The increased need for measurement and accountability of marketing spend is a critical topic for c-suite leaders. And recent and forthcoming changes to the ways in which brands can track online consumer behavior are causing a ripple effect with the digital advertising space—in particular for Meta, a platform that relies on those advertisers to fuel its business model. AdExchanger spoke with Alvin Bowles, Meta’s VP of business ecosystem partnerships, about the company’s position on mitigating signal loss, its metaverse ambitions, optimizing its ads business, social commerce developments and investments in creators on its platform.

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By Niki McMorrough / Commercial Director at Relevance

Many of the world’s high-value goods and service providers, such as yachts, cars and real estate, have had an overwhelmingly male client base because, until 2014, men represented more than 93% of all Ultra-High-Net-Worth-Individuals. But this is now changing, and pinnacle luxury companies and brands need to adapt their luxury marketing strategies to appeal to UHNW women. However, it’s not as easy as simply adding UHNW women to a brand’s target audience. Relevance has found key differences in how these women think, feel, behave, and make purchase decisions compared to their male counterparts.

UHNW women require luxury brands to have a fundamentally different approach to doing business, one that is more altruistic, empathetic, and philanthropic. And, this needs to be reflected in their luxury brand marketing. So, it’s not enough to invent a new product or service – companies need to look at their brand ethos, corporate social responsibility, sustainability, diversity, and equality practices to appeal to them.

The team at Relevance has been marketing to UHNW audiences for more than 12 years and specialize in using data-driven insights to drive creative luxury digital marketing strategies that get results.

Luxury Marketing to UHNW Women

Who is a UHNWI in luxury marketing?

A UHNWI is a person with a net worth of more than $30 million in luxury marketing. Net worth is the value of all assets minus the total of all liabilities. Put another way; net worth is what is owned minus what is owed.

UHNWIs represent the second-highest wealth tier on the planet, with around 290,000 of these individuals, surpassed only in wealth by the world’s 2,800 billionaires.

Infographic 1*: Global audience size by Wealth segment

Infographic 2: WealthX UHNW audiences by gender.

UHNW women are rare. There are only 29,300 UHNW women in the entire world. This is just 9.9% of the UHNWI population compared to 263,700 UHNW men.

Ultra-luxury brand marketing needs to be laser-sharp, and, as such, brands need to be seen to move in the right circles and appear in the right places to reach this elite audience.

Closed groups, personalized direct marketing, events and partnerships with other UHNW focused companies are top of the list in the UHNW women luxury marketing mix.

Multi-layered paid media needs to include precise postcode targeting, such as the Cayman Islands, Monte Carlo, and elite U.S. and Dubai postcodes such as Fisher Island, Atherton, Jumeirah Islands, and Al Barera. Relevance has seen great success with multi-layering interest, in-market and personality targeting on top of location to pinpoint audiences even further.

Since 2016, the proportion of UHNW women has increased by some 52%, from 6.5% to 9.9%. The number of UHNW women is rising, and luxury brands should not ignore their presence.

Elite brands should train dealers, brokers, and representatives to notice UHNW women (even if a wealthy man accompanies them) and understand what makes this elite audience tick. They should also seek to employ people that UHNW women will feel comfortable with to handle their inquiries. Initiatives to embrace and encourage gender diversity, such as Rolls Royce’s 25 by 2025 gender diversity campaign, help convince UHNW women that these efforts are sincere.

It seems obvious, but this is still a significant issue for many of the world’s most elite brands, where traditional and sometimes outdated behaviours still preside. Moreover, it can be exacerbated further by regional social customs in some countries.

In Relevance’s data sample, we have found a higher proportion of UHNW women aged under 50 than over 50 (see chart below) and that the disparity is more pronounced than it is with their male counterparts. Wealth-X further backs this up by saying that the mean UHNWI age is 63, but in the under 50’s group, women make up a higher proportion of around 13%, compared to 9.9% overall.

As a result, companies selling to UHNW women need to develop their product offering and luxury brand marketing strategy clearly for both UHNW women under 50 and over 50.

Infographic 3*: Relevance Sample UHNW audiences by age and gender.

How do UHNW women describe themselves?

UHNW women balance business, family, pleasure, and philanthropy. They use keywords such as CEO, mother, founder, wife, entrepreneur, mom, fitness, mental health, foundation, and author to describe themselves, and often found and front charitable foundations, such as Beyone’s Beygood, and Lady Gaga’s Born This Way foundation.

