How We're Staying Sharp
Anyone else have a ‘winging it’ mentality with their marketing strategy right now? While we’re all taking things day by day, today, we had a small yet significant epiphany…
Our Daily Carnage fam is the sharpest marketers we know. The greatest way we can become better marketers is by learning from each other. So here’s what’s going to happen – We want you to send us your best case study on how your brand is adapting to COVID-19.
- Did you change up your messaging on social media?
- Have you altered your media buy strategy?
- Did you test an out of this world idea?
Your submission should include the challenge, your solution, and how your audience reacted. And we’ll highlight the best right here in the Daily Carnage.
Send your case study or write-up to [email protected] with #staysharp as the subject line.
We can’t wait to see your submissions!
Be in the Know
How Coronavirus is Impacting Facebook Ads
To run ads, or not to run ads. That is the question.
Like most things, there isn’t really a straight answer. We’re going to take a deeper look into this Q, but first, shout out to our friends at Matchnode for the killer article on how COVID affects Facebook and Instagram advertising.
Ask yourself, can your brand offer relevant support for your target audience? If the answer is no, it’s best to lay low and focus on organic marketing. If the answer is yes, and you have the budget to do so, go for a higher reach.
Here’s what you might expect from FB and IG ads in the coming weeks.
- Lower CPMs + Increase screen time. Right now Facebook is experiencing a spike in usage. More folks on FB & IG with less active spending means a lower cost per thousand Impressions. Matchnode did an internal study showing a 16% decrease in CPM compared to the previous seven days.
- Impacts Vary by Industry. Many canceled events or closed brick and mortar locations rightfully have pause ads. But there are creative measures to consider when calling for crowds is a bad idea.
For example: a hometown bar might go live on social media with a mixology class. Doing this would add value by educating people without risk of breaking social distancing, plus when the doors open again, you’ll have a retargeting audience all built up.
- Adjusting your Product Catalog. Pay attention to what is and is not relevant within your product catalog and adjust messaging accordingly in Facebook Dynamic ads.
- Facebook’s SMB Grant. Facebook announced $100 million in support of 30,000 small- and medium-Sized Businesses via cash grants and ad credits. Take advantage of this!
Listen, folks, weigh your options. What works for another may not work for you. But the opportunity is there. Read the full article by Matchnode.
Captions on Facebook Video Ads
Captioned videos on Facebook should go together like PB&J. Why? Well, we’re gonna tell ya.
What do you do when the majority of a video is viewed without sound but needs sound to be understood? Captions, my friend, and here’s how to do it.
- Begin creating an ad in Ads Manager by clicking Create.
- Choose an objective and then click Continue.
- Choose your targeting, placements, budget and then click Continue.
- In the Formats section, choose Single Video or Slideshow.
- Click Upload Video / Upload Slideshow or Browse Library to find a video for your ad.
- In the Video Captions section, choose to Upload Your Own or Generate Automatically.
- If you upload your own, a window will appear. Click Select file and find the .srt file you wish to upload.
- If you choose to generate automatically, a Review Your Captions window will appear. Hover over the caption to edit or delete the caption. You can correct grammatical and spelling errors or manage length of time.
- After you select the file, click Save. Your captions upload to the video or slideshow.
It’s amazing how rapidly the spread of information occurs. It’s probably one of our biggest advantages as we limit the spread of coronavirus. People and businesses around the world are armed with information and are staying inside and practicing social distancing.
Hotels.com is no doubt hurt from the increase in vacancies, but they’re doing their part as well. Leave it to Captain Obvious to tell us what everybody hopefully already knows: just stay home.
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“This is the miracle that happens every time to those who really love: the more they give, the more they possess.”
Rainer Maria Rilke