The Ultimate Tutorial On Targeting The Right Audience On Facebook & Instagram For Jewelry Brands

Summary

This video script offers an in-depth guide for jewelry brands on targeting the right audience on Facebook and Instagram. It dispels myths about finding a 'magic interest' and emphasizes the importance of focusing on creatives, copy, and landing pages. The script advises identifying one or two key audiences and testing specific ad elements, highlighting the significance of clear niches, unique selling points, and use cases in ad success.

Takeaways

• 🧐 Targeting on Facebook and Instagram for jewelry brands should not rely on finding a 'magic interest', but rather on the platform's sophisticated algorithms.
• 📝 Facebook and Instagram have made updates to their ad targeting, including the default expansion of detail targeting and the removal of many interests, encouraging advertisers to focus on creatives and ad copy.
• 🎯 The right approach is to identify one or two specific audiences for your business and then test specific ad elements rather than extensive audience testing.
• 🤖 Algorithms on these platforms follow instructions based on four elements: clear niche, product name, unique selling point, and use case.
• 💍 Clear niches in the jewelry industry can be defined by target market, brand positioning, product as a gift, location, special occasion, or luxury appeal.
• 🚫 Avoid generic terms like 'for everyone' or 'for women' when defining your clear niche, as they do not help algorithms target specific audiences.
• 🌟 Unique selling points should highlight what makes your product different, such as multi-functional, sustainable, or personalized, and should be persuasive and compelling.
• 🙅‍♂️ Avoid generic and overused terms like 'unique', 'the best', or 'perfect' when describing your unique selling points, as they are not compelling to customers.
• 🛍 Use cases are important for showing where and how the product can be used, addressing a common concern for potential buyers.
• 📸 In ad visuals, ensure that the model and scenario align with the clear niche and unique selling points to help algorithms target the right audience.
• 🔗 Include all four elements (clear niche, product name, unique selling point, use case) in your ad copy or landing page to cover all aspects that influence algorithmic targeting.

Q & A

Why does the speaker start by addressing a myth about targeting on Facebook and Instagram?

The speaker starts with a myth to eliminate limiting beliefs and encourage business owners to fully leverage the sophisticated algorithms of Facebook and Instagram.

What is the common myth about targeting on Facebook and Instagram mentioned in the script?

The common myth is that finding a specific 'magic interest' will result in a high return on ad spend.

What changes did Facebook make in September that impact targeting?

In September, Facebook made the detail targeting expansion on by default, allowing ads to be delivered beyond the selected audience if it's likely to improve performance.

How did advertisers react to Facebook's removal of many interests in January?

Advertisers were concerned and confused about how to target their audience without the removed interests.

What approach does the speaker suggest for audience targeting on Facebook and Instagram?

The speaker suggests finding one or two specific audiences that work for your business and then focusing on testing specific ad elements.

What four elements do the algorithms consider when targeting ads?

The algorithms consider clear niche, product name, unique selling point, and use case.

Why is having a clear niche important for targeting ads?

A clear niche helps specify the ideal customer for the product, making it easier for algorithms to target the right audience.

What are some examples of niches within the jewelry industry provided in the script?

Examples include target markets like women on the go, dreamers, achievers, gift-oriented niches, location-based niches, special occasion niches, and luxurious jewelry for elevated men and elegant women.

What makes a good unique selling point according to the speaker?

A good unique selling point highlights what makes the product different and compelling, with features and benefits like multifunctional, sustainable, personalized, timeless, and handcrafted.

What should be avoided when defining unique selling points?

Generic terms like unique, the best, and perfect pieces should be avoided as they are not persuasive or compelling.

Why is specifying the use case important in ad targeting?

Specifying the use case helps both the algorithms and the audience understand where and how the product can be used, addressing a common concern about the versatility of jewelry.

What example does the speaker give to illustrate how successful brands use these targeting elements?

The speaker shows a video ad example where a muscular model with tattoos is used to appeal to a specific audience, highlighting unique selling points like waterproof and showcasing the use case for gym and everyday wear.

What is the final call to action in the video script?

The final call to action is for viewers to schedule a call with the speaker to discuss implementing these techniques in their own business and ads.

