptions, titles, and respective images, you can run Meta Advantage+ catalog ads (previously known as dynamic ads). The Meta Advantage+ catalog ads feature gathers data from your audience and shows them personalized ads based on the products they view on your website or app.

Plan an Exciting Giveaway

People won’t ever get tired of winning free stuff. Giveaways are one way of leveraging this desire to increase the performance of your Meta ads and get more sales. There are a dozen reasons why you shouldn’t skip using giveaways for your e-commerce store: 

• By integrating lead generation tools into the participation process, you can turn giveaway participants into new email subscribers and potential customers. 
• Giveaways encourage word-of-mouth sharing of your brand, which has no limits. 
• You can increase engagement, reach, and sales at the same time while encouraging participants to like, comment, and share your brand. 

Adopt email account management software to help you monitor new giveaway sign-ups, nurture relationships with your subscribers, and oversee other email activity with ease.  

Final Thoughts 

Creating exceptional ads is a matter of experimentation. However, by employing these battle-tested tactics, you can increase your conversions. Supercharge your ad copy, use compelling and high-quality visuals, and win the audience’s trust through testimonials and promotion of your blog content before driving them to your store. 

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Roman Shvydun is a guest contributor to Marin Software.

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Meta, formerly Facebook, is one of the most powerful ad platforms on the planet. If you want to increase sales online with ads, the best place to start is with Meta and their nearly 5 billion active users between Facebook and Instagram. The Meta Ads Manager system was precisely tailored and designed by the social media giant for businesses so that regular accounts can be differentiated from personal ones.

Meta Business is the platform that lets businesses use Facebook and Instagram’s vast customer base to sell to. In short, Meta business manager is where effective monetization of your digital presence begins. Meta Ads Manager simplifies life for digital marketing professionals with its capabilities of creating and monitoring separate accounts for each business they manage. This allows them to easily distinguish between different organizations and assign distinct roles based on the user's job function.

Furthermore, administrators can gain centralized control over multiple users' accounts by setting specific permissions from one easy-to-use platform. This article will dive into everything you need to know about Meta Ads Manager.

What is Meta Ads Manager?

Meta Ads Manager is a platform that allows advertisers to manage and optimize their online advertising campaigns across multiple channels. It provides a centralized system for creating, launching, and tracking advertising campaigns, making it easier for marketers to manage their campaigns efficiently.

What Will You Get Out of This Guide?

This quick guide aims to provide an in-depth understanding of the best practices for using Meta Ads Manager to maximize advertising campaign performance. We will cover the essential steps for setting up and optimizing ad campaigns and provide insights into common pitfalls to avoid.

Overview of the Best Practices for Meta Ads Manager

This guide will provide a comprehensive overview of the best practices for using Meta Ads Manager, including setting up an account, creating and launching ad campaigns, optimizing campaigns for better performance, measuring ad performance, scaling campaigns, and avoiding common pitfalls. By following these best practices, advertisers can ensure their campaigns are performing at peak and delivering the best possible results.

Now, let’s dive into what you need to know about Meta Ads Manager.

Setting up Meta Ads Manager

We've covered what you need to know here about getting set up on Meta Ads Manager.

Creating an Account

The first step in using Meta Ads Manager is to create an account. This involves:

• Providing essential information about your business
• Name
• Contact details
• Setting up payment methods for ad spend

Once the account is created, you can start adding campaigns and setting up targeting parameters.

Adding Ad Campaigns

The next step is to add ad campaigns to the Meta Ads Manager account. This involves selecting the type of advertising you would like to run. You will then need to select the platform or channels where you want to run your ads. 

Setting up Ad Budget and Targeting

Once your ad campaigns are added, it's time to set up the ad budget and targeting parameters. The ad budget will determine how much you are willing to spend on each campaign, and the targeting parameters will decide who will see your ads.

Targeting can be set based on demographics, interests, behaviors, or other criteria. It's essential to carefully consider these parameters and set them correctly to ensure your ads reach the right audience and achieve the desired results.

Optimizing Ad Campaigns

Optimization is essential for your ads. You must ensure that your ads will perform as effectively as possible.

Ad Copy Writing and Testing

Ad copywriting is an art and science. Your ad copy should be attention-grabbing and relevant while including a clear call to action. It's also essential to test different ad copies to determine which ones perform best. A/B testing can help you determine which ad copy is most effective in achieving your desired results.

Artificial intelligence has recently come onto the scene in a big way. To create the best ad copy, consider using AI writing tools when appropriate.

Choosing the Right Ad Format

Choosing the proper ad format is another important factor in optimizing ad campaigns. Different designs, such as display ads, video ads, or carousel ads, have different strengths and limitations. Consider the target audience, message, and desired outcome when selecting the correct ad format for your campaigns.

Landing Page Optimization

The landing page is the first impression potential customers will have of your brand. It's vital to ensure that the landing page is optimized for conversions. This means it should load quickly, be easy to navigate, and include a clear call-to-action. Ensure that the messaging and design of the landing page align with the ad and that it's optimized for the target audience.

Measuring Ad Performance

Next, you need to know how to measure your ads. Like the stock market, you must learn how to ride the winners and ditch the losers. Meta has advanced analytics you can use to track all your ads' performance.

Understanding Ad Metrics

To effectively measure the performance of ad campaigns, it's essential to understand the critical ad metrics. Metrics such as cost per click (CPC), click-through rate (CTR), conversion rate, and return on ad spend (ROAS) can provide valuable insights into how your ads are performing and how they can be improved.

Setting up Conversion Tracking

Conversion tracking is a critical component of measuring ad performance. By setting up conversion tracking, you can see which campaigns drive the most conversions and optimize your campaigns accordingly. Conversion tracking can be set up using tools like Google Analytics or a conversion tracking pixel provided by Meta Ads Manager.

Analyzing Ad Performance and Making Data-Driven Decisions

Once you have a solid understanding of the vital ad metrics and have set up conversion tracking, it's time to analyze ad performance and make data-driven decisions. Regularly reviewing ad performance and making adjustments based on data can help improve the outcome of your campaigns over time. This can include adjusting the budget, adjusting targeting, or improving ad copy and landing pages.

Scaling Ad Campaigns

Now that you have found some ads that work, it’s time to scale them up to reach the most people and bring in maximum revenue.

Managing Ad Spend

As ad campaigns scale and reach a wider audience, managing ad spending is essential. You must:

• Set a clear ad budget
• Monitor ad spend regularly
• Make adjustments as needed to ensure that spend aligns with the desired results and priorities

Expanding Targeting and Geographies

Once ad campaigns are performing well, advertisers can consider expanding to new markets with updated targeting. This can include targeting new demographics, interests, or behaviors or reaching new geographic locations. By increasing the overall reach of ad campaigns, advertisers can increase impression share in their competitive space and drive more conversions.

Common Pitfalls to Avoid

While the Meta Ads platform has many positive attributes, it does have some downfalls and things you should avoid, or consider using a third party tool like Marin Software to layer on top of Meta and push advertising possibilities even further.

Overcomplicating Ad Campaigns

One of the biggest pitfalls in Meta Ads campaign management is overcomplicating the account structure. Ad campaigns can quickly become complex, with multiple ad formats, several different audiences, and many important metrics to consider. It's crucial to keep ad campaigns focused and straightforward to avoid adding unnecessary complication that can negatively affect overall campaign performance.

Failing to Optimize Ad Campaigns Regularly

Ad campaigns need to be optimized regularly to ensure they continue to deliver the best possible results. Failing to optimize ad campaigns regularly can diminish returns over time as ad performance gradually deteriorates. Regular optimization can include adjusting ad budget, targeting parameters, ad copy, and landing pages and testing and refining strategies as needed.

Final Thoughts

Advertising is a dynamic and ever-evolving process that requires constant fine-tuning to maximize your ROI. That's why it pays off to be knowledgeable about best practices when using Meta Ads Manager, from setting up campaigns correctly in the first place to optimizing them continually for more efficient performance.

With careful attention paid to avoiding common pitfalls along with testing, refining, and analyzing data regularly - you can reach new heights of success by taking advantage of all this platform has to offer!

Whether you're a seasoned advertiser or just starting with Meta Ads Manager, it's never too late to optimize your ad campaigns. So take action today and implement these best practices in Meta Ads Manager.

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Andrew Dunn is a guest contributor to Marin Software's blog.

Are you looking to drive more leads, build better relationships, and develop an air-tight strategy with key accounts through LinkedIn? If so, then LinkedIn account-based marketing (ABM) may be exactly what your business needs. With the popularity of ABM on the rise, not overlooking its benefits could help set your organization apart from competitors. In this blog post, we'll dive deep into five power moves that are sure to ignite engagement across your ABM strategy on LinkedIn!

Getting Started with Account-Based Marketing

If you're not familiar with ABM, it stands for Account-Based Marketing, which is a highly-targeted approach that focuses on specific accounts rather than casting a wide net to a larger audience.  By taking the time to get to know your target accounts, you can create a personalized approach that resonates with those specific stakeholders and decision-makers at the companies that you want to work with. It also flips the traditional lead generation methods on their head. Sales and marketing teams no longer cast wide nets with a hit-and-miss approach, instead, they start to sniper in on key targets.  

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Leveraging LinkedIn for ABM

Ok so first things first, let's talk about why ABM on LinkedIn is important. There are many ABM strategies out there so why should you care about Linkedin? Well, although events and conferences are still great to get prospects' details, getting much more specific is winning the day in the prospecting world right now.

LinkedIn is the world's largest professional network, with over 700 million members. This makes it an unrivaled platform to target specific accounts and engage with decision-makers in a professional setting. But with the rise of personal branding and ways to automate this it is more important than ever to stand out when creating ads and content.   

ABM on LinkedIn allows you to personalize your messaging and content for each account, persona, or industry. This stacks the cards in your favor and drastically increases the chances of getting a conversation going and ultimately converting them into a sale. So, here are the five ways to ignite your LinkedIn ABM strategy and make sure you are using the platform most effectively. Let's get started!

Refining Target Audiences

The success of your ABM campaign relies heavily on your initial planning - know what specific slice of the market you want to target. It hinges on identifying and refining your target audience. It may sound obvious but if you don’t get your message in front of the right people at the right time, you won’t be able to sell. 

Research your existing customer database.  What patterns do you see if deals that have closed successfully?  What do your most valuable customers have in common?  Don't only analyze current customers, also research audiences for new customers you're hoping to convert. Luckily (or perhaps by design), the LinkedIn account targeting features offer a wealth of filters and criteria that can be used to narrow down and refine your audience effectively. 

LinkedIn Sales Navigator is a rock-star tool when trying to target specific individuals and companies. If you aren’t familiar with its benefits then definitely check it out. Now let's get into some of the demographics or characteristics that you should consider when defining key customer personas on LinkedIn.

Job Title and Role

Pay close attention to the job titles and roles within your target accounts. Identify the decision-makers, influencers, and key stakeholders who are involved in the purchasing process. This enables you to tailor your messaging and content to resonate with their specific needs and pain points.

Company Size and Industry

Take into account the company size and industry of your target accounts. This information can provide insights into their unique challenges, preferences, and buying behaviors. Then you can customize your approach to address the specific pain points and goals associated with their industry or company size.

Growth Potential and Revenue

This one is key. Look beyond the surface-level criteria and assess the growth potential and revenue of your target accounts. Consider factors such as recent funding rounds, expansion plans, or mergers and acquisitions. 

Accounts with high growth potential or substantial revenue can indicate a greater opportunity for partnership or business impact so you can focus your resources effectively. 

Tip: Consider grading accounts so you have your high, mid, and low targets. I have even seen some companies hand the top targets to the top sales reps and the low targets to the reps that are struggling. Sound unfair? It kind of makes sense from a business perspective though right? It certainly lit a fire under the struggling reps to try and break through to get better accounts!

Recent News or Events

Stay up to date with the latest news and events surrounding your target accounts. This is a great sales technique as you can identify and leverage any company announcements, product launches, leadership changes, or industry trends. This information can provide valuable context and enable you to tailor your messaging to align with their current initiatives or challenges.

Use LinkedIn Insights

Leverage the insights and data provided by LinkedIn to gain a deeper understanding of your target audience. LinkedIn offers valuable analytics and demographic information that can inform your audience refinement strategy. Use these insights to validate and adjust your approach based on real-time data.

Example

Let's say you are an IT Cloud Service vendor targeting the technology sector. You may want to refine your target audience to include accounts with specific job titles such as "Chief Technology Officer" or "IT Manager" in companies of a certain size range that would need your services. 

That narrows the pool down but you may want to get a bit deeper. Try and understand what those prospects use already, or identify issues with existing products or vendors. In this example, finding out which companies are aggressively hiring and which ones are struggling will also help to identify and grade accounts. 

Couple this with the LinkedIn analytics, you can be sure that your ABM efforts will be focused on the right companies and individuals who have the decision-making power and influence you need to conquer to sell.

Ad Creative

So now you have your target audience, what’s next? The LinkedIn ad campaign of course, and this is where you need your creative marketing team to generate spot-on ad creative. 

LinkedIn offers a variety of ad formats, including Sponsored Content, Sponsored InMail, and Dynamic Ads. Each format has its unique features and benefits. We have covered that in depth in our LinkedIn Advertising 101 article.

But here’s a quick graphic to help you understand the options aligned with the campaign objectives.

Choosing the right one depends on your campaign goals and target audience but no matter what one you choose, you will need LinkedIn ads that are creative and speak to your target audience.

Here are some tips for creating an engaging ad creative that will resonate with your target audience:

1. Keep it simple: Avoid using too much jargon or complicated language. Use simple and concise language that your audience can understand.\
2. Be visually appealing: Use eye-catching images or videos that capture your audience's attention. Make sure they are relevant to your message and align with your brand.
3. Highlight benefits: Focus on the benefits of your product or service rather than just its features. Show your audience that you understand them and their problems. Make sure you also show them you can solve their problems or make their lives easier.
4. Include a call to action: Tell your audience what you want them to do after seeing your ad. Whether it's to visit your website, fill out a form, or request a demo, make sure your call to action is clear and compelling.

By following these tips, you can create ad creative that not only captures your audience's attention but also resonates with them. This is fundamental to getting people to follow your CTA.

Optimizing ad spend

One of the most important aspects of any ABM campaign is optimizing the ad spend. With so many different types of businesses and people on LinkedIn, you want to make sure that your budget is as targeted as possible.

Luckily (or maybe by design!), LinkedIn provide a range of tools and metrics to help you achieve this. So, let's explore some of the ways you can optimize your ad spend and maximize your ROI.

Set Realistic and Measurable Goals

Before you start investing in LinkedIn ABM campaigns, it's crucial to establish clear financial goals and metrics for success. What is your target cost per lead (CPL)? What is your desired click-through rate (CTR)? By setting these metrics upfront, you'll have a clearer idea of what success looks like and you can adjust your strategy accordingly.

Once your campaigns are up and running, you'll need to regularly monitor performance to ensure you're on track to meet your financial goals. LinkedIn's Campaign Manager provides a range of metrics to help you do this, including impressions, clicks, CTR, and cost per click (CPC).

Adjust Your Ad Spend to Maximize ROI

Based on the performance data you gather, you can adjust your ad spend to maximize your ROI. 

For example, if you notice that certain accounts or campaigns are performing poorly, you may want to reduce your spending on them and focus on the ones that are generating the most leads and conversions. But how can you actually do that I hear you ask? A couple of ways.

• Use a Bid Management Strategy - This involves setting bid caps for each account and adjusting them based on their performance. By setting bid caps, you can control how much you're willing to spend on each account and ensure that you're not overspending on those that are not generating results. It also allows you to set limits based on the account grade which is super important.

As shown below, the bid cap feature is available for the campaign formats, Ad formats, and optimization goals.

[Source: LinkedIn]

• Leverage LinkedIn's Cost-Per-Click (CPC) Bidding Model - LinkedIn's CPC bidding model allows you to set a maximum bid for each click on your ad. This means you only pay when someone clicks on your ad, rather than when it's displayed to someone. By setting a maximum bid, you can control how much you're willing to spend on each click and ensure that you're not overspending on low-quality traffic.

By optimizing your ad spend, you can ensure that you're getting the most out of your budget whilst achieving your campaign goals.

Dynamic ad creative

Personalization is key in ABM, and dynamic ad creative is a powerful tool for delivering personalized content to your target accounts. Dynamic ads allow you to serve different ad creative to different users based on their profile information.

Here are a few tips for using dynamic ad creative in your LinkedIn ABM campaigns:

Segment Your Audience

To use dynamic ad creative effectively, you need to segment your audience based on the criteria you want to use for personalization. This could include job title, company size, or industry. By segmenting your audience, you can create ad creative that speaks directly to their specific needs and pain points.

Use Relevant Imagery and Messaging

When creating your dynamic ad creative, it's important to use imagery and messaging that is relevant to each segment of your audience. For example, if you're targeting C-level executives, you may want to use more professional imagery and messaging that speaks to their business goals and challenges. 

Test and Iterate

As with any aspect of your ABM campaign, it's important to test and iterate on your dynamic ad creative. Try different messaging and imagery to see what resonates best with each segment of your audience. Make sure you put in a control and then test new approaches and measure the success.

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Retargeting

This can be a powerful way to reach your ABM audience with personalized messages and offers based on previous interactions. You can retarget users who have already interacted with your website or content on LinkedIn, allowing you to show ads that cater specifically to their needs and goals. 

By customizing your ads to each segment of your audience, you can ensure that you're providing relevant messages and offers that are likely to convert.

Example

CBRE, a B2B commercial real estate company, wanted to enhance its advertising efforts on LinkedIn by adopting a consumer-centric strategy for its Urban Photographer of the Year competition. 

Leveraging LinkedIn's precise targeting filters, CBRE directed its attention to photography enthusiasts and professional photographers through captivating Message Ads. This approach resulted in engaging one-on-one conversations, yielding promising outcomes. 

The report showed that they achieved remarkable open and click-through rates, accompanied by a substantial 41% increase in contest entries compared to the previous year.

Measure and Iterate

Measuring and iterating on your ABM campaign is crucial for driving success and maximizing results. By analyzing data and getting this in useful and easy-to-digest ways, you can continuously optimize your LinkedIn ABM campaigns to achieve better outcomes. 

Key Performance Indicators (KPIs): 

I know we have already talked about this a little when discussing ad spend, which is vital, but you also need KPIs for the campaign as a whole. 

Start by identifying the metrics that align with your campaign goals. These could include click-through rates, conversion rates, engagement metrics, qualified leads, or cost per acquisition. Defining and documenting clear KPIs will provide a benchmark for evaluating your campaign's success and progress.

Dive Deep Into Data Analysis

Use the analytics tools available through LinkedIn to gain valuable insights into your campaign performance. Look for patterns, trends, and areas of improvement. Analyze metrics such as engagement rates, ad impressions, and audience demographics to understand which strategies and tactics are working best.

Tip: LinkedIn’s Campaign Manager offers deep insights, use it to it’s fullest!

Conduct A/B Testing

Experiment with different variations of your ad creative and messaging to identify the most effective elements. Split your target audience into segments and test each variation against a control group. Measure the performance of each variation and identify the ones that resonate most with your audience.

Tip: Test different headlines, images, calls to action, or even different targeting criteria to understand which combination generates the highest engagement and conversion rates.

Optimize Based On Insights

Utilize the data and insights gathered from your analysis and A/B testing to make informed decisions. Make adjustments to your targeting, messaging, ad placements, or budget allocation to optimize your campaigns. Ads never stay still, neither do your target audience so continuously refine and enhance your approach based on the performance data.

Tip: If you find that a specific audience segment is highly engaged with your ads, consider allocating more budget towards reaching that segment or tailoring your messaging to cater specifically to their needs.

Monitor, Adapt, and Stay Agile

Keep a close eye on the performance of your ABM campaigns. Regularly monitor key metrics and be prepared to adapt and iterate based on the data. Stay agile and responsive to changes in market dynamics, audience behavior, and campaign performance. Use LinkedIn’s handy charts and graphs to visualize campaigns through time. 

If you notice a decline in engagement rates or changes in audience behavior then consider adjusting your targeting parameters, refresh your ad creative, or explore new strategies to re-engage your target audience.

Once you have a good grasp of the analytics and you have a strong baseline on how the ads will perform you can start to use these metrics in your sales forecasting tools. This will help to further understand the kind of engagement you need to hit that all-important quota number. 

Summary

By following these five tactics, you can ignite your LinkedIn ABM strategy and achieve greater success with your campaigns. It will help to bring your marketing and sales team together and work in unison, which I know from experience, can be a hard task!

As you expand your advertising across different platforms then Marin One can bring all your campaigns together under one hood. This can give a huge competitive advantage and ensure you are spending your ad budget in the right place to maximize the ROI. So why not start experimenting with these tactics today and see how they can transform your LinkedIn ABM strategy?

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Sean Mackay is a guest contributor to Marin Software.

Have you ever wondered how to effectively sponsor your products on Instagram and grab the attention of your target audience?

You're not alone. Many businesses seek to unlock the secrets of advertising on this popular social media platform with over 1 billion active users. And today, we're spilling the beans.

In this comprehensive blog, we'll share our top tips on building a captivating Instagram presence and running sponsored campaigns that'll have users stopping mid-scroll, eager to learn more about your brand.

Are you ready to start sponsoring your product on Instagram to elevate your social media game?

Let's dive into this exciting journey to unlock the full potential of Instagram sponsorships.

What Is a Sponsored Post on Instagram?

As you dip your toes into the world of Instagram marketing, it's important to understand the difference between sponsored posts and regular ads.

Let's break it down and clarify these two concepts.

Sponsored posts

A sponsored post, also known as influencer marketing or a paid partnership, is when a brand collaborates with an Instagram user or influencer to create content that promotes a product or service.

In this arrangement, the influencer receives compensation through payment or free products in exchange for their promotion.

Sponsored posts often include a disclosure, such as "#ad" or "#sponsored," to maintain transparency with the audience. The Federal Trade Commission (FTC) requires influencers to use these disclosures.

Here's an example of a paid partnership with PlushCare, an online medical care provider that can fill prescriptions online after a same-day appointment, and a micro-influencer in the lifestyle niche:

These partnerships are incredibly valuable for all brands because you can leverage the influencer's established audience and credibility. Influencers have a unique connection with their followers, making their recommendations more impactful and authentic than traditional ads.

So if you want to start selling online weight loss programs and professional health advice, considering the influencer route could play to your advantage.

Why make this distinction? Most likely, followers of an influencer specializing in health and wellness will already be aware and inclined to buy these products and services. Plus, followers trust their recommendations.

And to further drive this point home, a study by Rakuten proves influencer marketing effectiveness. The data shows that 80% of consumers agree they were "influenced" and purchased from a sponsored post. And 61% confirmed they'd click on a sponsored link to learn more about the product or service. Not too shabby.

Instagram Ads

On the other hand, Instagram ads are paid promotional content created and managed directly by the brand using Instagram's native advertising platform.

Ads appear in various formats, such as text, photos, videos, carousels, or Stories. You can target these promotional materials to reach users based on specific demographics, interests, and behaviors. And you can use a plethora of online tools to help you create stunning images, such as a mockup generator, background remover, photo collage maker, photo editor, etc.

Here's a simple Instagram Stories ad from Canva that integrates seamlessly with their followers’ Stories:

Unlike sponsored posts, Instagram ads don't involve collaborations with influencers. Instead, they rely on the platform's algorithms and targeting capabilities to reach your desired audience.

The primary goal of Instagram ads is to drive engagement, increase brand visibility, or encourage specific actions, like clicking a link or making a purchase.

TL;DR: Sponsored posts are collaborations between brands and influencers, while Instagram ads are promotional content directly created and managed by your brand.

7 Tips for Sponsoring Your Products on Instagram

Did you know that a whopping 83% of people use Instagram to discover new products or services? That's right, Instagram is more than just a place for stunning photos and quirky stories — it's an essential part of the consumer journey.

Instagram is where the magic happens, from sharing the latest fashion trends to offering a sneak peek into your products and even swaying purchase decisions.

So, if you're a marketer looking to make a splash, Instagram offers countless opportunities to connect with potential customers.

