audience targeting can quick come to be vital to your social media marketing approach. however it is difficult to recognize wherein to get began with all the numerous options for audience focused on available, on facebook and Instagram specially. Even if you already have a stable approach that you've been the usage of for a while, it's appropriate to examine and assessment with other marketers on these platforms, in addition to live updated on how each fb and Instagram change when it comes to focused on. Our #SMTLive network supplied up their private experience with target audience concentrated on on fb and Instagram this week.
because we went with such an in-depth subject matter this time round, we enlisted the help of certainly one of our Social Media today influencers to co-host the chat with us. Dhariana Lozano has been inside the social media and virtual advertising and marketing world for over seven years. She is the co-founding father of Supremacy advertising, a boutique social media advertising and marketing firm based totally in the big apple metropolis, which manages the social media presence of customers in hospitality, publishing, B2B, and personalities. Her enjoy degrees from creating social media techniques and consulting for both B2C and B2B brands to help them stand out and smash via virtual walls for ongoing fulfillment.
because we went with such an in-depth subject matter this time round, we enlisted the help of certainly one of our Social Media today influencers to co-host the chat with us. Dhariana Lozano has been inside the social media and virtual advertising and marketing world for over seven years. She is the co-founding father of Supremacy advertising, a boutique social media advertising and marketing firm based totally in the big apple metropolis, which manages the social media presence of customers in hospitality, publishing, B2B, and personalities. Her enjoy degrees from creating social media techniques and consulting for both B2C and B2B brands to help them stand out and smash via virtual walls for ongoing fulfillment.
We're excited for #SMTLive today! @DhariLo will be co-hosting and helping to lead the chat.Hope to see you all in 2 hours on the feed talking about "Using Facebook & Instagram Audience Targeting"
87:29 PM - Jun 25, 2019
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Testing, testing
Groups are unique to Facebook and definitely serve as a great marketing opportunity. @courtnieridgeway found posting to groups based on audience categories even more effective than Facebook's actual organic targeted posts.
Specifically talking about Facebook, what are the different options available to target organic posts? Share examples of how you’ve used this feature. #SMTLive
Location targeting worked best for me in a previous role but as mentioned you need to test to see what works best for you110:09 PM - Jun 25, 2019
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Just like many things in social media, this user answered with "it depends." @chussy felt like location targeting worked best for their previous brand, but acknowledges the importance of testing, which became a running thread throughout this chat.
Replying to @meganvgavin @socialmedia2daydoes it seem to work better than just regular old organic posting?
It's absolutely worth a test, especially if you're pushing very topic or location specific content29:44 PM - Jun 25, 2019
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Dhariana summed up this question well above.
Right on target
Is targeting even worth it when it comes to Facebook organic content? These two users seemed to find the targeting option pretty crucial to their strategies.
Q2 - What differences have you seen, in terms of post reach and engagement, when targeting vs not targeting Facebook organic content? #SMTLive
Late to the game, but Kelsey from @SwayGroup is here! Hello, all!
Post reach and engagement have been a pay to play game for quite awhile. If it's a niche market we're trying to reach, targeting to similar or look-a-like audiences is crucial. #SMTLive49:45 PM - Jun 25, 2019
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Note the "if" in @SwayGroup's tweet - it's important to know that in social media, nothing is one size fits all.
A2: Facebook shows your post to a very small segment of your audience before it decides to show it to a larger portion. Targeting helps that initial small percentage of people seeing your posts are people who have shown interest in the specific content your post is about #SMTLive twitter.com/socialmedia2da…
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Dhariana brings up a good point: Targeting can help bring your post to the right people ASAP.
Bullseye
Getting into specifics here... our #SMTLive community has tested a wealth of ad targeting options. Here's what works for some of them.
Now talking about ads… Q3 - What types of Facebook and Instagram ad targeting options have you used and why? #SMTLive
For #B2B marketing - I've used a lot of job title & company targeting to generate qualified leads. However, I've had to opt for more creative workarounds as #Facebook has removed a lot of the good targeting options we used to leverage :( #SMTLive39:55 PM - Jun 25, 2019
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It's important to think about the difference between B2B and B2C companies when crafting your targeting strategy. @meganvgavin points out another important aspect of targeting here too: If you don't keep track of the changes on Facebook and Instagram, it will be hard to know if your current strategy still works for you.
