By Nathan Resnick
Advertising on Facebook has long been a staple of a modern marketing team’s game plan, as it has one of the largest and most diverse audiences on the internet. If marketers can successfully tap even a fraction of that audience, their businesses will benefit massively.
Yet if there’s any consistency to the platform, it’s that trends come and go every year. What proved effective last year won’t necessarily guarantee success again this year, and marketers need to keep their eyes and ears open to stay ahead of their competition in the digital space. very frequented.
With the lessons learned in 2021 still fresh in our minds, let’s take a look at which trends will continue to be key for Facebook marketers in 2022.
5 Facebook Advertising Trends Marketers Should Know About in 2022
1. The rise of video continues
When it comes to increasing user engagement, the video format captures attention in a way that photos and text simply can’t match.
Video now accounts for nearly half of the time users spend on Facebook, ranging from simple slideshows to classic commercial-style ads. Coupled with effective targeting and a call-to-action, this high-profile format translates to a massive ROI, and it simply can’t be ignored by a modern marketing strategy.
It’s also important to note that Facebook now sets every video in a feed to no sound by default, so to get your message across, captions will need to be added to play around with the images. Small details like this are what separate pros from amateurs on the platform, so be sure to adapt your video strategy accordingly.
2. Mobile advertising is essential
Mobile platforms have long held an advantage over desktop and tablet usage, so advertisers need to be especially careful that their efforts are tailored to the unique needs of mobile users.
On Facebook specifically, 98.5% of users access the platform via a mobile phone. This staggering figure means advertisers, who typically work on desktop computers, need to ensure their ads are responsive and work first and foremost with mobile audiences.
The most common pitfall of mobile ads involves media formatting. An image optimized for desktop may appear distorted on mobile, which is not very aesthetic for a business. Keeping these small details in mind and giving mobile ads the exact specs they need will ensure a better ROI for your efforts.
3. Consistent social media stories lead to success
While 24 Hour Stories is a feature that originated on Snapchat, it has long since been adopted by Instagram and Facebook. 300 million people use stories on Facebook every day, and the potential to turn that attention into profitable action is appealing to say the least.
Facebook ads can leverage stories as a means of engagement. Stories can reflect successful ad copy or a popular topic, even directly related to it. This will funnel interested users from Facebook to your website, ultimately leading to a conversion if all goes well.
It’s an effective strategy that’s been used by many companies for years, and it shows no signs of slowing down in 2022.
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4. The cost of Facebook ads will continue to rise
Facebook has over a billion users and nearly limitless opportunities, but for advertisers these days, it’s an expensive game to play. Although the range varies wildly, the average cost per click (CPC) hovers around $1.72.
The visibility of companies depends on the number of financial resources that can be put behind them. If you have a substantial advertising budget and a respectable conversion rate, it is easier to withstand this barrier to entry. Startups and small businesses without large cash reserves will need to take extra steps to ensure they get a decent return or find other platforms to advertise on.
When setting your annual marketing budget, be realistic about the costs and don’t expect the price of gaming in the Facebook world to drop anytime soon.
5. Personalized ads are the new normal
When it comes to effectiveness, businesses that have some form of personalization behind their advertising efforts will see a very good return on investment. In fact, 80% of customers say they are more likely to make a purchase if they feel marketing efforts are relevant to their needs.
It’s not enough to get the prospect’s name right in the header, it’s to put together an assortment of products and services that match a customer’s profile. It’s about estimating and anticipating a customer’s needs, then making it as easy as possible for them to convert.
Importance of staying on top of Facebook advertising trends
Businesses that see and understand Facebook’s advertising trends give themselves the opportunity to capitalize before their competitors notice and adapt as well. Speed and efficiency are key in today’s advertising game, so always be on the lookout for trends that are falling out of favor and those that are rising stars.
About the Author
Nathan Resnick is the CEO of frown, the fastest growing sourcing platform powered by YCombinator that helps hundreds of companies manufacture products worldwide. See all his articles and his complete biography on AllBusiness.com.
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