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How to Add Science to the Art of Social Ad Campaigns

Jeff Cunning March 12, 2018

Quantifi was built to help brands do more than just build social advertising campaigns. We make it easier for brands to explore new ways to reach their audiences. That’s because our approach to creating winning social ad campaigns begins with the spirit of experimentation.

That’s a loaded word. Some marketers hear “experimentation” and might imagine tossing stacks of money into the air, letting the bills fall wherever they land, hoping to hit the right targets. But hope is not a strategy–and neither is doing the same thing over and over again. The trends emerging in social media can guide brands toward embracing experimentation as an integral element of successful social campaign management.

Social advertising also demands a mix of flexibility and creativity, paired with keen attention to the data that can guide toward future successes. Here’s how to add science to the art of social media advertising and yield better results.

Mind (and Mine) Your Business Data

There is invaluable information in your social ad performance data, and reviewing historical data can illuminate new opportunities for improving or changing social ad messaging. For example, learning what types of images best resonate with a particular audience, or discovering what length headline elicits the strongest engagement, are insights that marketers can gather when mining their data. Collecting every bit of customer engagement data can deliver even better views of ad performance, audience behavior, conversions and more.

There is a caveat, however: finding a solution that can collect massive amounts of customer data won’t mean much if there’s no way to derive new insights from it. That’s why machine learning is becoming an important player in social advertising: it can uncover patterns that humans cannot. Pair the depth of machine learning with the breadth of human knowledge, and brands can personalize social ad experiences across channels and audiences.

Invest in Video

We’ve known for a while that video is transforming the social advertising landscape. But it’s a trend that continues to shape how consumers interact with the brands they love. The barrier for many brands, however, is that high-quality video production can be expensive.

That doesn’t mean brands shouldn’t try smaller, low-cost video production to attract and engage audiences. Testing video across social channels can also reveal where video is most effective, and deliver data-driven insights that can help shape future video campaigns.

Go Channel Surfing

Just because you haven’t had a social presence on a particular social channel doesn’t mean it’s not right for your brand. Facebook is still the most popular social channel for brands of all sizes. But launching small campaigns on other channels–like Reddit or Pinterest–can help brands discover new audiences, new approaches to customer engagement, and more.

For instance: if Facebook is your main advertising channel, adding Twitter could augment your social ad strategy. And because it’s a social channel that many users rely on for customer service, initiating and continuing customer engagement on Twitter could help build brand loyalty.

Not every channel is right for every brand. However, approaching new channels with a strategy to learn whether it works — and if so, what makes it work — is key to making use of your investment of time and money.

Brands often approach social advertising as a moving target, following trends as they appear and struggling to keep pace with them. But marketers that can anticipate trends, stay ahead of them and explore new ways to leverage them can master both the art and science of social advertising.