By Nathan Resnick
Facebook advertising has long been a staple of a modern marketing team’s game plan, as it boasts one of the largest and most diverse audiences on the internet. If marketers can tap into even a fraction of that audience successfully, their businesses stand to massively benefit.
Yet, if there’s any consistency on the platform, it’s that trends ebb and flow each year. What proved effective last year won’t necessarily guarantee success again this year, and marketers must keep their eyes and ears open to stay one step ahead of competitors in the busy digital space.
With the lessons learned in 2021 still fresh in our minds, let’s take a look at which trends will continue to be essential for Facebook marketers in 2022.
5 Facebook ad trends marketers should be aware of in 2022
1. The rise of video continues
When it comes to increasing user engagement, the video format captures attention in a way that photos and text simply cannot match.
Video today accounts for almost half the time users spend on Facebook, which range from simple slideshows to classic commercial-style advertisements. When coupled with effective targeting and a call-to-action, this wide-reaching format results in a considerable return of investment, and it simply cannot be ignored by any modern marketing strategy.
Important to note as well is that Facebook now sets each video in a feed as soundless by default, so to get your message out there, captions will need to be added to play along with the images. Little details like this are what sets apart the pros from the amateurs on the platform, so make sure you adapt your video strategy accordingly.
2. Mobile advertising is key
Mobile platforms have long held an edge over desktop and dwindling tablet usage, and so advertisers should take particular care that their efforts are tailored to the unique needs of mobile users.
On Facebook specifically, 98.5% of users access the platform via a mobile phone. This staggering figure means advertisers, who typically work on desktops, must ensure their ads fit and function with a mobile audience in mind first and foremost.
The most common pitfall of mobile ads has to do with media formatting. An image optimized for desktop could appear distorted on mobile, which is not a great look for any business. Keeping these small details in mind, and giving mobile ads the exact specs they need, will ensure a greater return on investment for your efforts.
3. Consistent social media stories lead to success
While 24-hour stories are a feature that originated on Snapchat, they have long since been adopted by Instagram and Facebook. A massive 300 million people use stories on Facebook each day, and the potential to turn this attention into profitable action is enticing, to say the least.
Facebook ads can take advantage of stories as a way for engagement. Stories can reflect successful ad copy or a popular topic, even directly linking to them. This will funnel interested users from Facebook to your website, ultimately leading to conversion if all goes well.
It’s an effective strategy that’s been used by many businesses for years, and it shows no signs of slowing down in 2022.
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4. The cost of Facebook ads will continue to rise
Facebook boasts more than a billion users and almost limitless opportunities, but for advertisers these days, it’s a pricey game to play. Although the range varies wildly, the average cost per click (CPC) hovers around $1.72.
Visibility for businesses hinges on how many financial resources can be put behind them. If you have a healthy adverting budget and a respectable conversion rate, it’s easier to stomach this barrier of entry. Startups and those small businesses without large cash reserves will need to take additional steps to ensure they see a decent return, or find other platforms on which to advertise.
When making your yearly marketing budget, be realistic about costs, and don’t expect the price to play in Facebook’s world to drop anytime soon.
5. Personalized ads are the new norm
When it comes to effectiveness, businesses that have some form of personalization behind their advertising efforts will see a much great return of investment. In fact, 80% of customers say they are more likely to make a purchase if they feel like the marketing efforts are tailored to their needs.
It requires more than just getting the prospect’s name right in the header, but putting together an assortment of products and services which match a customer’s profile. It’s a matter of estimating and anticipating a customer’s needs, and then making it as easy as possible for them to convert.
Importance of staying on top of Facebook ad trends
Those businesses that see and understand Facebook ad trends give themselves an opportunity to capitalize before their competitors catch on and adapt as well. Speed and efficiency are key in today’s advertising game, so always be on the lookout for what trends are falling out of favor and which ones are rising stars.
About the Author
Nathan Resnick is the CEO of Sourcify, the fastest growing sourcing platform backed by YCombinator that helps hundreds of companies manufacture products around the world. See all his articles and full bio on AllBusiness.com.