We share our most recently successful strategies when advertising on social media, including: Facebook, Instagram and Twitter. In an effort to be more transparent, Facebook now allows you to see what ads pages are currently running. Red Beard provides a video tip to help boost views and engagement. Evan reminds us of the always forgotten social media advertising platform, Twitter.
Red Beard: All right Evan, just another day here in Geneva services with the GS on marketing podcast. How’s it going?
Evan: Things are well.
Red Beard: Yeah, anything new?
Evan: Oh Man, I bought all this awesome stuff for prime day.
Red Beard: Did you? What’d you get?
Evan: Oh dude, check it out.
Red Beard: Wow.
Evan: Got that watch.
Red Beard: You got that watch on Prime?
Evan: I didn’t even know they had a Prime deal going.
Red Beard: Look at those band.
Evan: Yeah, that’s pretty good. So what do you use that for? Is that just looking at incoming phone calls and text messages, or how does that all work?
Red Beard: Oh man, Apple watch is so awesome. I probably don’t even use it to its full potential, but what I really use it for is when I’m playing a podcast or music in the car, on my phone and I want to quick pause the podcast. I can just do that on my watch, or if I want to skip to another, you know, podcasts or something.
Evan: So you do that on your watch instead of the phone?
Red Beard: Yeah.
Evan: How much easier is that?
Red Beard: I think it’s way easy just because right away when your music is playing or your podcast is playing, it’s already right on the watch face, so you just have to hit pause.
Evan: Yeah but isn’t that on the phone too?
Red Beard: Don’t they already have that on the phone when it’s already playing through Bluetooth?
Evan: Yeah but I aint trying to find my phone and hit the button?
Red Beard: Just keep your phone out.
Evan: Nah, no I don’t have one of those airvent magnet things.
Red Beard: I don’t either.
Evan: I just usually throw the phone down by where the ash tray used to be.
Red Beard: I put it in the cup holder, that works too.
Evan: Yeah. Yeah.
Red Beard: So what is its full potential then if you only use it to …
Evan: Well I mean I guess you can track workouts and stuff, and some people use it to track their swimming and all kinds of stuff.
Red Beard: So it replaces the Fitbit.
Evan: Yeah I mean kind of right. So you can track you’re walking. You can do all the fitness stuff, but then there’s certain apps that you might already have on your phone that have like a component for the Apple watch.
Red Beard: Yeah, I’ve seen that. I guess I don’t understand a lot of that Fitbit stuff either too, like what if I type with my arms up and down a lot like that. Is that going to register as me walking? So I’ll look like I’m more athletic-
Evan: Push ups.
Red Beard: It actually registers push ups.
Evan: But I’ll use it for those two factor codes sometimes right. Or what I really liked for is with the Mac book. So it unlocks my laptop just because it knows I have the watch, I don’t have to type my password in every time, that’s super convenient.
Red Beard: That’s pretty nice. What do you think the next big wearable thing is going to be then? Because you’ve got the phone, glasses didn’t work out. What’s coming next? Like if you had to guess, just way off of left field, just throw out your guess right now, we’ll get it on record for the podcast.
Evan: It would probably be like some big Apple clock.
Red Beard: Flav Apple clock.
Evan: Yeah, Flav style.
Red Beard: I hope you’re right. I don’t think that’s going to be the next thing, but I hope you’re right.
Evan: Just a digital clock, it would be so awesome.
Red Beard: Think Flavor Flav has the big digital clock then.
Evan: I hope so.
Red Beard: We should Google some recent fake Flavor Flav images and see if he’s stepped it up and got one.
Evan: That iClock.
Red Beard: The iClock All right, so what do you want to talk about today besides Flavor Flav and your Apple watch that you’re bragging about.
Evan: Oh man, I don’t know. Let’s talk about some social media.
Red Beard: Social media yeah.
Evan: Social media advertising.
Red Beard: Hey, social media has got really strong advertising platforms right now, right? You look at all the information on Facebook. I know that’s one that we do a lot of advertising on.
Evan: Oh yeah. Especially in our area, right? Like Facebook is huge. Everybody around here’s on Facebook.
Red Beard: Yeah. I think that’s almost everywhere, right? You look at, everybody’s got a Facebook basically, and they’re giving so much information. It’s kind of that classic you know, Facebook’s advertising is so good they recently just had to testify in front of Congress about it, Zuckerberg up there and the …
Evan: Yeah, I’ve been doing a lot of things like just advertising with video. So video’s been, been super awesome. Advertising on that platform. So what’s your strategy though when you’re advertising a video on Facebook? Because I see a lot of people always complain that, Facebook advertising’s dead. Too many people are on it, it’s too expensive now, but I think that’s just people really not being very good at using Facebook advertising. As opposed to the platform itself not being a good place to advertise.