Here are some of the top tips to help you dive into the world of sponsoring your products on Instagram in a fun, engaging, and approachable way.

Set clear goals

Before jumping headfirst into the world of Instagram sponsorships, it's helpful to take a step back and think about what you want to achieve.

Trust us. A little planning goes a long way. Having clear objectives helps you stay focused, guides your strategy, and ensures you're making the most of your marketing efforts.

When setting goals for your Instagram sponsorships, the sky's the limit. Maybe your goal is to reach 25,000 followers by the end of the year. Or boost sales by 20%. Or you have the vision to sell your business in five years for over six figures.

But if you need some help narrowing in on a few simple objectives, focus on these three things: increasing brand awareness, generating leads, and driving sales.

Let's break it down.

Brand awareness

If you want to make your brand the talk of the town, sponsoring your products on Instagram can help you get noticed.

By collaborating with influencers or creating eye-catching ads, you can showcase your brand personality and build a buzz around your products.

Case in point, here's a stunning photo from Olipop, a healthy soda pop, announcing a new partnership with pop star (pun intended) Camila Cabello.

If you didn't know about Olipop before, you do now. Thanks to this eye-catching post with a monochromatic look and a high-profile celebrity partnership. Micro-influencers work too, but more on that later.

Lead generation

Maybe you're after a more tangible result, like collecting email addresses or getting users to sign up for a trial.

Instagram sponsorships can help you reach your target audience and encourage them to take that crucial first step.

For example, to showcase its services on Instagram, BriteCo uses high-quality images and captions reminding people of their engagement ring's sentimental value.

Once they've grabbed your attention, they highlight the benefits of protecting it with their jewelry insurance and share a link to a landing page visually consistent with the Instagram post.

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Using a dedicated landing page and seamless experience (with high-quality images), BriteCo can capture tangible new leads through the power of Instagram.

Pro-tip: It's always a good idea to have software to help you save and track all the data from these newly acquired leads. Sales

Of course, one of the ultimate goals for any business is to see those sales numbers climb.

By sponsoring your products on Instagram, you can highlight the features and benefits that make your offerings irresistible and inspire users to hit that 'buy now' button.

To improve your chances of closing the sale, follow the lead of LeatherCult, by including a "shop here" link in your Instagram bio:

Or you can also add a "shop now" link to your captions to further reduce friction in the purchase process:

Remember, setting clear goals is the foundation of any successful Instagram sponsorship campaign. So, figure out what matters most to your brand and let that guide your strategy.

Choose the right target audience

Alright, so you've set your goals — now it's time to focus on reaching the right people.

Instagram's got your back with its built-in targeting options, making it a breeze to connect with the audience that matters most to your brand.

Say goodbye to the days of casting a wide net and hoping for the best. With Instagram, you can laser-focus on your ideal target market and avoid throwing money into the wind.

So think about the age, gender, location, interests, and behaviors of the people likely to love your products. The more specific you can get, the better.

This step is especially important for local businesses, where targeting people in your immediate area is crucial. Not only does this drive better results, but you don't waste time and money on people that'll never convert.

Let's take Watermill Flowers as an example. They are a local flower shop that exclusively delivers flowers in Fort Lauderdale. So, advertising their delivery services nationwide wouldn't make sense for them.

Thankfully, with Instagram's location targeting, they can ensure their sponsored posts and ads reach potential customers within their delivery zone.

Similarly, if your floral arrangements are particularly popular among brides-to-be, you can use Instagram's interest and behavior targeting to connect with users planning their big day.

The takeaway? The more relevant your content is to your audience, the more likely they'll engage with it and hopefully turn into paying customers (or at least followers).

Create high-quality content

Let's face it. Instagram is a visual playground. And to stand out from the crowd, your content needs to be nothing short of fabulous.

That's where eye-catching visuals and engaging captions come in. The perfect combo of stunning images and clever words will capture your audience's attention and encourage them to like, comment, or share your post.

Great content is the secret sauce to your Instagram success. So are you ready to up your content game?

Follow the lead of Rolex, legendary for luxury and aesthetics — even on Instagram.

Here are a few tips to help you create your own drool-worthy images and maintain a consistent brand aesthetic:

• Invest in high-resolution images — blurry or pixelated photos won't cut it on Instagram.
• Choose a color scheme representing your brand to create a cohesive look — stick to it across all your content.
• Use consistent fonts and design elements — make your content look polished and professional.

And did you know that simply adding a caption can boost your Instagram engagement rate from 4% to 6%? It's an easy way to get more out of every post.

But sometimes, as marketers or business owners, we fall victim to writer's block. Don't worry, it's normal. And that's why free text generators powered by AI will quickly become your best friend.

With the touch of a button, you can generate compelling Instagram captions that convert. It's all about working smarter, not harder, to drive results. Plus, it's free!

If you need inspiration, take a page from MegaFit Meals' book. They do an excellent job of boosting engagement with captions by asking questions, tapping into customer pain points, and offering solutions.

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Plus, how can you pass on this delicious-looking food? It sure does have our mouths watering.

Variety is the spice of life. And when it's time to publish Instagram content, mixing things up can keep your audience engaged and coming back for more.

Don't be afraid to experiment with different formats like photos, videos, carousels, and even AI voices to showcase your products and tell your brand story.

Whether creating a product tutorial, sharing a customer testimonial, or narrating a behind-the-scenes clip, AI voices can help you convey your message clearly and effectively while adding a touch of innovation to your content.

Need inspiration? Try a humorous approach to voiceovers, like this Instagram video from Reese's:

Embrace your creative side and explore various formats, from stunning product shots and carousels highlighting customer experiences to videos with added innovations.

The possibilities are endless, and with a little experimentation, you'll discover the perfect content mix to captivate your audience and make a lasting impression on Instagram.

Collaborate with influencers

Influencer collaborations can be a game-changer for your Instagram sponsorship campaigns.

These social media stars already have a dedicated following. And by partnering with them, you can tap into their audience, increase your reach, and build trust with potential customers.

Plus, influencers have the power to make your products feel more relatable and authentic, giving your brand a major credibility boost.

And do you want to know the best part? You can use micro-influencers to help promote nearly any product or service. They tend to have higher engagement rates and are more affordable than mega-influencers (with millions of followers)

So if you're a dental clinic and want to promote innovative dental procedures to prevent the dreaded turkey teeth phenomenon, you can partner with a lifestyle micro-influencer with no problem.

This partnership is the perfect opportunity to detail the procedure's benefits through a behind-the-scenes video — like this partnership with Dentfix.

Or you can have the influencer post before and after photos on their Instagram profile, showing off their new smile.

The influencer's followers, who already trust their advice on all lifestyle matters, will be more likely to consider the procedure for themselves, ultimately driving business to your practice. It's a win-win.

Are you still not convinced? Studies show that 37% of consumers trust social media influencers over brands. So you're better off letting influencers do the promoting for you.

Leverage Instagram Stories

If you're not already taking advantage of Instagram Stories, it's time to hop on the bandwagon. Stories are an excellent way to casually and authentically engage with your audience.

And the Stories feature sees over 500 million daily users, so why not use this to your advantage?

Plus, Instagram Stories offers a treasure trove of interactive features that can help you connect with your audience on a deeper level. Here are some examples:

• Use polls to gather opinions, conduct market research, or entertain your audience.
• Engage your audience by inviting them to ask questions or share their thoughts.
• If you have over 10,000 followers or a verified account, you can use swipe-up links in your Stories to drive traffic to your website, product pages, or blog posts.

Here's a prime example of how MegaFit Meals leverages sponsored Instagram Stories to appear naturally in a user's personal Stories:

People can swipe up to see the menu and learn more about these custom fitness meals. There's no need to open a new browser and search for the brand name.

The result? A seamless user experience that drives conversions.

Plus, Stories are an excellent tool for retargeting ads, allowing you to reconnect with users who have already shown interest in your brand and nudge them further along the customer journey.

Determine your budget and bidding strategy

As much as we'd all love to have an unlimited marketing budget, the reality is that we need to work within our means.

So don't bite off more than you can chew. Thankfully, even with a modest budget, you can still make an impact with the right strategy. In fact, Meta suggests starting with only $5 per day.

Once you have a budget set in stone, it's time to choose between the three types of bidding: spend-based, goal-based, and manual.

• Spend-based bidding: The goal is to generate the highest results or most value using your entire budget.
• Goal-based bidding: Pre-determine a cost (cost per result) or value (return on ad spend) you want to achieve.
• Manual bidding: Set a cap on how much you want to bid across ad auctions instead of relying on automated algorithms.

To choose the right bidding for your campaign, consider the goals you set earlier. For instance, if you aim to boost sales, you might use a goal-based bidding strategy and set a cost per purchase to keep your average sales profitable.

If your eyes just rolled to the back of your head, try out the MarinOne Budget Optimizer to do the heavy lifting for you. 

Remember, the key is to stay flexible, experiment, and continually refine your approach to find your sweet spot.

Monitor and analyze your performance

As the saying goes, measure twice and cut once. Keeping a close eye on your Instagram sponsorships' performance helps you understand your efforts' impact.

That way, you can make data-driven decisions for future campaigns by staying far away from what's not driving results and doubling down on what is.

Thankfully, Instagram Insights is a powerful built-in tool that provides valuable data on your sponsored content's performance, audience demographics, and engagement.

You can also supplement these insights with other analytics tools like MarinOne to see a comprehensive view of your overall marketing performance and return on investment (ROI).

Start Sponsoring Your Products on Instagram Today

And there you have it, our top tips for sponsoring your products on Instagram like a pro.

From setting clear goals and targeting the right audience to creating eye-catching content and leveraging the power of influencers, these strategies can help you elevate your brand's presence and drive results on this popular platform.

As you embark on your Instagram sponsorship journey, remember that the best approach is often one of experimentation and adaptation.

Embrace your creative side, be willing to try new things, and continually refine your strategy based on Instagram Insights. With a little perseverance (and passion), you'll soon discover the perfect formula to captivate your audience and make a lasting impact with your Instagram sponsorships.

So go ahead, turn on the sponsored posts, and watch your brand take off.

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Vergine Melkonyan is a guest contributor to Marin Software.

When the cold call is dead and traditional B2B prospecting tactics are not enough, it’s time to derive the maximum from LinkedIn – one of the most effective social media platforms for generating leads.

40% of B2B marketers acknowledge that LinkedIn is the #1 channel for driving high-quality leads. In addition, they report two times higher conversion rates on LinkedIn. Among all LinkedIn’s products, 74% of B2B sellers prioritize the top three sales intelligence tools: LinkedIn.com, LinkedIn Premium, and LinkedIn Sales Navigator.

Indeed, Sales Navigator changes the whole leads-sales game for B2B companies on LinkedIn.

This article will enumerate some valuable LinkedIn Sales Navigator benefits and give you the most helpful tips.

So, let’s get the ball rolling with the definition.

What is LinkedIn Sales Navigator?

Sales Navigator is a social selling tool on LinkedIn. It has a relationship-based system that helps you conduct outreach on LinkedIn, nurture qualified leads, and establish a robust sales pipeline.

LinkedIn Sales Navigator is a paid subscription-based tool offering monthly and annual billing. Currently, there are three plans:

• Core
• Advanced
• Advanced Plus

Critical Advantages of Sales Navigator for B2B Businesses

LinkedIn Sales Navigator is highly beneficial for B2B organizations. Here’s why.

The most significant amount of B2B leads

LinkedIn generates the largest number of B2B leads on social platforms – 80% compared to roughly 13% of leads driven by Twitter and 7% by Facebook. Using LinkedIn Sales Navigator, you’ve got the richest source of B2B data: over 75 million organizations have LinkedIn accounts.

Extensive pool of methods to work with B2B leads

Depending on the Sales Navigator subscription plan, social marketers have access to different features and tools to get qualitative leads and convert them into clients:

• Advanced Search
• InMail
• Custom Lists
• Alerts
• Smart Links
• Team collaboration tools
• CRM integrations and more

Better sales content exposure

One of the Sales Navigator’s features, Smart Links, allows packaging and sharing of sales content: product overview, sales presentation, demo video, PDF case study, pitch deck, brochure, etc.

Additionally, it enables tracking your prospects’ behavior with your content. Smart Links has great selling potential and can help expose your company’s content more efficiently and increase LinkedIn conversion rates.

Shortened sales cycles

Based on LinkedIn’s report, Hyland Software, for instance, reduced sales cycles by 30% to 60% with the help of Sales Navigator.

A faster sales cycle is a huge competitive advantage, as it improves cash flow and gives you the fuel you require for continuous and more rapid business growth.

Increased revenue

In 2017, LinkedIn analyzed companies from 14 different industries. All of them had been using Sales Navigator for over a year. During that time, each organization’s revenue was significantly impacted by Sales Navigator. The percentage of income prompted by social selling ranged from 51% in telecommunications to 67% in computer and network security.

5 LinkedIn Sales Navigator Tips for Generating B2B Leads

Now, let’s look at the top five tactics you can use to leverage LinkedIn Sales Navigator, unlock more possibilities in B2B prospecting, and target the right buyers.

Target your B2B audience better with Advanced Search filters and Booleans

An Advanced Search option in LinkedIn Sales Navigator offers over 30 search filters for sales prospecting. It allows you to find accounts and leads, segmenting them by location, industry, job title, profile language, company headcount, etc.

“An often underestimated practice in LinkedIn Sales Navigator is the Boolean search,” says Tory Gray, CEO & Founder of Gray Dot Company.

“Booleans like OR, AND, NOT, parentheses (), and quoted search “ ” can help you prospect more efficiently and close B2B deals faster. You can use them in the keyword search bar for accounts and leads in the title field.

After using Booleans, you should refine your search results with Advanced Search. Together, they give you a more polished list of leads,” Tory mentions.

Save searches and segment leads into custom lists

After filtering your search results, you can make a saved search.

Alternatively, you can save particular leads, click “Select all,” and then save them to one list.

Make a new lead list if you haven’t done it before.

Chris Cozzolino, Co-Founder and CEO of Uptown Creation, explains how to keep LinkedIn Sales Navigator leads organized in this video. He recommends creating four Lead lists:

• Connection Request Sent
• Message 1 Sent
• Responded
• Follow-Up

Of course, you can name and organize your lead lists however it feels most convenient.

Benefit from InMail messaging

InMail is a feature that lets you contact any B2B prospect or lead with a direct message without sending a connection request first.

In LinkedIn Sales Navigator, you get 50 free InMail message credits every month, irrespective of the Sales Navigator edition. You can also purchase some additional InMail credits if needed.

Note: the open rate for InMails is 166% higher than regular emails. Besides, personalized InMails can bring you a 15% greater result than those sent in copy-pasted heaps.

Follow some pieces of advice on InMail personalization and other actionable tips on using InMail shared by Logan Mallory, VP of Motivosity:

“Targeting your B2B prospects with InMail, you should personalize your messages as much as possible so that each recipient can feel a personal touch throughout the text.

You should start with personalized subject lines, of course. But don’t forget to optimize them with attention-grabbers to achieve higher open rates. You’ve got 80 characters to do magic with your subject line, so don’t squander them.”

Check some examples of creative subject lines for InMail sends below.

Logan Mallory also believes it’s beneficial to use the Rule of Three regarding the InMail body. When three items are grouped, named, or listed together, they are more memorable, impactful, and motivational. For example: reduce, reuse, recycle. You can stick to a three-part structure in your message and group your ideas into three big categories.

Monitor your overall progress with Social Selling Index (SSI)

Social selling leaders typically generate 45% more sales opportunities than those who have a low SSI.

SSI is a performance indicator and helpful metric to measure your efforts on LinkedIn by focusing on the four components:

• Professional branding
• Engaging with insights
• Networking with the targeted audience
• Building profound relationships

Each component is worth 25 points. Your total score may range from zero to 100.

Calculating your SSI score, LinkedIn relies on the following data in Sales Navigator: a) saved leads and accounts; b) profile views; c) people searches; and d) Account and Lead Lists.

Align marketing and sales

When sales and marketing on LinkedIn are properly coordinated, the customer retention rate grows by 36% and the revenue – by 208%.

Besides, LinkedIn members are 25% more likely to reply to a Sales Navigator InMail message from a sales representative when they see marketing content from that brand.

“Building brand awareness and improving engagement of your B2B audience on LinkedIn is as simple as posting short videos,” according to Max Wühr, co-founder & CGO at FINN.

“Video marketing on LinkedIn helps you communicate your brand’s message in the most effective visual way because videos perform better than images and texts. You can make your mark with B2B videos on LinkedIn and keep your prospects updated on what’s happening in your company,” he notes.

Regularly, FINN shares video updates about their business on LinkedIn. Their most recent announcement, for instance, was a video of the first car delivery for a B2B customer in the United States.

You can effectively use Sales Navigator and tap into the power of LinkedIn marketing with MarinOne to merge sales and advertising and maximize the ROI in every promotional campaign.

Grow Your Sales and Leads With  LinkedIn Sales Navigator

If you’re searching for the best methods to increase B2B leads and sales, LinkedIn Sales Navigator is a true goldmine for that. You won’t find a more powerful channel to connect with the right people on LinkedIn.

You have just seen the major benefits of Sales Navigator and the best ways of using it. Now it’s time to begin your path to B2B lead generation success on LinkedIn.

On this road, MarinOne can help you focus on your best-performing campaigns and help you understand the impact LinkedIn advertising has on your business goals through intelligent analytics. Check out MarinOne in three minutes with a product tour, or start a 30-day free trial right away.

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Rachel Melegrito is a guest contributor to MarinOne.

‍Instagram evolved from an exclusive photo-sharing platform to one that now includes video formats. From 15-second Instagram Stories to long-format in-feed videos, marketers can leverage these powerful marketing tools.

Video ads on Instagram, in particular, are an attention-grabbing way to showcase your product or service. According to Meta’s Q3 2022 earnings release, production and consumption of Instagram Reels grew by 50% to 140 billion shares across Facebook, Instagram, and DMs. So, now is the best time to capitalize on Instagram video advertisements.

In this guide, you’ll learn how video ads on Instagram can help you achieve business objectives and best practices. 

Different Types of Instagram Videos

But let’s back up a bit. What are the different types of videos on Instagram in the first place? Here are four:

In-Feed

These videos appear on users’ feeds the same way image posts do. They can run up to 60 minutes long. This gives businesses leeway to create different types of content – from behind-the-scenes videos to promotions. It’s a surefire way to get Instagram likes. Plus, you can engage customers in the comment section.

This in-feed ad looks like a regular post with the like, comment, and caption section. The call to action button (CTA) sits between the video and the engagement features.

^{Instagram Stories}

These posts use a full-screen, vertical video format, appearing in the Stories section. They run for up to 15 seconds and ‘disappear’ after 24 hours (Note that Instagram Stories ads are different from regular Stories; they allow you to customize ad length). Interactive elements like tagging and stickers give Instagram Stories content an organic feel. It’s one of the few places you can post a direct link on the app.

This Instagram Story doesn’t have like or comment features, but viewers can share the ad with their followers. The CTA button sits at the bottom of the screen, and users swipe up to go to a converting landing page.

Instagram Reels

These 90-second videos are the newest video format on the app. They appear on the Instagram Explore page, followers’ feeds, and the Reels section of your profile. Customers engage with them by liking, commenting, and sharing.

This Reels ad looks like a cross between Instagram Stories and In-Feed posts. The video is a vertical full-screen. The caption, engagement, and CTA buttons are onscreen and not separate from the video.

Live

Instagram Live allows users to stream videos for up to four hours. Live streams appear in the Stories panel and only your followers can view them. Even though Meta is phasing out the Live Shopping feature, it is a great marketing format to interact with followers. You can also share exclusive content like tutorials or events.

Whatever format you choose, well-designed Instagram ads should feel like organic posts.

Instagram Video Advertising Goals

The statistics on video marketing are compelling – demand for video content is 91%. However, it would help if you had a well-thought-out content marketing plan to capitalize on the trend. Your marketing strategy should identify the marketing or business goals you wish to achieve with video ad content.

These goals can be one or more of the following:

Brand Awareness and Reach

Brand awareness is the degree to which target audiences recognize a brand, product, or service by name. Customers are more likely to buy products they know than those they don’t. Therefore, businesses with high brand awareness rates generate more sales and create economic moats that protect their market share from competitors.

Some ways to measure brand awareness on Instagram are mentions and engagement.

Engagement

It refers to creating meaningful customer interactions and building customer loyalty. According to Forbes, people are exposed to almost 8,000 ads a day. If you want customers to remember you, you should create engaging and organic content for every step of the customer journey.

You track your engagement rate by how many likes, video views, comments, and shares your video post gets.

App Installs

This objective falls under the category of increasing brand audience. SaaS brands don’t sell physical products; they sell subscriptions. These companies use video ads on Instagram to demonstrate their software value and drive app installs. So, instead of a ‘Buy Now’ CTA, you may see an ‘Install Now’ or ‘Download’ CTA. The more downloads you get, the bigger your audience.

Conversions

The goal of every marketing campaign is to turn prospects into customers. It is difficult to justify the budget spend on video marketing with low conversion rates. Fortunately, 92% of marketers believe that videos give them a good return on investment (ROI), with increased leads, traffic, and sales.

Instagram Video Ad Best Practices to Follow

If you’re considering video ads on Instagram, study the various video feeds to understand features, engagement capabilities, and content trends. The best ones usually blend into followers’ feeds. Here are five tips to optimize your Instagram video ads.

Choose Appealing Visuals

According to a study, you should deliver value in the first three to ten seconds to ensure viewers keep watching your video.

So, you need to make your ad visually appealing.

Start by minimizing the number of visual elements in the ad. Mobile screens don’t have a lot of space. You want to reduce the visual clutter and direct the viewers’ gaze to the product.

Also, use bright colors to capture attention. Check out this great example from Apple. The yellow green and pink colors stand out:

Use your brand colors, too, to improve recognition.

Also, place your product front and center in your video. You only have a few seconds to leave an impression; the viewers should know what the product is even if they don’t watch the full video.

There are technical requirements to making video clips appealing. We recommend vertical videos to fit the natural orientation of smartphones. Instagram Stories and Reels are full-screen formats and look better in portrait orientation. Other technical guidelines include video size, resolution, MP4 or MOV format, and 4:5 aspect ratio video settings.

Write Compelling Captions

As important as ad visuals are, you mustn’t underestimate the power of captions. Videos on Instagram automatically play without sound. That means viewers must tap the sound icon to hear the marketing message.

Again, you have a short time to grab customers’ attention. If your ad relies on sound, you must convince viewers to switch on the video sound. Onscreen captions help audiences hook into ad storylines and increase view time by 12%. They allow you to communicate your marketing message with or without sound and are browsing-friendly for people with hearing disabilities.

The video captions of this Nike reel (this isn’t a video ad, but just want to prove a point) are timed with the audio narration. The font color stands out for easy reading. So, whether the video sound is off or on, the audience receives a cohesive experience. You can do this with your Instagram video ads, too.

Remember, ad copy can clutter your ad, so keep your message concise.

Use Call-to-Action Buttons

The call to action turns prospects into leads and leads into customers. If you want users to download an app, sign up for a newsletter, or buy a product, the CTA directs them to the right place.

Instagram doesn’t provide many opportunities for direct links to drive conversions. There is the link in the bio and the link sticker in Stories. However, Stories are short-lived. If you send leads from your video to your bio to a landing page, you might lose them.

A third option is available to business/professional accounts to run ads. The CTA button appears at the bottom of the screen. Check out the Learn More CTA in the screenshot of Velocity Black’s video ad above.

To catch viewers when they are most interested, ensure your CTAs appear in the middle of the video. If you wait until the end, you will miss the chance to convert the people who didn’t watch the entire video. If CTAs appear at the beginning, you might seem pushy.

Utilize Hashtags

Hashtags are keywords or phrases that help people find content around searched topics. But if you’re using a pay-per-click strategy to amplify your ads, do you need them?

The short answer is yes.

Hashtags give context to your ads, allowing Instagram to understand and categorize your content. Instagram uses hashtags as signals to determine which content gets in front of which audience, affecting your rank on the Explore page and content delivery to your followers' Instagram feed.

