Advertisers are leaving Facebook. So where should they go?
We were recently asked what the best Facebook advertising alternatives are, so we thought it would be the perfect topic for this week’s edition of “Hope this Helps“.
TL;DR -> watch the video, below.
The mass exodus from Facebook continues as big brands like Coca-Cola, Unilever, and Verizon pull advertising from the major social network. In fact, all but one of Facebook’s top 10 advertisers halted spending, threatening the platform’s $70 billion operation.
It’s easy to see why they’re fleeing. Over the past few years, marketers have grown frustrated with misinformation, hate speech, walled-off data, decreasing organic reach, changing algorithms, and privacy breaches on the platform.
That’s quite the laundry list of issues, so it’s no surprise that brands are turning away from Facebook despite its massive audience. Sure, the network has over 2.6 billion users. But if you have to pay top dollar to navigate its algorithm and reach them — and still end up amidst brand-unsafe content — you’ll soon realize it’s not worth the hassle.
The question remains, as Jessica E. Lessin wrote for The Information, “Where are advertisers going to spend their money instead?”
The answer is multichannel messaging.
Let’s take a look at what that means.
Facebook Advertising Alternatives: Multichannel messaging
Being tied to one platform like Facebook is a dangerous move. That means the bulk of your customer data and audience interaction is tied to one place — and it’s locked inside a walled garden so you don’t have control over it if trends and behaviors change.
The best thing you can do now is diversify your advertising channels, reaching customers across platforms and building an owned audience based on comprehensive data. Think about it. Most consumers don’t only use one platform. They’re on email, apps, websites, social channels, browsers, and various devices. As Harvard Business Review reported, 73% of consumers use multiple channels during their research and purchase process. You just have to meet them there.
To help, we’ll dive into three of the most valuable Facebook advertising alternatives that brands can start utilizing today:
Email is a trusted, brand-safe channel where advertisers can reach consumers with targeted, personalized content — right in their inboxes. It’s also subscriber-based, so brands know they’re reaching people who want to engage with their messaging and learn more about what they have to offer. In fact, 63% of Internet users prefer to hear from brands through email — more than through any other channel, including social media and text message.
Beyond just being a distribution source for organic content, email newsletters are prime for monetization. Brands can drive revenue by directly or programmatically selling email ad space. Or, they can bid for space in top-tier publisher emails, expanding their reach and engaging target readers of relevant content.
Publishers should welcome the opportunity to join brands on this channel, too. After all, many are doubling down on subscriber acquisition strategies to make up for lost ad revenue. And since people have been hungry for accessible information during the COVID-19 pandemic, email opens and clicks increased by over 20%. With email monetization, advertisers can tape into these engaged audiences and deliver personalized experiences, and publishers can be better equipped to meet their bottom line.
There’s another content format that’s highly utilized by audiences but under-monetized by advertisers, presenting a major opportunity for driving revenue. That’s push notifications, which over 70% of digital consumers have enabled.
Push notifications first hit the market in 2003 on Blackberry devices. Email alerts were delivered right to users’ phones so they didn’t have to keep checking their inboxes manually. Today, push notifications are used widely across smartphones and web browsers, allowing consumers to receive personalized pings from their favorite apps, sites, and brands — so they don’t miss a beat.
That’s why, if marketers are leaving Facebook and looking for the next big channel, push notifications should be at the top of their list. Just like email, push notifications are a form of opt-in, direct-to-consumer content that are tailored to each user’s interests. By launching push notifications for target audience segments, advertisers can drive traffic back to their websites and collect data about which content drives the most engagement.
Push notifications can also be monetized and used to drive revenue and conversions. E-commerce brands can use them to send timely offers and product alerts, for example. And publishers can use them to send breaking news updates and sponsored content. The point is that push notifications are real-time pop-ups that people actually want to see. Advertisers just have to get in there and deliver.
Brands can also create ads for placement on third-party websites, reaching consumers while they’re already engaging with content and interested in seeing relevant messaging. Many publications, for example, host display ads on article pages — at the top, bottom, side, and even in the middle of their content. As eMarketer reported, programmatic digital display ad spending is projected to exceed $86 billion in 2021, up from $68 billion 2020.
Website ads can also be native, blending in with the surrounding content to create a more intuitive consumer experience. These ads might take the form of articles or videos already on the site, just with a “Sponsored” disclaimer at the top.
Move outside of those walled gardens
Once you move outside the walled garden of platforms like Facebook, the world starts to look a lot brighter. You can control your own data, own a direct connection with your audience, and launch targeted ads in brand-safe environments.
That’s why now is the time to invest in personalized, high-converting Facebook advertising alternatives like email, push notifications, and website ads — and PowerInbox can help. Our AdServer for Email and integration with personalized notification platform Jeeng are built to automate your outreach and monetization across these channels, delivering immediate results.
Reach out today to start driving revenue and building your multichannel messaging strategy.