Outlines

00:00

🔍 Myths and Strategies for Targeting Jewelry Brands on Social Media

This paragraph discusses the common myth that finding a specific interest group on Facebook and Instagram is key to successful advertising for jewelry brands. The speaker emphasizes that relying on this belief can limit the effectiveness of the sophisticated algorithms these platforms offer. They highlight that Facebook and Instagram have been updating their targeting options, suggesting that advertisers should focus more on creatives, copy, and landing pages rather than on narrow audience targeting. The right approach is to identify one or two audiences that resonate with the business and then test specific ad elements to refine targeting. The speaker also introduces the concept that algorithms consider four elements when deciding ad targeting: clear niche, product name, unique selling point, and use case.

05:01

🎨 Defining Clear Niches and Unique Selling Points for Jewelry Marketing

The second paragraph delves into the importance of defining a clear niche and unique selling points (USPs) for jewelry products. The speaker outlines various niches within the jewelry industry, such as targeting different types of women or occasions, and advises against using generic terms that don't help algorithms identify the right audience. For USPs, the paragraph differentiates between premium and affordable jewelry, suggesting features and benefits that could set each apart. The speaker also warns against using vague or overused terms like 'unique' and 'the best,' urging advertisers to find truly compelling USPs. Additionally, the paragraph touches on the importance of showcasing use cases for jewelry, such as for weddings or everyday wear, to address customer concerns about where and how to use the products.

10:03

🚀 Implementing Targeting Techniques and Unique Selling Points in Ads

In the final paragraph, the speaker stresses the importance of implementing the discussed techniques and strategies into the viewer's business and advertising efforts. They provide a call to action, inviting viewers to book a call to discuss how these strategies can be tailored to their specific business needs. The speaker also shares an example of a video ad that successfully incorporates the elements of clear niche, unique selling points, and use cases, demonstrating how these elements can be visually and textually represented to appeal to the target audience and guide the platform's algorithms in ad targeting.

Keywords

💡Targeting

Targeting in the context of the video refers to the process of identifying and reaching specific groups of people who are likely to be interested in a product or service. It is crucial for businesses, especially in the jewelry industry, to effectively target their audience on platforms like Facebook and Instagram. The video emphasizes the importance of not relying solely on 'magic interests' but rather focusing on broader audience characteristics and ad elements.

💡Facebook and Instagram

Facebook and Instagram are two of the most popular social media platforms used for advertising. The video discusses how businesses, particularly jewelry brands, can use these platforms to target the right audience. It highlights the need to understand the algorithms and how they work to ensure ads are shown to the most relevant users.

💡Myth

The video starts by addressing a common myth about targeting on Facebook and Instagram. It suggests that many business owners believe they need to find a specific interest to achieve a high return on ad spend. The video aims to debunk this myth by explaining that the platforms' algorithms are sophisticated enough to determine the best audience for ads without overly specific targeting.

💡Algorithms

Algorithms in this context refer to the automated processes used by Facebook and Instagram to determine which users see which ads. The video explains that these algorithms are becoming more sophisticated, allowing for broader targeting and less reliance on specific interests. They are designed to improve ad performance by matching ads with the most relevant audience.

💡Interests

Interests are used in advertising to categorize potential customers based on their likes, hobbies, or preferences. The video mentions that Facebook and Instagram have been removing many specific interests from their targeting options, encouraging advertisers to focus more on broader audience characteristics and creative elements rather than specific interests.

💡Creatives

In advertising, 'creatives' refers to the visual and textual content of an ad, including images, videos, and copy. The video emphasizes the importance of focusing on creating compelling creatives that will attract the right audience, as the algorithms will then determine the best audience to show these ads to.

💡Copy

Copy in advertising refers to the text that accompanies an ad, often used to convey the message or call to action. The video suggests that improving the copy is crucial for attracting the right audience, as it can help convey the unique selling points and use cases of the product.

💡Landing Page

A landing page is the specific webpage that users are directed to after clicking on an ad. The video mentions that improving the landing page is important for converting potential customers, as it should align with the ad's message and provide more information about the product.

💡Clear Niche

A clear niche in the context of the video refers to defining a specific segment of the market that a product or service is aimed at. The video discusses the importance of being specific about who the ideal customer is and provides examples such as 'women on the go' or 'elevated men' to illustrate how to define a clear niche.

💡Unique Selling Point (USP)

A unique selling point is a feature or benefit that distinguishes a product from its competitors. The video explains that identifying and highlighting a product's USP is crucial for attracting customers and provides examples such as 'multi-functional' or 'timeless' for premium jewelry.

