Facebook Messenger: Destination Ads

Messenger gives your business a fast and convenient way for people to get in touch to schedule appointments, ask questions about your products and services and more.

There are two types of Facebook Messenger ads:

  1. Facebook Messenger as a destination
  2. Facebook Messenger as a placement

Today, we'll talk about Facebook Messenger as a destination.

Messenger as a Destination

Destination ads appear in the newsfeed with the same look and feel as a regular ad. When clicked on, your image, video or slideshow ad and CTA button will directly open up a Messenger thread. People will then see a copy of your ad + message text and are required to send a message to the business to start the conversation.

Get Started

Note: You cannot use Instagram as a placement option when selecting Messenger as a destination

  1. Go to ads creation in Ads Manager or Power Editor
  2. Choose Traffic or Conversions objective (Note: Traffic may appear as Send people to your website for some advertisers)
  3. Choose your campaign name and click Continue
  4. Choose your audience, budget and placement.
  5. At the ad level, choose your format. You can choose Carousel, Single Image, Single Video or Slideshow format
  6. Choose the Page you want to connect
  7. Choose Messenger as your destination
  8. Choose a welcome message. When people click on your ad, they will automatically be directed to Messenger and receive a copy of your ad and the welcome message.
  9. After you've reviewed your ad, click Place Order

How to Use Messenger Ads

Facebook reported that more than one in two people say they’re more likely to shop with a business they can message, and 67% of people expect to message businesses more in the next two years. This is where destination ads can help overcome any barriers that may restrict your customer from making a purchase. 

  • Promote your new offerings: Use your ad to promote new or seasonal offerings and engage your customers in a personal real-time conversation. 
  • Offer a discount: Use destination ads that open a Messenger conversation as a unique way to provide a coupon code and a personalized experience for your customers.

Check out the graphic below. These numbers show us that as marketers, we have an opportunity to tap into a massive channel to help grow our business and customer service. 

16 Video Marketing Statistics You Need to Know

In today's fast-paced world, video marketing is one of the few types of visual content that provides the value, relevance and flexibility consumers want.

With the rise of video content, businesses are looking to take advantage of this opportunity to better connect with consumers, engage with them and convert them to paying customers. It is also a great tool for businesses and professionals to showcase their brand, vision, products and services for maximum outreach. 

Last year, Facebook announced that its video viewership doubled from 4 billion daily views to 8 billion daily views. These staggering numbers go to show why video is becoming a critical component of every company's marketing strategy. 

In a recent study, Vidyard analyzed video data from over 500 businesses and over 250,000 videos, so marketers like us, can compare ourselves to the average or the best-in-class video marketers. Read on to find out how businesses are leveraging video:

This infographic originally appeared on Vidyard

This infographic originally appeared on Vidyard

How to Design Effective Facebook Ads

You don't have to be a professional graphic artist to create the perfect Facebook ad that works. The key to success is in the detail. A great design will attract users' attention while creating the desire for your product. Here are a few tips to maximize your Facebook ads and generate results:

1. Start With a Goal

Consider these questions to help you identify your advertising goal:

  • What do you want to get out of your ad?
  • What do you want it to do for your business? 

Start by choosing an objective for your ads, then tailor their style and format around what you hope to achieve. For example, tell a story about why you started a business and highlight the values of the business, and its products. 

2. Understand Your Target Audience

The more focused you can get with your target audience, the higher the conversion rates you will see. Who are you marketing to? What are the demographics? Communicate the role of your business in their lives, and why you should matter to them. If you have different audiences, consider creating multiple versions to ensure you are speaking to every group. 

3. Add Social Proofs

A great social proof can reduce the fear of consumers resisting to buy your product. This information should clearly be outlined in your ad copy to raise the chances that they click through the ad. In this example, Dropbox highlights that they have more than 100,000 businesses relying on them: 

4. Do More With Less

Too much text in your ad images can distract potential customers from even looking at it. Cluttered images can impact the message you're trying to relay to them and worst of all, lead to your ad being shown to fewer people (thanks to Facebook rules). 

While there are a wide range of options to utilize when creating a Facebook ad, answering a few questions and establishing your ad's goals can ensure your campaign is on the right track. 

3 Inspiring Ways to Create a Facebook Slideshow

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Facebook Slideshow is a cost effective way to feature content that you already have.

With Slideshow, advertisers can create a video-like ad by merging 3 to 7 still images that can be from existing video or photos, and stock images from Facebook's library. You can add audio and text overlay that bring your stories to life and resonates with your audience.

These are some great examples on how to create your next Slideshow depending on your goals:

Highlight Your Benefits

Does your business have more than one benefit? Slideshow is the perfect tool to highlight each of them. 

