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.
Most Read IRIS Articles of the Week: April 17-21
Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, April 17-21, 2017
Click the headline to read the full article. Enjoy!
Like so many others in the industry, I was wrong. For years, I was certain that the bull market was nearing its end. I thought the market was over-extended, and that, surely, the wild equities run was coming to an end. But everyone else was bullish, and perhaps rightfully so. And while I’ve watched equities continue on their spectacular rise, I do think now is the time (really!) to put a hedge in place. Here’s why. Here’s how. — Adam Patti
The realities for fixed income investors have changed. How is this being reflected in markets? Bond investing has become increasingly difficult over the past decade. Markets have been heavily distorted by ultra-low interest rates and quantitative easing, as well as by extreme risk aversion in response to the global economic crisis and the eurozone debt crisis. — Nick Gartside
Is being a financial advisor worth it? I am an optimistic person and I encourage other people to keep a positive mental attitude (shout-out to Napoleon Hill and W. Clement Stone). However, by taking a good, hard look at the negatives in life, we can successfully pivot towards the positive aspects that will help us achieve our goals. — James Pollard
How do you treat one of your most valued, existing clients? Here’s a list of some things that come to mind. — Andrew Sobel
According to many advisors I speak with, the only clients that leave are those who have died. And while attrition may not be a big problem in this industry, I have to assume that at least a few clients change advisors without doing so via the funeral home. — Julie Littlechild
I was talking with an advisor last week about how to get into conversations about what he does. He was relaying the story of going jogging with a friend who could be a good client but is, more importantly, connected to a large network of people who fit this advisors ideal client description. — Stephen Wershing
Big picture thinkers are not unicorns - rare and mystical. And they were not born with the innate ability to think big. They do, however, pay attention to the broader landscape and take the time to think, analyze and evaluate. — Jill Houtman and Danny Domenighini
Your reputation is who you are and how you show up, Monday to Monday®. Many of us take our image and reputation for granted. Give careful thought to the kind of reputation that you would be proud of Monday to Monday® and that would resonate with your purpose and priorities. — Stacey Hanke
The generational changing of the guard is a fact of life as old as time. Young replaces old in responsibility, importance, control and culture. Outside of the family, the workplace is perhaps where this is seen most regularly by most people. — Shirley Engelmeier
Next time you hear your prospects give you price objections, it’s not because of the price. The give price objections because they don’t know the full value proposition that they’d be paying for. And it’s not based on their need, or your features and functions. It’s based on the buying criteria they want to meet internally. — Sofia Carter
Last week we wrote about the economic rationale behind going independent vs. moving to another major firm as an employee. As a follow-up topic, we thought it prudent to analyze transition packages attached to big firm moves and peel back the layers of the onion to show the components of these deals. — Louis Diamond
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