Red Beard: Yeah. I wish I could actually just see what they’re doing. Like the people that say that.
Evan: Oh, you can now actually, because you can go and look at everybody’s ads as part of Facebook trying to be really transparent. You can go and see what ads they’re running.
Red Beard: Yeah you can see what posts they’re boosting and stuff or all the different campaigns that get done. You won’t be able to see the actual details like where they’re targeting and stuff.
Evan: Yeah, that’s just it. You can only see the actual messaging, and the copy that they’re using. You can’t see how targeted they are and who they’re actually going after, and you can’t see the results.It’s hard to tell how good an ad is just by looking at it.
Red Beard: It is a really nice feature though. Yeah it’s good to see kind of what’s out there too just, if you ever want to look at that for competition analysis, right. See what they’re doing. That’s always going to be helpful. Not that you want to copy your competition, but it’s always good to keep tabs on them and see what they’re up to.
Evan: Yeah. And as far I dunno my strategy, I’ve been focusing a lot on the video, right?
Red Beard: Right.
Evan: What I like to do, is you take that video and upload that to your page, so that’s a post and then you boost that to the fans. I do like the fans and friends of that page.
Red Beard: People that are at least somewhat familiar.
Evan: Yeah, already familiar with the brand, their friends maybe you’ve talked about it with it, right? So you already kind of seeing that, and you start to build some engagement right away. Get those likes, get those, that wow face, whatever people do the hearts, you start getting comments, shares, right?
Red Beard: Build up the engagement on that video with people that are somewhat engaged or aware of you.
Evan: And I mean at least here like for 10 bucks, right? I mean $10 you can get 1200 views.
Red Beard: Isn’t that crazy? Right? $10, you get 1200 views on people that you’re selecting, right? I mean that’s nuts to me.
Evan: Yeah. they’re like your fans, right? I mean, that’s crazy cheap and I don’t know why everybody keeps talking about how it’s so expensive. Video view, it’s so cheap.
Red Beard: Yeah. How much does it cost to buy a commercial?
Evan: I know. Right. And like the 10 bucks, that’s like two to three cents a view or something.
Red Beard: Yeah, you start comparing that to other advertising platforms with their reach, how much it’s gonna cost to get in front of however many people, and plus think about a billboard.
Evan: Where you don’t even have metrics.
Red Beard: That’s what I mean. You just put it up and where you hope it’s busy, you have no idea who’s seeing it, who fast forwarded through on their DVR for their commercial or drove past it on the billboard and didn’t even look at it. Nobody really bats an eye at those. But look at Facebook and you can actually say who viewed it, who you got in front of it, then see the demographics of those people. That’s great information.
Evan: Yeah, for sure. Yeah. So I like to boost that originally. Get some stuff going on, get some likes, get some views, and then I like to go into the Facebook ads manager, right?
Red Beard: Yeah.
Evan: And run that same post, that same video post as an ad.
Red Beard: So you take that post, it’s already has the engagement from when you boosted it to the people that you know are most likely to engage with it and then you boost it to the other audience?
Evan: Yes. And then you a select your audience that, and I always check that I don’t want to send that to fans of my page. I don’t want them to see it again.
Red Beard: Because you already showed it to them.
Evan: I want to reach new audience.
Red Beard: Right.
Evan: Right, and then you can target that within like a radius of your location.
Red Beard: Right, or whatever your ideal customer profile is, touching base or at least for that ads sake. The demographics that you want to target their interests, everything.
Evan: Yup. And maybe you’re building that custom audience.
Red Beard: So what type of results do you get or do you see I guess when you typically do that is it, when a post is already has engagement, it’s easier to get more engagement on it?
Evan: Easier to get more engagement and you’ll start to see other people, I start to see people tagging their friends in the comments and stuff like this. You’ll start to see more page likes coming in.
Red Beard: Nice.
Evan: Just naturally by running that and then more and more video views.
Red Beard: Do you push that to Instagram too?
Evan: Yeah so if the video is short enough, I think it’s like 60 seconds right?
Red Beard: Right.
Evan: Then you can include it on Instagram, which I don’t believe really cost you anymore. Right. They’re just including it on that network. Still has your branding and everything. If you don’t have that attached to an Instagram account, it still shows your Facebook page brand.
Red Beard: Do you get any, I guess you know, you look at Instagram and how that’s set up it’s a different experience right? Is there any benefit from not having a video that you’re just gonna put on Facebook and then creating a separate one for Instagram, so you can be a little more targeted kind of based on the demographics which is younger, it’s a younger audience on Instagram?
Evan: Oh yeah. Well definitely if you’re just pushing that Facebook video to Instagram. Your formatting is going to be a … it might show it smaller on the Instagram feed. So if you really want to target Instagram or something specific get that tailored format for that platform.