Unlike luxury marketing to UHNW men, where business and sports analogies work in almost any situation, UHNW women need a more balanced tone of voice that puts the person before the role or status.

Companies that target ultra-wealthy women should focus on the emotional benefits that their products can provide. For example, this may include allowing UHNW women opportunities to spend time with friends and family, to have the latest new experiences or to support their philanthropic cause. Ultra-luxury brands should highlight what they are doing to give back to the community.

Don’t focus only on rational attributes alone, such as the engineering, speed, power and build of the product, as this is a very male-oriented way of appreciating things, missing the real emotional reasons why a UHNW woman engages with a product or service.

Infographic 4*: Relevance Sample UHNW women audience bio keyword tag cloud.

Who are UHNW women influenced by?

Very simply, UHNW women are influenced by other women who are like them. Pioneering businesswomen, environmental activists, work/life role models, and philanthropists like Melinda Gates, Arianna Huffington, Reshma Saujani, Susan Wojcicki, and Ann Marie Slaughter.

Pinnacle brands should avoid using ‘influencers’ who ‘look like’ luxury role models in their luxury marketing strategies as they are considered fake, one-dimensional pretenders. UHNW women aren’t interested in achieving ‘the look’ of a successful person. They are only influenced by other genuinely successful people. At Relevance, we call these “Genuinfluencers.”

The first place to look for authentic “Genuinfluencers” is in a brand’s existing customer base. Relevance can help luxury brands identify their genuinfluencers and develop collaboration ideas to reach out to influential customers and advocates.

Infographic 5*: Genuine influencers for Relevance sample UHNW women.

What digital platforms are UHNW women using?

Our sample audience of UHNW women shows that they are 20 times more likely than the average global consumer to use LinkedIn. They also have a high propensity to use Medium (x13.04), Snapchat (x9.52), Spotify (x7.69), Whatsapp (x2.38) and Twitter (x2.35). Because of this, companies like Fly Victor realize it is essential to utilize LinkedIn, and companies like Blacklane have used Medium’s business-focused environment to showcase their working ethics, humanitarian business practices, sustainability, corporate social responsibility and philanthropic endeavors when looking to attract UHNW, rather than simply focusing on the service.

UHNW women are less likely than the global average person to be using Facebook and less than half as likely to be using Instagram and Youtube. So, while elite brands can still find and target UHNW women on these platforms as part of their luxury brand marketing strategy, it’s not a ‘habitat’ that feels ‘just for them’ and therefore requires paid targeting and an extremely audience-centric creative approach to ensure their content reaches the right individuals – Patek Phillippe’s episodic approach to Instagram helps to create a befitting environment.

Infographic 6*: Propensity to use platforms for Relevance sample UHNW women.

What media are UHNW women consuming?

Relevance’s UHNW women sample are reading the New York Times (19%), Wall Street Journal (16%) and The Economist (14%) as well as The New Yorker (11%), Politico (10%), Forbes (11%) and Time (11%), Fortune (8%), Fast Company (8%), and Vogue (9%).

What places and events are UHNW women attending?

UHNW women profiled by Relevance are attending and consuming content from Vogue Runway (6%), Ted Talks (6%), Local Scale (3%), Whitney Museum (4%), Moma (4%) and Guggenheim (3%).

Unsurprisingly, according to Wealth-X, many of these places and publications are centered around New York, which has the second-highest concentration of UHNWIs after Hong Kong.

What are the interests and passions of UHNW women?

According to WealthX, UHNW women are different from their male cohorts because philanthropy ranks as the top interest for UHNW women, at least half of UHNW women are involved in philanthropic causes, whereas UHNW men are more interested in sports. At work, 20% of UHNWI heirs/heiresses work in the not-for-profit sector, compared to only 6% of self-made UHNWI. This Charities Aids Foundation article explains how UHNW women are driving a move towards more sustainable, diverse and collaborative philanthropy than ever before and how this is made possible by gender equality in entrepreneurship and inheritance laws.

The next most important interests of UHNW women include art, education, health, wellness and animals instead of the male preference for technology, aviation, and politics, and these interests are often reflected in their charitable work, such as Emma Watson’s HeForShe project and Shakira’s Barefoot foundation.

What are the personality traits of UHNW women compared to UHNW men?

