Soon, you can buy yourself free from ads on Instagram and Facebook, which in turn eliminates your option as a marketer to buy targeted ads. There is only one way to go, and perhaps it was time to finally focus on your most important task: being relevant to your target audience. EVENTYR NINE YARDS Sally Asp goes through Meta's new subscription and provides her best tips on how marketers should think ahead.
Meta recently announced that they will launch a subscription for European users that will make both Facebook and Instagram ad-free. The reason behind the subscription is the EU's requirements regarding how Meta currently collects user data. With the subscription, users can opt out of advertising, meaning that Meta won't use your user data for ad targeting. The cost of the subscription is around 120-150 SEK and is expected to be launched in November according to Meta.
But what does this mean for you as a marketer?
If the subscription takes off and becomes popular among users, it will, of course, affect your ability to reach your target audience through paid and targeted ads. This, in turn, will affect your reach to relevant audiences. How should you think ahead? Here are some tips!
Set a strategy: You will need to work strategically on your communication. Analyze and formulate your goals and set a strategy based on them. Be consistent but don't forget to continuously evaluate and adapt based on outcomes. Things move quickly on social media.
Work with relevant influencers: By collaborating with influencers who have a strong and loyal audience that is also relevant to your brand, you can reach your audience even without using Meta's targeted ads. A skilled influencer understands the importance of being relevant to their audience and how important their brand is. But choose your collaborators wisely!
Get to know and adapt to the algorithms: Only post the best and most relevant content for your target audience to get high engagement and to get the algorithm to increase the reach of your post. In the past, an image lived for about 1 hour, but with the new algorithm, we can get six-day-old images up if they have high engagement.
Build a loyal following: Think about what activities and efforts you can make to build your following. But don't buy followers; focus on building relationships. Can you collaborate with other companies/creators/accounts? Can you be active at festivals, trade shows, or similar events and incorporate social media activations? Can you drive engaging questions? If you have a highly engaged following for your brand and content, your sales results will also improve.
Feel free to reach out to us if you want to talk about being relevant to your target audience!
