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2. Facebook/Instagram
This section covers topics regarding running a successful campaign on Facebook and Instagram
  • What are Facebook and Instagram ads?
    You have probably seen a lot of the these ads when you browse your Newsfeed on Facebook and Instagram. Ads on Facebook and Instagram are a very effective way to market your start-ups. Some of them slip through your mind as soon as you see it, but some stand out and catch your eyes right away. This article attempts to give you a general idea of how to run such an ad and what makes it successful.
  • Facebook Age Demographics
    Facebook Age Demographic  Number of Users   Percentage of User Base

    13-17                                              9.8 Million                          5.4%
    18-24                                              42 Million                           23.3%
    25-34                                              44 Million                           24.4%
    35-54                                              56 Million                           31.1%
    55+                                                 28 Million                           15.6%
    Facebook's user base is dominated by 25+, but they still have 50+ million user under the age 25. Facebook is a great place to start social media marketing, because your audience will generally lie within one of their age demographics.

  • A High-Converting Facebook Ad
    A High-Converting Facebook Ad
    Optimized for Placement: Takes advantage of larger image and longer copy on Desktop News Feed. Strong Value Prop Angle: Answers the nagging question ‘why’ someone should click. Short & Sweet Headline: Direct and to-the-point in under five words or less. Visceral, Communicative Image: Bright colors jump out, with realistic view of what this ad is selling. Evidence of Social Proof: If your peers like it, so will you. Action-Oriented CTA: Uses a verb to hint at what you’re going to get when you click.
  • Why Should You Use Facebook/Instagram Ads?
    • Facebook (desktop/mobile): 1.18 billion daily active users, as of September 2016.
    • Instagram: 600 million users, as of December 2016 -- with 50% of all users following a business.
    • Facebook Messenger: Over one billion monthly active users, as of July 2016.While those are a big numbers, it’s just the visible part of the iceberg. What’s fascinating is the amount of time people spend with this network. In May of 2016, Zuckerberg announced that globally users spend 50 minutes a day on average with Facebook properties. That is head and shoulders above any other tech property -- and almost as much time as people spend eating and drinking each day.

  • Instagram Stories
    Features of Instagram Stories

    • 24-hour, self-destructing video and photo streams, similar to Snapchat stories. 
    • Instagram Stories Ads allow you to insert a short advertisement between users’ stories. The ads fit the format of a story, keeping the user experience consistent and flow uninterrupted.
    • composed of either a single photo or video up to 15 seconds long and can be used to target various business objectives, from brand awareness to website sales.
    • ads are easily skippable with a tap on the screen; therefore, need to create a compelling and attention-grabbing advertisement.

      Important things to consider:

      1. Photo ads only last 10 seconds and video ads last up to 15 seconds. Users won’t be able to return to them later, so it’s important that they grasp the message of your ad in the first few seconds so they can decide to take action or follow up for more information immediately after.

    2. You must interest the user with strong visuals, engage them with clear messaging, and then spur the user into action.

    3. If you decide to try a photo ad, make sure that you use a bright, bold photo with clear branding and simple messaging.The user should know who you are, what you do, and how you can help them quickly before the ad runs out.

    4. Facebook specifies that you should use images with 1080 x 1920 resolution and a 9:16 aspect ratio.

    5. Your video needs to be 100% self explanatory, needs to explain who you are, what you do and how you can help them.

    6. keep the audience entertained or interested so that they watch until the end.

    7. It is better to have live-action content than graphic videos. Your ads should not divert too much from user experience, i.e. real-life stories people post on Instastories.

    7. The videos cannot run for longer than 15 seconds (you cannot crop after uploading) and have be at least 720p resolution. They must be in .MOV, .MP4 or .GIF format and less than 2.3GB in size.

  • Athos on FB
    Athos on FB
     What's good about this ad?
    1. strong intuitive image: almost immediately you can tell what Athos does. It does so aligning the ad with existing successful products on the market, i.e. hero image/ working out image in this case. 