Relevance have analyzed the personality traits of UHNW women to find that they are vastly more emotionally aware, loving, appreciative of art and self-transcendent than UHNW men. Therefore, UHNW women will resonate with companies who value EQ as much as IQ, such as Adoreum, an international members club for UHNWIs, philanthropists, investors and creative visionaries, who bring like-minded UHNW women together at networking events. Ultra-Luxury brands will need to double down on their art and creative collaborations, as ‘The Londoner’ West End hotel and Rolls Royce have done with their ‘Muse’ program. Since UHNW women can appreciate and resonate with the plight of others (and have the power to do something about it), the messaging for a luxury brand should focus on the collective social gain of a product or service, rather than purely the personal benefits. This might mean pledging to plant trees for every carbon-neutral private jet charter, telling the story of a hybrid, solar-powered yacht such as Nobiskrug’s Artefact, or indeed, pitching a socially responsible business idea for investment by an UHNW woman investor.

What are the personality traits of UHNW women compared to the general population?

UHNW women are more altruistic, energetic yet calm, confident, and driven than the general population. Therefore, like their male counterparts, they will appreciate luxury brands who make the celebration of good causes their number one priority, like Olivela, as well as those who curate bespoke itineraries just for them, such as Ten Group and Quintessentially. If an UHNW focused brand shows appreciation for women who like to constantly challenge themselves to learn new things, try new experiences, travel and soak up culture, as personified in this Patek Phillippe video, this will be appealing to UHNW women.

What are the top personality traits of UHNW women?

UHNW women are highly empathetic, uncompromising, sociable and outgoing, meaning they feel what others feel and are compassionate towards them, they think it is wrong to take advantage of others to try and get ahead and they enjoy the company of others and make friends easily.

As a result, Maari’s brand pillars of Consciousness, community and culture feel spot on for this audience who will reject brands called out for unfair or exploitative working practices. UHNW women may look for brands with Positive Luxury’s butterfly mark, signifying a commitment to making a difference in creating a sustainable and circular economy, and brands who support the philanthropic causes which are close to their hearts.

UHNW women: a growing minority that cannot be ignored.

UHNW women may be in the minority, but their proportion has doubled in the last few years. This fraction of the world’s population (0.0000039%) have the immense power to change the world for the better with their empathetic, altruistic, philanthropic, loving, diplomatic, and culturally appreciative approach to the world. Indeed, they expect ultra-luxury brands to be using their own power for the greater good, and not solely for commerce.

Elite luxury brands should therefore focus not only on what they produce but the way that they produce it to gain the respect and patronism of UHNW women.

Only then should luxury brands look to target and communicate with UHNW women through their platforms, media, and events of choice by using multi-layered targeting that includes postcode, demographics and triple interest targeting, engaging the right “genuinfluencers”, reviewing their luxury marketing, branding and design, and partnering up with other UHNW companies.

If you think your brand has the credentials and ethos to appeal to UHNWIs, then contact us to find out how our ultra-luxury digital marketing, advertising, and design specialists can help you reach and resonate with your UHNW audiences.

—

*Sources for Infographics: World wealth report, Knight Frank, Wealth X, Global Wealth Migration Review, IPSOS, Insead, Forbes, Fortune. Discrepancies are due to rounding and mixed sources.

Produced by:

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High Facebook Usage

The report found that Facebook was consumers’ most-used platform, at 87 percent, followed by YouTube (74 percent) and Instagram (68 percent). The high usage suggests that though new platforms like Clubhouse and TikTok have garnered attention from the industry, Facebook remains a key platform for driving business.

Conversions From Social

Though social platforms aim to keep consumers on their own platforms, 91 percent of consumers surveyed said that when they follow a brand on social they are likely to visit its website or app. In terms of where consumers follow brands, 78 percent said Facebook, followed by Instagram at 57 percent and YouTube at 47 percent.

Customer Service

Customers expect a high level of service from brands through social media, the survey showed. In fact, the group ranked customer service as the top criteria for what makes a brand best-in-class on social media. However, when marketers were asked the same question, they ranked customer service sixth and overall engagement as first.

For more insights from the Sprout Social report, read on in PRNEWS.

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Complicating matters: Estimated opt-in rates are looking paltry, around 20-30 percent. That means that targeting audiences and attributing online behavior just became a more challenging task for digital marketers.

Apple’s policy change, in addition to other data visibility limitations like privacy regulation, has had a ripple effect across the digital marketing industry. Facebook, for instance, reduced its conversion tracking window from 28 days to seven and cited Apple as the impetus. Though the result of these limitations is a muddling of data insights and less accurate reporting, marketers who continue to leverage Facebook ads can focus on three core principles that hold true despite this erosion of data, according to a piece in AdMonsters by Elliot Gensemer, Senior Director, Account Services at Metric Theory.