Test Different Ad Formats

Even if you create an ad you think customers would like, it’s best to test different ad formats to find the one your audience responds to. Customer viewing preferences change. A/B testing helps you learn what they want to see.

A/B or split testing compares two or more versions of the same ad. This helps you determine which version leaves the most impact and drives conversions. Test each element individually, i.e., CTA buttons, color schemes, or caption copy, to find the best combination. For instance, the only variable between two ads could be the caption text color or video length.

Split testing adds another step to your video ad campaign. However, with A/B testing tools, you save time and money by running ads that bring results. When you sign up for Meta Ads Manager, you can use the same tools that optimize Facebook ads for your Instagram A/B testing.

In Closing

Instagram recognizes the value of video. Savvy marketers are capitalizing on the social channel’s video formats to reach audiences and drive sales. They use the platform to demonstrate product uses, highlight unique features, or tell their brand story. This guide showed you how Instagram video ads could help you meet your business goals. You learned five best practices to optimize your video ad campaigns. As a final tip, remember that your Instagram videos must be authentic, entertaining, and high-quality. Otherwise, customers will just swipe or scroll past them. Good luck!

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Harry Flynn is a guest contributor to Marin Software.

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Since Snapchat made its debut in 2011, it has drawn millions of users to its platform. And although other social media competitors burst onto the scene to compete, it has stood the test of time. In fact, Snapchat still remains one of the most popular apps for users between the ages of 15 and 25. 

With 319 million active users each day, the app continues to be a valued marketing tool for brands looking to reach millennials and Gen Z’ers. Because of its unique ad formats and its power to extend audience reach and increase brand awareness, Snapchat has gained much attention and made it possible for marketers to create some of the most memorable Snapchat ads. 

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Why you should use it

Here are a few convincing reasons to add the social media platform to your marketing mix.

Highly engaged audience

Because they’re young and highly-engaged, Snapchat users are more likely to pay attention to and interact with ads. This makes it an ideal platform for reaching younger demographics.

Targeted advertising

Snapchat allows businesses to target their ads to specific demographics, locations, and interests. Through targeted advertising, marketers can ensure that their ads are seen by the right people and increase their effectiveness.

High ROI

Many businesses have seen a high return on investment from their Snapchat ad campaigns, making it a cost-effective marketing tool.

Strong mobile presence

Snapchat is primarily a mobile app, which means it's easy for users to view and interact with the ads on their smartphones. This can be particularly effective for reaching users on the go.

The best Snapchat ads ever

Sephora

Sephora, a leading beauty brand, partnered with Snapchat to create a gamified AR Lens. They ran their campaign for four weeks and increased the total amount of transactions on their website by 5%. 

What they got right: Users were directly engaged for 37+ seconds because the brand created an interactive game that kept their audiences’ attention by teasing them with a coupon code redemption. 

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Hopper

An airline-booking app, Hopper helps users find the best deals on flights and the best time to fly. To engage Snapchatters, Hopper developed creatives for different routes with ads that were simple, static, and had a clear call to action. Through their campaign, Hopper discovered that Snapchatters were not only 37% more likely to watch a route, but booking rates from Snapchatters were 4x higher than users of other platforms. 

What they got right: The airline-booking app used location radius targeting along with geographically relevant creatives to reach millennials. 

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Bacardi

Bacardi spearheaded a Snapchat ad campaign with the slogan “Do what moves you” to target their ideal audience. They chose Snapchat as their primary vehicle for digital communications, because not only does it offer ad engagement varieties, but it allowed them to reach the age group they were after. As a result of their strategy, the brand was able to gain maximum proximity to their target group, ultimately reaching 2.5 million Snapchatters. 

What they got right: In an attempt to update their brand image and attract more followers from the younger generation, Bacardi utilized Snapchat’s ad formats to create an immersive “summer feeling” for Snapchat users that kept them engaged. 

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Motorola

To increase consideration intent and brand awareness for their Moto g7 power smartphone, Motorola used Snapchat to present the product’s three-day battery backup feature. 

What they got right: By leveraging Story Ads and Snap Ads, Motorola was able to show their customers just how much they could benefit from the brand’s long-lasting battery. 

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Gucci

As the first brand to partner with Snapchat for a global AR shoe try-on campaign, Gucci had a very successful outcome. Through the campaign, Snapchatters were able to virtually experience trying on four different kinds of sneakers. From the Lens, Snapchatters were able to go straight to Gucci’s website to purchase the shoe of their choice.  

What they got right: Gucci’s AR try-on experience not only captured the attention of many Snapchatters, but it also kept them engaged, leading to an increase in sales and positive ROAS. 

Shipt

To cement themselves as a leader in the competitive grocery delivery space, Shipt turned to Snapchat’s impactful ads to expand their audience and reach potential prospects with relevant Snap Ads. As a result of their creatives, their message was received by over 10 million Snapchatters in as little as two months. 

What they got right: They chose an illustrative animation strategy to generate awareness of their brand and increase reach. 

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Snapchat Ad best practices

With so many users worldwide, Snapchat is an ideal platform for connecting and engaging with consumers. When planning your Snapchat campaign, keep these best practices in mind.

Use interactive features

Snapchat offers a range of interactive features such as sponsored lenses, filters, and polls that can make your ads more engaging and memorable. Consider using these features to create an interactive experience for your audience.

Always use NEW story content

While it may be tempting to reuse an existing ad, it’s not recommended. Snapchat’s user base attracts a broad audience, so creating a tailored message will help you take advantage of the platform’s Gen Z niche. 

Be consistent and stay on brand

If your brand has a limited budget, develop a strategy that allows you to advertise consistently rather than being highly active one month, and completely inactive another. Of course, if your budget allows and your strategy permits a sprint advertising style, then go ahead with it. While every brand is different, it’s a preferred practice to keep your brand front of mind over long stretches of time. 

Ditch the sales pitch and create content that’s fun and natural

Work with micro-influencers and content creators to produce content that’s appealing to your audience. Keep content organic and authentic, and shift your focus away from being 100% sales-pitch oriented. 

Focus on the first two seconds

The first two seconds of your ad can either make or break performance. When promotion pop-ups appear immediately rather than in the final end card, optimal results can be achieved. Ads that have followed this best practice have outperformed others that have not. 

Test different ad formats

As part of your Snapchat advertising strategy, be sure to test different ad formats to see which ones are performing well for your brand and your target audience. By gaining key insights into how your ads are doing and why, you unlock the maximum return on investment for your budget so you can grow your business.

Supersize your Snapchat presence 

Whether your goal is to boost sales or raise brand awareness, Snapchat is an ideal platform for innovative and effective advertising campaigns. Creative Snapchat ad design relies on the combination of eye-catching visuals and a clear and compelling message that guides viewers to take the next step. 

By creating memorable, shareable, and interactive experiences that resonate with your target audience, you can supercharge your advertising efforts. Partnering with an expert in Snapchat advertising can get you started on the right track. MarinOne can help you develop engaging ads that inspire action and drive results to unlock more opportunities for your business. With its Snapchat integration, you can easily identify budget by channel, audience, and products that can be tested across multiple platforms. 

To learn more about how you can maximize the potential of your Snapchat ads and fine-tune your omnichannel advertising strategy, reach out to one of our MarinOne experts today.

You’re a customer-first brand that prioritizes customer satisfaction, but no matter how hard you try, there will always be a handful of unhappy customers who leave disgruntled reviews or share negative sentiments about your brand on social media. Perhaps they received a faulty product, or maybe they were just having a bad day and the product didn’t live up to their expectations. You can’t please everyone, but having a strong online reputation management (ORM) strategy can minimize the impact of negative feedback to help your brand maintain a positive reputation. 

Online reputation management (ORM) involves monitoring mentions of your brand name on the internet, primarily in reviews and on social media. This may sound like a job for your PR team, but ORM is different. PR teams work proactively to increase exposure to your brand and strengthen your reputation. ORM is a more defensive strategy that centers around seeking out negative content and working to minimize the damage. 

Virality's Role in Online Reputation Management

In the age of Instagram, ORM is more important than ever before. Social media algorithms favor viral content, and unfortunately negative and controversial content has some of the highest potential for virality. This is because virality is based on engagement. Engagement meaning, how many people are watching the video (most likely a tiktok or reel) from start to finish? How many people are liking and commenting? The more controversial a video is, the higher the engagement will be. This can cause negative press around a brand to spread quickly. However, the phenomenon of virality also causes trends to come and go rapidly. So while negative press around a brand could be trending for a day or two, as soon as a new scandal happens, the internet will all but forget about it. 

Internet trends move so quickly that most viral mishaps are often looked past within a matter of weeks. For example, many of us remember the Kendall Jenner + Pepsi Ad Debacle of 2017. For those who don’t, Pepsi released an ad where Kendall Jenner walked into a crowd of protestors, approached front line police, and handed the police officers a can of Pepsi which miraculously ended a conflict between police and protestors. Viewers were outraged as they felt this ad belittled protestors and minimized the issue of police brutality.

In April of 2017 it felt like this ad was all anyone was talking about. Folks on Twitter were calling for boycotts of all Pepsi products, and Pepsi’s stock certainly took a hit. But today, most people scarcely even remember that it happened. This scenario exemplifies how brands can quickly move past even the most ‘cancellable’ scenarios. Between Pepsi’s reputation as a staple household soda and the speed at which internet gossip moves, Pepsi recovered quickly. By May, the internet had moved on to other scandals, and nowadays no one thinks twice about drinking a Pespi. Virality is both an enemy and a friend to brands trying to maintain a positive online reputation.

Online Reputation Management aims to get ahead of any negative sentiments and address them before they become a larger, or even a viral issue. Things rarely escalate to the viral level, but regardless, social media has made people more connected than ever before which enables negative or positive sentiment about a brand to spread quickly if you let it.

Here are a few key steps to an effective ORM strategy:

Hire a Community Manager or Community Management Team

If someone tweets about a negative experience and tags your brand, they expect a response within a few hours. The speed of communication on social media demands a dedicated employee or team to monitor mentions of the brand on Twitter, Instagram and Tiktok. Additionally, if a customer contacts a brand via social media and does not receive a timely response, they may post a negative comment on the brand’s account in order to get the company’s attention, or to express their frustration and gain sympathy from others online. Instagram has even started including a ‘typically responds within’ blurb that users see when messaging a verified business account. People are utilizing social media as a way to get a quick response from a company representative when they have an issue. And this makes sense; we scarcely talk on the phone anymore as everyone communicates through Instagram instead. So instead of relying on a customer support hotline, brands need to meet customers where they're at, which is on Instagram and Twitter. For example, check out this helpful exchange with a member of the community management team at clothing retailer Savage X Fenty:

Their community management team responded within minutes and began working to answer the question at hand. This quick response was possible because Savage X Fenty has a dedicated team managing their social media accounts. If this customer were to receive no response to their direct message, they might start commenting on the brand’s posts asking why they’re being ignored. Then, others will see the comments and develop a negative impression of the brand.

It’s interesting; people spend so much time on Instagram talking to their friends who are also on Instagram all the time and therefore respond quite quickly to each other. But now, people expect the same behavior from brands. Which is fair, since brands want their followers to see their social media content as native and relatable, just like a post from a friend. In turn, brands are held to the same standards that we have for our peers when it comes to social media interactions. These high expectations are exactly why having a community management team is so important.

Provide a Respectful Public Response, then Move the Conversation to Private Messages

Let’s say a customer tags a clothing company in a tweet stating their pants developed holes after just two wears. The customer likely wants two things; a refund and a public apology. A generic example of an appropriate response would be to reply to the tweet stating “This is not the experience we want our customers to have. Please message us directly so that we can make it right.” This way, you’re showing you care and will work to correct the situation, but you're also taking the conversation out of a public forum so the details can be handled privately. The disgruntled customer gets their resolution, and the public viewers of the tweet see that you value customer satisfaction. 

The same goes for responding to negative reviews on your website. Publicly state that you are sorry to hear about the customer’s negative experience, and ask them to email your customer service team directly so you can make it right. This way future customers who read the review will know that if they receive a faulty or defective product, the situation will be remedied.

Here’s an example of a great response from Starbucks to a customer complaint on Twitter:

The Starbucks care team expressed empathy, apologized, and provided clear and concise instructions on how to continue the conversation in a private forum. That’s how it’s done!

Be Honest

Do not delete negative reviews or “bury” negative reviews under positive ones. Customers are smart, and an overwhelming amount of 5 star reviews will be seen as a red flag that your company is hiding negative reviews. It may seem counterintuitive, but a couple bad reviews actually help to validate the positive reviews by proving that the feedback is unbiased. However, if a review has overly vitriolic or profane language, it’s best to delete it as that is an unreasonable reaction and you don’t want other customers to be confronted with foul language when visiting your site.

If your company makes a more widespread mistake, quickly post a public apology stating why the mistake happened and what you plan to do to fix it. Utilizing the pants with holes example again, I’d recommend an instagram story post explaining that the fabric was faulty and the team will be sending out higher quality replacements or refunding customers who experienced that issue. The Instagram story is the best placement for a public apology because it is easily visible by your engaged customer base, but it won’t live on your Instagram grid forever like a feed post will. This way, you’ve addressed the issue without drawing unnecessary attention to it, so it can be resolved and your brand can move on.

Be Helpful

In order to be forgiven in the court of public opinion, you must truly take action to remedy the issue at hand. This often comes in the form of issuing a refund or store credit for a problematic item. Or if you provide a service, making fixes easy for the customer. Here’s a great example of a helpful response from Jetblue Airways:

The ORM team responded quickly and helpfully. Rather than just telling the customer to stay on the line until they reach a customer service representative, the community manager offered to fix the issue for them. The key here is that they are making issue resolution as easy as possible for the customer, diffusing frustration. This experience could have caused K. M. Sutton and their followers to stop being brand loyal to Jetblue, but by fixing the issue, their team was able to retain a loyal customer.

Stay Informed with Google Alerts

Set up Google Alerts for brand terms so that you know immediately when any negative press arises. Setting up a Google alert is easy. Simply visit https://www.google.com/alerts, type in your brand name and enter in a few settings around where the alerts should be sent and how often you would like to be alerted:

Google alerts are a great way to monitor sentiment around your brand, both positive and negative.

In conclusion, a branding issue or bad review can feel like a big deal, but utilizing our ORM tips, your brand should be able to recover quickly. The internet moves fast! So as long as you’ve got a plan in place that involves reacting to negative sentiment with empathy and truly making things right with your customers, you’ve got nothing to worry about.

ORM is a part of your business that requires empathy, energy and genuine connection between the customer and the brand representative. If you're struggling to find the budget to hire a dedicated community manager, or your current team lacks the time to do community management yourselves, consider using a tool like MarinOne to automate some of your more mundane and time consuming tasks like reporting, paid media ad creation, and ad account optimization. Automate the things you can, so that you can focus on the things you can’t. Click here to schedule a demo of MarinOne today.

Overcoming challenges from recent changes and resetting your sights on scaling centers on the common themes of simplicity and increasing liquidity. We’re sharing actionable and accessible changes you can make in your accounts today to improve your outcomes. 

These changes are fairly universal in application, but if you’re a current Marin Software client you can also get personalized recommendations from your dedicated expert account team.

Simplify Account Structure

All new ad sets, or those that are treated as new by the system because their learning phase has been reset by a significant edit, start out in ‘Learning’. This isn’t necessarily a bad stage to be in - all ad sets will spend some time in learning, and typically anything less than 20% of spend (overall) being in learning is fine and won’t negatively impact performance. However, we want to spend as much of your campaign budget in an efficient way, and reduce time in Learning as much as possible. Simplification and consolidation are key to improving liquidity, in particular by moving spend past the Learning Phase more efficiently.

There are four key levers that impact the learning phase:

• Campaign and Ad Set Volume

• A simplified account structure will maximize signals in the auction to get you out of the Learning Phase faster. Ad Sets and segments that exist more for reporting over value or receive less than the 50 conversions/week threshold (88 installs/day for SKAN campaigns) should be consolidated.

• Manual Edit Frequency

• Each time you make a significant edit (such as to budget, bid or targeting, at campaign, ad-set or ad level) the Learning Phase is reset. As a result, hourly and daily performance metrics will be noisy and incomplete due to restricted and delayed reporting.
• Meta recommends waiting 72 hours to evaluate performance to allow for the reporting delay in opt-out conversions and to avoid editing an ad-set or ad until it has exited the Learning Phase.

• Targeting and Placement

• Gone are the days of over segmentation, especially in retargeting campaigns. Since user opt-outs from tracking will reduce the potential reach of retargeting campaigns, Meta recommends broadening placements and targeted audiences for more effective optimization over time. The “expanded interest” option is another great way to increase liquidity.
• In retargeting specifically, Meta also recommends monitoring for audience saturation and considering shifting more budget to Lookalike Audiences and Broad Audiences.
• When deciding on placements, Meta recommends taking advantage of their machine learning system, that will place your ad in the most optimal surface for you. Including more placements often helps you find a wider audience because our audience targeting works the same across all available placements. The more places your ad is displayed, the more chances your target audience has to see it and take the desired action.
• Bidding and Budget

• Ensure that your budgets are set high enough to reach 50 conversions per week. If you’re launching a net new campaign, take a look at the average account CPA for a good starting point, then multiply that number by 50 to get your ideal weekly budget.

• Conversion Event Frequency

• Are campaigns/ad sets failing to hit 50 conversion events per week? A quick analysis could be: “Of the X number of ad sets you are currently running only Y are hitting the requisite 50 events per week (or Z hitting 100 per week. Learning doesn’t stop at 50!)”. Watch out for very new campaigns/ad sets!

With all of this talk of simplification and liquidity, you may be wondering, can I simplify things too much? The answer is yes! 

Sometimes consolidating activity too much can do more harm than good. Generally speaking you shouldn’t consolidate when:

• The ad sets have different objectives
• The ad sets are targeting audiences with different values that the auction cannot detect
• There are differences in franchises obligations or shipping costs
• There are significant differences in performance - we don’t want to drown out good performing ad sets.

When considering scaling strategies for the new normal, our common theme is to increase liquidity. Take these steps to get your accounts to a place to scale:

• Simplify account structure

• Do you often see your ads stuck in the “Learning” stage? This could be a sign that it’s time to simplify. If the adset doesn’t reach the 50 conversions threshold needed (or is predicted to not reach this threshold), it will display as “Learning Limited” and won’t hit optimal performance. If this is the case, check for audience overlap using the “Inspect” tool in ads manager. If you have overlapping audiences in your account, learning will be split between multiple ad sets. This means you could be missing out on potential opportunities! If you don’t have overlapping audiences but still have ads stuck in the Learning stage, pick your strongest performers and pause the rest to allocate budget more effectively.

• Reduce frequency of manual edits

• Manual edits, while sometimes necessary, can push your ads back into the learning phase and prevent your ad sets from reaching optimal performance. Even if there is enough conversion volume to exit the learning phase, repeated manual edits will reset the learning process and keep your ads in learning longer. Try to limit manual edits post-launch or group together necessary edits, and find a list of manual edits that trigger the learning phase here.

• Broaden audiences

• Our inclination can be to be extremely refined in our audience targeting, but this can work against us by limiting the reach and thereby learning of our ads. Test out an expanded lookalike audience or even broad audiences to discover new scaling opportunities.

• Utilize CBO

• CBO, or Campaign Budget Optimization, is when you set one overarching campaign budget instead of setting budgets individually at the ad set level. This helps simplify campaign setup and helps reduce the number of budgets to manage manually, since the budget at the campaign level is flexible across all ad sets and prioritizes top performers. If you prefer to have more control over ad set budgets and leverage manual bidding, Marin customers can enjoy Social Rules that automate bid changes based on your internal KPIs to similarly automate with more granular control.

• Prioritize events with the largest, most diverse audiences

• If you’re looking to scale, you’ll find that growth in event optimizations that are further up in the funnel. For example, if you typically optimize for Sales you might test a Leads or Engagement objective in order to broaden your reach, then nurture those users to drive additional scale in your ultimate goal of Sales. Learn more about different Campaign Objectives in Meta here.

If you’re a Marin customer and would like more tailored recommendations, please reach out to your account manager for assistance. Our team members are seasoned experts in social advertising and can help you create a personalized scaling strategy. 

Marin social customers also enjoy time saving tools such as bulk uploading, bulk ad creation, and unified reporting. If you’re interested in learning more about Marin’s social capabilities, please reach out to us today.

With its vast professional network and communication tools (including Sales Navigator), LinkedIn is a powerful platform for establishing a sales pipeline and generating leads. It can be used to connect with potential customers and build up your business network in the professional metaverse.

In this blog post, we will discuss 7 innovative ways to conduct sales and lead generation-driven outreach on LinkedIn. If you are looking to expand your reach online to increase sales, LinkedIn is a great place to start!

Join LinkedIn Groups to Connect with Potential Customers and Generate Leads

One of the most effective ways to pursue sales via LinkedIn and to conduct LinkedIn marketing is by leveraging the platforms' Groups feature. By joining relevant groups, you can make inroads with potential customers and establish yourself as an expert in your field.

You can also use these groups to stay on top of industry trends and share helpful resources with other members. Additionally, you can join conversations about topics related to your business or product offering. This will help you build relationships with potential customers and increase brand awareness both for yourself as an individual and for the organization.

And you don't have to rely on groups that other people have created, either. You can start your own LinkedIn Group and begin a unique or niche conversation in the digital space.

Utilize Advanced Filters and Target Specific Audiences

LinkedIn can be an extremely effective tool for your business if you use it correctly. One of the best ways to get the most out of LinkedIn is by utilizing its advanced filters and targeting particular audiences.

The Benefits of the Filters Feature

These filters allow you to narrow down your search results so that you are only seeing people who fit into your desired demographic or industry. Plus, they make it much easier to find leads that could become new customers because you have a better idea of what these individuals are seeking or trying to get out of their LinkedIn engagement.

Use Paid Ads to Reach a Wider Audience

Paid advertising on LinkedIn is another great way to quickly reach a larger audience online. With paid ads, the targeting capabilities of LinkedIn become even more powerful because you can select exactly who will see your ad.

Examples of Paid Ad Targeting

For example, you can target by job title, industry, location, language, gender, interests, and more. Like the advanced filters feature mentioned above, this allows you to put your sales message in front of the right people, thereby maximizing your lead generation process and boosting your sales opportunities.

Create Engaging Content That Educates Your Target Audience

From creating a slick user profile to producing meaningful social media posts and articles, creating content on LinkedIn is a great way to engage and build relationships with potential customers as you educate your unique audience.

By crafting content that provides value to readers and followers, you can provide valuable insights into the latest industry trend or a new marketing strategy. In addition, this allows you to show off your expertise in the field.

Creating Top-Shelf Content

For example, you could write posts about the latest trends in ecommerce sales strategies or share other helpful resources, such as detailed guides or tutorials on how to start an online store. You could also provide tips for optimizing product sales pages or increasing sales conversions.

This type of informative, expert-level content can help generate leads, increase sales, and build trust with your target audience.

Incorporate Video Content into Your Lead Generation Strategies

Video content is an increasingly popular way to engage potential customers on LinkedIn. Incorporating this type of content into your sales outreach strategy can help you stand out from the competition while engaging your target audience more meaningfully.

Video Content That Makes an Impact

For instance, you can use video content to showcase a product demonstration, give an exclusive sales pitch, or provide helpful tips and advice within your industry field.

You could cover a variety of topics, including:

• How to create a sales pitch that drives sales
• How to use video content to demonstrate a product's features and advantages
• Strategies for increasing sales through targeted ads on LinkedIn
• Ecommerce best practices

By using videos that showcase your expertise and commitment to excellence, you can effectively establish a rapport with potential customers and increase sales opportunities.

Take Advantage of the Power of Endorsements and Recommendations

By leveraging the power of endorsements and recommendations on LinkedIn, you can boost your credibility on the platform.

What Are LinkedIn Endorsements?

Endorsements are simply when another LinkedIn user endorses you or your products/services. This helps to validate your expertise and put your sales message in front of more people.

What Are LinkedIn Recommendations?

On the other hand, recommendations are when someone provides a written testimonial about you or your product or service.

Both endorsements and recommendations can be incredibly beneficial if you are looking to gain an edge over your competitors.

