How often should you be refreshing your social media ads?
The answer is constantly.
Ad fatigue is a real thing. And it can flat out kill your marketing strategy. Just think of how consumers (and you !) feel when you see the same ad appearing for the fith time on your Facebook... People reach a point where the more often you see an ad, the less likely you are to actually pay attention to what it is. Or even worse, to pay a negative attention to it ! This is a psychological concept called inattentional blindness. By definition, it is the failure to notice a fully-visible, but unexpected object.
When you are scrolling through Facebook or Instagram, you are expecting to see pictures of friends and family and you likely don’t even notice of the brand-created ads that are located in between. In the case of digital advertising, no matter how common it is for an ad to appear in your social feed, it still feels foreign. Therefore, consumers are looking past your branded ad. In fact, today people IGNORE 95% (not a typo) of the branded content they encounter on social media. They could even begin to have negative associations with your brand due to feeling invaded by your messages during a time where they are looking for something more personal - like friends and family pictures.
The Importance of Keeping it Fresh
Fresh ad content isn’t just something that’s a nice to have, it’s a must have. For classical display ads, sources recommend that you refresh your creatives every 4-6 weeks. However, if you’re advertising on Facebook or Instagram (and if you’re not, why not?!) you need to change your creative weekly, that’s right WEEKLY. If your ad creatives are not regularly refreshed, Facebook will stop displaying your ads to your target audiences altogether. Facebook has openly acknowledged that this is how they handle creatives:
Ads that are shown around 3 times or more tend to decline in performance, even if they were initially very successful. We recommend creating a new ad with a new image or text about once a week. Make sure to stop your previous ad before running the new one so that they don’t compete with each other.
The Digital Creatives Dilemma
Whether you have in-house creative geniuses or use an external agency, creting new ads takes time. The amount of back and forth it usually takes to get your vision right in a simple social ad could be the same amount of time it takes for you to be completely bored of the brilliant ad concept you had in your kick-off meeting three weeks ago. Not to mention the financial costs associated with rounds of edits, especially when using an agency that was likely expensive enough to begin with.
Any kind of significant creative changes can quickly put you well over your intended budget for something that will be irrelevant by the end of the week. Now just imagine being able to avoid the painful process of creating a brief, outlining the specifics of what you need and the seemingly endless back and forth of design iterations. Think of all the time you would have to focus on the thousands of other things you need to get done during your workday. What if you could have access to tons of constantly fresh, high quality content that consumers actively seek out and want to engage with? What if I told you this could be coupled with the ad dsitribution itself ? And that the results were nothing short of amazing ? That's right, a solution to fix all your problems at once !
Channel hundreds of content creators to create and diffuse your ads with nano influencer marketing.
Real, authentic people create billions of social posts everyday. Utilizing all of that great, original user-generated content (UGC) – social posts, tweets, photos, videos, etc. – can help give your audiences the relevant experiences they crave and that your brand will never be able to manufacture.The people creating all that U.G.C are also publishing it on their social channels. Imagine hundreds of everyday content creators, we call them nano influencers, creating original, authentic creations about your brand and product and sharing them with their friends and family. That's today word of mouth, and it's impressive. 92% of consumers trust authentic online content from friends and family above all other forms of brands messaging.
Thanks to nano influencers, you have the most authentic, original and relevant content delivered in the most native, non intrusive way. It's not an ad anymore, it's a recommendation from a friend. But that's not all (although it should be more than enough to convience you) ! This content can help fuel your multi-channel marketing strategy and give you the ability to easily refresh your messaging while reducing the risk of audience fatigue.The return on investment when incorporating UGC into your marketing strategy is undeniable. In fact, Ads using U.G.C as content see a 3x increase in their results !
Remember that little #ShotoniPhone campaign that Apple ran, and then re-ran multiple times? Apple challenged customers to take amazing photos using their iPhones and submit them for the company’s ad campaign. It generated over 700,000 pieces of content on Instagram alone. Creating that competition has given Apple the ability to post over 13,000 new ads on Facebook every week! Talk about never boring your target audiences. They avoided costs on photographers, models, travel and setup by using the great photos that were being handed to them by their loyal brand advocates. They used nano influencers before it was even a thing, think different hey ? ;)
We aren’t all Apple in this world, and we have to accept that, but they are far from the only example of companies leveraging nano influencers to save money, drive engagement and keep their content fresh, authentic and relevant. The European Commission, MSF, the Belgian Rail or Brussels Beer Project can attest to that ;)
By running nano influencers campaigns with BeInfluence and featuring some of the authentic photos created by our community durng the campaigns throughout their Facebook and Instagram ads, their click through rates improved significantly and their cost per click actually went down – which just goes to show that the more relevant your ads are, the greater your return on investment.
92% of consumers trust authentic online content from friends and family above all other forms of brands messaging.
Stop blowing your budget and wasting your precious resources and time on generic ads that you’ll need to refresh within a week. Start giving your audiences what they want: authentic, engaging content created by real people like them. Who better to create content your customers want, than your customers themselves ?