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How to build a successful Facebook advertising campaign | Mumbrella360 video

Ever wondered why your Facebook campaign isn't getting the engagement you'd hoped? In the following session from June's Mumbrella360 conference, Steve Weiss, director of Facebook advertising agency MuteSix shares his tips for reaching as many customers as possible.

According to MuteSix director Steve Weiss, most failed Facebook ad campaigns are a result of one simple thing: advertisers not fully understanding the range of options available to them when planning their campaigns.

Weiss believes Facebook’s targeting options level the playing field between large and small brands and his advice is to be strategic in placing advertising.

“Segment your campaigns. Facebook is less a marketing platform and more a life-cycle marketing tool. Facebook shows your ads to the people most likely to take a specific action. So if you’re not segmenting you ads, the same people will keep seeing your ads,” he says.

“It’s always important to do creative testing on Facebook. If you don’t do creative testing then Facebook is going to drive all the traffic to one creative and what’s going happen is all your audience will be overwhelmed by one crazy creative.”

Testing that content on fresh audiences is also important: “Always test out new creatives in an ad targeting at new audiences. You always want to test new creatives on new audiences.”

Instagram presents a different set of opportunities for marketers, observes Weiss: “People on Instagram are younger and they really don’t like ads.” He believes engaging influencers is critical to success on the platform.

“Find the best influencer, they are always better at creating content than the brand,” he says. “The reality is you can never create as good content as the influencers because it’s pure and it’s real. They create the best ad content out there.”

“Create video specifically for Instagram. The IG user is very different to the Facebook user, the FB user is a lot older, the IG user is quick to get the video and you need to make it more about the experience than the selling.”

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