Monitor Competitors’ Activity on LinkedIn for Insightful Ideas

Like with many facets of business, finding out what your competition is doing better than you can be a game-changer for your creative and out-of-the-box thinking.

By monitoring competitors' activities on LinkedIn, you can gain valuable insights into their sales and marketing strategies while also identifying any opportunities they are missing that could benefit your own sales efforts.

By keeping an eye on your competitors, you can spot emerging trends in the industry or sales techniques that you can borrow and apply to your own sales efforts.

Whether you are learning from what your competitors are doing right or learning what not to do based on what they are doing wrong, there is a lot to be gained from paying attention to rival businesses.

Lead Generation Strategies That Work

LinkedIn has a host of lead-generation tools that you and your marketing and sales teams can use to build trust, make connections, and spread your sales message throughout the professional sphere. By leveraging the power of endorsements, recommendations, video content, paid ads, and more you can quickly maximize your outreach opportunities on this notable platform.

No matter which LinkedIn strategy you decide to employ, MarinOne has your back to maximize the effectiveness of your digital outreach efforts.

According to Pew Research, 72 percent of U.S. adults use at least one type of social media, and 23 percent of these use Twitter, making Twitter the 7th most used social media platform in the United States in 2021.

Twitter is a free social networking site that houses over 300 million active users, allowing people to post ‘tweets’ to engage, socialize and connect with users on the same platform. 

While the purpose of Twitter for each person or organization remains the same, the ‘hows’ of using the platform vary for regular Twitter individuals or organizations using Twitter as a marketing platform. 

Why Twitter Marketing—and How?

Digital marketing has a long history, and one can’t deny how it has transformed the way marketers and audiences consume content, especially on social media platforms like Twitter.

Twitter might seem like a daunting platform to venture into for marketing, mainly because, unlike Tiktok, YouTube, or Facebook, Twitter’s main algorithm focuses more on conversations rather than visuals. 

We’ll look at this tweet from the Climbing House as an example:

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Alejandra Leyva, a Content Manager working with Climbing House emphasizes, “Different social media platforms require different techniques for marketing. In this case, we tried to spark a lighthearted conversation around climbing as a go-to activity for a first date. This makes it easier for us to converse on Twitter and grab the attention of young or old people looking for exciting date alternatives while leading them to our website.”

This is what the magic of Twitter marketing is—conversations. As a social media platform, Twitter is well-known for its ‘trending’ lists, be it words or hashtags. This trending list shows Twitter users the most talked about topic at a given moment for a specific location or worldwide. This is one of the best ways to clue into what’s happening in the zeitgeist quickly and understand what topical conversations your team should pay attention to in relation to your industry.

Benefits of Twitter Marketing

Because the charm of Twitter is centered around conversations, the benefits of using this platform as a marketing tool are centered around this as well.

The benefit of Twitter marketing is that because people are used to conversations, tweeting multiple times a day is normal and is not annoying for most users. However, Twitter is heavily chronological in the sense that it could take a nanosecond for one tweet to be buried among the tweets of the other people your followers follow, so making the best out of your content that would make people stop scrolling should be one of your top priorities.

There are endless benefits to Twitter than you might think, and these benefits have become successful strategies that marketers have utilized over the years. 

Strategies for Twitter Marketing

Establish a Brand Voice

Twitter is one of the most excellent platforms for establishing a company’s brand voice. While selecting a brand voice and reputation takes time and effort, Twitter as a platform makes this easy.

A company’s brand voice can either come off as lighthearted and casual or serious and professional, and you can establish this through your tweets and interaction on Twitter.

Take, for example, this tweet from Felix:

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Kyle Zien, Director of Growth Marketing at Felix, says, “We aim to reimagine the Canadian healthcare experience, and we believe it starts with how we interact with our audiences. We try to build our brand voice in a casual, friendly way where people feel like they’re taking advice from a friend rather than an organization.”

Make a Content Calendar

Social media marketers often have a lot on their hands, juggling three to four social platforms simultaneously. Using a social media content calendar allows you to plan and organize content ahead of time, making strategic content posts rather than just winging whatever content at any moment.

What’s more, most social media content calendars let you schedule posts even without logging in to the platform, so you don’t have to fear forgetting to post your marketing content.

Create and Join Trends and Conversations Through Hashtags

If you ask any person who uses Twitter what’s the most significant feature of Twitter that’s most attractive to them, at least three out of five will have one thing in common—hashtags.

While other social media platforms also use hashtags, Twitter makes the most use of this feature through its trending tags list immediately visible when you log in to the website. 

An important aspect of Twitter's marketing campaign is that it utilizes hashtags to join conversations or create and invite discussions surrounding its product and services. 

An example is this tweet from Prize Rebel:

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A person who does not necessarily follow Prize Rebel will discover this tweet because it has joined in on the conversation about making money online or earning extra cash. 

According to Jerry Han, CMO of PrizeRebel, “Ever since we established our Twitter account, the use of hashtags has proven how easily people can see us when they search for the same tag on Twitter. We sometimes supplement this with a “retweet to win” CTA as a condition for the prize, which also gives us more visibility to our audience.”

This tweet from PluginHive about their FedEx WooCommerce plugin also uses several hashtags to help increase the tweet’s visibility among those looking for information on shipping through FedEx.

Get Verified and Increase Your Follower Count

Before the great Twitter overhaul by Elon Musk, getting the tiny blue checkmark beside your profile name meant that your profile was your ‘proof of authenticity. Today, two forms of verification badges exist on Twitter—the old blue checkmark (which can now be bought on Twitter Blue by any user) and the ‘Official’ badge found at the bottom of your profile name.

Technicalities of these verification badges aside, there is a sense of authority emitted by accounts with blue or official verified badges, making them more reliable to Twitter users. Working to increase your follower count also helps in marketing and spreading your content throughout the platform and also helps establish you as a reliable content creator and organization.

Sponsored and promoted ads

On Twitter, you can do both paid and organic social media ads. The question is how can you harness the power of both. 

This is an example of a paid ad:

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You should be able to see a “promoted” tag at the bottommost part of the post for a paid advertisement. Having a promoted tweet increases the visibility of a tweet and is just basically paid advertising, taking your tweet to users who might be interested in your products and services.

In the case above, BPI utilizes Twitter advertising to encourage more people to apply for a credit card with the bank. Not only are they getting more credit card applications, but they are also generating more leads using the information users input through the application.

Stay Human and Interactive

The best way to ‘attack’ Twitter as a marketing platform is to stay human. You may be thinking, “But wait…what does that even mean?”

To put it frankly, in many cases marketing posts sound like they were extracted from an AI machine and then copy-pasted to the platform. This is the last thing you want to do if you wish to engage and convert your Twitter campaigns.

Twitterverse loves conversations. So go ahead, converse! Just like this tweet from Fig Loans:

Jeff Zhou, CEO of Fig Loans, says, “Our Twitter marketing campaigns don’t only rely on regularly creating or posting content for our follower’s timelines. We interact and reply to our customers or anyone interested in our products and services. That way, they know they will get top-notch customer service with us.”

Take another look at this Snickers-UNO interraction: 

There is a more lighthearted approach present here for both organizations. Engaging in conversation for your followers to see an unusual interaction between two verified accounts is a fun way to tickle and grab the attention of Twitter users. Not only is Snickers bringing fun to their initial post, but they’re also subtly implying how your next pre-football tailgate isn’t complete without Snickers. UNO calling them out on the typo was really the cherry on top to reaffirming that both companies are made up of real people behind the brands, having real conversations.

Why and How Twitter Marketing Matters

It should be no surprise that digital and social media marketing has been all the rave in the last few years. As humankind fixates on digital technology, marketers must adapt to these changes and be interacting where their target audience likes to hang out virtually.

These social media platforms are different in their ways and should be dealt with differently. Twitter, as a marketing platform, should center around conversations and engagement. This allows marketers to establish a brand voice and take valuable information and data about consumer behavior in return. 

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For help on strategically approaching any social media platform, meet with one of Marin’s marketing experts today. We will ensure your paid social advertising performs at it’s best.

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Rachel Melegrito is a guest contributor to Marin Software.

Affiliate Marketing for Beginners: What It Is and How To Get Started

If you haven’t heard the term “affiliate marketing” before, it’s a popular advertising tactic where businesses reward third parties for generating traffic and leads for them. The affiliate marketing industry is worth over $17 billion and for 20% of brand marketers, it’s the most important customer acquisition channel they have at their disposal. With statistics like that, it’s no wonder affiliate marketing has taken off so rapidly over the last few years. 

Simply put, a good affiliate marketing program will allow you to promote and exponentially grow your business while simultaneously blending smoothly with your other marketing channels. It’s a great way to generate significant online revenue and drive more sales. 

The growing popularity of affiliate marketing as an effective digital marketing tactic is a sure sign that you should get on board. Our beginners’ guide will walk you through everything you need to know—from basic definitions to how to get started with your own program. 

What is Affiliate Marketing?

Affiliate marketing is a revenue-sharing model in which an affiliate promotes a business's goods or services to help them achieve their sales goals. In turn, affiliates earn a commission from the sales made as a result of their advertising efforts. The push toward less traditional marketing tactics is opening up new avenues to generate significant online revenue, benefiting brands and affiliate marketers alike. 

How Does it Work?

By leveraging the abilities of a variety of individuals for a more effective outreach strategy, affiliate marketing spreads the responsibilities of product marketing and creation across parties. To ensure affiliate marketing success, three distinct parties need to be involved: 

Seller and Product Creators

A seller can be either a product creator, vendor, merchant, or retailer with a product — be it goods or service — to market. Occasionally, the advertiser can participate as the affiliate and also profit from the revenue sharing associated with affiliate marketing efforts. 

The Affiliate or Publisher

An affiliate, also referred to as a publisher, markets the seller’s product in a way that’s appealing to potential consumers. Whether an individual or a company, the affiliate focuses on persuading consumers to make a purchase. To attract consumers, affiliates often target a specific audience and adhere to that audience’s interests. 

The Consumer

For an affiliate system to work successfully, there must be sales. And, of course, consumers are the ones who make that happen. Affiliate marketers advertise products and services to consumers through various channels by using affiliate links that direct them to the merchant’s website. When consumers do so, however, the Federal Trade Commission requires that affiliates clearly disclose their relationship to the retailer.

How do Affiliate Marketers get Paid?

For those looking to increase their income online, affiliate marketing is an inexpensive method of making money without the hassle of actually selling a product. However, the way affiliate marketers get paid after linking the seller to the consumer can get complicated. For the affiliate to earn a commission, the consumer doesn’t always need to buy the product. An affiliate’s contribution to the seller’s sales will be measured differently depending on the program.

Here are four ways an affiliate gets paid:

Pay per Sale

After a consumer purchases a product, the affiliate receives a percentage of the sale price of the product from the merchant. In this program, before they are compensated, the affiliate must get an investor to actually invest in the affiliate product. 

Pay per Lead

In this more complex program, affiliates are compensated based on lead conversions. Pay per lead demands an affiliate persuade consumers to not only visit a merchant’s website but to entice customers to click and take action. 

Pay per Click

Utilized by some affiliate marketers, pay-per-click (PPC) programs help affiliates redirect consumers to a merchant’s website. Because an affiliate is paid based on the increase in web traffic, their focus remains on engaging consumers to the extent that they move from the affiliate’s site to the merchant’s site. 

Pay per Install

With this payout system, each time an affiliate directs a user to the merchant’s website and that user installs a software product the affiliate gets paid. 

Common Types of Affiliates

Affiliates use different methods and practices to reach their target audience and make sure they stay engaged. 

Influencers

Affiliates can benefit from leveraging influencers in their marketing strategy. Since influencers already boast an impressive following, they are likely to persuade consumers’ purchasing decisions. When influencers successfully direct a seller’s products to consumers, they receive a share of the profits. 

Bloggers

Through content marketing, bloggers excel at increasing a seller’s conversions. A blogger can spread the word about a product’s value by writing about it and promoting it along with providing links to drive traffic back to a seller’s site. 

Paid Search-Focused Microsites

Advertised within a partner site or on the sponsored listings of a search engine, microsites can garner a serious amount of affiliate sales. Paid search-focused microsites offer targeted audiences relevant content with straightforward call-to-actions. In turn, this increases conversions. 

Email Lists

Email marketing holds the power to impact affiliate marketing income. Despite its older origins, it can help promote a seller’s products. Affiliates may build email lists over time, or leverage email newsletters with hyperlinks, increasing the chance of consumers purchasing a product, thereby earning the affiliate a commission. 

Large Media Websites

Media websites have the potential to create huge amounts of traffic and build large audiences. Most commonly, these large websites provide product exposure through the use of affiliate links or banners, which ultimately improves conversion rates. As a result, both the affiliate and the seller benefit from top-notch revenue. 

Benefits of Affiliate Marketing for Brands

To help you understand the real benefits of affiliate marketing, here’s a list of the top six benefits.

High ROI

Aside from being an effective tool for attracting new customers and increasing sales, affiliate marketing is known for producing a high return on investment (ROI). In fact, 84% of businesses rate affiliate marketing as a better marketing channel than others. In addition to increasing ROI, affiliate marketing produced an average return on ad spend (ROAS) of 12:1 across all industries. To determine your ROI, divide your gross profit — your revenue minus your costs — by your costs, and then multiply it by 100. 

Low Start-up Costs

To protect your bottom line, it’s essential to avoid getting tied into pricey and unprofitable purchases. Compared to other advertising techniques, affiliate marketing allows marketers to partner with online retailers at a much lower cost. It’s also responsible for 16% of U.S. eCommerce sales, which proves how beneficial it can be for companies. 

Increased Traffic

With affiliate marketing, you’re likely to witness a surge in traffic to your site. Not only do affiliates expand your audience, but they also bring them to your site. When traffic volume is higher, your rankings improve, brand awareness grows, and sales and profitability increase. 

Reputation Boost

After building a reliable affiliate network to promote your brand, you will soon begin to see how this marketing strategy can also boost your company’s reputation. A business with credibility attracts more consumers and has a more loyal customer base.  Companies with a reputable brand can often charge premium prices for their products or services. 

Brand Recognition

In addition to boosting your reputation, affiliate marketing is a quick and effective method for building strong brand recognition. With affiliates working as brand ambassadors to advertise your company in a relevant, colorful, and positive way, you can also rapidly improve your customer acquisition strategy. Affiliate marketing companies can benefit from building relationships with influencers and bloggers to increase traffic to their sites through word-of-mouth advertising. 

Getting Started

If you’re ready to get started, follow these steps. 

Pick your Niche

Merchants turn to affiliate marketers because they can reach target audiences composed of potential customers. When you pick a specific niche, you’ll be more likely to build an affiliate platform with original content that meets the demands of an underserved audience. It’s wise to pick a niche that offers value to a sizable, underserved audience.

Choose the Right Platform

Use a platform that matches your niche. Consider which platform is best for your audience. You may discover that using a mix of platforms is the best route to help your affiliate marketing endeavors. 

Create a Website and add a Disclosure Page

After you’ve chosen which platform to use, you’ll need to create a website. As an affiliate, you’ll need to let your users know how you make money from your website by adding a disclosure page.

Add a Privacy Policy and Terms of Service Page 

In addition to a disclosure page, you need to include a privacy policy along with a terms of service page. This way, you’ll be protected from legal issues, but also be able to build trust with your audience. 

Join an Affiliate Marketing Network

Joining an affiliate network can both improve income opportunities and streamline relationship-building processes with merchants. While it’s not always necessary, many affiliate networks will help affiliates optimize their chances of success. To find one that best suits a product and audience, researching your different options can lead you in the right direction. 

Expand your Network

Using a mix of digital marketing tactics including SEO, content marketing, social media marketing, and so on can increase your network and your overall audience size. By combining these tactics rather than using only one of them, you may find that your marketing efforts will create a bigger impact. 

Tips for Optimizing Affiliate Marketing Campaign Performance

While affiliate marketing can improve your company's bottom line, it takes work and often requires a lot of optimizations. Here are our top tips to make it pay off. 

Analyze Through Average Performance

Pay close attention to performance metrics by tracking your typical daily, weekly, and monthly average performance. To get a sense of average activity, keep tabs on your leads, clicks, and sales. By collecting average performance data, you can verify whether your campaign is effective and focus on what needs to change. 

Combine Customer Behavior Data with Affiliate Marketing Data

By analyzing customer behavior data along with affiliate marketing data, you’ll gain a deeper understanding of what’s working and not working. This information will help guide your marketing strategy, allowing you to adjust your affiliate marketing campaigns to deliver desired results. 

Look for the Best Converting Sources of Traffic

To optimize your affiliate marketing campaigns, focus on your main traffic sources. Analyze current data to determine any traffic sources or segmented audiences that are generating a high conversion rate. 

Improve your Funnels

Make sure your funnels are designed to make consumers take action. An affiliate marketing funnel is effective when each stage of the clients’ decision-making process is properly mapped out, guiding them to purchase the products they’re searching for.  With the right funnel, the customer journey path will lead consumers to the designated product/service landing page, encouraging them to act on the desired goal.

Partner with MarinOne to Successfully Incorporate Affiliate Marketing into your Paid Media Strategy

Because affiliate marketing offers a big bang for your buck that other strategies can’t compete with, it’s quickly becoming a central aspect of many marketing strategies. With the benefits being so apparent and as the market continues to grow, more businesses are adopting it so they can stay ahead of their competition.

MarinOne has all the tools you need to make affiliate marketing a successful pillar of paid media. We can set you up with actionable tactics that will help you drive more sales, boost conversions, and gain influence, repurposing your affiliate relationships for high performance advertising.

Whether you're new to affiliate marketing or looking to step up your current performance marketing game overall, our MarinOne experts can help. 

There are plenty of online shoppers in this day and age, but there is also increased competition! If you are looking for a way to stand out from the crowd, increase engagement, and say thank you to your customers, get into the spirit of giving with competitions and giveaways.

Here are our top four favorite competition strategies to incentivize shoppers to get involved with your digital communications, boosting sales in the process.

Competition idea #1: Video submissions

Improve your brand awareness with a themed video contest that asks customers to perform a specific task or show off forms of customer appreciation via video. User-generated content is a great way to spread the word about your products or services.

Some popular video contest ideas include:

• Sing your favorite trending song
• Show off your best product idea
• Demonstrate how fast you can perform a certain task relating to your product (speediest submission wins)
• Send some before/after shots of an area of your home the product improved

Always set a time limit for the video submission, and be sure to share the user-submitted videos and tag your customer's social media accounts (with their permission). You can choose the winner by the highest customer votes; be sure to follow a strict deadline and shout out the winner on your website as well as your social channels. 

Competition idea #2: Refer a friend

There are plenty of ways to get your content in front of people who do not already follow you, such as hashtag marketing and refer-a-friend competitions, which both work in a similar fashion. An effective way to cut through the competitive noise is by getting recommendations people will trust; and who better than their personal friends.

Get in front of new customers by running a referral contest and generate organic word-of-mouth while boosting brand awareness and minimizing customer acquisition costs. This approach can also help to retain existing customers by offering a discount for the person doing the referring.

Some referral contest best practices to consider include:

• Offering a reward to the person who refers, and their referral
• Setting a purchase limit to earn the referral reward
• Ensuring you have social sharing buttons available to share the referral link
• Providing a dynamic referral link for individual customers
• Setting a contest deadline 

When promoting your competition, don't forget about using offline channels, especially if your business has a physical presence. Make your storefront a feature with posters, props, or other forms of visual communication that grab the attention of new shoppers.

Competition idea #3: Run a sweepstakes contest

A sweepstakes contest is a little different from a standard contest, but is still a valuable engagement-boosting activity. As all participants receive some form of prize, people are more likely to enter as they are not off-put by high odds. Prepare to receive a high number of entrants, all of whom require a prize, so keep your prize budget in mind when choosing rewards. The lowest level prize can be as simple as a small discount off the next purchase (encouraging purchases in the process).

As sweepstakes have many winners, these can all be selected by chance, like in a lottery. This is a great way to acquire valuable information which you can use for future business marketing strategies and growth with data mapping. Think about the type of data you would like to gain about your customers, and use these as question prompts to enter the sweepstakes.

Sweepstakes are very easy to run, as all you need is a simple landing page that collects email addresses for people to enter. The key with sweepstakes is promotion, and it is important to consider the following before running one:

• Ensure you have enticing visuals and prizes to grab attention
• Make it easy for people to enter
• Set a predefined probability for choosing the winner
• Include attractive social sharing buttons
• Give bonus entries to people who complete short surveys

Competition idea #4: Gamification 

If you can make your competition fun, you'll likely get more participation. This is where a gamification contest can be an effective tool; simply play a game to win a prize! Incentivize unique actions and then reward customers, gaining their business and loyalty in the process.

Gamification contests can include any of the following:

• Spin the wheel
• Scratch and win
• Enter a quiz or raffle
• Scavenger hunt
• Play trivia

Make sure the theme of the game is relevant to the season and that it is easy and fun to navigate. Promote the game on your site's homepage and social channels, and keep the prizes a surprise to increase interest.

Creating fans of your brand

People who enjoy your brand’s output are more likely to become repeat customers. Rewarding followers for their loyalty is a great way to keep them coming back to your business. Consider the cost of your competition, how much the prize you are offering is worth, and if the cost is viable when considering the potential spend of a new, loyal customer. The marketing return of a contest should also come into consideration, as the exposure it gives you to new segments can often be more cost-effective than some other marketing methods. MarinOne can also help with this by supercharging your paid search, social, and e-commerce advertising, so reach out to meet with one of our expert consultants today.

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Luke Carlino is a guest contributor for Marin Software.

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If you’re new to advertising on Meta, it can be a bit overwhelming. But never fear, Marin is here with a guide to set you on the right path. I’ll outline the process of setting up your Facebook Business Manager account. Then, I’ll provide a few strategic recommendations to help you get started. 

Creating Your Facebook Business Manager Account

Business Manager is a hub designed to help you manage all of your business’s pages and ad accounts in one place. Creating a Business Manager account is free and easy to do. Simply visit business.facebook.com, log in to your personal account, and then enter some info about your business.

Once you’re in, it's time to link your business’s page to your ad account:

Be sure to link all Facebook and Instagram pages you plan to run ads for. You will be given the option to add a page, request access to a page, or create a new page. Select whichever applies to you.

Next you’ll want to link an ad account to your Business Manager account:

You will be given the same options to add an ad account, request access to an ad account, or create a new ad account. Select whichever applies to you.

Next, you’ll want to grant your team members access to your Business Manager account. You have two different access levels to choose from:

• Admin access gives the team member full control, allowing them to add and remove other employees, edit settings for the business, and link pages.
• Employee access allows the team member to view (but not edit) settings for the business, and be assigned to manage pages or ad accounts.

You will also need to assign access levels for your Ad Accounts in Business Manager:

• Admin users can manage all account settings, add new team members, assign access levels, create and edit ads and campaigns, and have full access to the Meta reporting suite. This access level is a good option for your advertising program manager.
• Advertiser users are able to create and edit ads and can view all reports. This is a good option for marketing team members.
• Analyst users have access only to the reporting features. This access level is designed for the analytics team.

After all your roles are assigned, it’s time to set up your billing information, which can be done on the ‘payment methods’ page:

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Billing on Facebook can work in one of two ways. Automatic billing will automatically charge your card for advertising costs, while manual billing will allow you to add funds to your account that Facebook will then pull from as ad money is spent.

You can cap your total ad cost by setting an account spending limit, in which case your ads will be paused when you hit that limit and won’t serve again until you increase or remove the limit. 

Once you’ve got billing set up and your proper user roles assigned, you’re ready to start advertising! If you’re not sure where to start, check out these strategic recommendations.

Utilize Top Organic Content

If you’re new to buying ad space on Facebook and Instagram, the first thing you’ll want to do is make sure that the organic content on your social media pages is optimized to drive engagement. For example, a woman’s clothing retailer should make sure that their instagram page features their most popular pieces and that the posts on their instagram contain links to buy the items featured. B2C businesses can also benefit from creating an instagram ‘shop’ page. This way customers can click a link to shop at the bottom of each instagram post and be taken to your company’s shopping page within the instagram app. This makes the buying process easier than ever for customers, as you don’t even have to leave Instagram to make the purchase.