  1. Select images that clearly communicates and visualizes each benefit
  2. When you've uploaded these images, select the edit tool on each image to add text
  3. Keep the text short and make sure it's legible (contrasting with the background image)
  4. For better viewing pleasure, place the text in the same place on each photo
  5. Adjust the slide duration, so viewers have time to read the text

Show Off Your Product

Using Slideshow is also effective if your business sells a physical object. Choose a variety of images to show multiple products, or different styles of one product.

  1. Want to grab peoples attention? Try using a short duration for each image of a product with multiple styles. 
  2. Keep the product/s in the same place on each image to minimize movement between frames. 
  3. Add music to your Slideshow to make it more engaging. Select the Music option on the top of the slideshow tool and you'll be able to upload your own music or choose from a list provided. 

Tell Your Business Story

Show people what sets your business apart from the competition by telling them your story with several images. 

  1. What are the key parts of your business' story? Identify the ones that will resonate most with your audience
  2. Select one image to visualize each phase
  3. Make sure the first image is appealing and draws the viewer in.
  4. Add a few words to each image to communicate your message

Do you use Facebook Slideshow? What are your goals when using it? Let us know in the comments below! 

Why Brands Are Taking Advantage of Influencer Marketing

Do you ever feel that despite the time and effort you put into creating "great content," it doesn't seem to make an impact?

Influencer marketing is proving itself as one of the best ways to reach a targeted audience and drive business results. In this crowded social landscape, the rise of the social media influencer creates a world of possibilities. It also allows brands to connect with their audience more directly and organically when compared to traditional forms of digital advertising. Here are a few reasons why brands are leveraging social media influencers to drive results.

1. Consumers are tired of paid ads

People are exposed to hundreds of ads a day so, it's no surprise that they're starting to tune out traditional ads online. With so many ad interruptions these days, consumers are turning to software like Adblock that take ads out of your media experience. Unfortunately, even if your content is great and conversions are high, some people will never see them.

2. It's powerful

For brands that sell products that thrive off what's trendy and cool, working with influencers can help communicate to the market that your product is the next best thing. Last year, Lord & Taylor got 50 Instagram influencers to wear the same dress and post a picture. Soon after, the dress was sold out. 

3. It's native advertising

Native advertising places brands and products within the organic content, creating a more powerful marketing solution for brands. These days, consumers want to learn about a product through content rather than through traditional advertisements. 

4. It comes with credibility

When teaming up with an influencer, it's important that you're selective and choose individuals who have a strong personal brand that aligns with your product. Personalities on social media tend to have more substantial relationships with their followers, increasing the chances that consumers see your product and trust that someone they follow and like is endorsing it.

 

How to Post Live Photos to Instagram

If you're the type of person that prefers to take photos with your iPhone camera, then it's time to step up your Instagram content with Live Photos

Live Photos add motions both before and after you take a picture and packages it together in a 3-second shot. Think of them as sort of a mixture between a GIF and a short video. Since Instagram has yet to add direct functionality for Live Photos, you'll have to turn them into Boomerangs before you can upload them to Instagram. 

Uploading Live Photos to Instagram Stories

  1. Launch the Instagram app and tap on the camera icon in the upper left corner to create a new story.
  2. Swipe up to reveal eligible photos from your camera roll. (Note: Live Photos have to be shot within the last 24 hours in order to be used)
  3. Select the Live Photo you want to upload to your story.
  4. Once your picture is selected, 3D Touch on the screen by pressing firmly with a finger. This will create your Boomerang.

From there, you can post Boomerang to your story, share it to separate followers or save it to your camera roll for later use. Before you upload it to your story, don't forget that you can edit it and add filters just like any other photo. 

Want to share this type of content to users without Live Photo capability? 

The way these kinds of apps work is by allowing you to export your video as either a GIF or as an actual video. In this case, you'll want to export it as a video. 

 

Instagram Shopping Tags for Business

Since last November, Instagram has been testing a new option called 'Shopping Tags,' a tool that gives Instagram marketers a new way to showcase their brand through shoppable organic posts. 

Pretty cool right? Shopping Tags enable brands to augment their photos with product information and links to buy the items on their sites. Users will see "Tap to view products" notification in the bottom left of the image, revealing tags overlaid on the post and product information. 

Now, it's being made available for more businesses. 

As explained by Instagram

“Based on encouraging early results, we’re rolling out these shopping features to thousands of businesses that sell apparel, jewelry or beauty products in the coming weeks. Instagrammers in the US will soon be able to shop and browse products from these businesses from posts in feed, on profile and in explore.”

In addition, Instagram is also introducing a self-serve tool to make putting a product up for sale as easy as tagging a friend and can be done directly from your iOS mobile phone. 