Replying to @socialmedia2dayA3: I like adding interests and then using EXCLUSION! #SMTLive
So good! A lot of times we get worried about what we can add we don't think about what we can actually take away #SMTLive110:22 PM - Jun 25, 2019
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@JenniferBakerCo brings up exclusion, which is very important to targeted ads. There was some controversy surrounding exclusion on Facebook back in March, which you can read about here. If you're not familiar with how exclusion works, the controversy and resulting decision can contextualize it for you a bit.
Replying to @JenniferBakerCo @socialmedia2daySo good! A lot of times we get worried about what we can add we don't think about what we can actually take away #SMTLive
So true! Like if you're a company that sells meat-based products, like hamburgers, exclude vegans and vegetarians! #SMTLive210:23 PM - Jun 25, 2019
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The vegan and vegetarian exclusion might be a bit less controversial.
Now talking about ads… Q3 - What types of Facebook and Instagram ad targeting options have you used and why? #SMTLive
I'll use pretty much anything to see if it works! I currently use Oracle data, custom audiences, lookalike audiences, geo targeting, and interests. The struggle has been getting a budget to test different audience options.110:24 PM - Jun 25, 2019
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This user has been testing many types of ad targeting for the sake of budget, which can't hurt either.
Target size
Broad and hypertargeted audiences both had different appeals to people on the Twitter chat.
Q4 - Have you found more success with broad or hypertargeted audience targeting? Why do you think that is? #SMTLive
Annoying answer, but: as broad of a targeted audience as possible :-) You don't want to make the reach of your message/ad too small otherwise it will start to recirculate to the same people multiple times, probably annoying them, and the algorithm doesn't like that! #SMTLive310:08 PM - Jun 25, 2019
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Replying to @socialmedia2dayAnnoying answer, but: as broad of a targeted audience as possible :-) You don't want to make the reach of your message/ad too small otherwise it will start to recirculate to the same people multiple times, probably annoying them, and the algorithm doesn't like that! #SMTLive
Which is why creating a hyper-targeted audience and then doing a look-a-like audience from them would be a great idea! #SMTLive710:12 PM - Jun 25, 2019
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@RobinSelvy likes to balance between the two options.
Replying to @meganvgavinWhat do you do to achieve that balance? #SMTLive
I like to run tests against different audiences at any given time - some to broader audiences (ie: a business industry more broadly OR relevant interests) and others to smaller audiences - such as narrowing down top companies, high-level job titles or retargeting. #SMTLive410:13 PM - Jun 25, 2019
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@meganvgavin found testing important here, too.
Interesting...
Our #SMTLive community uses interest tagging in a multitude of different ways. Check out this article for more background on the feature.
I hear marketers ask this question a lot: Q5 - When targeting people by interests, how specific do you think you should get? #SMTLive
I've had to be creative when using interest targeting. It can work well for consumer brands, but in #B2B there can be some pitfalls when you go too broad or too narrow. I've found success using very niche and specific terms to a particular #B2B industry to work well. #SMTLive610:23 PM - Jun 25, 2019
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Again, keeping B2B vs B2C in mind here feels important to @meganvgavin.
I hear marketers ask this question a lot: Q5 - When targeting people by interests, how specific do you think you should get? #SMTLive
A5: As specific as you can get. When you do this, make sure the collateral matches the audience! #SMTLive410:19 PM - Jun 25, 2019
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@JenniferBakerCo found specificity important in interest tagging.
I hear marketers ask this question a lot: Q5 - When targeting people by interests, how specific do you think you should get? #SMTLive
It depends on what type of ad you're running, but specific interests that we know are true of the desired audience with the option for Facebook to broaden them as they optimize seems to work well. #smtlive310:27 PM - Jun 25, 2019
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The classic "it depends" popped up in this user's answer, but they seem to have found a somewhat specific method that's working for them.
#twinning
Lookalike audiences came up a lot in this chat as well. @meganvgavin shared her strategy for building this type of audience below.
We've already begun to address this, but here is the last question of the day: Q6 - How do you go about building a custom audience or lookalike audience on Facebook and/or Instagram? #SMTLive
I've built some great look-a-like audiences based on handpicking our highest value newsletter subscribers (great job titles + engagement). Avoid building off of your whole list or going too broad, as it can dilute your audience!210:26 PM - Jun 25, 2019
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