Your Instagram ads strategy has to change…

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This newsletter is brought to you by the Social Media Marketing Society.

In this edition:

How to Rethink Facebook and Instagram Ad Strategy
Have you noticed a drop in your ad performance? Could your campaign structure or targeting be at fault? Find out how to align your advertising strategies with Meta’s algorithms for better campaign results.     
     🔤 Read (excerpt below).
     ▶️ Watch on YouTube and Spotify.
     🎧 Listen on Apple, Google, and Spotify.

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RESOURCES & SPONSORS

Are you ready to dive into what’s next in marketing?
Sure, the world of Web3 can appear unfriendly and confusing from the outside, but what if you were an insider? Join us at our Crypto Business Conference to discover how to develop a solid strategy—and confidently secure your future. Get your All-Access ticket today.

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Getting Started With the Metaverse
Curious about building customer experiences in the metaverse? Wondering how to get underway? Discover where you can create immersive experiences, what types of experiences to build, and where to learn the skills you’ll need.
     🔤 Read the Article.
     ▶️ Watch on YouTube.
     🎧 Listen on Apple, Google, Spotify.

Discover the Latest Facebook Ads Changes, Updates, and More
Tune into the Social Media Marketing Talk Show podcast for the current news that matters to marketers.
     ▶️ Watch the Livestream on YouTube.
     🎧 Listen on Apple, Google, Spotify.

LIVE Q&A: Web3 For Beginners – NFT Onboarding: How to Bring More People into Your Project
If you are curious about growing NFT projects, join us for our weekly Q&A designed to help you on your journey by answering all the questions you’ve been waiting to ask. 
      🎤🎧 Join our weekly Twitter Space, Thursday at 5 PM Pacific.
     🎧 Listen to the replays.

Social media advertising has been a valuable channel for e-commerce for some time. 

What’s different now is that paid social is overtaking organic social in terms of value to entrepreneurs. 

Why is this happening? Organic reach has changed and privacy rules have changed.

Consequently, Meta’s recommended strategies for paid social also look very different from a few years ago.

In the past, it was easy to surface content organically, and most marketers used paid social to reach new followers. The social networks recommended a complementary strategy: create lots of audiences and use them to scale horizontally. 

“Horizontal scaling” meant building one audience and optimizing it with a few ad campaigns. Once up and running independently, you would build another, slightly different audience, and begin the optimization process again. The goal was to have lots of overlapping audiences so that you could target potential new followers over and over again. 

Here are three reasons horizontal scaling is becoming less effective:

1. Audience Saturation: People are tired of seeing the same ads from the same companies over and over again.

2. Audience Fragmentation: Marketers spend a lot of time trying to identify tiny differences between audience segments. This meant you put a lot of effort into designing new audiences and customizing ad creative for them.

3. Limited Targeting: Audience fragmentation and micro-targeting was more effective when Meta had the data to match. But now that paid social has become slightly less precise, it’s more effective to build broad audiences.

A related problem with fragmented audiences is that you end up paying for lots of different campaigns. That was OK when ad costs were low and there was plenty of inventory to go around. But now that the ad market is more crowded, you’re just wasting money by bidding against yourself.

To explore how to run effective and cost-efficient ad campaigns on Facebook and Instagram that work with Meta’s new models, click below:
     🔤 Read the Article.