If you haven’t heard of Oreo, you (A) are probably stuck in some uninhabitable part of the world, and (B) have totally missed chomping down on an amazing cookie.
Oreo’s social media has been quite successful because of two factors. One is that they have a post every day. Two is that they are not selling oreos, but information on things people can do with the cookie. And with a cherry on top, all their posts are infographics.
For their 100th birthday, they needed to do something different and unique. They came up with The Daily Twist. Oreo came out with 100 images of the cookie that celebrated the latest news, pop culture, and world milestones.
Oreo Daily Twist celebrates Mar’s Rover, Gay Pride Month, and a tribute to panda Shin-Shin’s newborn cub.
By creating relevance with the world of today, Oreo generated a buzz that increased their Facebook followers by over 1 million and their share rate by a whopping 280%.
Can your brand create resonance with the world around it in a unique manner?
Zappos easily showcases many examples on how to conduct social media conversations in the best manner possible.
Great Site Integration
If you click on their Facebook Like tab, you’ll be asked to join their email list.
Fans only Content Zappos gives Facebook followers special content that only they can see.
Fan of the Week This is a superb way, on Zappos’s part, to engage and generate excitement from their followers. Zappos encouraged people to send in their best photos and followers would vote for the best picture. The winner was put in their wall cover for all to see.
Zappos does not aim to put one post every day. It has a balanced system post – missing one day and putting two posts up the next day. The posts feature a Zappos product that is presented in an enticing manner.
More importantly, Zappos’s reply to every comment is quite apt for social media in terms of style and tone.
How many of these elements can you add to your social media activity?
Because of its political news, many of its posts were often trolled and filled with abuses. While BBC used to keep an arm’s length from getting involved in the comment section, it decided on a different approach and got active in the comments section, with positive results.
Automatically, more users with cooler heads interacted with BBC, pushing back the trolls.
Don’t let the negative reaction be, take action.
What can you do?
Be Active: If you are not active on social media, your brand does not matter.
Put up the Right Post: Oreos’s posts gave tips on what can be done with cookies, while Zappos had enticing posts of their products. Your posts should fit your brand’s and audience’s style.
Have Conversations: Have conversations with your followers. If you can’t reply to all of the comments, at least reply to the top ones. Ensure you get the tone and style right.
Tackle the Negatives: Some of your posts may get trolled or abused. Don’t ignore it. Find a way to respond respectfully.
Integrate with your Site: By integrating social media with your site, you can improve traffic and interaction on your site. Social media buttons are a must.
Contests: Occasionally hosting contests can spike up your reach and interaction with your followers. Ensure that you offer something valuable in return, beyond just a free product.
Running a social media campaign is a fantastic way to grab more eyeballs and increase the number of followers you have. Social media works as a circle. The more the followers, the more your social media presence grows. However, that can be a problem when you first create a social media page when your social following is small. So social media advertising is the perfect way to generate awareness and grow following. Additionally, social media advertisement can be a quick way to generate sales.
Here are 7 tips on having engaging social media advertisements.
Always opt to have visual advertisements. 50% of your brain is involved in visual processing and 90% of information is visually transmitted to the brain.
Visual simply does not mean slapping on a picture. Elements of fonts, color, logo and icons have to be accounted for. Each of these have a visual element, can attract eyeballs to your advertisement, and have a different reaction to your audience.
For example, bright red is a color that screams out compared to the color of blue, which has a calming effect.
Every ad should have a purpose. It could be to increase followers, enhance traffic, or to increase sales. To achieve that purpose, you should have a Call to Action (CTA).
Your audience likes to be directed and CTA does just that.
A good CTA is a one that is compelling.
Option 1: “Order xxx product”
Option 2: “Get xxx today”
Both are possible copy lines you can insert in your advertisement. Option 2 is more likely to get you a better response. The word ‘order’ emphasizes the action your audience needs to do, while ‘get’ draws focus to what your audience is going to receive.
Always have a compelling CTA in your advertisement. Use A/B testing to find the right CTA that works.
Display the Right Price
Price is vital for the audience to click on the ad and buy your product. Put up the wrong one and they won’t even click on the ad.
The price that spells out more is assumed to be higher to consumers. So instead of displaying $4,990.00, just display $4990.
Show a slashed price. You may do this in the form of discounts or by offering bundles. Studies have shown that the public, who choose discounts and such, are compelled to do so because they feel they’re wasting money if they don’t buy the discounted offer.
Don’t just slap on a price on your ad, put the right price in the right manner.
Add Text to Images
Want your copy to be noticed more? Put it on an image. However, beware of Facebook’s 20% of text rule (an image can contain only 20% of text).
This copy will be read more simply because the image grabs eyeballs, getting your audience to read the text.
It is vital that you get the color and font of the text right so that it is readable and does not blend in with the image.
Create Vibrant Ads
If you have used Instagram, then you are aware of how the simple application of filters can change the tone and feel of an image.
Use filters to create an eye-catching visual ad that prevents users from just scrolling past it.
Highly desaturated images (like black and white images) performed better than others
Red, orange and brown images are liked more than blue images
People buy from People
Simply having a person in your ad can showcase credibility that someone else has bought the product. The person doesn’t even have to be a celebrity.
Over 80% of consumers in the market trust recommendations and an amiable person on your advertisement is just that – a recommendation to your audience.
Facebook has stated that they are working to make video ads more preferable than image ads. On average, a person watches one video daily on Facebook and the amount of videos from users and brands has increased by 3.6x year-over-year.
You can communicate more in a video than an image, making it a top choice to use.
When you run a social media ad, you are spending money for your audience to see and click on your ad. Make that money count by following these tips.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.