Efficacy of Channel Marketing Data

Though Facebook has limited its attribution window to seven days, Gensemer writes, in some cases clients’ conversions occur outside of that 28-day window. Therefore, blinds spots in data reporting already exist. He recommends creating benchmarks to account for data blind spots, focus on where the data is most reliable and adjust channel performance goals.

Focus on Incrementality

Optimal budget setting depends on leveraging incrementality of conversions, or focusing on how many new customers were gained from the investment as opposed to attempting to determine how advertising is contributing to the growth of the business. Gensemer suggests investing in tactics that have the greatest incremental impact and gauging the lift that occurs from each channel and tactic.

For more on these principles, including leaning into personalization through ad creative and user experience, read more in AdMonsters.

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Festival-style Format. The event’s platform mimicked an in-person experience that attendees typically experience at music festivals. Elements and touchpoints included help tents, main stage signage and an activity field as well as digital posters, maps, tickets, wristbands and dedicated spaces to socialize.

Concise Content Delivery. Leveraging lessons learned from the dozens of virtual events it created in the past year, Facebook settled on 15 minute-sessions that included b-roll, sound design, soundtracks and more.

Out-of-the-Box Audio. Facebook enhanced the event’s accessibility by creating audio sessions on the go and allowing speakers to present content in their native languages along with subtitles.

Community Building. The brand incorporated a social good campaign that invited attendees to run, walk or bike for a cause, with miles tallied equaling a donation to support pandemic relief.

For more detail on Facebook’s GMS Summit, read on in Event Marketer.

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Last year at this time, Facebook’s lower user acquisition costs were attractive to performance-based advertisers, and ecommerce brands and small businesses took advantage. But an increase in competition within the marketplace is driving prices up.

To prepare for this development, Jen Strojin, SVP of account services at growth agency Aisle Rocket, suggests that brands should develop benchmarks for metrics on Facebook, including cost per acquisition and lifetime value. Companies advertising on the platform should take a data-driven, efficient approach to marketing, she says, particularly in Q4 when holiday spending picks up. That includes closely monitoring campaign results and audience performance.

For more on how brands can navigate Facebook’s price increase, read on in AdExchanger.

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One option for marketers is Facebook Messenger, which offers personalized and automated ecommerce campaigns. According to Facebook data, 53 percent of shoppers are more likely to make purchases from brands they are able to message directly, and 56 percent would rather use messenger tools to communicate with brands rather than speaking on the phone. But there are a few key best practices to consider ahead of a Messenger campaign, according to Multichannel Merchant.

First, make sure to receive consent to contact consumers via Messenger. An opt-in email with an engaging visual component will do the trick. Second, use Messenger to remind consumers of abandoned online shopping carts. A message, sent ideally within 12 hours, can prompt consumers to reconsider a purchase.  Third, make sure that your copy is friendly and conversational as opposed to bot-like. Read on in Multichannel Merchant for more tips on making the right impression and a deeper dive into Messenger campaigns.

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For B2B marketers, social media no longer necessarily just means having an up-to-date LinkedIn page. Today, savvy B2B marketers are expanding their social circles to connect with audiences where they want to engage.

Budgets are backing up that need for increased engagement: 50 percent of respondents to Chief Marketer’s recent 2019 Martech Outlook survey said they would be investing in social media management software within the next 12 months.

For Constant Contact, having a mix of social channels is important, says Hannah Budreski, vice president of marketing. “People jump from social channels—our social director calls it ‘fleeing audiences’—so we can’t be too invested in any one channel to keep them engaged.”

How people interact with the brand on social has evolved, she notes. Where in the past, conversations might have occurred directly on the social channels, now, people are instead direct messaging with questions or comments.

“We’re seeing a lot more lurkers and people searching for content,” Budreski notes. “They might not be inclined to engage publicly via social, but they might send a message via Facebook Messenger, so we’re having a conversation there. It’s just getting taken out of the public eye.”

Thoughtbot has built a social audience by sharing ideas and thought leadership both through LinkedIn and Quora, where it can target interests by topic, notes CMO Lindsey Christensen. Social content helps with lead nurturing, and can help increase engagement at live events, where someone from the company might be speaking.

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The design consultancy—which helps technology innovators and start-ups design and deploy applications—also builds social momentum with podcasts, such as “Giant Robots Smashing Into Other Robots,” which talks about the design and development of software, or “Build Phase,” a weekly discussion on iOS development.

