Talk Data to Me: Social Ads
Welcome to our second installment in a series of blog posts all about data! At Cohley, we believe data is the best indicator of campaign success. Our first blog post was all about engagement rate. (If you haven’t read it, check it out here.) Engagement rate is certainly a crucial KPI for influencer campaigns focused on reach. However, today’s blog post covers a data set that is relevant for any content generation campaign - whether your repurposing photos from influencers’ social posts or running campaigns to generate content at a low cost per asset in exchange for free product.
We’re talking about social ad data.
Everybody has their own definition of “good content” and what makes a social ad aesthetically pleasing. But have you A/B tested different types of images and studied the data? Using subjective opinions on what makes content “good” is not the best way to decide what will generate engagement and sales in social ads. In fact, we’ve worked with many brands who have found that more organic content (like selfies, video testimonials, and grainy product shots) have performed better than professionally shot content because the ads are integrated naturally into customers’ social feeds vs looking too much like an advertisement.
However, every brand has its own nuances and branding techniques. Testing the content to compare clicks and revenue is the best way to gain actionable data that will inform what type of content performs best for your band.
This is where Cohley’s Facebook API tool comes to play. Our Facebook API tool allows you to send photos and videos from directly from your Cohley Content Library to Facebook Business Manager for use in Facebook and Instagram ads. This saves you the extra step of having to download content, save in files, and re-upload in Facebook Business Manager.
Furthermore, our dashboard populates results from social ads that contain Cohley content, giving you direct insight into how your Cohley-generated content is performing. We even have an image recognition feature that allows our reporting system to recognize Cohley images even if you have edited the coloring, cropped the photo, or added text overlay.
When you’re armed with social ad data, you can use the results to inform what type of content resonates best with your audience. You can then use this knowledge to draft up content requirements in your next Cohley campaign for creators to send you assets that align with what performs best in your ads.
Compare performance by A/B testing flat lays with lifestyle content, professional photos with selfies, unboxing videos with usage scenario videos. While your creative director may like the beautifully arranged lifestyle photo shot in perfect lighting, your customers might be more likely to click on the selfie photo of a creator using your product. As we always say - let the data speak for itself!
Written by Tom Logan
Our CEO and Co-Founder Tom is no stranger to the Cohley blog! With seven years under his Cohley belt, Tom is our go-to on all company updates, new tech initiatives, and data focused trends. Tom helps to dictate our direction, monitor and emphasize our culture and put colleagues in the best possible positions to succeed. Tom is a self proclaimed Tech guy, Sports Writer and Lover of Rom-Com's.