At Integrate, we’re experts in utilizing various social media, public relations and marketing tools and tactics to best reach our clients’ target audiences, and now, two of our favorite social media platforms will be taking strides to help its advertisers (and our clients) better market to their niche audiences. Facebook and Instagram are testing out new retargeting initiatives to help brands get in front of the best audiences possible.
So, how does it work? According to Marketing Land, Facebook’s launch of Custom Audiences will “let [the brands] retarget people based on specific actions they took on a brand’s site or app, such as how much time or money they spent.” Facebook even provides step-by-step instructions on how to set up this new feature. Instead of advertising to everyone who has ever visited a specific site, brands can create a Facebook pixel to help identify those who are spending extended amounts of time on their site. Simply put, when someone is visiting a site multiple times, spending more time on the site, or purchases something from the site, that brand will be able to specifically target the website visitor for future campaigns.
Since Facebook owns Instagram, it’s no surprise that similar changes will also be coming to the photo-sharing app. In the next few months, Instagram will debut its Dynamic Ads, which will allow brands to advertise products to consumers who have already shown interest. According to an article on Forbes, “Dynamic Ads automate product advertising by serving shoppers ads of products they have already viewed online or added to their cart, or by showing ads of products that are related to items a user has already shown interest in or purchased.”
Instagram’s Dynamic Ads will work in a manner very similar to Facebook; brands will be able to pinpoint the best audiences to advertise to. Instagram has already started to test out its Dynamic Ads. In one case, the Canadian-based jewelry company Jewlr, saw “more than a 3X return on ad spending by targeting U.S. shoppers who had viewed or added a Jewlr product to their cart on Jewlr’s website, but hadn’t made the final purchase,” per Forbes. More than 440 million people have viewed products on Instagram’s Dynamic Ads over the last three months, and with one in every five minutes on a mobile device being spent on Facebook or Instagram, those audience numbers can only grow. Even Snapchat is getting in on targeting ads by letting brands create their own geofilters, which allow people in close proximity to use a special brand-specific filter on their Snaps!
Integrate has successfully utilized these retargeting methods for multiple clients, including campaigns for The Houstonian Health Club and Brian Gavin Diamonds. Jillian Goltzman, our Social Media Account Executive on these accounts, has seen great results using the new techniques. “Ever since (Integrate)… targeted to potential members for the Houstonian Club, the Club has seen a dramatic increase in leads. We’ve been able to help the Club arouse interest in potential members by targeting ads with specific graphics and copy appealing to different target age groups. Social media advertising definitely isn’t a one-size-fits-all model, so testing copy points and photos have been essential to seeing the best results. These ads were targeted by using demographic research and focusing on affluent zip codes, fitness interests, incomes, and more.”
Jillian also coordinates the Instagram account for Brian Gavin Diamonds. “Instagram ads have helped to increase awareness across the board. Marketers are struggling with engagement due to the early effects of the new algorithm, but putting a budget behind ads can help to not only drive engagement but drive web clicks.”
Integrate’s Vice President of Marketing, Mary Paolantonio Adler, says that “for advertisers, these new capabilities provide even more opportunity for targeting and reaching a very specific demographic. By allowing advertisers to tap into the respective user base, Facebook and Instagram had already stepped ahead of traditional advertising avenues, blurring the lines between ‘social media advertising’ and ‘digital advertising.’ This foray into retargeting for the social media platforms will create further ambiguity between social media advertising and digital advertising, which will force advertisers to rethink their marketing strategies and budgets.”
As marketing pros, we understand the importance of finding and then utilizing tools to consistently reach the best possible audiences for your brand, and we’re always up to date with the latest and greatest marketing trends. Keep checking out the Back 9 for the latest.