Facebook and Instagram Marketing Guide for Food Brands

Last Updated on June 3, 2021 by DesignerPeople

Traditionally if an ordinary person hears the word “ad’s” they will assume it of being a television ad’s but not right in today’s 21st century. We are staying in an era where we breathe, eat, sleep, along with social media platforms. Millions and tons of people use Facebook and Instagram every day to upload pictures, stories and everything they do and want to share with the audience. Not to forget the role of social media platforms in business, to reach out to your potential clients, customers, and prospects.

It is a fact that social media marketing is a versatile, powerful and cost-effective tool to use for marketers and small business owners. It helps to connect the target audience, engage customers, boosts sales, enhance conversion rates, increases brand recognition, boosts traffic to your website and improves search engine rankings. When the opportunity is so massive, this will lead to more and more businesses decide to include social media in their marketing strategies.

The failure rate for new products which launch in the grocery sector is 70 to 80 per cent. A Nielsen study shows more than 85 % of new consumer packaged goods products fail. So what separates a successful launch from failure? 

According to Statista, investments in digital media advertising are forecast to grow from 32 billion dollars in 2017 to approx. Forty-eight billion dollars in 2021.

WHAT ARE FACEBOOK ADS?

These are the Ads which appear in the news feed on mobile and desktop in the right column of Facebook on desktop. It is seen that many times Ad content is paired with new social actions which are taken by friends and like liking a page.

The news about social media which your friends will see will only be visible to those are confirmed by you by setting privacy options. Facebook is not medium, which will sell your information to advertisers so as not to worry.

It is a process where Facebook page plays a vital role in the food industry as a channel for communicating and maintaining contact between customers. It is a strategy which allows you to reach the target audience, effectively adding value to the brand. Facebook is the best way to nurture the audience, render more resources and improve awareness level.

According to the Sprout Social 2019 Index. Here are some noteworthy social media statistics related to Facebook.

89% of marketers use Facebook in their brand marketing efforts.

83% of surveyed consumers use the platform.

66% say they Like or Follow a brand on the platform.

By the third quarter of 2019, the platform had attracted 45 billion monthly active users.

The average Click-Through Rate on Facebook Ads is 0.89% across all industries.

Source

WHAT ARE INSTAGRAM ADS?

Instagram advertising is a process of posting a sponsored content on the Instagram platform to reach a larger and more targeted audience. You are dominated majorly by an image, set of images, or video which can be aligned by text to reach your audience with Instagram ads.

Some statistics:

1 billion people use Instagram every month

500 million people use Instagram Stories every day

63% of Instagram users log in at least once per day

200 million Instagram users visit at least one business profile daily

Instagram feed placement median cost of the CTR is 0.84%.

Source

HOW TO INCREASE PRODUCT SALES USING FACEBOOK AND INSTAGRAM ADS:

1.Robust analytics

2.Target your exact audience

3.Reach is higher than organic

4.Remarket people

5.Website visits and conversion is higher

6.Find new leads

7.Promote your website content through ads

1.ROBUST ANALYTICS

Ads Manager will ensure how your advertising is helping to achieve your business goals across Facebook, Instagram and Audience Network. Use various tools to analyze your campaign results and learn more about your target audience, results of product sales, your campaign’s reach and much more. Which will help to improve decisions when building your campaigns and ultimately improve your results?

Analytics are crucial to understanding which ads work and which ones don’t. Facebook Analytics is a robust tool that which let marketers explore user interaction with difficult goal paths and sales funnels for Facebook ads.

Example: Facebook analytics, Google Analytics, Google Data Studio

There are Instagram tools which will help with stick with Instagram’s native and insights your analytics tracking. Various tools areas such as Hootsuite, Squarelovin, Socialbakers, SocialRank and Sprout Social.

Also Read: Product Packaging Design Complete Guide

2.TARGET AUDIENCE

Facebook has an enormous audience worldwide, As per research, men and women from all age groups are active on Facebook platform. Hence, the most active users are 25-34-year-old men. These can be foodies, bloggers and influencers combination.