“We interview founders and technology leaders, and talk to them about their stories, themselves, and the challenges they face,” she says. “It’s a great mechanism for nurturing our audience, particularly with people we want to reach out to—we can invite them to be on the podcast.”

B2B social engagement is a little different for Boston-based restaurant management platform Toast.

“Restauranteurs are not sitting at a desk in front of a computer all day, they’re out on the restaurant floor,” says Kelly Esten, senior director of product marketing at Toast. This means unlike many B2B pros, LinkedIn is not the natural place to find them.

“We’re reaching restauranteurs wherever they are, whether it is on Faceboook, Instagram or via text messages,” she says.

On Facebook, the company recently launched an online community, called Food for Thought. The goal is to give restaurant professionals a place to communicate with each other. While a benefit is, of course, brand building, the intent is not to promote Toast in the community. “We try and stay out of the way—it’s more about our customers,” she says.

B2B Social ROI

For Constant Contact, how the success of a campaign is gauged depends on the goal. “It depends on what we want to accomplish. We’re putting a lot of content out there, but the ROI is different than, say, with email [offering a] free trial,” Budreski says. ‘It’s more of an impression, rather than getting them to take an action right at that moment.”

Toast looks at social ROI through the lens of engagement. Existing customers are the company’s number one source of referrals, says Esten, so using social to connect with them and encourage them to talk about the brand is important.

Christensen says Thoughtbot primarily considers paid social when gauging ROI, which can be a bit more straightforward to track than organic efforts.

“Organic social is trickier,” she says. “If we can track it, great. If not, we continue to share and follow best practices because we can ‘feel’ the results, even if they’re less tangible.”

Hear more from Lindsey Christensen, Hannah Budreski and Kelly Esten at LeadsCon’s Connect to Convert 2019 in Boston, Sept. 25-27

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If you do any advertising on Facebook, you will be affected by this change. It will apply to both new and existing ad campaigns.

If you don’t want a rude awakening on Sept. 1 when CBO activates in AdsManager and your Facebook campaigns start behaving very differently, you need to start testing Campaign Budget Optimization now.

While nobody likes mandatory, sudden changes, this is not all doom and gloom. You will have to give up some control over your campaigns after Sept. 1, but with there are elements of CBO that can work to your advantage.

Less to manage: If you spend hours adjusting bids every week, or if you pay someone else to adjust bids every week, much of that bid optimization work will be over.

When CBO is activated in AdsManager, Facebook automatically shifts ad budget to whichever ad set in a campaign is most effective. You get to control the definition of what “effective” means by specifying a goal for each campaign. Goals that are fairly late in your sales funnel, like a purchase or a download, tend to work best with CBO.

Because all that bid management work will be done by the Facebook algorithm, you may be able to hire less expensive people to manage your campaigns or have your team work on more networks or accounts. Or, if you’ve been doing those bid edits yourself, you may find you suddenly have extra hours free every week to develop new creative or keep up with what the competition is doing.

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Better potential return on ad spend: While there were some early reports of CBO not working as well as human-managed campaigns, the algorithm has gotten considerably smarter than when it first launched. If a campaign is set up properly and the bids are high enough, CBO generally can get better results than a human can get.

CBO will also reduce how often your campaigns are put into “learning mode.” That means you won’t get penalized when Facebook’s algorithm reassesses your campaigns.

But it does take time to work. The algorithm needs about 50 conversions per ad set, per week, before it accrues enough data to ramp up your campaigns. And speaking of ramping up campaigns… if you want to scale your campaigns, CBO can be extremely effective, especially if you keep feeding it new high-quality audiences.

More control over ad spending: If you set a minimum spend for an ad set, Facebook will dutifully spend at least that amount. And if you set a maximum ad set spending limit, Facebook will not go over that limit.

This is a way to set a “governor” of sorts on your spending. It will force Facebook to run ad sets perhaps longer than it might otherwise have, but if you’re not quite ready to relinquish control, ad set spending limits are a way to ease into this new campaign management approach.

Those that also advertise with Google’s App Campaigns may have an edge already—Facebook is in some ways following Google’s lead by requiring advertisers to shift over to automated budget optimization. You could, potentially, get around CBO by creating dozens or even hundreds of campaigns, each with on single ad set. But that would be working against the algorithm.

Time to Start Testing

The benefits of CBO are proven, but you need to start testing now to see how to make it work well for your accounts. There is still a couple of months until the change in AdsManager, but you may need to run multiple week-long tests to get the hang of this new budgeting strategy.

