.png)
5 MIN READ
In the “Metasphere” era, advertising has faced significant challenges, primarily due to Apple’s introduction of a cookie-less world through the iOS 14 update. This allowed users to opt out of cross-platform tracking, making it harder than ever to track user behaviour and habits.
While it is understandable from a user’s perspective, it has made the job of advertisers increasingly difficult, particularly when it comes to converting users.
However, Meta advertising is far from dead; it remains crucial for building and nurturing audiences and is still an essential component of a comprehensive digital marketing strategy.
Questions have arisen, such as whether social media can still convert users and how to navigate tracking issues. Despite these challenges, the answer to whether Meta remains a viable platform for advertising expenditure is a resounding “yes". The key is to embrace and adapt to the changes.
Harness the Power of Targeted Messaging
One major discussion point in Meta Advertising is the removal and expansion of detailed targeting options, emphasising the shift to broad audience testing.
Although many feel this has led to a lack of control over audience testing, by removing some of the detailed targeting and allowing Meta to find your ideal customers in a wider pool of users, you can leverage this change to your advantage by letting your messaging and creative do the targeting work for you.
Improving the messaging of your ads is the key to overcoming tracking challenges and maximising the effectiveness of your paid advertising in the current climate.
Craft Value-Oriented Messaging Using Customer-Focused Strategies
Social media (particularly TikTok) and review platforms have made it easier than ever to gather raw, authentic customer feedback. Users will often express their unfiltered thoughts in TikTok comments or product reviews.
By identifying common themes and topics in customer reviews, you can understand why people buy from your brand and what information they seek before making a purchase. And utilise this feedback to create impactful, customer-focused messaging that drives conversions.
It is important when you are selling your product online to somebody who has never heard from you, to craft a compelling story as to why they should buy from YOU.
For example, let's consider you sell a face cream. While customers can purchase their usual face creams from local stores. Yours is specifically designed for acne-prone skin, contains healing properties, and consists of the highest quality, 100% natural ingredients that have garnered praise from thousands of customers.
Compared to competitors, you may know that your products are inherently better. However, the average person who has never heard of your brand does not.
Crafting a value-oriented story based on your current customers' experiences, highlighting their struggles before discovering your brand and the positive emotions they feel after purchasing, can cut through the noise, resonate with your ideal audience, and build trust. Something that is hard to earn online nowadays.
Test Creatives That Leverage Social Proof and Address Common Objections
With the changes in targeting, creatives have become a major focus in paid advertising.
Applying the customer-focused strategy, you can create compelling, attention-grabbing creatives that resonate specifically with prospective customers. Analyse your reviews and social media comments to find inspiration for your next ad creative that can both objection handle and use authentic social proof.
Here’s how:
Objection handling
Sift through your social media comments and DMs. Are people asking a common question? If so, it's likely many others have the same question. Reply to these comments (positive or negative) and address common questions and objections in your videos to remove any confusion or hesitations that may prevent someone from buying from you. Even if you receive a negative comment, use this to address any misunderstanding or misconceptions about your products, layering in reviews or testimonials to strengthen your point.
Social proof
Additionally, you can leverage authentic social proof by replying to positive comments left on your posts with a video and turning this into an ad.Social media ads, particularly videos, want to look native and less salesy. This is a great way to achieve this.
You can incorporate further reviews, opinions, or transformations from other users into your creatives to strengthen the message.
This approach has been tested across multiple beauty brand Meta and TikTok accounts and has shown positive results when implemented correctly.
Remember that digital marketing channels constantly evolve, so embrace the opportunity to adapt and change.
Ultimately, the answer is clear: Advertising on Facebook and Instagram remains a viable and effective strategy for beauty brands. However, to truly thrive in the current climate, it's crucial to work smarter and leverage multiple touchpoints by adopting a comprehensive digital marketing strategy that extends beyond just Meta advertising. By optimising your back-end, improving LTV, and embracing channels like email marketing, Google advertising, and TikTok advertising, you create a strategy that optimises your ad spend and reaches your target audience effectively.
.png)