Red Beard: Yeah, that’s one thing that with Twitter advertising for example, that’s one that’s when you’re creating your ad, which by the way Twitter is always the forgotten social media advertising platform. Have you noticed that? Like people talk about Facebook and Instagram and LinkedIn. I rarely hear people talk about Twitter for advertising.
Evan: I feel like Twitter’s more popular in certain areas, here-
Red Beard: Which by the way here is South central Wisconsin.
Evan: the Midwest, Wisconsin, Illinois border. I’m sure people are on Twitter, but it’s not the majority that like Facebook.
Red Beard: Yeah, well you’re on Twitter.
Evan: Of course. I’m all over Twitter.
Red Beard: [crosstalk 00:10:54] Yeah, I see sponsored stuff all the time.
Evan: Right, and Twitter, I think you’re right. I mean your region is gonna play a big factor and Twitter at least how many people are on there, demographics, of course, ages, age range, what interests level they’re in. You know, there’s a lot of people, marketers, for example, love Twitter because it’s low barrier to entry to connect with basically anybody, right? Or at least follow their information, get news, get updates. You can follow Google’s search liaison and actually get up to date information from Google itself on what’s been happening, what changes. They don’t produce everything they do, but it’s at least some good information that you can get.
Red Beard: You could advertise on Twitter to people similar to a certain person, or people who liked this person.
Evan: And that’s just it, is that everybody forgets about Twitter because I think that they look at themselves and if they’re not on Twitter than they don’t think anybody else is going to be on Twitter.
Red Beard: Nobody uses it.
Evan: Right. And it’s like the advertising doesn’t work, but you know, you can’t just do your marketing efforts based on your own actions because there’s a whole other group of people out there that are doing a lot of things you aren’t. A lot of, it might be pretty weird, right? But some of it’s just gonna be normal day to day things. Not necessarily Twitter specific, but you know, just making sure that your marketing is taking your blinders off for what you do and what you believe. Because you can target any audience out there. Like you were saying, you can target it for people that follow a certain person.
So if you actually want to have people that are interested in someone, or show interest in any other sort of company, or following the company on it, then you can start to serve up ads to them. You know, start to gain some market share away from your competitors because you’re only serving up ads to people that are following your competition, and you can get really targeted too not just based on who they follow or based on interest, but based on where they’re located at, right down to a zip code. Not even just a radius, just actual zip code that they’re located in, that’s pretty specific.
We ran that one campaign, targeted at a particular speaker that we were having and it was about 400 people were the audience, which isn’t a large right, mean you do want to get a larger audience size then that, but you know, just goes to show you how specific you can get with your campaigns.
Red Beard: Yeah. I would target 90201 all day.
Evan: Oh, would you like the Beverly Hills started putting some of that information out there for it. What was that? I never watched any 90201 episode.
Red Beard: For real.
Evan: Yeah, not a single one. The only reference that I would get from that show is the zip code. Is the name of it that you just made, that was it, you nailed the one reference for that show I’ll understand.
Red Beard: Oh Man.
Evan: Did I miss out on a lot. Is that like your favorite show?
Red Beard: The peach pit. Really you never watched any of that?You got to catch up, man. Maybe that’s on Prime.
Evan: What about Netflix?
Red Beard: Maybe, it’s probably on there. They even came out with like a new 90210.
Evan: Did they really?
Red Beard: At one point, yeah.
Evan: That couldn’t have gone that well, I’ve never realized.
Red Beard: That’s when I dropped off, but the original oh gee, you know.
Evan: That and party of five, was that the other one?
Red Beard: Party of five for sure.
Evan: We could go 90s sitcoms all day. That should be the next podcast. Should we go 90’s sitcoms? Just what sort of 90s sitcoms do you like?
Red Beard: Repurpose that content.
Evan: Oh yeah, tie it all back in is something you should do on social media.
Red Beard: Melrose Place.
Evan: I didn’t watch that.
Red Beard: No?
Red Beard: All right. Well maybe we’ll get you a playlist or something.
Evan: Am I missing out on that much?
Red Beard: I feel like you missed the whole era.
Evan: There’s an entire era of TV that I’m not a part of you.
Red Beard: This isn’t good, like you got to catch up or you’re going to like a lot of my references.
Evan: You make that many references from 90210 and Melrose Place?
Red Beard: Yeah, just TV in general.
Evan: You’re looking at me differently because I haven’t watched those shows. I’m actually looking at you differently because you’re so adamant about watching those shows.
Red Beard: Days of our Lives. #duel, anything?
Evan: No, nothing.
Red Beard: Oh Dude, we have a lot, we have a lot to catch you up on.
Evan: We’ll catch up on that, in the meantime you can catch up on our other podcast on iTunes. Subscribe. So you don’t miss the next one. Maybe I’ll start to watch these shows. We can talk about that in the future, or just more marketing tips, you know, wherever the conversation rolls. All right, till next time.