By Nathan Resnick
Facebook advertising has long been a major part of a modern marketing team’s game plan, as it boasts one of the largest and most diverse audiences on the Internet. If marketers can successfully tap even a fraction of those visitors, their businesses will benefit greatly.
However, if there is any consistency in the platform, it decreases the trend every year. What proved to be effective last year will not guarantee success again this year, and marketers must keep their eyes and ears open to stay one step ahead of competitors in the busy digital space.
The lessons learned in 2021 are still fresh in our minds, let’s see what trends will be essential for Facebook marketers in 2022.
5 Facebook Advertising Trends Marketers Should Be Aware Of 2022
1. The video continues to rise
When it comes to increasing user engagement, the video format attracts attention in such a way that photos and text do not match.
Video account for today About half the time Users spend on Facebook, ranging from simple slideshows to classic commercial-style ads. Combined with effective targeting and call-to-action, this broad-based format results in a substantial return on investment and cannot be ignored by any modern marketing strategy.
Also, keep in mind that Facebook now sets each video as silent by default in a feed, so to get your message there, you need to add captions to play with the images. This kind of little detail separates the professionals from the amateurs of the platform, so make sure you adapt your video strategy accordingly.
2. Mobile Advertising Key
Mobile platforms have long held sway over desktop and declining tablet use, and so advertisers should take special care that their efforts are tailored to the unique needs of mobile users.
Especially on Facebook, 98.5% of users access the platform via mobile phones. These staggering statistics mean that advertisers, who usually work on desktops, must make sure that their ads are relevant and working with the mobile audience.
The most common problem with mobile advertising is related to media formatting. An image optimized for desktop may appear distorted on mobile, which is not a good idea for any business. Remembering these small details, and providing the right specs for mobile ads to their needs, will ensure a greater return on investment for your efforts.
3. Consistent social media stories lead to success
Although 24-hour stories are a feature that has emerged on Snapchat, they have long since been adopted by Instagram and Facebook. A massive 300 million people use stories on Facebook every day, And the possibility of turning this attention into a profitable action is at least tempting.
Facebook ads can take advantage of stories as a way to engage. Stories can be successful ad copy or reflect a popular topic, even linking to them directly. This will funnel users from Facebook to your website, which, if all goes well, will eventually lead to a conversion.
This is an effective strategy that has been used by many businesses for years and it shows no signs of slowing down in 2022.
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4. The cost of Facebook advertising will continue to rise
Facebook has more than a billion users and boasts of almost unlimited opportunities, but nowadays it is an expensive game for advertisers. Although the range varies wildly, The average cost per click (CPC) is about $ 1.72.
Visibility for the business depends on how much financial resources can be put behind them. If you have a healthy advertising budget and a respectable conversion rate, this barrier to entry is easy to meet. Those small businesses without startups and large cash reserves need to take extra steps to find other platforms for them to see a decent return or advertise.
When creating your annual marketing budget, be realistic about the costs and don’t expect the price to drop anytime soon in the world of Facebook.
5. Personalized advertising is the new norm
When it comes to effectiveness, businesses that have some personalization behind their advertising efforts will see huge return on investment. In fact, 80% of consumers say they are more likely to shop If they feel that the marketing effort is tailored to their needs.
It requires more than just getting the name of the prospect in the title, but combining an assortment of products and services that match a customer’s profile. It’s about estimating and estimating a customer’s needs, and then making it as easy as possible for them to convert.
The importance of staying on top of Facebook advertising trends
Businesses that see and understand the trends in Facebook advertising allow them to capitalize on their competitors before they can be caught and adapted. Speed ​​and efficiency are key to today’s advertising game, so always keep track of which trends are falling in favor and which are rising stars.
About the author
Nathan Resnick’s CEO Sourceify, The fastest growing sourcing platform supported by YCombinator which helps hundreds of companies around the world create products. See all his articles and full biography AllBusiness.com.