    What's not so perfect about it?
    1. Doesn't sell the relation between the app and smart clothing line. It doesn't paint a fully clear picture sufficiently. Therefore biggest takeaway is that when you are creating a imagery of your ads, always make sure that your target audience can understand the imagery without any explanatory copy or second thoughts. 
  • Slack on FB
    Slack on FB
    Why is this ad effective?
    1. relatable to everyone who hates pointless meetings. clearly focuses on how users feel after using their product. 
    2. playful and takes full advantage of Internet parlance and imagery (namely meme-style unicorns) to make its product more relatable. 
    3. a snappy, memorable tagline (i.e. “Make Work Better”) that works 
  • Airbnb on Instagram
    Airbnb on Instagram
    1. social message/current events! It is always a good idea to capitalize on trending topic to take a stance on an important issue. This allows strengthening consumer perceptions about your brand and makes your ads more engaging to your followers. 
    2. doesn't always have to be political. can be relevant to current events like the Super Bowl, the Grammys etc. 

    1. political statements can be hit-or-miss. Airbnb was successful with their #WeAccept message but this type of strategy is still risky in a sense.
  • Types of Ads
    The article below explains different types of ads you can have on FB
  • 11 Examples of Facebook Ads That Actually Work (And Why)
    Some of the best Facebook ad examples for each type of Facebook ad -- and what makes them effective.
    Summary by Propel Interns
    1. Video Ad
    --Offers more engaging content than static posts.

    2. Photo Ad
    --Optimal size is 1200*628 pixels
    --One of the most popular types of ads
    --Easier to create than video ads

    3. Multi-product
    --Showcase different products all at once
    --Can be created in the Facebook Power Editor

    4. Local Ad
    --For start-ups with a physical location

    5. Offer Ad
    --Presents a direct offer to consumers

    6. Event Ad
    --Promotes a specific event

    7. Retargeting Ad
    --Promotes an ad to a specific list of previously identified people
    --Targeting to customers who are already interested in your product/service

    8. Boosted Post
    --Not created in the Facebook Ads Manager
    --Boost a post that you already posted on your page.
    --Leaves fewer options for bidding, targeting and pricing.
  • Types of Ads
    The article below explains the different types of ads on Instagram
  • What Are The Different Types Of Instagram Ads?
    Instagram ads – it all started with the display of a single filtered image and quickly turned into not only building a brand but also, a business.Like parent like child, Instagram ads are resembling more and more of what Facebook ads are like.As...
    Summary by Propel Interns
    1. Picture Ad
    --Most popular format
    --Features a product or offer
    --Usually includes hashtags and calls to action in the description

    2. Multi-photo Carousel Ad
    --More creative
    --Allows to tell a story, feature more products at once

    3. 30 Second Video
    --Creates a more visual inspiration
    --Requires more budget

    4. Marquee
    --Allows to drive mass awareness and reach within a short period of time
    --Perfect for business that wants to address an ongoing topic
  • Facebook Ads Manager Tutorial
    Now that you have some basic background knowledge, you can start launching your first campaign on the Facebook Ads Manager platform. However, the platform can be hard to use for the first time. The video below is a comprehensive tutorial that teaches you how to launch your first campaign with step-by-step instructions.
  • Facebook Ads Tutorial - Learn How to Use Facebook Ads
  • Instagram Ads Tutorial
    Similarly, to start your Instagram ads campaign, you need to go on Facebook Ads Manager. A comprehensive tutorial can be found below.
  • Instagram Ads Video View Advertising Campaigns 2017 - Instagram Video Ads
  • Tips for Facebook
    1. Use Facebook Audience Insight
    Facebook’s Audience Insights is one of the best tools you have at your disposal. It essentially allows you to learn about specific audiences before risking your budget or targeting them.

    2. Establish bid strategy and budget
    With Facebook’s Optimized CPM, you’re essentially giving Facebook the permission to bid for ad space based on the constraints and goals you provide. This generally allows you to maximize your budget and avoid overspending.

    3.Set clear goals
    From an advertising standpoint, setting goals is vital because it helps you measure results and discover whether or not your ads and campaigns are following the right direction. Without a clear path to follow, you’ll never get tangible results.
  • Tips for Instagram
    1. Cross-promote
    Cross-promote whenever you can! The trend on Instagram now is to share the love, so to speak, by tagging others or even by outright promoting other companies, products and services.

    2. Trending hashtags
    If trending tags are relevant to your brand, include them in timely posts to aid discovery.

    3. Develop an Editorial Calendar
    Plan out your posts and make sure you are consistently posting and engaging your followers. This is important for both Facebook and Instagram

    4. Partner with other Instagram influencers
    They have a large follower base and are trusted for their opinions on the latest products and trends. Align your brand with the right influencers and you can expand brand awareness and follower reach.
Google AdWords