Instagram has a smaller audience. Statistics show that although both woman and men use Instagram, neither both nor all age groups are equally active on these platforms. It occurs that Instagram’s main audience is between 18 to 34-year-old men and women. https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/

If you are trying to reach women from younger generations, that is Millennials and Generation Z, you should advertise effectively on Instagram. If your target group is young men, then you have equal chances of reaching them on both social media platforms.

3.REACH

Instagram known for its stronger organic and natural reach, a quality network is intentional about preserving with the newer elements like the ability to follow hashtags and a “Suggestions for You” section, which displays posts that your friends have liked. Facebook is part of the oldest social media platforms with a larger active user base compared to Instagram. Facebook is the number 1 social media platform when it comes to reaching, so if you are looking to increase brand visibility without targeting a specific age group, Facebook will be the right choice.

4.REMARKET PEOPLE

Remarketing is a way in which the connection is built with people who previously interacted with your mobile app or website. It allows in strategically positioning your ads in front of target audiences as they browse its partner websites or Google, hence helping you increase your brand awareness or remind those audiences to make a purchase.

In terms of technical execution, the remarketing technique is the strategy of using a javascript tag which is known as a pixel which will place a cookie in the user’s browser.

Here people are anyhow familiar with your product, and hence there are no more chances of cold leads. Since these ads display only to your site visitors, you can retarget for a few different reasons.

• Remind visitors of your products
• Introduce your other brands
• Announce events and sales

5.WEBSITE VISITS AND CONVERSION IS HIGHER

The Facebook website conversion motive is to help you grow business on your website. If you want page visits, sales or other action, website conversion ads encourage people to go to your website and do something.

Website conversion ads areas such which work with the Facebook Pixel on your website hence can reach site visitors who are having the potential of most likely to take your desired action and keep track of how many people convert.

Website visitors from Instagram spend an average of 192 seconds. More than 3 minutes, higher than many other marketing channels. Visitors from Instagram stay 45% longer  than visitors from Facebook and 40% longer than visitors from Twitter. Source

6.FIND NEW LEADS

If your end goal is leads, sales or consultation in nature, then both the platforms will be perfect depending upon the requirements and technical needs. But if the motive is social following or brand awareness, then Facebook and Instagram is the correct place to be.

7.PROMOTE YOUR WEBSITE CONTENT THROUGH ADS

The way is to include Facebook buttons on your website productively through:

1.Addition of Facebook Share, Like, Follow and social Link Bar.

2.One can use Facebook Pages to promote your brand, business, products and services, or even yourself as follows:

Login Facebook account and click on create pages on the side menu.

Choose page type then select the correct category and provide the required information of business name, address and phone number. Once ready click starts and gets proceeding.

Save information, now upload a profile picture and add favourites.

Align your preferences based on geo-location, age group, gender, interests and languages. When ready, click Save. Once you have created a Facebook page, you can start customizing your page and begin an advertising campaign.

3.Advertising on Facebook

4.Promote your blog on Facebook

5.Host Facebook contest on your Facebook page. Source

TYPES OF FACEBOOK ADS   

1.Carousel Ads

It is an interactive ad format which allows showcasing images up to 10 or video within a single ad and each with its link. With the more creative space within an ad, one can highlight different products, showcase specific details about one service, product, promotion, or tell a story about a specific brand that develops across each carousel card.

2.Collection Ads

These are very similar to carousel Ads, but collection Ad is only shown on mobile and tailored more to e-commerce and product discovery. Clicking one of the images will lead to an instantly loaded user experience highlighting up to 50 products.

3.Dynamic Ads

Quite similar to other ads on Facebook, Messenger, Instagram and Audience network. Instead of an individual ad for each product, one can generate an ad template which will automatically use images and details from data feed for things you would like to advertise. The frequent usage of dynamic ads is to display user’s ads which contain products which are viewed by them recently on a business’s app or website.

4.Instant Experience Ads

An improved and latest version of Facebook’s Canvas ads which offer a full-screen mobile experience for business and immersive way to showcase its products and services which will tell its brand story in a visually compelling way.

