Facebook and Instagram are two of the most popular mobile platforms. In fact, one in five minutes on mobile is spent on Instagram or Facebook. That’s more than the next 10 mobile platforms combined. Facebook and Instagram campaigns can use the same photos or video across both platforms or unique creative for each. When you're ready to use Facebook and Instagram ads together, either add Instagram to an existing campaign by editing the ad set's Placement settings or set up a new campaign across both platforms.

Facebook Features

Don’t run the same exact ad(s) to all of your audiences. Your prospecting and retargeting ads should be unique, and your ads for each audience “interest” segment should be tailored to that audience.

Use prospecting ads to build brand awareness and teach people about your product, and then use retargeting ads to seal the deal with users who have already signaled interest. Retargeting ads are ideal for an aggressive pitch and close.

The use of emojis in ads has been spreading like wildfire, even among larger, more established brands. They can be very effective at driving higher CTRs, but as with all strategies, you should A/B test for yourself to be sure.

Instagram Features

Focus first on custom audiences. This could be audiences created through pixel tracking, an email list, a followers list or some other method. Lists of users who have engaged with you in the past perform best.

When you are ready to expand past custom audiences, lookalike audiences should be your next stop. Facebook/Instagram’s algorithm is very good at finding similar audiences that will respond well to your ads.

Make your offers irresistible. Instagram’s visual nature takes impulse buying to the next level, but you won’t tap into that if you aren’t offering something compelling.








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