Once you’ve got your organic content optimized, start by promoting a few of your top organic posts. Analyze which posts received the best engagement. Once you’ve chosen your top organic content, Meta makes it easy to turn an organic post into an ad using Business Manager. 

Marin’s Message Booster makes this process even easier. Simply select the post you’d like to boost, choose a campaign and a few settings, and you’re good to go.

Creating Paid Ad Content

Once you’re ready to progress from boosting content to creating intentional paid ads, I recommend a top-to-bottom marketing funnel approach. 

Building an Audience

To get started, you’ll want to cast a wide net to fill your marketing funnel from the top down with potential customers. 

Video views are quite cheap with Meta, so that ad format is a great way to gain traction and build an audience. If you send out a video ad to a broad audience, for example targeting only by age range, you can then analyze who watched more than 5 seconds of your ad. Those who engaged with your ad for longer than 5 seconds are at least somewhat interested in your product. Users who viewed your top of funnel, broad targeting ad should then get moved down to the middle of your funnel so you can retarget them. 

You can also analyze these audiences to gain demographic data about what potential customers’ online profile looks like, and target lookalike audiences.

For example, let's say you’re a university trying to acquire more students and you know that prospective university students are likely between the ages of 16 and 35. Start with an ad targeting just that age range. Then you can study the demographic that engages with your ad, and build an audience of interested prospects from there. 

Retargeting Middle-of-Funnel Users

Now you’ve built your middle funnel audience from whom you see at least some intent to purchase, or learn more about your products/services. Retarget this audience with a click-to-website ad that leads to a landing page where they can learn more. Click-to-website ads are affordable but a bit pricier than video ads, so be sure that your landing page contains multiple calls to action so you can learn more about what your potential customers are interested in and then use that info to segment your audience further as you continue to retarget them, hopefully pushing them further down the funnel. 

In the example of a university marketing to new students, the advertiser would want to drive ad clicks to a landing page on which users can click different links to learn about each degree program. This way, the advertiser is gathering more information about each potential student. They can then push those who clicked on a link further down the funnel by retargeting them with an ad tailored to the degree program they showed interest in. 

Ad Customization

This retargeting audience is now towards the bottom of the funnel, and you can continue to serve them customized ads in hopes of pushing them across the finish line and getting that application.

Hopefully this guide helps you get started! Many of the recommendations discussed here can be implemented quickly with the help of MarinOne for social. Click here to learn more.

Content marketing is buyer-centric. It’s measurable, compounding, and scalable. In fact, it typically performs more reliably than other tactics, which makes it one of the best foundations to build marketing success. Creating unique, consistent, and valuable B2B content is simply the best way to connect with your audience. In this article, we’ll explore what B2B content marketing is, why it’s important, how to build a strategy, and how you can use it to grow your business. 

What is B2B content marketing?

Business-to-business (B2B) content marketing is the practice of producing and distributing content methodically to increase brand awareness, improve traffic, generate leads, and boost sales. It’s the process of using content to grow your audience, strengthen brand affinity, and ultimately improve your bottom line. Traditional forms of B2B content marketing include blogs, podcasts, email newsletters, and infographics. 

Why do B2B companies need content marketing?

Builds brand awareness

Content marketing directly influences your organic traffic. When traffic is flowing, you’re building awareness for your brand. Done right, content marketing can help 

• Improve customer retention rates 
• Boost organic ranking of your site 
• Help you create brand partnerships, and 
• Attract more followers on social media. 

Creates better engagement rates 

Simply focusing on content creation isn’t enough to create an effective B2B strategy. Marketers must also take notice of leading metrics like engagement rates, clicks, and bounce rate. When content is tailored to suit their interests, audiences will continue to consume it. If content is geared towards a buyer’s tendencies and intent, it will also improve overall engagement as well as conversion rates. 

Affordable, cost-effective, and supports long-term growth

A good SEO strategy coupled with high-quality content produces long-lasting results that compound over time. Once content is generated, it has great potential to drive organic traffic to your site—without you having to compete for top spot ads. 

Although upfront costs for content marketing may initially seem high, it is considered to be more cost-effective than other traditional forms of marketing, paid advertising, and video marketing. 

Additionally, the content you create can be frequently updated and repurposed, costing you a fraction of the price it took to make it. In the long term, the more you use your content, the cheaper it will become. 

High ROI

According to Statista, 30% of marketers believe content has the highest ROI of any channel. Marketers commonly try to amalgamate content’s strategic and financial value into a single metric: campaign ROI, or the success of a single campaign. When measuring the value of your content, be sure you stay focused on the challenge you are trying to solve. Content assets can be employed in numerous ways and can simultaneously be used across multiple platforms. It can also be used for video purposes, on your website, as a transcript for a blog, and so on. 

How to build a successful B2B content strategy

Every B2B content marketing strategy is unique. However, to create a successful roadmap, you need goals and understanding of your company's long-term objectives. Don’t let the idea of a content strategy be too daunting. It’s actually not very complicated and once you understand what it takes to plan one, you can start creating content that can drive success in your business.

Understand your audience

When you know your audience well, you’ll find it a lot easier to create the right content for them. Even if you have a large audience, explore your Google Analytics data on a granular level. By doing so, you can learn a great deal about your site’s visitors such as gender, age, location, and what topics interest them the most. Once you have more insight into your audience, you can expand content into new relevant subject areas. 

Map the customer journey

When you have a good understanding of your audience, review the customer journey. This can be complex, as they probably went through multiple touchpoints. However, it will help you discover which kinds of content are most effective at leading prospects down the sales funnel. When you have a good idea of where a prospect is in the customer journey, you can adjust your content to keep them interested.

Set yourself apart from competitors

Determine who your biggest competitors are and what kind of content they’re producing. To distinguish your company, aim to deliver content in engaging ways that your competitors can’t.  Present content that highlights the unique value of your business and services. If they have specific content that is performing well, you can use an AI writing solution like Quicktools to quickly generate copy that is similar to the competitors' content, yet unique and approachable enough to give you a better chance of attracting ideal customers. Unique and approachable messaging will give you a better chance of attracting ideal customers. 

Measure leads and micro-metrics

Data can provide a lot of information, allowing you to measure what’s working and what’s not. To advance your B2B content, you must take analytics seriously. Some metrics that are worth measuring include: 

• Current statistics such as total views, conversions, and shares of posts
• Benchmarks and trends
• High-performing content

Once you understand how your content is performing, you can adjust your strategy accordingly. If there is specific content that gets better than average conversion rates, promote it via sponsored content or paid social ads. 

Common mistakes content marketers make 

Content marketing pitfalls can often be prevented with careful planning. With the market so crowded, there’s little room for error and missed opportunities. Marketers need to focus on getting it right as they are limited by a finite number of potential customers. Common mistakes include:

Not taking advantage of user-generated content 

When user-generated material goes ignored, marketers miss out on a major opportunity to build a solid foundation of trust with consumers. To ensure content reaches their audience with a greater impact, marketers can include reviews and testimonials where appropriate, and even outsource content creation to users. This saves time and resources.  

Not having a content approval process 

A review and editing process is vital to ensure high-quality content that is relevant and engaging. It is also wise for marketers to create a content review and approval checklist. Alternatively, using a content management platform can help mainstream the process, making it easy to create, approve, and publish your content. 

Not promoting content enough

Promoting content is key to extending your reach to relevant audiences. Include new content in your emails and social media posts to drive more traffic to your content pieces and help nurture potential prospects. Keep in mind that producing content is only as effective as the efforts you make to advertise it. Native ads, display ads, and paid social are also great tactics for distributing articles or whitepapers as far reaching as possible. It no one reads the content then it doesn't matter how much you have or how good it is…which is why content creation is just as important as content promotion. 

10 quick tips and tactics for effective content marketing

1. Use personalized nurture journeys
2. Engage employees in active audience building
3. Create content for ALL search engines
4. Make sure your case studies aren’t too formal or stuffy
5. Use “smart” popups
6. Maximize digital PR to extend promotions and reach
7. Use content snippets to make product education more digestible
8. Segment your retargeting audience
9. Promote your high-converting blog posts
10. Partner with brands and influencers in your industry

MarinOne can help you supercharge your content

As a B2B company, MarinOne is well versed in what it takes to reach the right audiences with the right messages. Through our cross-channel approach, your campaigns will persuade and convert like never before. 

Business to Business advertisers gain a competitive advantage by identifying and analyzing the right data and integrating insights from that data to help campaigns perform. With MarinOne, you can easily optimize your content and automate key workflows using first-party data.  

Get in touch with one of MarinOne’s experts today to see how we can help you with your marketing needs.

We all have a fundamental need to belong. In fact, this is not unique to humanity; some animals only survive or thrive in groups as well. The foundation of a community is built upon support from acquaintances or family, as well as shared interests or backgrounds. Churches, schools, clubs, neighborhoods are some of the primary ways people get a sense of community or togetherness. Brands can create a community using the same methodology: a group of people that are all passionate or interested in a central topic.

Why Should Community Marketing be Important to Brands?

Community marketing's primary objective is to help companies engage with members of their target audience through their products, creating an engaged and long-term audience of customers. A key component to true lifecycle marketing, creating an active brand community can keep the same customers coming back to your brand again and again. It is a pillar of brand loyalty. 

Community marketing leverages the power of social media or other online platforms to build meaningful relationships with consumers. Many consumers want to get the "brand perspective" on various topics they are interested in, and this can impact how the community members interact. Many companies underestimate the influence they may have to start meaningful conversations online. Fitness, beauty, and lifestyle brands often do this quite well as consumers of these products are addressing needs that are quite personal, like their appearance or health, and they crave a safe space to discuss those needs. Organizations doing community marketing well are hosting and owning that safe space for discussion.

What Goes Into a Successful Community Marketing Plan?

There are a few crucial aspects to establishing a healthy community marketing strategy. One component of this involves creating messaging that focuses on everything your target consumers love doing. Look at the broader universe surrounding your product and the problems it solves. 

Savage X Fenty did this successfully when they set out to have a unique discussion around body positivity and inclusivity in the lingerie space. Their approach in setting up email lists, and Facebook groups, and community boards, all added to that sense of togetherness where many people of different backgrounds could connect on feeling "on the outside" with other lingerie companies marketing tactics. The result of this harmonious messaging resulted in incredible growth for the brand. Making your company mission about more than just a set of products brings customers or prospective customers together, getting them psyched about what they already have a genuine interest in.

Advantages of Initiating and Running a Brand Community 

If you still have doubts about using community marketing for your business, here are some benefits that might help you make up your mind.

• Improved customer experience for your prospects. By constantly interacting with the community, you get first-hand information about customer satisfaction. In turn, you can use this info to upgrade your products to suit their needs.
• Increased customer retention and brand growth. An effective program seeks to build loyalty in customers who buy from your brand severally. The goal of every business is to achieve loyal relationships with their customers.
• Instead of monitoring your brand reputation like an eagle overlooking an expansive landscape, with community marketing you're more like a deer living within the environment, overhearing what is being said and interacting with the other creatures in your brand forest. Your company becomes an integral part of the conversation. The opportunity to answer questions, redirect customers, and have ownership over public opinion in this way, especially if there are any questions being thrown your way from a PR standpoint, is invaluable.
• New members of the community easily become your customers. Although a larger following does not always translate to more significant sales, you get new customers from the brand awareness that comes through your existing customers interacting and enjoying the community. 
• The business grows organically. Thriving communities have people willing to share their good experiences with the world. These advocates can result in tremendous growth, and this kind of engagement becomes a great funnel and natural segue into ambassador, influencer, or affiliate marketing strategies.
• Customers can feel the product's authenticity. We all know that advertising can sometimes be a bit fabricated. Community branding brings out honesty and transparency, resulting in an authentic feel to your product and brand.

Misconceptions Surrounding Community Marketing

Even with many benefits to businesses that use community marketing, the lack of clarity in some areas has led to misconceptions surrounding it. Let's look at a few that are the most common.

1. An extensive community is always the best.
2. Communities can only spring up naturally.
3. A product can only have a single community branding.
4. All the members should be customers.

Best Ways to Start and Run Community Marketing

If you are starting or want to better your strategy, brace yourself and put your best foot forward. You do not want your audience feeling too much pressure, coercion, or any form of spam. Here are some tips to get you started without coming across too "salesy."

• Interact with the members of the community on general topics surrounding your industry. Start with an internal brainstorm session to have a full list of ideas that you can refer back to whenever in doubt. Remember too that you're facilitating conversations, not lecturing. No need to stand on a pulpit and declare things–ask questions and let the community bring their ideas to you. The community will tell you what they care about and want to discuss.
• Exercise your expertise in the specific field. If you strike your followers as an expert, people will start coming at you with questions and seeking clarification. Seek more knowledge in the niche and focus on helping your audience build their expertise. Positioning multiple employees as thought leaders and including them in the engagement process also builds authority for your company and humanizes the interactions that take place.
• Be reachable. Group participation alone is not enough. Show up regularly, respond to direct messages, and avoid ignoring reactions. After all, you want followers to see your brand as authentic and human.
• Be consistent. If it has been a while since you created a community and no one has shown up yet, or you can only hear cricket noises, don't lose hope. Keep sharing, and in time, the audience will gain confidence in your products and their ability to contribute in a meaningful way.
• Engage with the audience. This is the surefire way to quickly learn what your community values and what they appreciate, between plain posts and videos. If you can also do a poll, that would come in handy. Sometimes simply liking, commenting, or tagging community members is enough to make people feel they are important to the company.

Conclusion 

Community marketing contributes significantly to accelerated growth and a positive brand reputation. Incorporating this channel as a tactic can help keep company goals in line with the audience's wants. Identify the best platform for building your community based on where you believe your existing target market spends their time online.

Once your organic social media strategy is inline, MarinOne can assist in continuing to drive brand awareness, revenue growth, and holistic omnichannel analysis. Our tool provides an all-in-one place to see how all your campaigns are performing against each other, and how organic channels are assisting paid channels. Speak to our marketing team of experts today to learn more about cross-channel paid media management.

It’s no secret that the social advertising ecosystem (and the rest of the world) looks much different than it did just a few years ago. We know that many advertisers are searching for direction as they learn to navigate the constantly evolving landscape. 

Explaining the Ad Auction and Delivery System

Understanding how the Facebook ad auction works is the first step to adaptation. The ad auction formula consists of components that advertisers can leverage to increase their ad performance in the auction. The formula itself is a linear relationship between all components, making it easier to understand and predict how each variable will affect outcomes.

The Ad Auction

When advertisers create ads, they tell us who they want to show their ads to by defining a target audience. A person can fall into multiple target audiences. For example, one advertiser targets women who like skiing, while another advertiser targets all skiers who live in California. The same person (in this case, a female skier who lives in California) could fall into the target audience of both advertisers. When there's an opportunity to show someone an ad, the ads with a target audience that the person belongs to are eligible to compete in the auction.

To ensure that the winning ad maximizes value for both people and businesses, the winner of the auction is the ad with the highest total value. The total value is a combination of 3 major factors connected by the formula below:

• Bid: The bid placed by an advertiser for that ad (in other words, what the advertiser is willing to pay to achieve their desired outcome).
• Estimated action rates: An estimate of whether a particular person engages with or converts from a particular ad (in other words, the probability that showing an ad to a person leads to that desired outcome of the advertiser).
• Ad quality: A measure of the quality of an ad as determined from many sources including feedback from people viewing or hiding the ad and and assessments of low-quality attributes in the ad, such as withholding information, sensationalized language and engagement bait.

Together, estimated action rates and ad quality measure ad relevance. Because these are components of the auction, an ad that’s more relevant to a person could win an auction against ads with higher bids.

The Ad Delivery System

Because the ad auction and ad delivery system behave like a supply-and-demand system, there are seasonal fluctuations and ecosystem changes that will affect the outcomes and costs of ad performance. There are two main causes of CPM fluctuations you may have experienced before:

• Seasonal and Economic events:  The impact of seasonal and economic events on advertiser cost can be represented by supply and demand. Supply and demand typically have an inverse relationship, but multiple simultaneous forces on supply and demand can create different outcomes. Considering the impacts of seasonality and economic events in terms of supply and demand can help advertisers predict how this will translate into the ad auction. The examples provided by Meta below illustrate the expected impact of different macroeconomic variables and seasonality on the ad delivery system.

A positive economic event illustrates the typical inverse relationship between supply and demand. When supply (usership and user behavior) remains constant but we see advertisers competing for user attention by raising budgets, this leads to a flat level of impressions and thereby a higher cost per impression (impacting CPMs).

A relatable example of seasonality for advertisers is the holiday season. During this time, we see both supply and demand move as users are more actively searching for gifts to purchase, while advertisers are also spending more to capture this increased intent. In this example, purchases are likely to increase while CPAs remain constant.

A negative economic event in this example moves both the supply and demand curves. If users are spending more time on Facebook, the supply rises. But concerned advertisers also typically pull back spend during a negative economic event, pushing down demand. This resulted in increased impressions at a lower cost per impression, and subsequently lower CPM.

• Effects on reporting due to user adoption of iOS tracking updates: With iOS 14.5+ adoption ramping up since July 2021, there has been an impact on advertising delivery and reporting, and performance fluctuations. While these effects have been widely felt, it’s important to recognize that these known reporting gaps do not mean our platform is not driving real business value for advertisers, or that your campaigns are not resulting in a purchase or major event. These changes just make it harder for us to measure the outcome. After extensive internal analysis, we’re able to publicly share that we now estimate - in aggregate - that we are currently underreporting iOS web conversions by approximately 8%, which is down from the 15% estimate we reported last September.

In part two of our collaboration, we’ll apply these concepts to strategies advertisers can use to structure for scale. Visit Meta for Business, for more information on the ad auction and delivery system. 

When it comes to creating snap ads, the little ghost has your back. Snapchat distributes quite a bit of information to help advertisers find success on their platform. In this post, we’re consolidating their tips along with the insights from veteran users to give you an all-in-one guide to Snapchat ad strategy and campaign optimization. Let’s get into it. 

How to create a Snapchat Ad strategy from scratch 

When you start out, you’ll set up your campaign similar to how you would with Facebook ads. It goes like this: campaign > ad set > ad. You can have multiple ad sets in one campaign and multiple ads in one ad set. 

The Snapchat ads manager doesn’t save your work halfway through. If you start creating an ad, make sure you have time to finish it. The last thing you want is to waste time creating ads that only the Snapchat ghost will end up seeing. 

Instant Create vs Advanced Create

Choose your campaign objective

With Instant Create, you can build a single ad in under 5 minutes. It’s a solid option for beginners. 

For more detailed targeting options, you’ll want to opt for Advanced Create. 

Choosing a campaign objective in Instant Create is as easy as clicking one of the 5 options in the screenshot above. With Advanced Create, the options are a bit more thorough. Here’s what that looks like:

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When choosing your campaign objective, think about what you want your audience to do when they swipe up on your snap ad. Choose from the following options:

Awareness

• Awareness
• Promote Places

Consideration

• App installs
• Drive traffic to website
• Drive traffic to app
• Engagement 
• Video views
• Lead generation

Conversions

• App conversion: Drive specific actions on your app.
• Website conversions: Drive specific actions on your site.
• Catalog sales: Drive sales on your chosen product catalog.

You can find out which ad types are available for each objective here.

Once your campaign objective is set, choose a start and end date (or just a start date, if you plan on running the campaign indefinitely) and set your daily and lifetime spend caps. Campaign spend caps must be at least $20.

On the next page, you’ll name your Ad Set then attach Snap Pixel and Snap App ID Tracking. Snap Pixel is a tool that helps you measure your campaign’s cross-device impact. This means you’ll be able to track the actions Snapchatters take on your site after seeing this ad. Snap App ID tracks actions snapchatters take in your mobile app after seeing your ad. Using this feature unlocks additional targeting benefits like Mobile App Custom Audiences, App Re-engagement Optimization Goals, or SKAdNetwork. 

Right under that is where you pick your ad set budget and schedule. The daily budget minimum is $5. Then you have the option to pick your placements. Snapchat recommends choosing automatic placement, but here’s what it looks like to customize:

Instant Create Audience Targeting

Select the appropriate demographics for your campaign. Here, you’ll specify your audience by gender, age, and language. Next, you pick the location(s) you want to target. 

Click “Show Advanced Targeting” to view the final two targeting sections: “Interests and Custom Audiences” and “Devices”. 

“Lifestyles” and “Visitors” are the two Snapchat Lifestyle Categories within the Interests and Custom Audiences section. According to Snapchat, these are “Audiences that have been built and packaged using Snapchat and Third-Party Data, allowing you to reach people based on their online and real-world interests and behaviors.” 

• Lifestyle categories are created based on what the users are most interested in according to what media they consume.
• Visitors are categories based on where the users go on their mobile devices.

There are a lot of options to choose from, so spend a good bit of time scrolling through and designing the audience that best fits your target customer base.

Last up is device targeting. You can pick between android and iOS, cellular or wifi, and specific device makes. This is only relevant in some situations, like if your app is only available for iOS. Otherwise, clicking “All” is your best bet. 

Advanced Create targeting options

In addition to demographics offered in Instant Create, you also get to choose a household income, education level, and marital/parental status.

The biggest difference between the two is the Interests and Custom Audiences section. With Advanced Create, you can pick from Predefined Audiences or create custom audiences from scratch. Predefined audiences are the Lifestyle and Visitor categories available in Instant Create.

Custom Audiences can be created using Snap Audience Match (CRM Lists), Snap Engagement Audience, and Lookalikes. You can choose to deselect the option to expand your audience automatically to optimize performance if you want, but it’s automatically selected based on Snapchat’s recommendations. 

When you click the “Create Audience” button, you’re taken to a page where you choose from one of 3 options: 

• Custom Audience
• Lookalike Audience: Choose a seed audience, a location, then a Lookalike type. 

• Similarity: Matches your seed audience the best, but is smaller. 
• Balance: Mid-sized audience that balances resemblance and reach.
• Reach: Larger audience that prioritizes reach by broadening resemblance to the seed audience. 

• Saved Audience: This option takes you to the Audience Insights page. Here, you can customize your audience and then save or export. You can also click through a visual representation of the audience you create. 

In addition to the operating system, device make, and connection type, Advanced Create also allows you to target specific mobile carriers. 

Here are some best practices to keep in mind: 

• Keep your audience size under 20 million people per ad creative (be warned: a minimum audience size of 1,000 is required to run an ad). 
• Create one ad set per unique audience. 
• Use the Lookalike Audience feature to find new customers. 
• A/B test ad sets with a specific audience by running multiple ads with unique creative assets.

Choose your budget and goal

Now’s the time to pick your daily budget, goal, and bid. 

Auto-bid will get you the lowest CPC if you’re new to Snap ads. If you plan to choose a bid amount, go with whatever you’re willing to pay to get the action you want.

With Advanced Create, you’ll adjust your per-ad budget in the Delivery section. The options change based on your goal, but here’s what it looks like if you choose “Swipe Up”:

While Snapchat recommends auto-bid, you can play around with Target Cost and Max Bid and see how they affect your results. When you click the Max Bid option, Snapchat will offer a recommended range to choose from. You don’t have to pick within this range, however. 

Choosing Max Bid also unlocks the Pacing feature, You can pick Standard to spread your CPA organically across your set dates or you can choose Accelerated to deliver your ads as quickly as possible (best for time-sensitive campaigns). 

How to create a Snapchat ad

The next page is where you create your content. 

1. Choose your ad type/placement at the top of the screen. 
2. Create an ad name, headline, and make your ad sharable. 
3. Upload your Top Snap media (AKA your ad’s creative asset). Snapchat’s Instant Create has built-in templates for the Top Snap, but you can also create your own on a design platform like Canva. Alternatively, you can use a pre-existing logo from Wepik to give your ads a professional and recognizable look.
4. Select and customize your attachment (where you want your viewers to go). 
5. Select your CTA. 
6. Last but not least, add impression tags and swipe up tags for impression tracker verification.
7. Click next to review your ad, pay, and publish.

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You’ll also get access to additional features depending on where you send your viewers. For example, you might see the option to enable autofill for lead generation or smart prefetching to speed up mobile site load times. 

