At Digital Fuel, we run paid social media campaigns for a variety of clients. From online casinos and sportsbooks to restaurant groups and charities, there is excellent value to be found by utilising advertising on social media channels regardless of the industry within which your business is operating.
In 2020, social media usage has hit record levels. According to a recent survey by Business Insider Intelligence, 67% of adults (18+) were spending over an hour a day on social media platforms in the peak of the COVID-19 pandemic. Facebook and Instagram were the most used platforms, with the average user spending 34 minutes a day on Facebook. Although much of the increased social media usage has been due to the pandemic, various sources predict sustained growth on Instagram (and Snapchat) and a stabilisation in the decline of Facebook usage.
Advertising spend on social media amounted to more than $89 billion in 2019, and is predicted to grow an additional 10% by the end of 2020. However much you are investing in your paid advertising, it’s more important than ever to ensure the campaigns you are running are as effective as possible.
Whilst 2020 has seen some major brands boycott Facebook and Instagram, it is important to know how to maximise the activity running. If you are currently investing in paid advertising on Facebook and Instagram, read the tips below from our expert media buying team to ensure the adverts you are running are as efficient as possible.
4 ways to optimise your Facebook and Instagram ads:
Before we dive in, if you are not currently running Facebook and Instagram ads and would like to get to grips with the basics, Hootsuite has two great guides to familiarise you with the basics: Instagram ads guide and Facebook ads guide.
- Make the most of granular & varied audience targeting
- Optimise your advertising schedule
- Combat ad boredom by rotating your adverts
- Test, test, and A/B test again!
Optimising your Facebook and Instagram adverts isn’t a quick and simple process, but it can save you a significant amount of resources and improve your customer acquisition long term. Effectively optimising your paid social adverts is a time-intensive, continuous process of trial and error. Listed above are just four ways to optimise your adverts to improve their performance, but there are many more strategies we implement for our clients.