By Maddie Goode, Crystal Media
Picture this: You spend time, energy and creative juices trying to keep up with social media and all its changes to craft quality, on-trend content — all in an attempt to connect with your audience and showcase your product offerings. And then … crickets.
It seems your posts barely reach anyone. You feel lucky to get a few likes, let alone a comment. You start to wonder if you’re just talking to yourself and questioning the point of creating content at all.
Sound familiar? If so, you’re not alone.
I’m here to tell you that there’s a worthwhile point to all your efforts — you just need to know how to properly leverage the content you’re creating.
Watch this two-minute video for Maddie’s answer to getting more reach and engagement!
Did you know that only 1% to 5% of your audience sees your content organically? That means if you have 1,000 followers, only 10 to 50 people see your posts on average. Considering the amount of effort you put into your social media, that’s kind of a bummer.
But the fact of the matter is, you need to be showing up on social media because it’s where your customers are spending their time. Not only do you need to show up, but you need to make sure your content is being seen.
How do you do that? Drumroll please … the Most Recent (Engagement) Ad Campaign!
The concept is simple: Create an engagement campaign in Facebook & Instagram Ads Manager, then promote your most recent posts from your Facebook or Instagram page. Hence, Most Recent Ad Campaign!
If you're new to Facebook Ads Manager, Buffer has a thorough introductory guide.
Let’s break down why this campaign is so important.
How the Campaign Works
The purpose of the campaign is to get more engagement — likes, comments, shares and clicks — on your posts.
Facebook and Instagram want to make sure users never leave the apps, so the algorithm shows users content that’s performing well and getting quality engagement. This likely means that a user will be served — and ultimately view and react to — more popular content, which helps keep them on the apps longer. Hence, the more engagement a post gets, the more reach it gets as the algorithm continues to show it to more people.
What does that mean for you? If more than 1% to 5% of your fans and followers could see and engage with your content, your posts would then be served to a dramatically wider audience — more people who could be converted into new customers!
Target the Right Audience
The first audience you should target with these ads are your fans (people who like or follow your Facebook page or Instagram account).
You can put a small budget (as low as $1/day) behind this campaign to ensure your fans see your content. These people have already expressed interest in seeing your content by liking your page, so they’re likely to engage with your content. Cost per result, therefore, will be inexpensive.
Plus, when your fans engage with your content, the algorithm shows them more of your content organically in the future — that means more free reach for you over time. Win, win!
Another great audience to promote your business to is a Lookalike audience (or people who “look like” your fans). That is, they have similar interests and behaviors as your current customers and followers.
Leverage Your Existing Creative Content
Rather than create new ad content, select your most recent posts to promote as your ads. It doesn’t get much simpler than that! You can swap out the post you promote every day.
In addition, when you promote your posts, you have the option to add a “Shop Now” call-to-action button that links directly to your website. This helps your viewers shop your featured products more easily.
Our ad clients see phenomenal results from this campaign, and you can too. It’s simple, cost-effective and it ensures the content you work so hard to create gets the exposure it deserves. Hear more about the successes our ads clients are experiencing.
About the Author
About the AuthorMaddie Goode has worked one-to-one with retail ads clients at Crystal Media since 2019 and achieved notable successes including a 68% increase in YTD sales and multiple 10+x returns on ad spend. Crystal Media is on a mission to help Main Street thrive and easily adapt to the ever-changing digital marketing world.
Meet Crystal Media at SuperZoo
Don’t miss Crystal Media’s Maddie and Crystal Vilkaitis at SuperZoo 2022! Catch these sessions that are sure to help perfect your social media and digital marketing strategies.
For more about SuperZoo's leading education program for pet retailers, see the complete Education Schedule and Pricing. Registration is now open, and it's FREE to register in advance.
August 22, 2022
REELS MEAN DEALS: THE POWER OF SHORT FORM CONTENT AND HOW RETAILERS ARE CASHING IN Retail Education 3:30–4:30 pm Maddie Goode
August 23, 2022
FACEBOOK & INSTAGRAM ADS: GET RESULTS LIKE THE EXPERTS DO Retail Education 8:00–9:00 am Maddie Goode
GET SOCIAL SAVVY: TODAY’S TOP SOCIAL MEDIA QUESTIONS ANSWERED Free Show Floor Talks 1:00–1:30 pm Maddie Goode
OLD DOGS CAN LEARN NEW TRICKS: EMBARK ON SOCIAL SUCCESS WITH THE 7 C’S Retail Education 1:30–2:30 pm Crystal Vilkaitis
August 24, 2022
ARE YOU UNDER THE INFLUENCE? HOW TO DETERMINE WHETHER INFLUENCER MARKETING IS RIGHT FOR YOU Free Show Floor Talks 10:00–10:30 am Maddie Goode
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