How to optimize your Snapchat Ads campaigns 

When it comes to optimizing your Snapchat Ads, it all comes down to trial and error. First check that your ad type aligns with your advertising goal:

• For example, single image ads are great for conversions. 
• Use filters and lenses for UGC marketing. These ads tend to inspire trust in your brand and are less intrusive than traditional ad formats. And when users in your chosen location use your filter or lens to send Snaps to friends in other locations, you get even more exposure. When creating a filter, opt for something artistic that doesn’t obscure the main part of the user’s Snap. That’ll encourage more Snapchatters to use your filter.
• Lenses are also a powerful AR shopping tool. Create a lens that shows users how your product will look when they bring it home and put it to use. 
• Story ads are good for snagging attention quickly.
• Commercials are only available to selected advertisers, but they’re super effective as they can’t be skipped.
• Collection ads are ideal for e-commerce stores looking to drive sales. To set yourself up for success here, choose the top-performing products on your site, optimize your photos, and add some enticing CTAs. 
• We all know how effective video ads can be. Keep your Snapchat video ads short and hook viewers by calling out their pain points from the start. Use audio and captions to make your ads accessible. Lay out your solution to the viewers’ problem, then end with a strong CTA. 

9 tips for optimizing your Snapchat Ad campaigns:

1. A/B test (aka split test) your ads.
2. Define strong KPIs.
3. Keep up with your audience insights and optimize targeting accordingly. Pay key attention to the purchase intent metric.
4. Familiarize yourself with Snapchat culture.
5. Only advertise to locations where your product is available for purchase (that includes shipping options for e-commerce).
6. Make your creative asset fun, snappy, and shareable. Shoot for 5 or 6 seconds.
7. Create Snapchat ads that feel like native content. That means throwing out the polished, professional vibe and going for a more casual, conversational ad. 
8. Launch a broad, data-gathering campaign; then study your Delivery Insights.
9. Try out goal-based bidding. It’s a strategy where you optimize ads toward a specific action you want viewers to take. You set a cost-per-action requirement, and Snapchat will deliver impressions to efficiently achieve your desired outcome.

Want to make Snapchat an integrated part of your marketing strategy?

Marin Software's team of marketing consultants are standing by to get you started. Our tool makes cross-channel executive perspectives easy to see, and helps you make the best tactical marketing decisions possible…which is especially important when testing new channels. When you integrate the management and analysis of all your social and paid search platforms together, you'll save time and energy for everyone on the team. Our experts will make sure everything is tied together properly at the start so you can automate the systems that slow you down.

There's no reason to put all your social media advertising eggs in one basket when there’s a whole world of low competition and high ROI advertising opportunities out there. If you’re ready to branch out, consider giving Snapchat a chance. 

Snapchat demographic statistics

With a recent resurgence in popularity, the platform is experiencing a new fleet of users among teens and young adults. As of the second quarter of 2022, the app had 347 million daily active users worldwide, which is an 18% increase from the previous year.

Snapchat reaches 75% of Gen Z. If you’re trying to reach a younger demographic, Snap ads might just be your secret weapon. Many of today’s teens even use Snapchat over their phone’s native messaging platform for chatting with friends. While these users might also use social media platforms like Instagram and TikTok, the fact that many advertisers sleep on Snapchat means less competition for your ads. 

Take the airline-booking app Hopper, for example. A recent case study from Snapchat’s inspiration page revealed some pretty impressive stats:

• Snapchatters were 37% more likely to watch a flight on Hopper vs users acquired from other social platforms. 
• Snapchatters had a booking rate 4 times higher than users acquired on other platforms. 
• The brand achieved a 50% decrease in cost per install (CPI) by using radius targeting on Snapchat.

What sets Snap apart from other social media platforms

Now that we’ve piqued your interest, let's find out what Snapchat ads are all about. Snapchat started as an app used solely for sharing vanishing images. Soon after, they added the ability to send direct messages and send short videos. They led the pack when it came to the Stories concept, lenses, and geofilters. 

Nowadays, they’ve expanded to include a Discover Page filled with news, articles, and stories by featured creators. That Discover Page is your ticket to advertising success. It houses Stories at the top. Scroll down a bit to see the featured content.
Snapchat ads are similar to the ads you’re used to on popular advertising platforms like Facebook and Instagram. They appear between Stories, on the Discover Page, and in the form of branded lenses and geofilters.

Ad types available on Snapchat

Below are all the Snap ads formats you can use to reach your target audience:

Single image or video ad

This is Snapchat’s basic ad format. It displays a single image or video full screen and can be used for most any brand objective. Videos can be up to three minutes long, but the platform recommends keeping them between 3 and 5 seconds for the best results. Snapchat’s images and videos are lumped together in the same category. This full-screen ad format enables users to take action by swiping up.

These ads take up the entire screen, meaning they don’t have to compete for the viewer’s attention with other content. They appear between content in the following sections: User Stories, Publishers, Creators, and Our Stories. 

Here are a few use cases:

• You can attach your website to the ad so that the CTA swipe-up link lets users make a purchase without leaving the Snapchat app. 
• Generate more app installs by attaching an “Install Now” swipe-up CTA to the bottom of the ad screen. This allows viewers to download your app without leaving Snapchat.
• Long-form video is also an option. Snapchat will play a 10-second preview of your chosen video. The bottom CTA will have a swipe-up link directing users to watch the full video. 

Collection

Perfect for ecommerce brands, Snapchat’s Collection ads allow you to showcase a series of products. If a Snapchatter is interested, these ads include four different tappable tiles that make it easy for them to buy and browse.

On-Demand filters

Create an On-Demand geofilter for users visiting your location of choice. This is a good option for brand awareness campaigns. There are a few different types of geofilters:

• Event geofilters: Become available at the time and location of your event.
• Shared Spaces geofilters: Appear to users in communal areas like malls, airports, parks, etc. 
• Chain geofilters: Available to your brick-and-mortar store customers.
• National geofilters: Available to everyone in your chosen country.

Filters can be made smart to serve ads with real-time updates based on the user's location, name, time, etc. 

Lenses

Snapchat really paved the way for TikTok and Instagram filters. I mean, how could we forget the OG puppy ears? Snapchat’s lenses are its AR filters. 

Lenses give Snapchat advertising a creative edge. Using these, advertisers can encourage viewers to participate in memorable interactive augmented reality experiences. With the platform’s Lens Web Builder, marketers can select from hundreds of animations, 3D objects, and effects to build a branded AR lens to connect with audiences in an engaging way.

Face lenses manipulate the user's facial features to make them appear different in some way or another. They can be used to transform users into a character relevant to your brand or as a way for users to try on your products without leaving the Snapchat app.

World lenses appear on the outward-facing camera (aka the back camera). They detect the user’s environment and allow users to interact with 3D objects overlaid on their world. These filters are also an effective method of showcasing products. 

Branded filters allow brands to advertise inside user interactions. Most of the other ad types offered by the platform live on the Stories/Discover Page. Branded filters show up when a user goes to send a Snap to a friend. Filters are, by far, one of the most fun things about the social media app because they can be applied to photos and videos as an extra, entertaining add-on. Brands can also develop their own unique filters for users to apply. Creating these filters is a great way to build brand awareness among users who might not have clicked your ad on the Discover Page.

Story ads

Story ads, part of Snapchat’s Discover feed, help you reach your target audience and drive brand awareness with a branded tile. Snapchat story ads are a series of images or videos that appear in between user stories or in the Discover Feed. They can display a collection of between 1 and 20 images or videos. These are pretty effective considering many Snapchat users watch their entire Story feed multiple times a day.

You can also advertise an article via the article ad format. It will pop up in the Discover section amongst other featured Stories and Articles. 

Product catalog ads

Display a series of products with this shoppable ad format. These catalog ads can display as collection ads, single image/video ads, or story ads. They allow users to purchase without leaving the Snapchat app. 

Commercials

Commercial ads are non-skippable 6-second video ads. The actual video can last up to 3 minutes, but the ad is only non-skippable for the first 6 seconds. They appear within curated content and for better or worse, Snapchatters can’t skip them. 

Dynamic ads

Marketers who are active users of Facebook, TikTok, or Instagram may already know that running dynamic ads is a great way to promote your brand. However, unlike other social media platforms, the Snapchat dynamic ads are only sent to users who’ve previously interacted with a brand. Offered in two formats — single image and collection — these dynamic ads are designed from pre-set templates and from your product catalog, eliminating the need to create them manually each time.

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Wrapping up

Now that you understand the basics of Snapchat ads, it's time to get to snapping. Snapchat's ads manager has a pretty nice suite of analytics where you can find what segments interact with your ads (including segments you didn't choose to include in your campaign). This is super helpful when it comes to improving your campaign relevance and reducing your advertising costs.

Paired with MarinOne's Snapchat integration, you can see all your advertising campaigns in one place, making it easier to identify budget by channel, successful products, and successful audiences that can be tested across various platforms. Speak to one of our marketing experts for a free consultation to get started with am omnichannel advertising strategy, featuring Snapchat.

Marin Software supports Snapchat ad optimization

Marin Software's repertoire of platform integrations continues to expand as we introduce a direct Snapchat integration into our suite of tools, available now to Marin users. 

Chris Lien, Marin's Chairman and CEO, said the following about this promising partnership: “‘Snapchat has an enormous reach with millennial and Gen Z shoppers who hold $4.4 trillion in global spending power. This gives brands an incredible opportunity to drive brand awareness and revenue with their future customers. We look forward to providing our customers an avenue to integrate our powerful reporting, advanced bidding, and campaign management tools to achieve the best performance on the Snapchat platform.”  

The combination of Snapchat audiences with MarinOne's bidding and automation will prove to be a winning duo for advertisers. Marin has been a leading provider of digital marketing software for performance-driven advertisers for nearly two decades, while Snapchat continuously innovates new and unique experiences for users.

Incorporating Snap more thoroughly into our software is a direct response to our clients's needs as well as market popularity of Snap continuously rising. With 18% YoY growth in users, Snapchat has proven that forging their own path in the social media landscape is a solid strategy. They continue to lead the charge globally in AR, avatar, and communication features for users.

With the assistance of machine learning and automated optimization, the MarinOne integration with Snapchat’s Marketing API gives advertisers the opportunity to analyze, monitor, and improve Snapchat campaign performance, while making one-to-one comparisons with other channels. Advanced analytics through MarinOne's grids provide flexible reporting, while AI bidding, budget pacing, and forecasting provide marketers with the insights they need to get the most ROI possible.

If you'd like to get started with a Snapchat strategy, speak to one of Marin's marketing consultants–we can get the MarinOne - Snapchat integration up and running for you in no time at all.

Getting Started with Amazon Live

Visibility is the key if you are aiming to succeed as a seller on Amazon. Keeping up with platform changes and new features is a great way to stay ahead of the competition and have more visibility on Amazon for your brand. One such feature your company ought to be utilizing is Amazon Live.

Since the inception of Amazon Live in 2016, it has slowly but surely grown in status and notoriety. What initially seemed cheesy to many brands has now become a highly profitable revenue platform. As Prime Day 2022 numbers have improved year over year, being able to engage users already shopping on Amazon offers up audiences who are more likely to convert right away. 

This is great news for individual influencers as well as major brands. Most of the users active on Amazon Live view shopping as being highly therapeutic or personal in some way. So with an ever-growing audience of highly-engaged active shoppers, the question arises ‘How can my brand use this too?” Here’s a playbook on how to get started.

What is Amazon Live?

Amazon Live is regarded as one of the most successful initiatives launched by Amazon in the form of a live streaming platform. Sellers can create videos and tutorials as a way to market new or unique products. Creators can host live streams on their Amazon Live to advertise their product to their customers and followers. The live streams come in a myriad of formats: from direct interactions between seller and shopper, to giving product demos, offering promo codes, and holding Q&A sessions, all amounting to the creator earning commission from sales produced by their streamable content. 

Amazon Live has been made customer and seller friendly, as both parties can access the platform on desktop as well on mobile. There is also growth potential from a global perspective for brands, as the website and mobile app versions of Amazon Live are available across many countries. 

What are Amazon Live influencers?

Social media influencers have been an integral part of the entire concept behind Amazon Live. Amazon’s foray into live shopping with this QVC style shopping stream changed the influencer landscape at large as thousands of streamers have taken advantage of a new place to sell their products in an interactive way. 

The Amazon Live platform also offers the Amazon Influencer Program, where individuals with an existing social media following can re-direct that following to the influencers' favorite Amazon products. Using tagged codes and links, the influencer in turn receives a sales commission for those product purchases from Amazon. 

By developing a unique Amazon Storefront, influencers can choose and promote any product on the platform on this layout to generate a permanent income stream. Based on the type of product, total influencer sales, etc., the commission for influencers is set up in the range of 10% of all revenue. 

Developing great Amazon Live content as an influencer

Amazon Live offers the influencers a chance to showcase a products' features in real time while answering questions and engaging with shoppers, much like Facebook Live and Youtube Live. Developing content for live streams is as personal as any other content an influencer may create. If you're a content creator looking to produce a unique streaming experience on Amazon Live, don't be afraid to wear your product, use it, and flaunt it the way you want…just as you would on any other social media platform. (So long as you're within Amazon's guidelines of course.)

Keep in mind that shoppers want to see:

• How the product works
• What sets it apart from other similar products
• Why you recommend it as their trusted influencer.

You can sign up for the Amazon Influencer Program in order to live stream products here. All you need to apply for the Amazon Influencer Program is your YouTube, Facebook, Twitter, or Instagram account information. It takes 3-5 days to get the application approved and setup your account. 

Partnering with Amazon Live influencers as a brand

Just like other forms of influencer marketing, there are several benefits to working with influencers on Amazon. For brand owners looking to use Amazon content creator relationships as part of your omnichannel marketing strategy, a few objectives you could set as part of an Amazon influencer program are:

• Exposure to new audiences and brand awareness
• Authentic, top of funnel content creation
• Reputation boosts through influencer trust
• Optimization of your Amazon product listings
• Increased sales and conversion

When done correctly, influencer marketing has been shown to drive qualified traffic that will not only deliver an immediate return on investment but also provide momentum for Amazon listings. This helps increase Best Seller Rank, organic rank, and ad visibility.

Remember, in influencer marketing, authenticity is #1

Keep in mind that content creators prioritize their own brand identity and authentic voice above all else. So to have success, you must find the right partnerships that are a fit for the company and the influencer. 

In a recent interview with Amazon, popular influencer Trisha Hershberger described her early experiences as a content creator, and how she was met with resistance by the industry to be herself. Many brands only wanted to collaborate with her if she changed her appearance to what they considered the "typical" gamer look. 

“I was told, ‘you can't wear a dress on camera and talk about video games, no one's going to take you seriously, you have to wear a graphic T-shirt.' I was told often that I didn’t look like the gaming type,” she says. 

Hershberger shared that she was adamant about her point of view despite the pushback she had received. Her reward for this fortitude came in the form of seeing audiences respond positively to her individuality. Viewers are wanting to connect with creators who are being true to themselves and their interests. By sticking to her guns and presenting the image she wanted to portray, Hershberger managed to help shape a culture of communication and openness between herself and the brands she promotes. 

She believes the stalwart attitude she and other influencers have had has helped to create more diversity in online content at large. “With more diverse creators coming forward with different backgrounds and interests, there is something for everyone,” she says.

Connecting Amazon Live and Amazon influencers to your omnichannel marketing strategy

Amazon Live has the potential to be another powerful asset in the digital marketers' toolkit, just like many other platforms, tools, or features that have come before it.  You've most likely already tackled Pinterest advertising, TikTok content, programmatic ads, and many other unknowns in the past…so don't be afraid to get bold here too. Amazon Live is simply another opportunity to dig deep and get creative, scaling your marketing initiatives to new heights. Some low hanging fruit for omnichannel applications we would suggest include:

• Repurpose Amazon Live content on other social media channels
• Extend your Amazon Live influencer collaborations to include promotion on their other content platforms
• Use Amazon Live as an opportunity to test new product launches, or get passive market feedback on existing products
• Create community and ongoing dialogue amongst the Amazon audience by driving them to other forums where your brand spends time

Managing Amazon Live budgets and campaigns with MarinOne

While some of the execution to an Amazon Live campaign may be distinctive to other campaigns your brand is running, what will be consistent is the need for clear audience tracking, insightful data analysis, and accurate attribution. Marin Software is prepared to help you do just that with our all-in-one paid media management platform. Our tool integrates directly with Amazon Ads so you can see how a multitude of campaign types are performing all at once, against one another. It's also one of the only tools available that offers true omnichannel budgeting across nearly 30 publisher platforms, so you'll know whether to put more or less engine spend toward Amazon, Facebook, TikTok, or anywhere else your ads are running. Let our team set up the infrastructure for your team to make the best advertising decisions possible. Get a consultation from one of our digital marketing experts today.

As a marketer, you know that paid ads and organic social media traffic are both valuable. But how much effort and resources should you put into each? In this article, we'll explore the pros and cons of each campaign type to help you make smart choices. We'll also offer tips on how to measure the success of your campaigns. Read on to learn more. 

What are paid ads, and what are they used for? 

Paid ads are one of the most popular online marketing strategies for people and businesses to get their message out and drive traffic through their sales funnels. 

There are many types of paid ads, but the most common are pay-per-click (PPC) ads. As the name implies, the advertiser pays each time someone clicks on their ad.

Paid ads can be a great way to get your brand in front of an audience that’s already interested in what you have to offer. Since you're only paying for results (clicks), it can be a very cost-effective way to market your business.

Benefits of Using Paid Ads

• One of the biggest advantages of using paid ads is that they can quickly provide results. Unlike building followers through creating content and relying on SEO, which can take months to bring results, you can start seeing traffic from your paid ads almost immediately.
• Customers like them and respond well to them: especially social ads that feel native to the social media feed. Facebook advertising has been growing by leaps and bounds over the last few years and has many options for detailed audience targeting.
• In general, people like seeing ads that are targeted to their interests, and they're more likely to click on them.
• You can track and measure results: When you're running a paid ad campaign, you can track how many people are seeing your ad, how many are clicking on it, and what they do after they click through to your website. This information is invaluable in helping you to fine-tune your marketing strategy and optimize your campaigns.
• Paid ads can reach a large audience. For example, with Facebook Ads you can set your ad to appear to people in a certain geographic area.

Paid ads can generate a lot of traffic quickly and easily. Simply create the campaign, choose where you want it to show, and make it live.

Drawbacks of Using Paid Ads

• One of the biggest drawbacks of using paid ads is that they can be costly, especially if you're in a competitive market. The cost-per-click (CPC) can be high. You might also need to spend a lot of money on your ad campaign before seeing results. For example, the more your ads are served to potential buyers, the more data Facebook is able to collect. More data leads to better targeting and higher conversion rates down the line, but conversion rates may not be great starting out. 
• Campaigns need to be constantly monitored and adjusted to be effective. You need to keep an eye on your CPC and cost per action and ensure you're getting the results you want. If not, you may need to re-evaluate your strategy.
• Some people find paid ads to be disruptive and annoying. Paid ads have the disadvantage of being seen as a form of spam, and some may be less likely to trust your brand as a result.

What is Organic Social Media Traffic?

Organic social media traffic, on the other hand, is driven by unpaid posts, stories, and blogs, etc. that appear on social media sites like Facebook, Twitter, and LinkedIn.

Organic social media content can be a great way to increase brand awareness and build relationships with potential customers. It’s also less disruptive than paid ads.

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Benefits of Targeting Organic Social Media Traffic

• The most obvious benefit of targeting organic traffic through social media is that it’s free. You don't have to pay for each click or impression as with paid ads.
• Organic traffic is also more likely to convert than paid traffic. This is because people who find your business organically may be further along in the buyer’s journey; they're actively searching for information related to your business, product, or service.
• Organic social media marketing campaigns are more sustainable in the long run than paid ads. Once you build a following, you'll continue to get organic traffic as long as you maintain the quality of your content. This is not the case with paid ads, which need to be continuously paid for.

Drawbacks of Relying on Organic Social Media Campaigns

• Organic traffic can be slow to build: One of the biggest drawbacks of relying on organic social media content is that it takes time to create quality content and build a following, and you may not get much traffic until you do so.
• To get the most out of organic social media content, you need to pair it with investing time and resources into search engine optimization (SEO). This includes keyword research, link building, and content marketing. The same principles that make your content valuable to search engines also make it valuable on social media, which in turn drives more traffic to your site and signals to search engines that your content is useful.

Organic Content vs Paid Ads: Which is Better for Your Business?

The answer depends on your business goals and objectives. If you're looking for a quick way to increase brand awareness or generate leads, paid ads may be the way to go. However, if you're interested in sustainable, long-term growth, organic ads are probably a better option. There’s a good chance that your business would benefit from both, but the relative resources you invest in each strategy can be assessed by looking at the pros and cons of each one.

Both options have their pros and cons:

• Both require ongoing management and optimization: Otherwise, your return on investment could be negative.
• Paid ads offer consistent and reliable returns: Since paid ads get more impressions from potential new buyers, they generally perform better than organic results.
• Organic content is free (aside from the time it takes to create, post, and manage it). 
• Paid ads can be disruptive: Ads can be intrusive and may put potential customers off your brand.

In the end, if you’re not sure where to start, try experimenting with both paid and organic social media campaigns to see what works best for you.

How to Measure the Success or Failure of Each Type of Campaign

An analytics program is needed to determine whether specific content from your organic social media campaign is performing well and the ROI you’re getting compared to your paid ads. To work out the best formula for how to divide your resources, use a combination of ad spend and organic content and analyze the results. The best way to do this is using an ad management platform like MarinOne. With MarinOne, you can see all your campaigns in one place, including performance data for both organic social media content and paid ad campaigns. This makes it easy to track the success of your organic and paid ad campaigns and compare the two side-by-side.

5 Quick Tips for Implementing a Successful Campaign With Both Types of Advertisements

1. Identify your goals before running a campaign. This will help you determine which type of ad is best suited to your needs.
2. Define your target audience. This helps to ensure you're targeting relevant users and not wasting ad spend on a demographic uninterested in your product or service.
3. Budget for both paid and organic campaigns. Don't put all your eggs in one basket—a mix of both can lead to the best results.
4. Monitor your campaigns regularly and make changes as needed. What works today may not work tomorrow. So, it's important to stay on top of your campaigns and keep tweaking them for optimal performance
5. Use MarinOne to simplify your efforts.

While paid ads can be very effective when done correctly, they do require investment, which might not be feasible, depending on your budget and the industry. To make paid ads work for you, be prepared to do A/B testing, reallocate funds if needed, and make sure to use retargeting strategies. Organic social media marketing is free, but it takes effort. You won't see results overnight, but investing in building a solid organic foundation can lead to great long-term exposure for your company.

Regardless of how much you put into each strategy, you’ll likely find that integrating both types of campaigns into your marketing strategy works the best. To fully take advantage of both types of campaigns, however, you’ll need a tool to automate and syncrhonize your efforts. This is where a platform like MarinOne comes in.

How MarinOne can help

With MarinOne’s automation tool, you can set up goals on your site using the programmable automation features in Google Analytics. You'll be able to track ad metrics, CLV, and conversions without having a full-time employee dedicated solely to analytics duties.

Analyze your organic traffic and paid ad data early and make changes according to your results, automatically boost popular organic posts, and build campaigns from your product feed. Since MarinOne works with Google Analytics, there’s no need for a separate tracking code or web property ID either.

Learn more about MarinOne’s ad automation tools today. Get in touch to speak with a team member to see how we can help you get the information and tools you need to increase the effectiveness of your paid ads and organic content.

Influencer marketing, which includes businesses collaborating with influencers, is a powerful strategy for brands to broaden their social media reach. It's growing in popularity– over three-quarters of US marketers will employ influencer marketing in 2022. Influencer marketing initiatives are not one-size-fits-all. Much depends on your specialty, goals, and the pool of influencers in your audience. With the right strategy and approach, influencers can help any business reach its marketing objectives.

What exactly is influencer marketing?

Influencer marketing is a social media marketing strategy in which companies collaborate with influencers (also called content creators) to promote a product, service, or brand. The influencer creates and distributes material about the brand or product, and the business compensates them with cash, free items, or both. Typically, businesses will supply the influencer with whatever product they will be featuring on their platform. To guarantee the influencer will post about your product, you’ll have to pay according to their sponsorship rate sheet. Reach, traffic, engagement, and conversions are the most common influencer marketing KPIs.