💡Use Case

A use case in advertising describes a specific situation or event where a product can be used. The video emphasizes the importance of showcasing use cases in ads to help potential customers understand how and where they can use the product, such as for weddings or business meetings.

Highlights

The guide focuses on targeting the right audience for jewelry brands on Facebook and Instagram.

Dispels the myth that finding a 'magic interest' is key to high return on ad spend.

Facebook and Instagram's algorithms are sophisticated and can expand beyond the defined audience for better ad performance.

Latest updates from Facebook include default targeting expansion and removal of many interests for ad targeting.

The importance of focusing on creatives, copy, and landing page improvements rather than just audience targeting.

Suggests finding one or two specific audiences for your business based on interests or categories.

Algorithms follow instructions based on four elements: clear niche, product name, unique selling point, and use case.

Clear niche examples include target markets, empowerment, gift positioning, location-based, special occasions, and luxury targeting.

Avoid using generic terms like 'for everyone' when defining a clear niche for better algorithm targeting.

Unique selling points should highlight what makes the product different, such as multi-functionality or sustainability.

Use cases for jewelry include weddings, business meetings, work, dates, or the gym, which are important for customer decision-making.

Examples of brands using clear niche, unique selling points, and use cases in their ads are provided.

The importance of visually showcasing unique selling points in ads, not just textually.

How the model selection in ads can influence algorithm targeting to match the ideal customer profile.

The video ad example demonstrates how to incorporate all four elements into an ad for maximum impact.

Encourages viewers to implement these strategies in their own ads for improved results.

Offers a call to action for a consultation to implement these techniques in viewers' businesses.