5.Lead Ads

These ads are created by using ad creation; Facebook leads ad provides the instant form or contact form, which is then filled by people on Facebook and Instagram. Facebook lead ads are mobile-friendly, budget-friendly ads that can help you reach your audience and acquire more leads

Source: assemblo.com/digital-advertising/how-to-boost-email-newsletter-sign-ups-with-facebook-lead-ads/

6.Messenger Ads

Facebook Messenger ads are a type which is designed to generate instant message-based conversations with a potential audience. They are used majorly because they make more personal than standard display ads and are hence known for having higher-than-average conversion rates and response rates.

About 1.3 billion audiences around the world spending time on messenger either interacting or conducting commerce with businesses and brands they value and love. These ads appear on the home tab in messenger and have an opportunity to discover experiences directly on their home tab.

Source: smanychat.com/blog/facebook-sponsored-messages/

7.Photo Ads

These are still images which will help to promote event or product which one wants to call attention to specifically.  Photo ad on Instagram and Facebook is a great way to enhance awareness of what you do and who you are. It gives a clean, simple format to use with engaging copy and inspiring imagery.

8.Slideshow Ads

These ads are like videos which are combined with motions, text, sound and content, which will explain brand story beautifully. They load quickly; hence they play effectively on every connection speed.

A slideshow is a lightweight video ad created from a series of three to ten still images. Facebook Slideshow ads reduce the need for video production time and resources, allowing advertisers to create videos that are optimized

9.Video Ads

Facebook video ads can be powerful if you do them right. These are videos which focus on showing off your product, services or brand using a video. One can create video ads in Ads Manager or boost a post from a Facebook Page that includes a video. Video ads appear on Facebook, Instagram, Audience Network and Messenger.

Also Read: Creative Social Media Campaigns that went Viral

Some Instagram Ads you can directly run Through Instagram account

Almost 3 billion social media users today, the best way for millions of brands to promote their content on these platforms for years. The popularity of social media has flooded with a mobile platform for Instagram is in the boom.

Social media marketing is a pay and plays tool and one of the most effective and productive ways to leverage paid social media advertising is by boosting your posts.

1.The first and most important step is to click “PROMOTE” button, which is available at the bottom of your post.

2. Then check and pick the GOAL – Instagram will provide you with alternatives or objectives for ads such as

To attract more Promotional views, profile visits, Website traffic.

Based on the goal for the specific post which you want to boost, make sure to select the option which is the most suitable

3. Choose the audience – Once the objective is decided and selected, then the next step would be to pick from below options.

Automatic, Local or Manual

Automatic commands Instagram to select and target audience who are just like your followers, Local informs target group in a specific location, and Manual lets you target specific places, people or interests.

4. Confirm budget and duration

Instagram will estimate the expected clicks and reach that your post will attract, engage the audience after you set your post’s budget and ad duration.

HOW TO DESIGN FACEBOOK AD IMAGES

1.Simple, Clear Representation of the Marketing Message

When it comes to successful Facebook ads, the benefit and marketing messaging is an essential part of your ad campaign. Irrespective of how well your ad image is designed, but if your message is not clear, you will not get many clicks.

Make sure the brand message of the ad is consistent with the landing page to which the traffic is directed.

2.Choose colours

Choose contrasting colours and complementary shades which will make your ads stand out and gain competitive advantage. People do not intentionally visit Facebook to observe ads; hence the ads should speak for themselves and grab attention.

There are certain branding guidelines which should be followed to sustain the consistency across all the content.

3.Choose high-quality images

The first impressions are always lasting when correct images with high resolution are rendered. The unprofessional appearance is served if used low-quality stock images or clip art. The most important thing you need to check when choosing images is the licenses that are associated with them.

A lot of people depend on Google image search but make sure it is a big NO, and make sure that you are legally eligible to use the images, or you can easily find yourself in copyright violations.

Pexels.com and Shutterstock is a great source for stock photos, and the licenses are shown front and centre.

4.Use less text for high reach

One should only use a small amount of text which will include mandate requirements such as highlighting your offer, value proposition and effectively designed call to action. Make sure to mention explanation in the ad copy and not on the image as Facebook will reduce the ad visibility and reach if lots of text is mentioned.

If there are more than 20% images with text, then Facebook would not approve ads, make sure even the font are easily legible and are not distracting.

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