Reasons why your social ads are not driving results

At Born Intelligence, we are often asked why social ads are not driving results. Since organic reach is becoming harder to achieve, advertising on social media is the best way to reach a targeted audience.

The difference between an organic strategy and social media advertising is money, and every business needs to see their spending maximized.

By January 2020, the number of social media users worldwide reached 3.80 billion people, an increase of more than 9% from the previous year. The majority of these users check their accounts on their favorite platforms every day, offering businesses the opportunity to push social ads.

Successful social media management results in increased brand awareness, customer engagement, and conversion. It also grows customer loyalty, satisfaction, and offers improved competitive standing.

These are the 8 most obvious reasons for lackluster results of social media ads we see most often at Born Intelligence:

1.     Not targeting an audience

Every business needs to have a clear demographic in mind, and many forget that they cannot target everyone. This is one of the main reasons why social media ads underperform. After all, reactions to an ad will differ when viewed by a stay-at-home parent, a career-driven millennial, or an almost retired baby boomer.

With social ads, every business can afford to be picky about who they want to target, so they are reaching the right people. This not only saves time and money but also drives conversion rates. Besides targeting the right audience, ads must be culturally appropriate with relevant content.

2.     No content strategy

One of the main reasons a content strategy is important is because it allows a business to have a social media ad plan. The goals of each business vary, and a business must decide if they are to generate leads, increase sales, or grow subscriber numbers. Whatever they are, everything that is published must fulfill its purpose.

3.     Not optimizing content formatting

Facebook Ads and Instagram Ads may underperform on LinkedIn or Twitter. Optimizing content according to the rules and regulations of each social media platform is the best way to ensure they don’t underperform. This can be done by creating a style guide for digital marketing in a format that suits the preferred platforms.

4.     Less is more as far as platforms go

Born Intelligence often sees small businesses biting off more than they can chew. Only huge enterprises have the resources to manage more than 2 or 3 social media platforms because each one requires a different approach. Keeping things focused and simple is the best way to successfully manage and measure audience activity.

5.     Lack of user urgency and engagement

Users of social media need a good reason to stop and read any content on their feed. Ensuring user engagement requires that content includes a call to action. Multimedia is another way to engage audiences. These actions allow businesses to communicate with users even before they click onto their Facebook Ads or Instagram Ads.

When audiences engage with comments, likes, and discussions brand awareness grows, driving results.

6.     Content is too predictable

Attracting and converting audiences into customers on social media requires original and creative content. A diverse strategy that includes video and written content, including some wit, allows a business to stand out in the frenzied world of social media where new content is constantly published.

7.     Difficult conversion procedures

Whether a business posts an ad on social media to make sales, gain conversions, or grow subscriptions, the process must be simple. The more clicks an audience needs to make before completing an action, the faster they abandon the process. Straightforward conversions that are also mobile-friendly drive conversions, making it easier for businesses to measure and manage activity on social media.

8.     Omitting performance tracking

Reliable social media analysis tools are vital to driving social ad results, and this is a step no business can afford to omit. With these tools, every business can analyze the performance of their ads and their audience engagement. Collecting valuable data allows content and ads to be changed and modified at any point if they are under-performing.

Final take

At Born Intelligence we know that eliminating these pitfalls is the best way to make see results from social media ads. The product users want to purchase plays a small role compared to offering the information they need and engaging them. Instagram Ads and Facebook Ads are the most popular, but these social media platforms are also the most competitive.

No matter which social platforms your audiences are on, click the button below to find out how Born Intelligence can provide your business with social ads services proven to drive results.