Should I Stop Running My Outreach Efforts? A Guide to Tackling the Current State of the Pandemic
By: Zachary Krassin, Digital Marketing Director
The world feels like a very different place compared to where it was just a few weeks ago. As more information is funneling through and more non-essential businesses are shutting their doors and workers are working remotely, clients are wondering: do we pause our advertising efforts until further notice? In this blog, we touch on trends in the current market and insight we’ve been able to glean from current clients.
USAGE IS SURGING BUT NOT WHERE FACEBOOK CAN MONETIZE
Over the last few weeks, as people continue to self-quarantine and work remotely, usage has surged within social apps. Specifically, in messaging, videos, and stories. These areas, according to Facebook, are not necessarily where Facebook can monetize. However, what this does reflect is the general interest and engagement within the platform. 70% more time is being spent on the Facebook app and time spent group calling has increased by 1,000+%*
However, companies are continuing to pause their campaigns. The question remains – even though there is a surge in usage and an influx of users heavily engaged within these social platforms, does it make sense to advertise during this time?
The truth of the matter is your business’ competition is decreasing as companies are pausing their campaigns. This includes both your competitive landscape as well as target audiences that overlap with other companies. As a result, it’s creating a significant amount of unused ad inventory. This leads to a decrease in ad costs. From clients that we manage, we’ve seen a 20-30% decrease in CPM (cost per 1,000 impressions – this is a metric that Facebook charges against). This means that these clients received a 20-30% increase in ad visibility at no additional cost, against an audience that is more engaged than ever on the platform.
LET’S TALK ABOUT SHIFTING MESSAGING
More likely than not, it makes sense to shift messaging. We’ve noticed that slight tweaks to messaging appears to be the most effective. It’s not necessary to do a complete overhaul, but more so offer a bit more personalized messaging. You don’t need to exploit the current situation, just talk to the current state we are all in. Here are some dos/don’ts examples of phrasing.
– Want something better to do while in your home…
– Stuck in your home…
– In a time like this…
DON’T (phasing like the below)
– Unparalleled times…
– Unprecedented times…
– Uncertain times…
– Unusual times…
Brands have also begun changing their offers as well as their messaging in times like this. Brands have begun incorporating additional promotions and opportunities during this time. One example that stands out is a local sandwich shop offering a free kid’s grilled cheese sandwich with any adult sandwich purchase. Consider ad testing to determine the true success of ads like this.
Finally, it’s important to note that with social platforms relying on AI technology instead of individuals approving ad copy, to be mindful with what you say and how you say it to ensure your ads are approved in a timely manner.
I WANT TO KEEP MY ADVERTISING BUDGET. WITH THE COSTS AND COMPETITION DECREASING, SHOULD I CONSIDER INCREASING MY BUDGETS?
This can be a challenging question to answer. For some clients, it may make sense, for others, it may not. If you are still recognizing a return on your ad spend, consider increasing your budgets slightly. Evaluate. Repeat.
Make sure that whoever is managing your budgets are proactively reviewing your ads and re-evaluating budgets based on performance.
* Source: Social Media Examiner