Shifting from Off-Meta to On-Meta Sales Funnels
One significant change in our Facebook ads approach is the transition from off-meta sales funnels to on-meta sales funnels. Let’s break down the difference. In the traditional off-meta sales funnel, ads direct users to a website or landing page, taking them away from the Facebook or Instagram platform. However, the on-meta sales funnel utilises instant forms within Facebook or Instagram to capture leads and enable follow-up interactions, keeping users within the app. This shift aligns with Meta’s (formerly Facebook) objective of keeping users engaged on their platforms, as indicated by their default settings and cost benefits.
Leveraging On-Meta Sources for Targeting
Another important change is the increased utilisation of on-meta sources for retargeting and lookalike audiences. Instead of solely relying on off-meta sources like website visitors or email lists, we now focus on targeting users who have engaged with our content within the Meta family of apps. This includes video viewers, Instagram followers, and Facebook page engagers. Leveraging on-meta sources provides accurate tracking and generates larger retargeting audiences, resulting in better campaign results.
Focusing on Reels as an Ad Placement
Reels, and short-form videos, have gained immense popularity on Instagram and Facebook, and we’ve observed a shift in user behaviour towards consuming more content through this format. To align with this trend, we emphasise creating ad content specifically tailored for Reels. Customising ad creative to fit seamlessly within Reels ensures consistency with the content users are engaging with, capturing their attention effectively. While other placements shouldn’t be neglected, prioritising Reels is crucial, especially considering the potential influx of users from platforms like TikTok if it were to be banned.
Simplification of Sales Funnels
Brand Leveraging and Building
With growing advertiser competition, brand recognition becomes crucial for standing out. We recommend leveraging other brands to benefit your own by collaborating with influencers. Rather than a simple shout-out, hiring influencers to create ad content provides a reusable asset that captures users’ attention. Associating your brand with industry experts or influential figures significantly enhances your campaign’s performance. Additionally, building your own brand through the Facebook and Instagram platforms is equally important. Utilising the omnipresent content strategy ensures consistent exposure to your target audience, fostering brand recognition and standing out amidst the competition.
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Tiago Faustino
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