Transcripts

this is the ultimate guide when

targeting the right audience with

facebook and instagram for jewelry

brands and probably this is not

something that you are expecting so get

a piece of paper because you're going to

take some notes and i'm going to go very

much in depth and give you certain

examples for any kind of jewelry premium

affordable you name it

let's start with one strong myth that

people have around targeting on facebook

and instagram why would we want to start

with a myth because first of all we want

to eliminate kind of this belief

otherwise you are limiting yourself and

you are not fully taking advantage of

that sophisticated algorithms that

facebook and instagram has right now so

many business owners think that i have

to find that magic interest that is

going to give me that high return on

spend when that is not the case at all

and a question that you might have is

that well archer how do you know that

why are you so certain about this first

of all just looking at the latest

updates that they made for example in

september they started making the detail

targeting expansion on it's by default

on which simply means if we take a look

at the ads manager right here they say

we may deliver ads beyond your audience

for eligible ad objective if it's likely

to improve performance this simply means

even if you are selecting some interest

where some look-alikes they're gonna go

most likely beyond your audience if they

think that your ads might perform within

our categories of interests then after

that what they did i think at the end of

january they removed tons and tons of

interest and i know lots of like

business owners and advertisers they

freaked out they think oh how can i

target my audience if i don't have those

interests anymore

and actually as time goes on i can

foresee that they're going to remove

like most of the interest so what they

are telling us is that hey

please focus on creatives on copies and

improve your landing page and we are

going to work out with who actually to

show your ads to

so you don't need to focus so much on

audience testings and like testing

interests and look-alikes and so on and

so forth so what's the right approach

find one or two audiences that work

specifically for your business it can be

a stack of interests that fall into one

category for example hobbies magazines

brands or interests related to your

niche which is

might be like art jewelry custom jewelry

or you know you could even go abroad

without any detailed targeting without

interest and once you found out like

that one or two audience then focus on

testing specific ad elements that is

going to target your right audience

which i'm gonna talk about that right

now so in the coding or software space

the algorithms are basically following

some kind of instructions from a person

that gave him in the first place so if

the algorithm see that your ads follow

these instructions they're gonna make

sure your ads will be displayed to this

particular audience if they follow other

instructions then we're gonna target a

completely different audience and these

algorithms look at four elements and

then based on that they are targeting

that the group of audience based on

their instructions so what are those

four elements archie so there is clear

niche the product name the unique

selling point and the use case the

product name is pretty self-explanatory

i'm not gonna go very much into that

element basically you have to make sure

that you have somewhere written your

product name it can be in the ad copy it

can be on your ad creative itself or on

the landing page because we look at

those three kind of components so what i

want to go into and give you examples is

clear niche unique selling point and use

case so after this video you will be

able to get access to this project by

clicking on file and then make a copy

now let's start with a clear niche so

with a clear niche what you are trying

to accomplish here is you want to be

specific to whom is this product who is

our ideal customer and within the

jewelry industry there are kind of like

six options for the clear niche so one

is for our target market for example for

women on the go for the dreamer for the

go-getter the achiever and then the

second option is ideal if your message

of your brand

is kind of positioned in a way that you

are trying to

help other people to be a better version

of themselves were to

kind of try and show other people

another version another better version

of themselves for example empowers you

to be the designer so the keyword is

designer here i hope this makes sense

the third option is if you position your

product as a gift so for your best

friend mother sister boyfriend and so on

and so forth then we could have a

location based for example for a

scandinavian or german or spanish women

next one is for a special occasion for

wedding guests bridesmaids brides and

the last one is if you're selling more

luxurious

jewelry for elevated men incredibly

elegant women as you can see just taking

one specific product right here we have

six angles

just for our clear niche but you could

use

in your ads and target the right

audience one thing that i wanted to

avoid when it comes to a clear niche is

that do not use very generic things like

for every single you for women for

everybody this is not going to help the

algorithms to show your ads to an

audience who are looking for your

specific products now let's talk about

the unique selling points

here is all about

what makes your product different and

why people would need to choose your

brand or your products so you want to

talk about some features and some

benefits as well so for premium jewelry

you could have things like

multi-functional sustainable elevated

personalized timeless handcrafted finest

and elegant and as for the affordable

jewelry

some of the unique selling points you

could have is sustainable personalized

affordable flattering and trendy these

are just some examples you could have

other unique selling points for your

brand this is something that you have to

work out on your own and find out with

what makes your product different what

is the wrong approach things like unique

the best perfect pieces first of all

this is not persuasive at all and like

customers they already used to hear this

a lot so it is not compelling and in

most cases this is not enough customers

nowadays they already assume that your

product has a very good quality is

unique and so on and so forth you've got

to be sure that your unique selling

points is something that really stands

out now the next element that you have

to work on and showcase in your ads is

the use case where they can use this

product for so for weddings for business

meetings work for dates for gym so you

got the idea this is important not only

for the algorithms but as we have with

unique selling points this is compelling

and important for your audience very

very often within the jewelry industry

people who are into jewelry they have

this concern about what way they can use

this product for in fact this is one of

the biggest concern about purchasing

piece of jewelry they are wondering

where they can use this product for some

people are looking more for

kind of like using this product for

every single day other people are

looking more for specific occasions you

have to save it in your ads or on your

landing page and the wrong approach here

is not including this element within

your ads now i'm going to show you some

examples of that so you could see how

these brands who are spending hundreds

of thousands of dollars in their ads

manager they are using these elements

here you could see some images where

these brands are using the clear niche

for example here we have for the change

makers and then here we have for mom so

when it comes to images it's pretty

difficult to

put all those elements within just one

single ad that's why the other elements

you have to make sure that they are

displayed either on your ad copy or on

your landing page in that way you cover

all those four elements in some kind of

shape or form here is video ad but i

want to play it and show you

how this single video covered all those

kind of components

so let's move on and let's watch it

so within this ad you will observe that

first of all

just using this person

this model is selected very very

strategically

why because they know that their ideal

customer looks something like

pre-muscular men with tattoos so by

showing this person in this video

algorithms are going to target an

audience who look just like this model

and after that you could see some unique

selling points like waterproof and one

thing they do very well is that not only

they are putting this as a text overlay

but also they showcase this visually

because to customers also it appeals

much more in that way and then you are

going to see that this uh person is

going to gym so this is the use case

where they can use this product for now

after the gym we could see that this guy

is going somewhere so we could assume

that this product also can be as an

everyday wear not only for the gym now i

gave you a lot of insights at this

moment it's extremely important to

execute these techniques and strategies

maybe a next question that you might

have is how can i actually implement

this in my business and in my ads how

can i take these techniques and add them

onto my ad creatives for that go ahead

and click on the link below to share a

call of me where i will take a look at

your business and see if we have the

right fit to work together don't let

this video feel like oh yeah arch like

this is pretty cool we have to implement

and execute these techniques so you

could see those improvements and results

that you are looking for so shout out

your call now and i will talk to you

soon bye