Brands that want to utilize this functionality will need to first, apply and upload their product catalog through Facebook Business Manager. Instagram also notes that businesses will soon be able to access insights around metrics, like how many people tapped to see more product details or clicked on "shop now."

With 80% of (600 million) people on Instagram following a business account, Shopping Tags has the potential to become a huge game changer for marketers. 

An Introduction to Facebook's Messenger Day

Another day. Another story. 

Snapchat can't seem to catch a break. Last week, Facebook launched Messenger Day (the newest Snapchat clone) to tap into the hundreds of millions of people already using the Messenger app. Like with Instagram and Snapchat Stories, Messenger Day allows users to share photos and videos "as they happen." Users can customize their photos and videos with thousands of effects, frames and stickers that of course, disappear in 24 hours. 

Image: TechCrunch

Image: TechCrunch

If you've used Snapchat before, the process is quite similar. Open Messenger and you can either tap the shutter circle in the bottom function bar or drag down to access the Messenger camera. Take a selfie or video and add your graphics and effects. To add art and effects, tap the smiley face icon on the top right and then tap to add to your photo or video. You can also add text by tapping the "Aa" icon and overlay a drawing by tapping the squiggly line.

Once your photo is jazzed up and ready to share, tap the arrow in the bottom right corner. Then, you'll be able to add directly to your Day, save it to your phone's camera roll or send it to a specific person or group. You can also add a photo or video to your Day story from any conversation you're having in Messenger. 

Need to take something down from your shared content? Facebook gives users complete control over who sees their Messenger Day with options to delete or share to certain people. 

The launch of Messenger Day serves as a reminder that Facebook is not letting any competitor out-do them, even if it comes with the copy-cat backlash from the Snapchat fanbase. There's not much to differentiate between the two as far as functionality, but it's only natural to think that Facebook will soon be king of the story. With a billion active monthly users and 17 billion photos privately shared monthly on Messenger, it's hard to argue. 

Social Ape welcomes Melissa Nemec to the team!

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We're SO pumped to announce that we've added a new team member, and an amazing one at that. Melissa Nemec was named Communications Specialist at Social Ape Marketing last week and we're thrilled to have her on board. Melissa will help our clients to grow by creating and executing social media marketing and public relations campaigns as well as connecting our clients to other brands to create successful partnerships. Not only is Melissa a passionate and creative marketing professional, but her upbeat and silly personality makes her an awesome addition to the Social Ape team. We hope you'll meet her soon but in the meantime, check out her bio below!

MELISSA NEMEC / Communications Specialist

Melissa holds a Bachelor of Arts Degree from Elon University and had every intention of being a news reporter after graduation. Yes, she’s proud of her “anchor voice” and she’ll do it on command.

Post-grad, she stumbled (willingly, of course) into the marketing world and never looked back. She’s bopped around between both Savannah and Atlanta, GA, and even Hilton Head Island, SC before making her way back to Charlotte, NC. After roughly two and half years in marketing for a tech-education startup, Melissa joined the Social Ape crew specializing in social media marketing, social strategy, and public relations.


If you happen to catch Melissa without her phone in her hand, she’s more than likely feasting on macaroni and cheese, taking a stroll in Freedom Park, binge-watching Parks and Recreation, or savoring the last few months with her rescue mutt Remy and husband before their baby boy arrives this May!

Facebook Changes: Reactions Over Likes

Facebook is updating their Facebook Newsfeed algorithm again, this time to prioritize "reactions" over "likes." 

The "reactions" feature was introduced last year — including love, haha, wow, sad, & angry — to help people express their feelings toward a post. The feature turned out to be a popular addition to the Facebook platform as reactions have been used over 300 billion times, with "love" being the most popular. 

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According to Facebook, a reaction is a stronger indicator of how much important a post is to you, rather than a like. So, next time you open Facebook, posts that have a heavy amount of reactions may be higher in your News Feed. Here's a few reasons why the platform giant decided to make these changes:

  • It takes longer for someone to leave a reaction than it does for a like on a post. For mobile, users need to hold down the like button to access the other five reactions, or hover over it on desktop. This process is an "even stronger indicator" that you have more interest and care more about these types of posts. 
  • As I stated before, reactions were a huge hit after they were introduced. While the "love" reaction was most popular, all 5 reactions are weighed the same when being used for a post. In this case, Facebook won't overload a News Feed based on one emotional response, but a more broad one. 
  • In the future, advertisers may be able to cash in on these emotions with reaction-based targeting from deeper insights into a user's emotional response. This in turn, has some privacy advocates expressing their concern that the feature could be used to gather data on users. 

In conclusion, the update serves as a good reminder that just about any action can influence what you see on your News Feed and would be wise for anyone to take a bit more time when choosing between a like or a reaction.