You Can do Better than Facebook Ads. Here’s How.
“The secret to social media success is to think and act like a member first, and a marketer second.” – Mari Smith, Facebook Marketing Expert
Great advice, Mari – but does Facebook really follow the formula of “think and act like a member first and a marketer second?”
The platform has become such a vital marketing tool that Facebook is actually managing to capture a portion of Google’s ad revenue. This is not only because 47% of people leverage ad blocking technology, but because Facebook touts such a diverse spread of ad experiences for brands to leverage.
While advertising on Facebook is an effective avenue of driving sales and generating new prospects, there is still a better and more user-friendly solution available to marketers: Influencer marketing.
Let’s explore some of the key differences between the Facebook ads and influencer marketing as well as why leveraging influencers is a more fruitful strategy.
Visibility, Pricing, and Trust
Facebook ads are seen by millions of users every day. As increasingly compelling and feed-integrated ads emerge, they are starting to look less and less like ads and more like status updates from a user’s network.
Despite this fact, brand ads still reach a minimal audience if the right elements are not in place. This is in accordance with Facebook’s relevance score for ads.
Even with the chameleon-like nature of these adverts, many people still feel that they are intrusive to their social experience. All in all, eyeballs do not equate to sales.
When talking about influencer marketing, however, these individuals are not bound by the same restrictions. More importantly, these folks are sought out by their audiences who enjoy interacting with their content. And if the influencer is prone to making videos, that content will actually receive a boost in feeds as it is prioritized higher by Facebook’s algorithm.
As for cost effectiveness, most view influencer marketing as a hefty investment, hence why many opt for Facebook ads. In Fanatics Media’s experience and research, however, the cost per thousand impressions (CPM) for Facebook ads clocks in at $7 – $12. Compare that to the average CPM for influencer marketing which lands around $5 – $10.
When examining cost per click (CPC) Facebook is still the costlier choice as that averages $0.28 versus influencer marketing’s $0.16.
The most important point to consider, however, comes by way of trust metrics. As it currently stands, 84% of millennials (the most active group on social media) don’t trust advertising; hence the ad blockers.
In the influencer marketing arena, these social superstars are trusted 92% more than even the best ads. In fact, influencers are so credible that a recent study found that Twitter users trust these folks almost as much as their real-life friends.
But wait – there’s more!
Longevity and Discoverability
The entire point of influencer marketing is to create long-term results. That’s almost never a benefit to traditional advertising.
Just like all others, Facebook ads run for a finite amount of time (the length of the campaign) and then disappear quicker that a Snapchat post.
The content influencers create, however, is forever; especially when it comes to blogs and videos.
Video content, such as YouTube videos, lives on a creator’s channel for as long as that portal exists. This means that videos continue to gain views and drive sales and conversions long after a campaign has ended.
The discoverability of this content is not just limited to digging through a creator’s channel, either. Videos are constantly served up to users within the platform and YouTube videos also turn up in Google’s SERPs.
To put things plainly, you just don’t get the same longevity or discoverability out of Facebook ads as you do with influencer-created content.
This is not to discourage you from using Facebook ads; they are an effective tool. Facebook ads play an important role in your overall marketing strategies, but the next time you consider launching an ad campaign, use the modality as a supporting role to your influencer-led efforts. Pairing the two, and allowing influencers to do the heavy lifting, will produce the most prosperous results for your campaign.
NBA Player Carl Landry Demonstrates the Value of Persistence in Life and Work
Written by: Jon Sabes
When you meet Carl Landry, stand-out college basketball player and nine-year NBA player, you imagine that becoming a professional basketball star was a straight forward run for the 6-foot-nine-inch power forward.
However, when you go deeper into Carl’s background, becoming a NBA professional was less than certain and little came easily to the 33-year-old from Milwaukee:
- He was cut from his high school team as a freshman and averaged less than ten points a game when he did play as a senior.
- He started his college career not at Purdue, but a junior college where it was not clear he would play.
- When he finally got to Purdue, he tore his ACL in his knee his first year and reinjured it the next year.
- While his family held a party for him the night of the NBA draft, he slept in the Philadelphia airport after missing a flight following a workout for the 76ers.
- In the NBA playoffs, Carl had a tooth knocked out, but came back in the same game to make a game-winning blocked shot as the Rockets beat the Utah Jazz 94-92.
Landry, who I interviewed on my podcast, Innovating Life with Jon Sabes (www.jonsabes.com), is a remarkable example of the value of “persistence.” In a time where technology creates the image that anything is possible at the touch of a button, persistence is an under-appreciated trait. When I spoke with Carl, I clearly saw someone for whom success has only come through a force of will that made him a NBA player, but it also made him a better player every year he played. That’s the kind of personality that has produced greatness in business as well as sports.
Carl was, in fact, drafted that night he spent in the airport. The Seattle Supersonics chose him as the 31st overall pick and then traded him to the Houston Rockets where he rode the bench for much of the first half of the season. When All-Star teammate Yao Ming was injured, he stepped in and played a key role in the Rockets astonishing 22-game winning streak (the third longest streak in NBA history). And, that season, after sitting on the bench for 33 of the first 36 games, he was named to the All-Rookie second team.
Carl was the first in his family to go to college. “I told myself that this was my ticket out, so I did everything I possibly could to be the best person in school and also on the court,” he said.
His family life in Milwaukee showed him what he didn’t want to do. “Just being honest with you, seeing some my cousins, peers, they went to work for jobs paying six, seven dollars an hour or they didn’t go to work at all and then living off welfare. I didn’t want that.”
When he was first injured, he had to contemplate the end of a career before it even got started. “When you have an ACL tear, it’s over…no more basketball,” he told me. “I said, God, give me health again and I’ll do everything I can to leave it all out on the line and be a successful individual.”
On my podcast, Carl pointed out another interesting lesson he learned in the NBA: Not doing things just to fit in.
“Fitting in was easy,” he said. “Doing everything that everybody else does was easy. If I stood out in some type of way, I’m going to have different results. I’m going to have stand-out results.”
That’s called the “Law of Contrast” and it produces that exact effect of changing the outcomes that everyone else is experiencing. Carl is smart, he recognized that differences make a difference, and doing whatever it takes is what is required to make real, meaningful differences.
Every off-season for the last 11 years, he has run a camp for kids in Milwaukee where he tells youth his story of hard work and persistence. “I always tell the kids to apply themselves and always be persistent,” he said. “If you dream, apply yourself and be persistent. With hard work, man, the sky’s the limit.”
When Carl says the sky’s the limit he means it. He is smart to recognize that it’s important to dream big, because if we don’t – we may be selling ourselves short. “You have to dream bigger than your mind could ever imagine,” he said. “I wanted a nice house. I wanted a nice car. I said, and I got all of that. So, what do I do, do I stop now? Maybe I didn’t dream big enough.” That’s a big statement coming from a kid who grew up to be the first in his family to graduate college and go on to be not only a top NBA basketball start, but a good businessman, father and someone who gives back to the community.
I’m convinced that in whatever he takes on as a basketball player or in his post-hoops career, Carl Landry is not going to stop getting better at whatever he does, and in the process of doing so, make the world a better place.
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