4 Facebook Experts Share Their Best Tips and Predictions for Facebooks Ads
Justin Lofton is excited to see more folks continuing to move away from traditional media outlets like television. He believes that people are coming onto the Facebook and Instagram platforms to consume more of what they do in their lives, as opposed to plugging into television or getting their news from traditional media channels. He forecasts this will create more opportunities for businesses looking to advertise to their ideal audience at a cost far less than television.
One of his prognostications is for retail. He predicts that more brick-and-mortar stores will continue to close because people simply prefer the convenience of online shopping. He adds, “Retail is completely dying. Customers are comfortable ordering products and services online, so you're going to see that shift of e-commerce really moving more and more into online platforms. Facebook is the best platform to reach those folks.”
Lofton also shares some insights regarding lead generation and predicts more businesses are going to adopt Facebook Lead Ads and use them to replace their traditional website funnels.
When asked about the best Facebook advertising strategy, his advice is to “be creative in your campaigns” and “Use images and videos to leverage some sort of emotional impact in order to get the audience's attention and get them engaged. Video performs better if you can create a video for your advertising, but leveraging some sort of emotional impact helps you get their attention. You get them engaged when you're using emotional imagery and video.”
On the technical aspects of Facebook ads, he recommends advertisers target 2-percent lookalike audiences as a part of their process and test the results. Lookalike Audiences allow you to reach people who are more likely to be interested in your products and services. It lets an advertiser create a custom audience that is similar to people who have done business with you in the past. “I'm really seeing interest-based targeting working really well in getting inventory on the ad platform. It can be cheaper with interest-based targeting as well as 2-percent lookalike audiences,” he adds.