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.