Facebook suggests that marketers look to personify their brand, and tailor their brand voice to align with both their business purpose and their target audience.
Many brands have seen success on social by adopting a specific persona, and Facebook suggests that this could be key, as well as ensuring consistency in your tone.
Facebook notes that visual elements are also critical on both Facebook and Instagram, and presenting your offerings up front is an important part of the process.
"Put your products front and center so your audience knows what you’re advertising and why. You can also state your brand message so customers start to associate it with your products."
Facebook has previously advised that putting your brand messaging within the first seconds of a video ad is key to building effective association.
What makes your products unique from others, and what benefits will your customers get?
These are key questions that Facebook suggests advertisers look to respond to within their copy, in order to underline your key brand and product messaging, and bring focus to these important, decision-influencing elements.
Facebook also notes that your brand packaging, including branding, is important.
"This can help enhance customer experience and make the package seem like a gift, especially during the holiday season. Personalized touches can be as simple as adding a handwritten note or anything that shows how you care about your customers."
These small additions, along with a professional logo and uniform color palette, can add an extra level of professionalism to your business, and related promotions.
Facebook advises that brands should look to build on their awareness efforts by utilizing retargeting in their ads, which will help to prompt those who've already shown an interest in their brand.
"Advertise to people who have visited your website, app, store or Facebook Page, or who have already purchased your products or services. Retargeting people who are already familiar your brand gives them another opportunity to consider your products."
Indeed, retargeting can be highly effective - some research has shown that customers are up to 70% more likely to convert when retargeted with display ads.