You may also need to shift how you’ve been defining goals. Using CBO for clicks is a waste of potential. Instead, look towards the end of the buyers’ journey. Consider optimizing not just for app installs, but for specific app events, like purchases of $20 or more.

As you begin to test and measure CBO, don’t get too attached to the results of individual ad sets—look at the campaign level.  And, get ready to bump up your creative. For CBO to work, it often needs several creative assets for each ad set. Including a few videos and elements for dynamic creative helps, too.

Pay close attention to your audiences, too. Many advertisers have found that CBO works best for them if they create separate campaigns for different audiences – like one campaign for cold audiences and another campaign for a “warm” audience, like a retargeting audience.

Get ready for things like the “breakdown effect” to make your reporting look a little strange at first. This occurs when discount pacing (how frequently your ads show) intersects with discount bidding and makes it look like the system is overcharging you for conversions. What’s actually happening is the system is trying to find the most affordable conversions first, then it tries to find more expensive conversions.

If you do a lot of testing, this breakdown effect pattern may be familiar. It’s similar to how one cell of a test can look like a winner at first… but as the data accrues, that early winner falls away and another cell is shown to perform better long-term.

Brian Bowman is CEO of ConsumerAcquisition.com.

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Facebook Stories Ads officially launched to global advertisers in September 2018, offering a new way for marketers to engage users and boost conversions. To date, over 300 million people use Facebook Stories, making it one of the highest engaged social platforms and a great opportunity for marketers to reach targeted users.

What are Facebook Stories Ads?
Facebook Stories were introduced for users to share and discover content, interact and engage on a vertical screen. Facebook Stories Ads are vertical, visual advertisements placed in the Stories feed on mobile devices. Image ads in this format can appear up to 6 seconds, while a video ad can run up to 15 seconds. To visit an external page (e.g. landing page like the App Store), users need to swipe up on a call-to-action. They look similar to Instagram Stories, creating an immersive full-screen experience.

Why are Facebook Stories Ads Important?
Facebook Stories Ads provide businesses with another weapon in the battle for user attention. Chris Cox, chief product officer at Facebook, expects stories to be shared more than news feed content in the future, while Mark Zuckerberg notes that one of Facebook’s objectives is ensuring that ads are as good in stories as they are in the news feed. Currently, Facebook Stories Ads present lower CPM rates due to lower competition. With Facebook has turned their attention to Stories Ads, this placement offers an opportunity for advertisers hoping to boost leads, conversions, traffic, or brand awareness. Additionally, Facebook Stories Ads also give advertisers the potential to repurpose creatives for both Instagram and Facebook platforms, saving time and money on creating extra content, and enabling A|B testing over both platforms.

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The best Facebook Stories Ads all have certain elements in common. To make yours perform their best, consider the following best practices:

1- Use Clear Visuals
Displaying an ad in this format means you can’t compromise on visuals. With users currently able to swipe off a story, an ad must be compelling, engaging and motivate the user to click on the call-to-action. Minimal text should be used—Facebook suggests no more than 20 percent.

2- Create Time-Sensitive Content
One of the things that make Facebook Stories so compelling is the fact that they’re short-lived. The stories only exist for a maximum of 24 hours. At the same time, users engage on Facebook to stay up-to-date with new trends and happenings. Creating time-sensitive content ensures that users will be interested to take action quickly. Use Facebook Stories Ads to announce important updates or offers for a limited-time, host competitions and giveaways, or reward engaged users for sales or discounts.

3- Keep it Short and Fast
On average, top-performing ads in stories were shorter and contained branding earlier than lower-performing ads in stories. Facebook’s research found that, in video stories ads with multiple scenes, top performing ads had shorter scenes and were under 10 seconds

4- Use an Obvious Call-to-Action
Using a clear call-to-action in your ad encourages a user to take action, and Facebook Stories Ads provides advertisers a variety of options. Use the call-to-action that relates to your overall campaign goal. For example, with a mobile game or app, the “download now” will help drive users to download your offering in the app stores.

5- Optimize for Mobile
Since people consume content faster on mobile, it’s important to deliver your brand message in the first few seconds of your ad to boost engagement and click-throughs. Use vertical ratios to ensure your ad is optimized for full-screen viewing, and don’t rely on sound to deliver your message, as some mobile users may opt for silent viewing.

Brian Bowman is CEO of ConsumerAcquisition.com

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