Advertising on Facebook for South Africans – Advanced Ad Formats

No matter how awesome your products are, you won’t be able to sell of them if you or someone else does not bring them in front of consumers’ faces. Marketing the foremost role in doing this, and as a digital marketing agency, we definitely have a bias towards marketing products on the Internet. In this post, we look at advertising on Facebook for South Africans.

Facebook has over 10-million monthly active users (MAUs) in South Africa or just fewer than 25% of the population. It is the largest social media platform in the country, as it is in almost everywhere in the world except most notably in China. Along with its sister services, e.g. Instagram, Messenger and WhatsApp, Facebook’s ecosystem suddenly rivals television, radio and print – what we know as traditional or old media.

What we like about Facebook is its various ad formats, which are listed on the image below. I briefly take a turn at explaining the more advanced options and their merits below.

Facebook Carousal

This appears in the form of cards that are swipable left and right. Each card has an image, some text and a destination URL that can be any URL that you choose. The ability to add different URLs on each card in the carousal is the best part because you can direct people to the best performing pages of your website or app, where they are likely to convert or perform whatever action you deem as a success metric. Or you this can be a way to prop up pages/screens that are poorly performing and social media traffic could level things with the other pages/screens that receive a lot of traffic from other sources such as organic search.

Facebook Canvas

Creatives love Facebook Canvas because they can let their imagination come to life in the most interesting ways. From my experience, Canvas is a bit of Meh, we don’t want to do it, drag for developers, but it’s really something to invest in. On average, users spend more time engaged with Canvas than on other formats, which afford your brand the ability to introduce, educate and capture new audiences significantly better than the other formats.

Facebook Product Collection

If you search for most products for sale on Google Search, you will be shown a carousal of the product with price information from different suppliers. Similarly, Facebook Product Collect is an ad format similar to the Google Search feature shown below for iphones for sale.

Facebook Carousal vs. Facebook Collection

You might be thinking: Why have this option when there’s already the Facebook Carousal?

You’d be correct in that each of these use the carousal format, however, the beauty of the Product Collection is that you can define it to pull product information straight from your database or some form of feed that can pass information between Facebook and your product list. Whenever changes are made to that feed, this will be recorded on Facebook as well. For example, if a product is out of stock, then Facebook will not show it in the product collection carousal, whereas if you had used the ordinary carousal for your product list, you would have to manually edit and remove that particular product when it is no longer available.

That may not put you out of business, however, consider that each click on the ordinary carousal is billed when you advertise, and if the user is presented with a SOLD OUT notice only once they’ve navigated to the website, that’s not a great user experience. That person may never come back to your website again. Now that becomes the loss. Using a Product Collection feed eliminates that possibility.

So why exactly have I taken the time to detail all the above? It’s simple really: I want to show you the power of Facebook as a very viable advertising option for your business. With so many millions of South Africans active on the platform (and its sister networks), the merits of spending as little as a few hundred rands a month on Facebook advertising should be appealing and make financial sense.

Friends of Brands can help you with you manage your entire social media marketing – from developing strategies to help your brand grow and attract and retain customers from social, to creating the actual creative to be shown to users and the media buying which will take your brand to the next level of online success.

Of course, buying ads on Facebook, or any other social media network for that matter, is only one consideration your business should be making. There are many other ways to get in front of those almost 10 million monthly active users, and we can help you do exactly just that.

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