The first type of influencer marketing was celebrity endorsements. Social media content creators with highly engaged specialized audiences may now provide more value to marketers than superstars with large but generic followings. This is because social followers find social content producers relevant, trust their suggestions, and are committed to exhibiting their support.

How to plan an influencer marketing campaign

Here are the stages to launching a successful influencer program for your company.

Establish your objective

Like any effective marketing plan, the first step is to define your objectives. Defining your goals for influencer marketing can help you develop a practical approach throughout your campaign. It will also assist you in understanding the metrics you should follow to determine the effectiveness of your campaign.

Below are some good influencer marketing objectives to consider:

• Boosting brand recognition
• Increasing your fan base
• Raising engagement and generating leads
• Increasing your sales and conversions
• Boosting brand loyalty
• Link building for SEO

Understand who you're attempting to reach

A successful influencer marketing strategy requires reaching the right people with the appropriate tools and influencers at the right time. Create audience personas to better understand who you're attempting to target with your campaign. Outline specifics regarding your target audience, such as:

• Chronological age
• Optimal spending habits or comfort level (if you want to drive sales with your campaign)
• Their pursuits
• Geographic location
• Where they spend their time online.

You have to know your target audience to know which influencers they engage with. The influencer must be relevant to your target audience– otherwise, you’re throwing money down the drain. 

Recognize the guidelines

Before implementing an influencer marketing plan, you must first grasp the guidelines. The Federal Trade Commission establishes those rules in the United States. Transparency is key here. Influencers must also be aware of sponsored content requirements, and they frequently fail to do so. Or the influencer may make the revelation of their sponsorship delicate and partly buried. The restrictions for advertising vary widely by nation, so verify them. The sponsorship must be disclosed to the audience with clarity. Social media platforms like Instagram and YouTube are simplifying this by adding features that identify a sponsored post as such. 

Consider the three Rs of power

These three factors determine influence:

Relevance

The appropriate influencer for your campaign shares content about your industry and company, and their target audience must be similar to yours.

Reach 

Reach is the number of individuals who could see your material through the influencer's audience base.

Resonance

The influencer's potential degree of engagement with an audience that resonates with your brand is referred to as resonance.

Influencers to be considered

The key to a successful collaboration with influencers is trust. Whoever you collaborate with must have your audience's confidence and respect. Without authentic content, your influencer marketing campaign is unlikely to achieve the desired marketing objectives.

The best approach to tell if a prospective influencer is trustworthy is to look at their engagement and the feedback they already receive from their followers in the form of comments, direct messages, likes, and shares. Socialblade is a great tool for doing a closer analysis of each influencer with which you are considering collaboration. To ensure that you are hiring the most trustworthy and reputable influencers, you may consider partnering with a reputable event staffing agency that specializes in influencer marketing. This could provide you with a wider pool of qualified prospects, allowing you to make an informed decision.

Conduct your research

Your study does not end with creating a shortlist. Before signing any contracts, there are a few more steps to solidify the success of your campaign. Determine how frequently your potential influencer uploads paid material. If they share a lot of sponsored posts, their engagement rate may be lower than what you would like. 5% engagement is generally considered healthy, so keep that in mind as a general rule of thumb. 

Keep the influencer's posting schedule in mind when considering the content you'll want the influencer to share. Any influencer strategic about their approach is very cautious about what promote and when. So if you ask them to share too many pieces of promotional content in a short period, the influencer will reject your offer (or their compensation expectations will increase dramatically).

Reach out privately 

Invading a potential influencer's DMs and asking for collaboration right off the bat may not be the best method to start a relationship. It can sometimes be perceived as too forward and even a bit tacky, so do your best to navigate the start of the connection with care and professionalism. Don't get me wrong: it may be effective to reach out cold, but there are other communication methods for planting seeds that lead to longer-lasting partnerships. Influencers accustomed to working with brands often list an email in their bio for this purpose. Start by engaging with the influencer’s content...Enter their direct messages after establishing an authentic interest in them as an individual and an interest in supporting their content.

Create great content in collaboration with your influencer

A social media influencer who has worked hard to build their brand would refuse any offer that jeopardizes their integrity. So it's better to offer some rules/guidelines on what you want but leave the actual content creation process to them. Content creators know what their audiences resonate with. They can also spot what will be an immediate turnoff. Best practices are to offer talking points and guidelines that the influencer can work into their native content however they see fit.

Analyze your outcomes

When you begin your influencer marketing campaign, the number of likes and comments on your branded content may overwhelm you, especially if your influencer has a significant following. These are vanity metrics that don't accomplish anything for your brand. You must calculate your actual return on investment (ROI) to determine the value of your campaign.

Even though users who engage with the sponsored content might not purchase right away, they are now aware of your brand and have started their journey to becoming a customer. Getting them to follow you or visit your website opens that door.

And even if they don't follow your account, your product will come to mind when a need arises. They can revisit the influencer's post to find the link and make a purchase. That's the power of influencer marketing-- an influencer's audience trusts their recommendations. If a follower needs something, they use the influencer's recommendations to make their purchasing decisions.

After running a successful sponsorship, consider pulling the influencer's content and posting it to your own account as a paid ad. This maximizes the value and ROI of the partnership and allows you to reach segments of your target audience that are not already following the influencer, but that would still benefit from the influencer's content.

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It's no secret that users on social media are scrolling through their feeds for much more extended periods. In 2022, social commerce sales in the United States are expected to reach $45.74 billion, with more than half of the nation's adults purchasing directly on the social media platform of their choice. 

With such robust behavior data, brands must have an omnipresent presence across social media platforms to take advantage of these trends. Recent studies indicate that the majority of significant brands plan on increasing their social commerce investments in 2022.

Get a quick look into emerging social commerce trends for 2022 and how they can help you grow your brand's sales, marketing, and profits. Continue reading and discover key trends that have shaped social business over the past few years and what you should do in 2022. 

What Is Social Commerce?

Social commerce is a part of e-commerce and refers to consumers' shopping experience on a social network. In other words, social commerce is selling products through social media platforms such as Facebook, Instagram, and TikTok.

Social buying is a growing trend within the US and is becoming more popular worldwide. It's estimated that social commerce will grow to $79.64 billion by 2025 in the US. Although that may be a very healthy number for the market overall, marketers still have a long way ahead of them if they want to succeed on the individual brand level.

Brands can utilize various techniques in this space to take advantage of impulse purchase decisions and consumer FOMO. The major players in social media like TikTok, Instagram, and Snapchat have optimized the buying experience by reducing friction throughout the buyers' journey within the platform.

Social Commerce Trends

One of the most inherent benefits of social media marketing is how quickly it can change and adapt to new consumer trends. Text-based updates have been replaced by more visual, transient content on social media platforms in the last two decades. Companies can draw on their strengths historically to determine how they approach social commerce now. Think of it as an opportunity to present the same brand messaging that has worked before in a new medium, like taking the headline of a billboard and turning it into a PPC ad. This transition from organic social media to social commerce ought to work much in the same way. 

For example, Instagram Shopping, Facebook Shops, and Pinterest Buyable Pins have all been updated in response to consumers’ want for quicker, easier purchase experiences. Snapchat is another platform taking steps to introduce social shopping trends to its 229 million users. Snapchat’s recent introduction of “lenses” allows users to read product descriptions, reviews, and specs.

Verbiage within the content (whether in video, audio, or written form) is often purchase-driven on social media now as well. Common phrases such as "swipe-up to purchase" or "click the link in the bio" make it easy for social media users to purchase the advertised items and services. Users have come to expect these captions or comments within brand messaging, as they reinforce the CTA (call to action) in another way and make the user’s most simple next step very clear.

A Shift in Marketing Strategies For Brands

Just like any other channel, the social shopping experience for each industry can vary quite a bit. Social commerce ads that promote athleisure clothing is very different from ads that promote electronics, for example. Take the time to do thorough competitive research for your social commerce strategy, just as you would for any other new medium. If you don't have the internal resources to do this research, you can also hire marketers who have experience in the space.

With so much content available to consume, users are unlikely to engage with or pay attention to brand-generated content. Because of this, more brands are starting to understand the value of user-generated content, live stream shopping, chatbots and influencer marketing. This content is both user-friendly and approachable–the key being that UGC is humanizing your brand and building authenticity, much like a low-key testimonial. With such a shift in traditional content engagement, these organic opportunities should not be overlooked. They will play an important supporting role in your social commerce strategy.

Social Commerce & the Importance of User Experience

E-commerce purchases are affected by the interaction a shopper has with the website. Merchants who run online stores have ultimate control and can often view direct actions when all purchases are taking place on site. Social commerce diversifies that shopping experience. The benefit of course is that this can increase the amount of revenue and number of sales overall, as a step is removed from the users’ conversion journey. The downside is that you may not have as much data or control as an advertiser that you would have on your own site or e-commerce shopping cart.

Keep in mind that the objective is digital convenience whenever looking at important decisions within the social commerce space. Brands that still use outdated business models with a long buyer journey and complicated purchase models will frustrate customers. The faster and more seamless the path is to checkout, the better your chance to capture more revenue. 

Another factor to consider is the fact that users' attention spans have fallen dramatically. This makes it even more critical for brands to optimize their user experience to gain more confidence and increase sales with as little work from the consumer as possible. Consider diversifying your purchase integrations to optimize this process fully. Plugins from tools like Shopify Pay, PayPal, Apple Pay, and more will yet again remove a step from users’ finishing their checkout.

Social Commerce Market Stats And Outlook

It's been fascinating watching how social trends have driven innovation in social networking beyond just communicating with friends or family. Over the last several years, legacy direct-to-consumer brands (DTC) have invested billions in paid social advertising to drive new revenue. Their success caused a flood of more unique, independent brands to follow suit…which made the competition for advertising slots that much more aggressive. This led to higher costs for advertisers and increased ad fatigue for social media users. Global advertising spend on social networks was 26% higher in the third quarter of 2021 than in 2020. In 2022, Insider Intelligence forecasts that US retail and social commerce sales will rise by 24.9% to $45.74 billion. Fashion categories, such as apparel and accessories remain the largest market for social commerce. However, other lifestyle brands wanting to market electronics or home decor are also doing incredibly well with social commerce campaigns. Brands that offer new and differentiated goods are best suited to social commerce. But if the patterned growth is any indication of the value still to come for advertisers…we recommend testing it out, regardless of what kind of DTC product you’re selling.

In Conclusion

Social commerce enables brands to develop frictionless shopping experiences and reach consumers in the most critical places. As social media continues to evolve in 2022 and beyond, brands will have more options to create social commerce experiences with potentially explosive growth. Brands with a proactive approach to moving to the next level should shift their marketing efforts and build trust with customers through social commerce implementation.

What makes Pinterest different from other social media platforms like Facebook, Twitter, Instagram, etc., is that its primary use is not connecting with others. On the contrary, it is a search and discovery platform. People spend hours and hours looking at things they want to do, learn, or purchase. Most of the users on the platform are looking to purchase items of interest that will somehow help them achieve a goal or complete a project.

When it comes to marketing, Pinterest is an extremely underutilized platform. According to Hootsuite, there were almost 459 million users on Pinterest in 2021 per month. In 2020, almost 100 million users were added. This shows just how many people are using the application and the potential market. Read this “getting started” guide on how you can dive into the world of Pinterest advertising and bidding.

What are Pinterest Ads? 

The reason why Pinterest ads are so powerful is the fact that they are presented as normal pins. The only difference is that you will see a “Promoted by” tag on the pin that is an advertisement. These ads seamlessly mix in with normal pins and do not seem out of place like ads on other social media platforms. The ads are displayed on the home screen by an algorithm that tracks their historical activity on the platform, much like Instagram or TikTok. This means the ads target potential buyers and not just people at random. You can target different people based on the following criteria:

• Location
• Gender 
• Age 
• Interests 
• Categories

Pinterest allows you to choose from 5 different ad formats. The format you pick will depend on your brand and needs. 

• Standard pins 
• Carousel ads 
• Video pin ads 
• Shopping pins 
• App install pins 

How to Set Up an Ad Campaign 

So, how can you stand out with your Pinterest ads? Setting up a new ad campaign requires following a few simple steps. 

Make a business account 

The first thing you need to do is to set up a business account on Pinterest. You can set it up by clicking your user profile icon which is present on the top corner of the page. 

Describe your brand or business 

The next step is to describe what your business or brand is. You will be given some options you can choose from. Is your business beauty, home, travel, etc.? Make sure to click the most appropriate business category as this will greatly affect how your ads are listed to users. 

Create a campaign 

Once done, go ahead and create your ad campaign. Simply click on “create” and then on “create campaign”. 

Choose your goals 

What is the aim of your business? Why are you promoting your brand on Pinterest? Even though it seems complicated, this step is easy. It’s best not to overthink it, and keep in mind you can always test multiple campaigns with different goal settings. You will need to choose from the three options given. These include awareness, consideration and conversion. Are you looking to create awareness about your brand/business only? Do you want video views or content engagement? Are you looking for increasing traffic to your website or Pinterest page? Or, do you want to promote your catalog or brand? Start with the goal you’d most like to achieve and test variants from there. 

Set your budget 

Choose whether you want to set a lifetime or daily budget. Go ahead and choose a start and ending date for your campaign. 

Bidding 

The Pinterest campaign manager has two options for setting bids.

Custom Bidding: Here you will enter your maximum CPC bid amount via the Ads Manager or Bulk Editor. While you may have more control over what you are bidding at the ad auction, keep in mind this is a manual process which could be time consuming if you need to adjust your bid amounts over the course of the campaign.   

Automatic Bidding: With this option, Pinterest will manage your bids for you, working to get the maximum clicks for the lowest possible cost to maximize the budget you have prescribed. There is a learning period when you begin automatic bidding as Pinterest’s algorithms work to find the best outcomes for your ads, but once Pinterest finds the sweet spot for your bids, automated bidding can help get you the most for every dollar spent, not to mention saving you loads of time.

Pinterest also partners with various third party solutions to give their advertisers more options for better results. By layering a bid optimization solution over Pinterest’s bidding tools, you can take your results even further. A few of the added benefits of using a tool like MarinOne include:

• Advanced bidding algorithms that take in over 75 signals for the best responsiveness and accuracy.
• Custom bid modifiers to adjust to external market signals that are relevant to your business.
• Forecasting to help you find the right level of marketing investment and help predict expected conversions, revenue, and profit for your entire account or specific bid strategies. 
• Budget allocation that assigns spend levels to your bid strategies by setting targets and campaign budgets based on your campaign goals. 
• Budget pacing which tracks your spend over the course of the month, quarter, or custom spend period, and adjusts your bidding targets to keep you on track.
• Performance insights and recommendations that scan your accounts for any and every opportunity to decrease costs and improve results. 

Tips for optimizing your Pinterest ads

Get specific in how the ad is positioned

To make the ad more specific and ensure it reaches individuals who can potentially turn into customers, you need to provide details within the creative. One effective approach is to select who you are going to target and put together a “how to” or “tutorial” that directly addresses that target demos’ particular needs or problems that your product solves. It’s a good idea to use multiple keywords within the written content to make your ad impactful for many different searches.

Ensure the Pinterest tag is installed properly and firing

The Pinterest tag allows you to track conversions and optimize your Pinterest campaign budget. With the right setup, you can report conversions from nine different types of actions on your website and view them in Pinterest Ads Manager. Proper installation of the Pinterest tag is essential to get the most out of it. The tag can be installed manually on the website or through Google Tag Manager. To check that the tag is firing and fuctioning, you can utilize the Pinterest Tag Helper.

Use impactful visuals to showcase your brand

Your brand is only as good as you portray it to be. So, choose colors, imagery and videos carefully. Showcase your work and expertise through the aesthetic presence of your brand on Pinterest. Many businesses, both large and small, use Pinterest ads to create awareness about themselves. Therefore, it is important to share real-life pictures of your brand/business in action.

Make the most of your Pinterest advertising

If you have a product that you want to share with the world, Pinterest is an excellent platform to do so. The biggest advantage you will have is that it is still highly unexplored and still a fairly untapped marketing platform today. Most advertisers and marketers are not using Pinterest to its full potential, meaning the available audience is not experiencing ad fatigue. The likelihood your vertical has thousands if not millions of users ready to engage with your brand, without excessive competition, is very good. By placing Pinterest Ads, you can gain that competitive advantage that others don’t have. 

In addition to the bid optimization tools mentioned above, MarinOne can also help you measure the results of your Pinterest Ads with advanced analytics that detail performance within and across Pinterest campaigns and also side-by-side with other search, social, and ecommerce publishers. Pull in your customer data from your web analytics and CRM tools for a more advanced view of conversions and LTV. And once you have all the data processed in MarinOne, you can push that out to Excel, Google Sheets, your data warehouse, or BI tool.

Now that you know what a gold mine Pinterest is for leads and conversions, reach out here to get started with MarinOne for Pinterest. 

Publisher skill certifications are a great resource for seasoned experts and novices alike. Even though seasoned professionals might balk at the prospect of sitting through a certification course, we’ve found that there’s always something to learn in the constantly evolving advertising landscape. 

If you’re looking to level up your skills but don’t know where to start, we’re covering a few popular publisher certifications and our experts’ experiences with them.

Meta Blueprint Certifications

Known by advertising OGs as Facebook Blueprint Certifications, these certifications have undergone an evolution over the years. Meta has continued to expand their certification offerings to include Associate and Professional level specialty certifications in a variety of Meta-related niches. Even experienced marketers will find the content of the study guides and exams challenging - Meta makes you work for that digital badge. While their courses are free, the exams will set you back anywhere from $99-150 apiece. Their exams are also proctored either in person or online, a throwback to high school exam season for many of us.

Customer Engagement Manager Lauren Neels recently took the Meta Media Buyer Certification:

“I recently completed Facebook’s Blueprint Media Buyer Certification. It was a valuable supplement to my experience as a working media buyer in the social space. The exam was a bit challenging (I recommend studying even if you have experience with media buying on Facebook), but it’s a great way to solidify your skills and set yourself apart in the industry. Since the blueprint exam is challenging, this is a certification that really means something to potential employers.”

Apple Search Ads

The Apple Search Ads Certification is undeniably the best way to learn the basics of Apple Search Ads. You’ll learn best practices about all aspects of running Search Ads and Search Tab Ads. Apple also regularly updates their certification as their products evolve and notifies previously certified users, so you never have to worry about being behind the curve! This certification is also free to all, you just need to log in with your Apple ID to get started. 

Here’s what our Customer Engagement Manager Kassi Hall had to say about the certification:

“For the Apple Search Ads certification, I think they had a good blend of information within their certification. With this in mind, I think that this certification would be helpful to both a  digital marketing newcomer and a more seasoned veteran who may already know multiple platforms. Additionally, I think that the certification showed that their ads platform is intuitive and straightforward to use. Overall, I feel as though it was time well spent to complete a fairly short certification, and I would definitely recommend it to anyone looking to get more familiar with Apple Search Ads or for anyone who is interested in testing out running some ads in this space.”

Snapchat 

Snapchat offers a robust library of courses and certifications for every skill level on the spectrum, aptly named Snap Focus. Their programs are very user friendly and some even offer hands-on exercises for those of us who learn best by doing. Unlike some other certifications out there, you don’t have to dedicate hours of time to completing a certification or course. Many are bite-sized for easy integration into your work day.

Sam Larson, our Social Product Manager at Marin, recently completed their Public Profiles for Business Certification:

“Most of Snapchat’s certifications are short enough to complete in a day or less, which makes them easy to fit into a busy work schedule. The concepts are presented in a way that’s easy to understand and put into practice. There are always new certifications and courses being released, so there’s always something new to learn for every skill level.”

Marin Social

Our social certification covers our Marin Social platform in depth. You’ll learn everything from the basics of using our software to time saving tips and tricks. You can expect to find clear instruction and interactive exercises to make the most of your time. This certification is great for current users and new users since there is always something new to discover about Marin Social. 

Social media has become an integral part of our everyday lives and an essential space for brand discovery. With over 500 million daily active users, Instagram has become increasingly important to marketers who want to reach large audiences. Whether you’re just tapping into the power of Instagram or looking to level up your current strategy, we have 5 Instagram hacks that can help you on your Instagram journey.

A Picture is Worth a Thousand Words

A Meta-commissioned study found that 83% of their survey group use Instagram to discover new products or services, 81% use it to research products and services, and 80% use it to decide whether to purchase a product or service. 54% of people surveyed say they made a purchase either in the moment or after seeing a product or service on Instagram. In other words, your first impressions on Instagram matter.

The images or videos that you select should convey your message and align with your branding goals while keeping an organic feel to them. Instead of having a lot of text or large brand logos in your photos, think about your target demographic and the type of organic content they’d be most likely to respond to.

Whether you’re running ads on Instagram or not, you should also pay attention to image and video sizing for different types of posts and placements. There are a myriad of different types of posts and placements available when running paid social ads. When choosing an ad type, be sure to keep your business goals in mind. To understand more about the different ad types and how they can help you achieve your goals, check out Meta’s page for more information.  

Additionally, placements play a key role in achieving your goals. This is where you’ll be able to choose whether your ads will be seen on Facebook, Instagram, or both. You’ll also be able to say whether your ads will show up in feeds, stories, in-stream, search, messages, or in apps and sites. Keep in mind that each of these placement types may have different sizing and aspect ratio requirements for your creative. This is important as you want to make sure that as a brand you’re putting your best foot forward to your target audience.   

Boost your Best Content

If you’ve recently made an organic post that had great engagement, try applying a boost to it, which essentially turns that organic post into an Instagram ad. Boosting content is also a great way to make your organic content work harder without having to call on your creative team for special assets. 

If you’re already a post-boosting boss, Marin Social has a tool that can automate your post boosting workflow (aptly named Message Booster). You can use Message Booster to set rules for automatically boosting posts, so you don’t have to lift a finger to take full advantage of this Instagram hack.

ABT = Always Be Testing

The best social experts encourage consistent testing to integrate new ideas, improve on existing strategies, and get the most out of your advertising dollars. Some examples of things you could test on your account are auto placements, audiences, and ad types. If you haven’t run a test before, also think about how you’ll measure success in a quantifiable way. Some common examples of metrics used for this purpose are: Click Through Rate (CTR), Impressions, and Clicks.

Testing is a component of most of the hacks we shared in this article - we always recommend testing new ideas before making them a permanent part of your advertising strategy. To organize and prioritize your tests, try creating and following a testing roadmap. If you want to learn more about how to test ads for performance on Instagram, check out this free course from Meta Blueprint.

MarinOne Social also offers a time saving solution for split testing called Ad Studies. This tool lets you split test at the touch of a button and track the results using Marin Software’s advanced reporting suite.

Know your Audience (or Get to Know Them!)

There are a multitude of different audiences you can target on Instagram. When you decide to target an audience group, make sure you are keeping them in mind when it comes time to create your ads. A college student interested in a popular musician has different social media habits and interests than a retiree interested in recent events.

If you’re unsure of what your audience likes, start with some tests to determine what types of content and ads will work best. 

Be the First to Leverage New Products and Features

New features and releases are great examples of items to add to your testing roadmap. Using a new feature could unlock new possibilities for your ad performance, help you better reach your current audience, and/or help you reach new audiences. If you’re newer to Instagram and are unsure of which features to test first, you can find some ideas here.

If you’re a current Marin customer, your Marin rep will keep you up to date on new features which are released and how we can help you test them. Our partnership with Meta helps keep us at the forefront of new features, so you’ll be one of the first to hear about new features from Instagram!

If you’re interested in learning more about using MarinOne Social for your Instagram ads, reach out to us here.

TikTok recently partnered with Shopify in an effort to help Shopify’s 1 million+ merchants sell to the TikTok audience.The partnership allows Shopify merchants to create and manage TikTok marketing campaigns without ever leaving the Shopify dashboard. Taking advantage of this new feature is easy. Just download the TikTok channel app found in the Shopify App Store then access the TikTok for Business Ads Manager right in Shopify. 

