Why Influencer Content is Rocket Fuel for Facebook Ads
Tue Dec 05 2017
This is part 3 of our 4-part series: Why influencer-generated content holds the key to serious revenue. If you’ve missed part 2, read it here.
Influencer-generated content is the holy grail for advertising— especially on channels like Facebook and Instagram because:
It’s faster and cheaper to create because influencers act as a distributed army of creators.
The content they produce is a happy byproduct of influencer marketing campaigns, so it’s already paid for.
It outperforms the content that brands create for themselves.
This content is particularly suited for Facebook advertising for three reasons:
On Facebook, the image is responsible for 85% of the ad performance.
Facebook requires a wide variety of content.
Facebook requires a great volume of content that is frequently refreshed.
When social media teams pair with Facebook advertising teams to introduce IGC into the ad creation process, it allows them to produce far more targeted content creation and have far greater success.
Ad teams can increase performance and achieve hyper-relevance
Facebook’s ad targeting feature known as ‘audiences’ allows advertisers to target individuals on an incredibly granular level. It’s so specific that very few companies, including the largest retailers, are actually prepared to take full advantage of it. Advertisers can choose from everything that Facebook knows about users which, as one might imagine, can narrow things down quite a bit.[caption id="" align="alignnone" width="664.0"] Screenshot of Facebook Ads’ custom audience feature. [/caption]
Advertising teams can filter audiences by demographics like age, location, education, gender, language, and thousands of other factors including interests and behaviors. They can select individuals who have liked particular pages, downloaded apps, or attended events. They can identify people by interests, from positive psychology and spirituality to food, fashion, or sports. Based on these factors, Facebook calculates a ‘potential reach’ or audience for each ad which might be as small as 1,500 people.
Facebook Ads and Google Adwords: What’s the difference?[caption id="" align="alignnone" width="1405.0"] Facebook Ads and Google Adwords: What’s the difference? [/caption]
Contrast this with other advertising networks, such as Google, which display ads based on a selection of keywords. With Facebook, advertisers can choose to broadcast an ad only to the friends of the model featured in the photo or to people who have liked or followed them. They can create look-alike audiences based on individuals who have purchased and target just the handful of people similar to them.
Hyper-targeted ads outperform all others. These ads:
- Earn a higher relevance score and are shown more often.
- Cost less, with lower CPC and CPA.
- Offer a clear competitive advantage.
And yet, without the content to support this, none of this actually works.
Hyper-relevant Facebook Ads each require images
For each hyper-targeted custom audience, ad teams need an image. The more granular their custom audiences, the greater need for relevance. If you’re going to reach an audience of, say, women who are interested in both fashion and field hockey, you had better have something to show for it. You can personalize the text, but that’s only 10 percent of the ad and not the thing that will grab their attention as they’re scrolling through their news feed.
A repository of IGC maintained by the social team offers an elegant solution. When ad teams can search through an extensive and diverse database of high-quality and authentic images, they’re more likely to find photos for those niche ads. And if the ad team is working with the social media team to provide performance feedback and ask for additional photoshoots of the intersection of fashion and field hockey, they have an engine for creating precisely the hyper-targeted ads they need and outperforming virtually everyone else on the Facebook advertising platform.
The social team provides content, the Facebook ads team provides feedback, and together they improve everyone’s performance and deliver more revenue.
As this approach proves itself, it will become increasingly clear that this new way of generating content is about to supplant the old, and change how social and ad teams work together forever.
To truly conceptualize how radical this shift this will be, it’s important to take a look at the old-fashioned content creation process still in place today, and the ways that IGC can revolutionize it.