Don’t trust yourself: trust the algorithm - and your KPIs
A good briefing is fundamental for a good campaign. Even though this sounds obvious, it still goes wrong. A lot. Proper KPIs are a key ingredient in a solid briefing. First, ask yourself what really matters. We all want to measure real impact.
“Getting a thousand likes on your post is nice, but it’s like getting a compliment from your mom: feels good, but you don’t know if it means anything”, says Ashley Vinson (Facebook). What will the amount of likes or impressions tell you? It’s time to take a critical look. Take more time formulating relevant, measurable KPIs. For example, how many sales did this campaign generate? Now that’s something you actually need to know.
“Getting a thousand likes on your post is nice, but it’s like getting a compliment from your mom: feels good, but you don’t know if it means anything”, says Ashley Vinson (Facebook).
Now on to your audience. You know who you want to target, right? So you simply set up your targeting for paid ads for this specific group, and voila: maximum results. Wrong! Vinson: “Your target audience is everybody who might be interested in your service. Facebook’s algorithm will do the job for you in finding those persons.”
So, set up a broad audience and let Facebook find the relevant people for you. Bonus, you don’t need a higher budget. According to Facebook’s data, this approach will spend your money more efficiently.
Thank you for your kindness, Facebook.
To Tik, or not to Tok?
TikTok videos are annoying. People dancing? Doing weird challenges? Please, no. We might feel this way, but more than 1 million children in the Netherlands think otherwise.
It turns out that TikTok isn’t really for us big people (yet). The main portion of content is made by kids, for kids. But is it any good for companies? Yes. TikTok is perfect for organic posts. Through tags, posts can get viral relatively easy - just make sure to make your content fun, and not too serious. The various advertising options the platform offers might be interesting for some companies - think about buying a hashtag or AR filter. But the true power of TikTok lies in organic reach. Just make sure to make funny and authentic content, don’t copy stuff.
If you have a young target audience, then yes: do Tik, and do Tok.