by Harrison Cox on November 29, 2018 | Social Media Ads

Paid social is still one of the most effective tools in any digital marketer’s arsenal to effectively communicate with customers and prospects. Social media platforms are constantly changing, updating and adding new features, so how can you stay ahead of the game going into 2019?

Don’t worry – we’ve got you covered! Check out these emerging paid social trends and strategies that will set your digital marketing strategy up for success in 2019.

Ride the Video Marketing Wave:

By the end of 2019 over 80% of all content consumed online will be video, and over 70% of total video watch time will be on mobile devices. Video watch-time growth is up 35% YOY and the average Aussie spends an average of 21 hours watching social media videos every month.[1]

Video is one of the most engaging ways to build strong relationships between online audiences and your brand or business. If a picture is worth 1000 words than a video truly does give you the opportunity to tell an endless number of stories to capture attention.

The biggest new player in the video marketing space is vertical video. Instagram TV launched in June this year and continues to grow on the platform, with 66% of Instagram users in 2018 regularly watching video content whilst on the app, up from 54% in 2017.[2]

The practical application of this knowledge for marketers is to adopt Instagram story ads for your business. The vertical video format is fast paced and extremely effective at raising brand awareness & driving conversions. Combine an original creative with the powerful targeting options available through Facebook business manager and you can now effectively run entire full-funnel campaigns through Instagram alone using video.

The other big player in the video marketing space is obviously YouTube – and now is time to take the plunge into this space if you haven’t already.

YouTube has previously been more of an awareness-based platform for digital advertising, but the rise of “TrueView for Action” ads is determined to change this by providing marketers with the tools they need to drive conversions.

Users can now directly download apps, purchase products & contact businesses directly from these TrueView for Action ads, often without even leaving the video watch page they were on. Combine this seamless process with the vast array of targeting in Google Ads, such as in-market audiences, and you can start to really optimize your video campaigns for ROI.

Below is a very quick rundown of best practices if you intend to dive into the realm of TrueView for Action ads. If you would like a more detailed explanation, or perhaps even some help setting up your own video marketing campaigns on YouTube, we’d love to chat!

  • Ensure that your bidding is set to tCPA (Target Cost Per Acquisition bidding)
  • Set your tCPA at approximately 10-15x your CPA for a similar search marketing campaign.
  • Allow at least 2 weeks once the campaign is live before making any tweaks, as this will affect the delivery of the ads.
  • Once your data starts to properly crystalise what your tCPA should look like, start to slowly lower your bid until it reaches this level.

Say Hello to Your Friendly ChatBot:

By the end of 2018, IBM predicts that over 85% of all customer service interactions will be powered by chatbots. Social media users are becoming increasingly familiar with chatbot interactions and will often use a chatbot over a forum to receive answers to their questions.

The implication this has for digital marketers is the rise of messenger marketing. Consumers are increasingly researching brands and services before engaging with them. By offering solutions to commonly asked questions through messenger campaigns, marketers can build trust and develop the foundation of a future customer or business relationship.

Chatbot integration into your messenger campaigns and even into your business inbox on Facebook is an effective way to engage with users because this functionality allows you to engage immediately. No frustrating waiting times for a delayed response. No wondering if the brand has even seen your message. Chatbots can even provide links to product pages, contact details and main websites straight to a user’s inbox. We all hate those pesky messenger notifications – so you can bet those links will be seen too!

Personalise Your Marketing Strategy:

Consumers are wise to your online advertising; the subtle approach alone is no longer effective.

2019 is all about personalizing your marketing to the individual audience member. This should be based on real time behavior, or “micro-moments” that occur in our everyday lives. “Micro-moments” is a new consumer behaviour coined by Google that breaks up the buyer journey into more specific sections. These moments consist of:

  • I want to know
  • I want to go
  • I want to do
  • I want to buy

To take advantage of these moments, marketers must deliver personalized messages that are tailored to each one of these consumer behaviours. For example, a consumer might be looking for an Italian restaurant nearby, so the ad that is more likely to resonate with them taps into the I want to go moment rather than I want to buy. In contrast, the consumer who would like Italian food delivered is more likely to engage with the ad that taps into the I want to buy moment.

Once we further dissect the customer journey, we can further segment our audiences & tailor messaging to their needs. Ensure that you leverage your available data such as purchase history, email database, conversion platform & demographic information to hone in on what steps your ideal prospect takes before engaging with your business.

Another key takeaway is to ensure your business maintains a consistent & engaging persona online. Make an effort to tell the stories of your customers or clients online, as this humanizes your brand and makes cold prospects more likely to engage with your content.

A final word:

It certainly is a brave new world out there for digital marketers as we try to adapt to survive in the constantly fluctuating online landscape. It might seem daunting to run successful paid social campaigns when there are so many variables, but it can be done! Start to formulate your plan of attack using the aforementioned strategies and you’ll be streaks ahead of your competitors, so you can hit the ground running next year.

If you need a hand setting your business up for success in 2019, give us a call. With dedicated paid social experts at the helm of your digital marketing strategy, we can help you smash your marketing goals for 2019.

[1] Nielson digital report 2017

[2] Social Media Examiner. Influential 2018 report

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