If you run a Facebook Page or Business Instagram account, you’ve probably been bombarded with suggestions on how to turn your content into an ad. Obviously, social media sites heavily depend on user ad-spend to generate revenue, so the more people that buy in, the more money they make.
Personally, I have nothing against ads. Sure, poorly-targeted, spammy ads can be annoying. But if you’re willing to invest the time and money into developing a strategic ad campaign, by all means, go for it!
However, the key is being strategic.
I don’t have any plans to run an ad campaign anytime soon, but I know more than enough about social media advertising to identify a bad ad when I see one. And unfortunately, I’ve been seeing lots of bad ads come from artists, arts organizations, and creative businesses.
WHAT MAKES A SOCIAL MEDIA AD EFFECTIVE?
Before you hit the “promote” button on that auto-generated Facebook ad, take a moment and consider your goals. Will more page likes really bring your creative practice or business much more value?
Perhaps that ad space might be better utilized to drive traffic to a page on your website that encourages them to input their contact information so you can send them regular email updates about exhibitions and events. Maybe you should arm them with a discount code and send them to your shop so that you can make a sale, so that your ad pays for itself.
There’s a lot more that should go into a social media ad that Facebook, Instagram, Pinterest, etc. want you to believe. So watch this video to learn the who, what, when, where and why of social media advertising — before you find yourself wasting money on an ad that isn’t working for you.
If you found this video helpful, or know anyone that’s preparing to launch their very first ad campaign, pass this video along to them and let me know if you have any questions!
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