Updated: Nov 28, 2018
As sales continue to trickle in for our clients who are getting their piece of the $715 billion dollar pie that is Black Friday sales in America, we’re taking a step back to reflect on the successes we’ve have and how the Facebook and Instagram advertising game changed in 2018. Here’s what we know:
It’s All About That Base
Brands who targeted their core base (Instagram and Facebook fans & engagers, and Email Subscribers) during Black Friday weekend reaped the benefits of year-long organic social and email marketing efforts. We saw an average of of 15:1 return on adspend on these ad sets and despite rising CPMs during the holidays, reaching this warm audience proved to incredibly cost effective.
Key Takeaway: Your brand still matters. And a lot. By continuing to place efforts on organic social and email, you’re building trust with your audience 365 days a year. So when the big Black Friday sale hits, consumers already are familiar with your products and their interest is already piqued making it easier to convert. Organic social reach and email open rates might be down, but producing a consistent content year round and building your community pays off big in the long run.
2. Newer, Bigger and Higher Expectations
Brands who had compelling sales starting well before Black Friday and continuing through Cyber Monday won big. The new digital consumer is savvy, willing to spend time to shop around for the best deals, and has more options than ever.
Key Takeaway: Consumers are not only expecting Black Friday sales, they’re expecting big discounts, and for longer periods of time. Black Friday/Cyber Monday is now a week long affair. Consumers expectations are higher and they’re searching for the best deals. When brands fail to deliver, they’ll move on.
3. Creative Matters
The average social media user has the attention span of a gnat. And the only way to grab the attention of users who are most likely to convert is with cut above the noise creative and copy. The brands who created placement specific content over the holidays won big. IE Creating specific creative for an instagram story ad vs. a Facebook mobile ad.
Key Takeaway: People don’t click on ads, they click on content they find interesting. Facebook native’s ad platform is special and those brands who create placement specific content will add to the social experience instead of taking away from it and annoying users. Bonus: Facebook will reward these campaigns with more reach, clicks and conversions.
Fall Line Digital Client, H&H Outfitters ran ads with different creative and copy depending on where the buyer was during the journey.
How did your Black Friday/ Cyber Monday Facebook and Instagram ad campaigns perform? Let me know if you learned anything!