The landscape of Facebook advertising underwent a massive change with the Apple privacy update in late 2020. Before iOS 14's advent in September 2020, Facebook, now known as Meta, possessed the capability to meticulously track users' online activities. This facilitated the precision delivery of ads to users most likely to respond to them.

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In 2023, numerous businesses are grappling with the challenge of crafting profitable Facebook & Instagram ad campaigns. The strategies that once thrived in the pre-iOS14 era differ significantly from what works today. Here, we present three Facebook ad insights that hold in 2023, aiding you in your pursuit of success.

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1. Build an Email List 

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The bedrock of marketing, email marketing, reigns supreme. In the era of diminishing third-party cookies, the significance of cultivating an email marketing (first-party data) strategy has dramatically increased. With this shift, the collection of contact information with user consent is of paramount importance. Notably, the value of an email contact soared from $18 in 2021 to $35 in 2022, as affirmed by Shopify. This upward trajectory is poised to persist throughout 2023.

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Within Facebook's Ads Manager, a potent tool named 'Lead Ads' awaits. Unlike traditional methods that redirect users to your website, Facebook lead ads enable users to engage with your offers seamlessly within the Facebook app. A mere few taps facilitate access to the desired information. This streamlined process enhances engagement while keeping users within the app environment.

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2. Embrace the Power of Video

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As we stand in 2023, the realm of Facebook advertising mandates investment in quality content for optimal conversion rates. Adam Mosseri, the head of Instagram, heralded a transformation in 2021, transitioning Instagram from a photo-sharing platform to a video-centric one. The ascent of TikTok further underscores the impact of value-rich, short-form content that readily converts.

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The art of crafting videos demands captivating content within the initial three seconds to arrest the audience's attention. Dynamic visuals that spotlight your product's competitive advantage, coupled with text overlays for silent playback, fuel engagement. Employ metrics like '3-second video plays divided by impressions' to achieve a compelling 'thumb-stop ratio' – aiming for 40% and beyond.

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3. Elevate Story & Reel Placements

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With a vigilant eye on TikTok's ascent, Facebook has ushered in the age of Reels – an unmistakable emulation of TikTok's format. In this pursuit, short 15-second videos filmed with iPhones have become pivotal. These videos strategically tease users with hooks like "Things TikTok made me buy" or "I wish I knew this before..." – standard practices that drive engagement and conversions.

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As TikTok's popularity soars, the placement of Story & Reel content emerges as a potent strategy. It not only garners economical clicks but also enhances conversion rates. Facebook's keen interest in TikTok’s trajectory signifies the pertinence of this approach in the contemporary Facebook advertising realm.

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For deeper insights into propelling your business's growth on Facebook, our team stands ready to assist. Contact us to unlock the potential that Facebook advertising holds for your enterprise. The journey to success awaits.

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