As per mfour.com, the social media usage has shot up by 50%. This is mostly because people are at their homes due to the coronavirus pandemic and are spending much more time on their smartphones and the Internet.
If we talk about particular social media platforms, you’ll find that the number of active users on Instagram has increased by 54%; on Twitter, the same number has grown by 44%; 42% on Snapchat and the percentage increase in active users on Facebook has grown to a staggering 68%!
That’s right! More and more people are using Facebook to stay in touch with their friends and family. For businesses that are looking to advertise during these challenging times, it is the perfect moment to run Facebook ads to show how much you care about your target audience.
In this post, we are going to share some of the best reasons why you should be reinvesting in Facebook ads during the coronavirus pandemic. So, let’s cut to the chase and get started!
Why Reinvest in Facebook Advertising During COVID-19?
Although you will not enjoy conversions as you earlier did, there are other benefits that you should consider. Here’s why you should be investing in Facebook advertising despite the coronavirus pandemic.
1. Digital Attention is at an All-Time High
As mentioned earlier, people are forced to stay at home to reduce the potential spread of the virus. As a result, social media usage has seen an unprecedented surge in the number of active users.
Instead of going out and engaging in outdoor activities, which they would have done if the lockdown didn’t happen, they are turning to their screens and consuming content on different social media platforms.
This means that your Facebook ads will now have more eyes on them and have more impact on your audience.
2. Competitors Have Paused Their Campaigns
Facebook ad revenue will decline by 19% in 2020 which is around 15.7 billion dollars. This means a lot of your competitors won’t be participating in any of the ad auctions.
As a result, you will see a significant drop in CPC and CPM on Facebook ads. This will make your budget allocation even more impactful.
It is important that you make most of the natural tendency of marketers to pause their ad campaigns during such disruptions.
3. Brand Awareness in a Low-Cost Objective
Conversions on the Facebook ads are bound to drop. People are looking to save their money during these dark times and will be hesitant to make a purchasing decision.
Instead of making them convert, you should be focusing on advertising goals like brand awareness. Brand awareness ads on Facebook are mostly geared towards reaching the most people in your target audience.
The whole idea is to generate greater brand recall. Given the fact that CPM is falling drastically, it is the right time to double down on your brand awareness ads.
The brand awareness campaigns will definitely help your business gain sales in the long run and also show that you care and support them during the pandemic. This will definitely make a huge impact on your business post-coronavirus.
4. Serve Now, Win Business Later
We highly recommend you put brakes on hard selling and give your messaging a helpful approach.
Changing your marketing approach for a short while will do wonders when it comes to winning the trust and admiration of your target audience.
More of your attention should come with discounts and freebies to get unique customers on board.
How to Do Social Media Marketing During COVID-19
So, how exactly should you run your Facebook advertising during such challenging times? We have a few ideas that you should implement when running Facebook ads in 2020. Here are some of the best social media marketing strategies that you should implement to overcome the challenges posed by the coronavirus pandemic.
1.Do not make changes to your high performing ads
Facebook has been telling advertisers about the changes they have been tackling in how they are processing ads during this time. Facebook has been working on automating the ads verification and reviewing workflow. Therefore, you must not make changes to your high performing ads and stay consistent with them.
2. Focus on free marketing campaigns
Since Internet browsing has increased during the coronavirus pandemic, it is definitely a good time to re-engage with previous website visitors and draw their attention with exciting incentives. You can even remarket to the people who have liked, commented, shared or interacted with your social media content.
3. Double down on A/B testing
It is also a great time to test new ad creatives and audiences. However, you must consider creating new ad sets instead of updating the previous ones in order to understand the impact of A/B testing. Also, if you are trying to test the ad creatives, you must only try to test against an already high-performing ad.
4. Go live with your audience
It is important to shift your social media advertising strategies towards getting closer to your target audience during these uncertain times and make them feel that you care for them. You can do that by going live on Facebook and Instagram with your audience and connecting with them in a more direct and genuine way.
There you have it. We have shared some of the best reasons to continue investing in Facebook ads and also provided you with perfect social media advertising strategies that you can implement. We hope this piece of content brought great value to you. If you’re looking for some helping getting your Facebook ads running and targeting the correct audience, contact Arvig Media today!