Last week I talked about how you need to focus on niche audiences in order to get more bang for your buck. This week I wanted to show how to do that through Facebook.
There's a lot of options out there for social media marketing and social media marketing can be very powerful for reaching an audience that will be interested in your work. You can get lost in all the options - Google, Pinterest, Twitter, Facebook, YouTube, Instagram, Snapchat etc etc etc. For sure one of the things you need to figure out is where your audience is hanging out and consuming media and advertising. But FB is a pretty good place to start for a number of reasons.
While it may be true that "your grandmother is ruining Facebook" because she's diluting the cool factor (really, who thinks that grandma's aren't cool?), it's still true that something like a billion people have FB accounts and visit them regularly. It remains incredibly powerful for reaching very specific audiences - as I demonstrate in the video, you can target people based on their interests: are they reading online horror movie review blogs, for instance. But you can drill down deeper than that because FB has a creepy amount of information on all of is via it's innocuously named Facebook Pixel. Every site that has placed one of these little bits of code in their global header (so that it is active across all of their pages) sends messages to FB everytime someone visits their website. This is how FB knows to re-market those fancy pair of sneakers you were checking out last night while you were reading your phone on the toilet. In this way it can gather tons of info on your potential buyers - age range, gender, education level, geographic location, online buying habits (are your most receptive audience also more likely to play online poker or buy lawn furniture? FB knows). Creepy? Yeah. Very powerful for efficient marketing of your film? Defo.
It's also a very accessible platform, much less complicated than Google, for instance (though i've been told that Google has simplified their user interface recently). The FB Power Editor, which was updated over the summer, basically walks you through the ad creation process. You still need some savvy, of course, but you don't need a data engineer degree from MIT. And it allows you to customize your ad reports so that you can see how much it cost for each conversion (sales event), demographic data, etc. That's a lotta info!
But it's still true that FB or any marketing platform can be intimidating. So I wanted to give you a starter tutorial to show you how to set up an ad campaign on FB by creating a "boosted post", something that I do pretty much every week. I haven't covered everything here and I've pointed you in the direction of other learning resources (Jon Loomer has a great blog focused on the Facebook Pixel and FB advertising in general).
Hopefully this is a good start. If you have any questions, don't hesitate to ask.
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