How to use TikTok for retail 

TikTok sells. Not only is it the fastest growing social media platform in existence, but it is also the easiest place to sell out a product. On average, TikTok users spend upwards of 850 minutes per month on the app. Considering there are more than 1 billion active monthly users on the platform, the potential for your content to be seen on the platform is massive. In quarter 2 of 2021, consumers spent more than $535 million via the TikTok app. 

Understand how TikTok works

TikTok isn’t like Instagram or Facebook. It’s designed for short form content. When users scroll through their For You Page (FYP), they are bombarded with rapid context changes. If you don’t grab their attention in the first few seconds of your video, they can (and will) scroll past with a simple twitch of the thumb. 

Advertising on TikTok successfully requires carefully crafted native content. Traditional ads won’t work here. Luckily, TikTok users are pretty easy to please. Catch their attention and show them your product or service works, and they’ll be flocking to your site in no time. 

Here are some tips to help you get started:

• Hack the algorithm: learning how the TikTok algorithm works can go a long way in the quest to create viral content that sells. TikTok starts by showing your content to a limited number of users. Who they push your video to next depends on how those users interact with your video. Your goal should be to get as much engagement as possible by those first users. 
• Use native formatting: aim for your videos to be around 30 seconds in length, always use vertical orientation, and make sure your video takes up the entire screen (no black space). 
• Hop on trends: using trending hashtags, sounds, and video concepts is the best way to market your products via native content while participating in bigger conversations and trends on the platform. If a user likes a particular sound, using that sound might be all it takes to grab their attention. 

Get to know your audience 

Understanding your target audience isn't enough. You have to understand how your target audience behaves on TikTok. As you post content and grow your account, keep tabs on the analytics. Take a look at what TikTok influencers your followers are fond of, when they are online, what trends they participate in, etc. The more you know about what TikTok content resonates with your audience, the better informed your TikTok advertising strategy will be. As TikTok is a hub for Gen Z, it’s important to prioritize authenticity when creating content. 

Take advantage of TikTok’s features 

TikTok wants you to find success on their platform. This is why they’ve implemented so many features that make selling products on TikTok easier. Here are a couple to consider: 

• Live stream shopping events: recruit influencers to help you sell products in a live stream shopping event. 
• Product tags: turn every post into a potential advertisement by adding product tags that link directly to your product listings. 

TikTok might be a newer landscape for most advertisers, but the platform has proven to be a goldmine for selling online— especially to a younger audience. With the help of the Shopify integration and the right advertising solutions, you can use TikTok for retail too.

It seems that the Facebook Reels revolution is here to stay as Meta recently announced the expansion of Reels on Facebook globally. This announcement introduced new opportunities for creators to make money with their Reels and with that (of course) new ad placements for brands to leverage.

Instagram Reels ad placements have been around since Q2 2021 as an opportunity for brands to leverage their vertically-crafted creatives to a wider audience. The expansion of Reels to Facebook indicates Meta’s continued path down the road of video-focused experiences. 

This move won’t come as a surprise to advertisers. We’ve seen TikTok reach new heights in usership and revenue, YouTube has recently introduced YouTube Shorts with massive success, and both offer opportunities for creators to be compensated for their time and content. Meta is reading the room and following suit.

How to Use Facebook Reels

New product means new ad placement opportunities. In their announcement, they outline two new ad types that come with this launch: Overlay Ads and Full Screen Immersive Ads. We reached out to Facebook for more detail to share and received the following:

• Overlay Ads appear directly on top of Facebook Reels content – enabling people to connect with brands uninterrupted within a Reel, while also allowing creators to earn a portion of the ad revenue. To start, Overlay Ads will be available in two formats: banner ads and sticker ads.

• Banner ads render at the bottom of Facebook Reels content in the form of a single static image ad that can appear after 1 second of the Facebook Reel elapsing.
• Sticker ads are compressed single static image ads that can be opted into and placed anywhere by a creator or partner within their Facebook Reel content. Sticker ads can also appear after 1 second of the Facebook Reel elapsing.
• Overlay Ads are now available to all advertisers in the US, Canada, Mexico and India, and we hopes to bring this to more countries in the coming months. And once available, advertisers will be able opt-in to Overlay Ads by selecting ‘Facebook overlay ads in Reels’ under ‘Reels Overlay’ in Ads Manager Placements or via Automatic Placements.

• Full screen immersive ads are 9x16 video ads that appear in between Reels. As with organic Reels content on Facebook, ads may be up to 30 seconds and people can comment, like, view, save, share and skip them.

• We began testing full-screen immersive ads in between Facebook Reels in October of last year, and currently we are testing in US, India, Mexico, and Canada with a small percent of advertisers. Over the coming months, we will further expand this test to more advertisers and then move from a test towards a phased roll-out to all advertisers globally.

Optimize Facebook Video

If you’re using Marin Social and would like to test Reels, you can access the new Reels placements by either:

• Using Automatic Placements in campaigns built with Marin Social (after opting in within Facebook Ads Manager)
• Building campaigns in Facebook with Reel placements, then importing them into Marin Social

If you want to see how your Reels are performing as compared with other creative, Marin Social makes it easy with our Charts feature. Here advertisers can see their best or worst performing ads by a variety of metrics at the touch of a button. Even better, our charts can be shared externally with a simple link for easy reporting workflows. 

This is the first post in our three part series where we’ll dive into TikTok advertising and how you can leverage the platform to get in front of new audiences with unique and engaging content.

TikTok is a marketing gold mine. This hub for starting conversations and sharing ideas lends itself strongly to virality, creating the perfect storm for boosting a company’s brand awareness and revenue. 

Getting your products in front of the right TikTok audience creates a domino effect. The more users engage with, share, and respond to your post using Duet and Stitch, the more favor you garner from the TikTok algorithm. The platform might even expand your reach by featuring your video on the For You Page (FYP). 

Brands just delving into the realm of trendy dances, weird challenges, and life hacks galore can use TikTok ads to find their audience (and jumpstart their success). Ready to get started? Here is everything you need to know about TikTok ad formats, explained. 

In-feed ads

In-Feed ads are your go-to ad format. They place your videos right on your target audiences’ FYP. This format embeds your video onto the FYP as an ad, making it look native. Users can interact with your ad the same way they do with any other TikTok by liking, commenting, sharing, and reusing the sound for their own content. 

In-feed ads are a good pick for quite a few campaign objectives. You can use the clickable CTA button to send users to the destination of your choice, whether that be a landing page, your app, or your TikTok profile. For the best results, make your videos around 9-15 seconds long. Make use of popular effects, filters, and sounds, and keep up with the trends to ensure your videos will resonate with TikTok’s user base. 

Top-view ads

Top-View ads are more attention-grabbing than In-Feed ads. Your target audience will see these ads at the very top of their FYP. The videos can last up to 60 seconds and have less competition than In-Feed ads. 

The Top-View ad format guarantees high reach and impressions, making it a solid strategy for building brand awareness. For the best results, prioritize creating an engaging video. This will help users remember your brand, even after they’ve scrolled past your ad. 

Brand takeover

The Brand Takeover ad format displays your video full-screen as soon as a user opens the app. While similar to the previous format, due to the lack of direct competition surrounding your video, users cannot engage with Brand Takeovers. The upside is that they can’t be skipped. The best Brand Takeovers are short videos or images that display for 5 seconds or less. 

Branded hashtag challenge

The Branded Hashtag Challenge format inspires users to create their own content using your hashtag. This format has three placements: In-Feed videos that inspire users to join in on the challenge, featured banners found on the “Discover Page” that drive users to the Hashtag Challenge placement, and lastly, the Hashtag Challenge itself. This last placement acts as a landing page for the challenge. It pulls all the challenge’s video submissions into one centralized hub, making it easy for users to connect and engage with other participants. 

This format combines traditional digital advertising with TikTok’s user-generated content focus to create the ultimate ads for driving engagement and boosting brand awareness. 

Branded effects

The Branded Effects placement allows brands to create their own effects for their audience to use when creating content. 

This format is special for two reasons. First, it allows users to engage with your brand on a deeper level by using your effects to create content of their own. This content will have a home on their profile, acting as a constant reminder of their relationship with your brand. 

Second, users all over the world who have no idea what your brand is all about will have access to your effect. If your effect becomes trendy, your reach will expand beyond your target audience. Users who might not need your products now will still be loosely aware of what you have to offer and, chances are, your brand will be the first they think of when the need does arise. 

Wrapping up

Like the platform itself, TikTok’s ad formats are unique. When used in tandem, they can create an all-powerful ad strategy that boosts brand awareness, sparks engagement, and drives sales. You can check out more examples of each of TikTok’s ad formats here. 

Brands using MarinOne are now able to add the unique value of advertising on TikTok to their digital campaigns. The MarinOne integration with TikTok means advertisers have better insights and improved performance of their TikTok campaigns.

Ready to learn more about how MarinOne can expand your reach and drive growth on TikTok?

Click here for more info.

Deciding between Instagram Ads and Facebook Ads can be tricky when dealing with a tight budget. You could always split your ad spend between the two platforms, but you’ll get a better return on investment from allocating your full budget to the most effective platform for your business’s target audience. Not sure which platform that is? In this post, we’re covering how to choose a social media advertising platform, every step of the way.

Where is your audience

The audience is likely the biggest factor to consider when choosing a social media advertising platform. After all, advertising on a platform your target audience doesn’t frequent is like throwing dollars to the wind. 

Analyze your target demographic to find out which social media platforms they use most. Most brands have the best chance of finding their target audience on Facebook, as it's more than twice Instagram's size. Instagram users also tend to be younger, but that is changing. 

Another factor to consider— Facebook’s audience targeting is a bit more detailed than Instagram’s native targeting features. Since Facebook offers more audience refining tools, brands with hyper-specific target audiences might find more success with Facebook Ads. 

Which suits your content better

The platforms share the same available content formats for the most part. Options include:

• Carousel: two or more images or videos 
• Single media: one image or video
• Boosting existing content
  

What’s noteworthy here is that Facebook captions can include clickable links, while Instagram captions cannot. On Instagram, you have to use the included call-to-action buttons. These get the job done, but you can only direct viewers to one link. 

Your content needs to align with your advertising goal, so it’s important to consider the purpose of your content on each platform. Facebook is suited for sharing information and interacting with loved ones, while Instagram is extremely visual (and leaning more into video with every passing algorithm update).

With that said, compelling visuals should go on Instagram, while copy-heavy ads should be reserved for Facebook. 

Your target goals

Your advertising goal should also impact your choice of platform. Facebook is best for getting website clicks or views/engagement for written content. Instagram is great for boosting brand awareness with visuals. 

Some advertisers claim that Instagram is best for brand awareness and that Facebook is best for lead generation and sales. Really, it depends on the industry and the audience. 

Instagram is capitalizing more on e-commerce these days through features like Instagram Shopping (where users can complete their purchase from start to finish without ever leaving the app). 

The best way to figure out which platform best suits your goals is to test and review the analytics. 

Your industry

If your industry doesn’t have a strong presence on a certain platform, advertising there might be less expensive. This is only a good option if your audience uses that platform. 

You might find that certain industries are better suited to one platform because their audience uses it more. Plus, some industries can easily create visual content, while others rely heavily on longer-form content. 

Facebook offers community building, like groups, that help advertisers create communities within their target audiences. This makes Facebook the better choice for brands that rely on building a community to make sales. Analytics and automation help drive performance 

Analytics and automation help drive performance

When it comes down to it, both advertising platforms yield high ROI and most businesses can find success with either. When identifying which is more effective for your business, MarinOne has the tools to help you analyze Facebook and Instagram performance side-by-side and even makes daily recommendations to grow revenue and decrease costs. Your data will reveal which platform, placements, and content types are most effective for your target audience. 

Message booster can automatically convert high performing organic content to paid ads on either Facebook or Instagram to help you leverage content that resonates well with your audience. And MarinOne’s flexible rules engine optimizes bids based on your criteria.

Click here for more on what MarinOne can do for your Facebook and Instagram campaigns.

The Rise of TikTok

If you’re not advertising on TikTok, you’re missing out on an audience of 1 billion monthly active users around the world who are highly engaged and passionate about the brands they interact with on the platform. In fact, according to a recent TikTok survey, 56% of users and 67% of creators feel closer to brands they see on TikTok, and 43% of users and 53% of creators try something or go somewhere new after seeing it at least once on the platform. TikTok is clearly influential with consumers.

While TikTok certainly appeals to a younger, “video-first” audience, 40% of adults in the US over age 30 report using TikTok, and TikTok has a variety of targeting options to help you reach the right customers. 

And with 4.7/5 stars in the App Store  and 4.5/5 stars in the Google Play Store, the platform is wildly popular with users. Not bad for an app that’s barely four years old.

“It Starts on TikTok”

Part of this early success is due in part to the cultural influence of the platform, catapulting little-known musicians to stardom, launching trend phenomenons, and giving users a sense of community and shared experience. 

TikTok has also transformed the way brands interact with audiences with engaging and interactive content. With TikTok, advertisers gain a full-funnel marketing experience from driving brand awareness at the top of the feed, to native in-feed engagement, and even the opportunity to jump in on branded hashtag challenges.

With the launch of Spark Ads last year, brands can even leverage user-generated content to promote their products by choosing from an extensive library of content uploaded by influential TikTok creators.

MarinOne + TikTok

Brands using MarinOne are now able to add the unique value of advertising on TikTok to their digital campaigns. The MarinOne integration with TikTok means advertisers have better insights and improved performance of their TikTok campaigns.

With our powerful analytics capabilities, you’ll be able to: 

• Run flexible reports within and across TikTok campaigns
• View TikTok campaigns side-by-side with other paid social channels as well as search, display, apps, and e-commerce
• Customize the KPIs, data roll-up, and dimension tagging in your reports
• Export the data to spreadsheets, cloud platforms, and BI tools
• Sync your campaigns with offline and downstream conversions events 
• Get automated alerts on changes in account performance
  

MarinOne’s advanced optimization suite uses machine learning to deliver:

• Automated bidding aligned to your campaign goals 
• Custom bid modifiers to respond to external signals
• Creative A/B testing to identify the best performing creatives
• Budget pacing and forecasting to keep you on track
• Performance insights and recommendations
  

All this adds up to improved performance of your TikTok campaigns together with your other digital programs. Ready to learn more about how MarinOne can expand your reach and drive growth on TikTok?

Click here for more info. 

Facebook (or Meta, depending on who you ask) is simplifying how campaign objects are set, and simplifying them in the process. 

ODAX is an acronym for “Outcome-Driven Ad Experiences”, signifying Facebook’s consolidation of campaign targeting options that is rolling out throughout 2022. Per Facebook, expected completion of the rollout is Q3 2022. 

Once Facebook automigrates affected campaigns, you won’t be able to create campaign types with the objectives that are not included in the consolidated list. Not to worry, the team at Marin has you covered! Read on to learn everything you need to know about Outcome-driven Ad Experiences (ODAX) and how to handle the migration.

What are the new ODAX Objectives?

Under ODAX, Facebook campaigns will migrate from the original 11 available objectives to 6 campaign objective types. We can see how these will be mapped below.

Facebook explains that this change is designed to better align campaign objectives with widely accepted marketing objectives, reduce confusion in campaign setup, and help advertisers discover on-site solutions to use in their campaigns. In short, this change will make campaign setup more accessible for advertisers of all experience levels. 

Facebook also teases cross-channel campaigns, stating that their mission is, in part:

“Once cross-channel conversion optimizations are available (e.g. website + app, website +shop), communicate the value of, and default advertisers into, these solutions make it easier for advertisers to adopt.”

How will ODAX affect Facebook campaigns?

The impact for advertisers will vary based on the campaign objectives in use. Facebook advises that advertisers using Messages, Video Views, and Conversions campaign objectives will be most affected by this change, at least partially because these campaign objective types will no longer exist under ODAX. Facebook provided the below chart with their announcement to show marketers how the new objectives will align with various goals and initiatives.

Advertisers running campaigns that will be affected by this change won’t need to take immediate action - Facebook assures advertisers that legacy campaigns will continue to run after implementation of ODAX. However, post-implementation there will be limitations to duplicating legacy campaigns and new campaigns will need to align with the new campaign objectives. After 100% rollout, Facebook plans to share an update about the eventual deprecation of legacy campaigns. 

Though immediate action is not required, affected advertisers should begin to consider a strategy for transitioning to this new objective mix. Advertisers should also plan to monitor the performance of both legacy and new campaigns throughout the ODAX transition.

Marin Software is proactively working with Facebook to ensure that advertisers using MarinOne will have a seamless transition to the new campaign objective mix.

Click here for more on how MarinOne can help you drive campaign performance and growth for Facebook and other social publishers. 

Looking for growth? Interested in a channel where you can generate leads, drive website traffic, and build brand awareness?

How about LinkedIn?

You can now manage LinkedIn Marketing Solutions campaigns from Marin Software’s flagship MarinOne platform. The MarinOne integration with LinkedIn’s Campaign Management and Reporting & ROI APIs gives advertisers better insights and improves the performance of their LinkedIn campaigns.

With nearly 800 million professionals and 4 out of 5 members driving business decisions based on information they find on the platform, LinkedIn is an important lead generation destination for B2B marketers and others with longer consideration cycles.

Our self-serve MarinOne platform unifies industry leading optimization tools with flexible reporting and bidding to help advertisers maximize the impact and reach of their LinkedIn marketing investment.

Blast Analytics, an innovative agency helping advertisers with LinkedIn ads has been using MarinOne to optimize their campaigns.

“Marin Software continues to innovate and improve its technology to drive better performance for our clients,” said Brian Lange, Senior Marketing Manager at Blast Analytics. “The MarinOne solution has saved us time reporting on our LinkedIn campaigns and also provided a significant performance uplift leveraging its bidding technology." (Click here for the full case study.)

MarinOne serves a hub that links marketing activity with true business impact from an advertiser’s CRM, allowing optimization to revenue, not just form fills.

“By connecting downstream customer data to our advanced automated bidding, MarinOne can significantly improve the performance of your campaigns,” said Chris Lien, Marin’s Chairman and CEO. “LinkedIn is an untapped opportunity for many advertisers and we are excited to help advertisers drive growth on this fast-growing channel.”

Advertisers can manage their LinkedIn campaigns alongside paid search, paid social and display campaigns to help generate additional demand. Marketers can align their efforts across channels to ensure they are working seamlessly across the customer journey.

Click here to learn more about support for the LinkedIn Marketing Solutions integration with MarinOne.

Unless you’ve been living under a rock, you probably heard about Facebook’s announcement that certain detailed targeting options will be sunset in early 2022.

Here’s a quick review of the news straight from Facebook:

“Starting January 19, 2022 we will remove Detailed Targeting options that relate to topics people may perceive as sensitive, such as options referencing causes, organizations, or public figures that relate to health, race or ethnicity, political affiliation, religion, or sexual orientation.

Examples include:

• Health causes (e.g., ‘Lung cancer awareness’, ‘World Diabetes Day’, ‘Chemotherapy’)
• Sexual orientation (e.g., ‘same-sex marriage’ and ‘LGBT culture’)
• Religious practices and groups (e.g., ‘Catholic Church’ and ‘Jewish holidays’)
• Political beliefs, social issues, causes, organizations, and figures ”

While some are supportive of this change, other marketers are concerned about the implications for companies that leverage this targeting in light of an already rapidly changing advertising landscape. Cause-based organizations, political parties, healthcare brands, and many others will need to change tack in how they communicate with their audiences.

In the same announcement, Facebook also teased that they’re working on additional Ad Controls to enable users to see fewer ads related to gambling, weight loss, and other unspecified categories. They also reminded marketers that users currently have the ability to see fewer ads related to politics, parenting, alcohol, and pets.

So why’d they do it?

This latest announcement comes on the heels of escalating public scrutiny, FTC antitrust suits, and steadily increasing concerns around consumer privacy. Not to mention a huge rebrand. Facebook, er, Meta has had a busy few years.

In the announcement, Facebook states that they “heard concerns from experts that targeting options like these could be used in ways that lead to negative experiences for people in underrepresented groups.”  While this move might pose a challenge for advertisers who use these detailed targeting options benevolently, Facebook’s move also removes the possibility that they will be misused.

Especially in a time of heightened scrutiny, it makes sense why Facebook would prioritize reducing the possibility of perceived negative experiences on the platform. Continuing to make Facebook an attractive option for social media users works in advertisers’ best interests as well.

What Advertisers Can Do (And How Marin Social Can Help)

Facebook’s announcement comes with several suggestions:

• Leveraging Engagement Custom Audiences to capture relevant intent on Facebook-owned properties. Targeting users who currently like your page or users who watched one of your videos in the news feed are a few examples. Facebook also suggests using these audiences as a seed list to create a lookalike audience.
• Remember the 2-Second Video Viewer audience that is no longer available on Facebook? Marin Social still offers this option so you can get even more out of your Engagement Custom Audiences.
• Website Custom Audiences can still be used to target customers who interact with a company’s website (and can also be used as a seed list for a Lookalike Audience).
• Want to take your custom audiences to the next level? Marin Social offers Enhanced Website Custom Audiences, which integrates rules to automatically segment your audiences based on parameters you build. Save time and find your most valuable audiences seamlessly!
• Location targeting is suggested to help brick-and-mortar retailers reach customers around their locations.
• Marin Social offers “Location Clusters”, which lets you group together your target locations in one fell swoop for easy use in campaigns. All of the marketers who spend hours quality checking location groups can breathe a sigh of relief.
• Customer lists are a great way to connect with customers (if you have their permission to do so). Try segmenting your customer lists and customizing messaging to get the most out of using customer lists.

For marketers whose campaigns are impacted by Facebooks’ upcoming targeting changes, Marin Software’s social marketing experts are here to help you through the transition. Click here to schedule a demo with us and learn more about what Marin can do for you!

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Digital marketing—especially social media marketing—is a fast-paced industry, with change often happening faster than you can say “professional development.” As social marketing gets more popular with the passing of each year, publisher ad offerings keep expanding accordingly.

Obviously, there are essential skills every social marketer should have: an analytical mind (or even better, a background in analytics), strategic thinking, excellent customer service, and being organized and efficient. However, if you really want to call yourself a paid social expert in 2019, here are a few things to work on.

Adaptability

Because social media is constantly changing and Facebook seems to release new features every week, some of the best practices you’ve been gathering for years may be outdated and no longer effective. Or, a client may have a new team with an entirely different communication style.

Keep an open mind and practice adapting to new and different solutions and situations. Consider working with your team to document a change management process. Then, continuously do the work of finding and understanding new best practices, new ways of working, and how to work with new teams and people.

A Passion to Learn New Things

The end of the year was most likely hectic, and you’re already thinking of how busy January is going to be—not to mention the rest of 2019. Don’t push back on what may turn out to be interesting new projects. Try to look at all challenges as opportunities that have the potential to bring insights and verve to your day-to day efforts.

Make a habit of learning or practicing one to two new things every day. It might be a new feature, a new way of optimizing, or a soft skill like public speaking.

Understanding Cultural Differences

Perhaps you already have outstanding communication skills and know your market very well. In 2019, as Facebook continues to grow its international strategies and advertising market, you may start working more with global customers.

Our culture influences our views and values—consequently, understanding cultural differences will help you tailor your ways of working and achieving the best results (and broaden your world in general!).

Cross-Channel Knowledge

It’s no secret that cross-channel advertising will be an even bigger opportunity in 2019. More and more advertisers want to make smarter decisions by allocating their time and investment to their best-performing channels.

Understanding what lies ahead in cross-channel advertising will help you create a more robust social strategy and contribute to your team’s success. Be sure to learn more about other channels and how they can interact with social, especially differences in tracking and attribution.

Knowing the Value of Organic Content

Social advertising is easily accessible—you’d be hard-pressed to find an advertiser that’s not on Facebook.

As a social marketer, you’re focused on performance and leveraging optimization features to get the best results. It’s important to remember that content is not only king, but also crucial to your social advertising success as competition increases. Leverage your successful organic content in your paid programs to get the most out of your overall social presence.

One mantra of the social marketer, like so many other professions, can be summed up as “always be learning.” Stay hungry for new knowledge and experiences. Explore, discover, and stay open to change, and you’ll have a great 2019 and beyond.