Brand Awareness Ads effectively communicate your company’s tone, values and purpose to your audience. This encourages the development of strong brand recognition and builds credibility that drives lasting demand. They’re the first aspect of your social media marketing strategy and when overlooked, can detract from the efficiency of your entire plan.
What are Brand Awareness Ads?
Brand Awareness Ads are introductory content pieces designed to ease your demographic into your brand. They are not sales pitches and don’t exist to drive immediate action. Instead, they encourage your audience to interact with you through views, likes and shares.
Brand advertisements could be product showcases and demonstrations, interview snippets or even a simple question. At this stage, you’re not pushing your viewers to do anything but observe.
Once you have a basic understanding of who is engaging with your content, you can use more direct advertisements to encourage sales.
Do Brand Campaigns Generate Sales on Social Media?
You probably won’t see conversions or sales from brand awareness Ads. Brand campaigns create a trusting foundation between you and your audience, which is an essential contributing factor in sales generation.
So what’s the point?
Brand Awareness Ads are just the first stage of the three-step funnel process our Social Media Executives swear by. The funnel details best practices for promoting your business on social media to nurture your “almost” customers into making a purchase.
Brand awareness ads subtly communicate how your services and products benefit your prospective customers without saying: BUY NOW. They’re the gentle introduction to your brand that builds trust and establishes authenticity.
- Top of the Funnel: You never get a second chance to make a first impression and if you come on too strong, you will scare potential customers away. A customer will never give money to a brand they don’t trust, so skipping this stage is highly detrimental to your social media strategy.
- Middle of the Funnel: These advertisements target those who have shown repeated interest and engagement with your content. Here, it’s acceptable to introduce sales-oriented content that doesn’t demand action.
- Bottom of the Funnel: These ads are for sales. They’re targeted at the people ready to buy, who will be receptive to directly-targeted, no-fluff advertisements.
What are the Best Types of Content for Brand Campaigns on Social Media?
Typically, video content is best for brand campaigns on social media. This is because it is a versatile medium that can be repurposed to convey varying messages and target a range of audiences. From there, we can determine which parts of the video are most engaged with by analysing each platform’s data. This allows us to refine your content to measure against your benchmarks and objectives.
How do I Know if My Brand Advertisements are Worth it?
You’ll know if your brand advertisements are worth your investment if they meet your campaign objectives.
Before a campaign goes live, our Social Media Executives will work with you to determine your exact goals and develop your strategy around them. If your goals change, your campaign will too. Transparency, thorough planning and communication are crucial from both sides to ensure your brand advertisements are worth it.
While your campaigns are running, the team at Pod Digital will track their progress to understand their performance and efficiency against your objectives.
How Do I Establish KPIs for Social Media?
Your KPIs (Key Performance Indicators) are established by assessing the “benchmarks” of your industry and chosen platform. For some industries, it may be easier to achieve a higher return on your investment on Facebook than on LinkedIn. Others may experience more difficulty on Instagram, where some would thrive.
Your industry benchmarks could change depending on the cost of your products or the demand for your services. Whereas platform benchmarks are often based on historical data, for example, how often a post can appear on a feed before it becomes offputting.
The ultimate goal is to achieve minimal spend and maximum results, but the journey to get there isn’t linear. Fortunately, our Social Media Executives will combine the benchmarks and your goals to map a clear, bespoke plan with laser-point accuracy.
Are Brand Awareness Ads Effective on All Platforms?
The most effective platform for your brand awareness ads depends on your demographic. Generally speaking, Pinterest and TikTok are best for a Gen Z audience. On the other hand, Facebook and LinkedIn are better for older professionals.
At Pod Digital, we serve advertisements across all major platforms. This means we can advise you on which will be the most suitable based on where your intended audience is the most active and engaged.
Learn More About Brand Awareness Ads at Pod Digital
Our team of social media executives has extensive experience developing strong brand awareness ads for a variety of industries. If you’d like to learn more about the funnel strategy and produce a strong marketing campaign on your social media accounts, contact us today.
We’ll schedule an initial meeting to discuss your objectives and determine a long-term strategy to start generating the results you want.
