The Storykit blog

It is easy to focus on platitudes and basic information when talking about target groups for advertising on social media. Don't aim too wide, make sure to A/B- test and find your target audience in the right channels. So what should you really do to create an effective target audience?

Sara Öhman is a freelance digital marketing consultant. What she’s noticed when talking to companies is that many people know how to create a target group, but the problem is that they don’t take it far enough to achieve the best results. That's one of many hacks to succeed in paid content distribution on social media. 

Targeting groups by interests

– Most people only think about demographics and geography and many are afraid of excluding people. I usually think of it this way: Start from a broad interest group, like interior design. The trick is then, and this is what many people do wrong, to limit rather than add more interests. Let’s say you're limiting your group to fans of the designer Alvar Aalto. Then you’ve given Facebook clearer instructions on who you want to reach, says Sara Öhman.

Sarah Öhman

It helps to specify when it comes to interests

– The narrower your interest group is, the less you need to limit in other categories. Say you want to reach people who like Volvo, specifically model 240, made 1970-1972. Then you don’t need to also limit by age, for example, because then you risk getting a far too small subgroup.

How do I know what interests to choose? Often there are many similar categories (horses, horseback riding) and sometimes the exact same ones in different languages (politik, politics)?

– It depends on how FB has categorized its detailed targeting data. Do the search terms have a category, or is it based on the most searched words? For example, if it says “Additional interest > Dogs” in the box that pops up when you hover your mouse over an interest, then Facebook has clumped keywords.

- But if it says "Hobbies and activities  > Pets > Dogs", then Facebook has made an active categorization. That is more reliable.

Good boy.

Targeting age groups on social media

How should I think about age-ranges?

If you want to reach a specific age group, you have to pay for it - but it can be worth it.

- Different target groups have different prices. For example, women 30-40 are more expensive because it is a buying target group many want to reach, says Sara.

But if you’ve been incredibly specific in your interests, like the Volvo example above, it may be worthwhile to broaden the age to reach everyone within that subculture.

Choosing Facebook ads placements

When should I choose social media ad placements myself?

You can either ask Facebook to automatically place your ads, or you can choose where on the site you want them to appear. You get very different results depending on what you choose.

– When you want a lot of exposure, you can use automatic placement. Then your ad will reach a wider audience. But the pickier you are about where your ad is placed, the greater the chance that it will reach your strong customer base is.

Why shouldn't I always invest in as many different placements as possible?

In short: If you leave all decision making to Facebook, you risk getting sub-optimal placements. You should always choose placements that fit your ad format. 

– Is it an article that fits into the feed? Place it in the feed. Is it a photo that you think fits on Instagram? Have it on Instagram.

Targeting audiences geographically

When should I define the target group geographically on social media?

– Behaviours differ, for example, between big city and rural areas, so you should optimize accordingly. If you sell winter jackets, then you may want to advertise in Norrland first and in Skåne later.

What errors do we make when we advertise on social media? The chatter is difficult to penetrate and it is easy to take a wrong turn. We have asked an expert so you don't need to get lost.

Alexander Wroblewski is an expert in digital marketing. He started a digital marketing agency in 2006, SEO Sverige, and thanks to his curiosity he has managed to learn the way to successful marketing. We asked him about the don’ts when it comes to ad sets, target audiences and retargeting.

Five mistakes in social media marketing you don't have to make

5. You forgot the pixel

Alexander Wroblewski.

– Facebook's pixel makes it possible to take your marketing to the next level. With the pixel installed you can retarget your ads, which is the most cost-effective form of digital marketing. Thanks to the pixel, you can find target audiences that at some point has visited your site, or that is similar to your existing customers. Make sure to implement and configure the pixel in the right manner, and learn about its abilities and strengths. If the pixel feels difficult to implement, get help.

4. You are impatient

– Stressed about reaching budget goals or pressured to see a profit? That may cause your strategy to fail. When you make a marketing strategy, make sure to see further than the nearest future. If you are revising your target audiences after just a small amount of time, it's easy to make hasty conclusions. You might turn off targeting audiences that have not performed yet. But if you hold on to those audiences a little longer, the algorithms will have had the time to collect the data it needs, and the results may surprise you.

3.  Your target audiences overlap

– When you build your ad structure, it’s important that your target audiences are different enough not to overlap. The risk with overlapping is that it will take a lot longer for you to find your golden audiences. Compare your target audiences and make sure to keep them apart.

2. Your planning is short-termed

– The time when everything converted effortlessly on Facebook has passed. You need to think several steps ahead when you’re planning your marketing. Let us say that you got resources to reach 20 000 people in a certain target audience and that those 20 000 doesn’t convert as well as you thought. Don’t give up! There is a value to those people because they might still have shown interest in your ad. Retarget your advertising to everyone who has interacted with your ad. For example, if someone has shared, comment or viewed 50 per cent of your video, use their shown interest and appeal to them with a new message.

1.  Your ad is boring

– The average Facebook user gets flooded by ads in their feed. To get their attention you need to have well thought through copy and imagery that is appealing to the eye. Don’t forget that even if you are working structured at a technical level, a well-designed ad that serves your target audience’s needs is your best bet to succeed. 

Bonus tip: Do not miss out on Lookalike Audiences!

– Lookalike Audiences is a real strength with Facebook advertising. You can create target audiences based on your best customers. Let us say that you have a list with your 50 000 best converting customers. Within those 50 000, you can adjust your message to appeal to different smaller audiences. Trim those new audiences after age and demography. You will most likely have your most successful campaigns with your Lookalike Audiences.

Three words to keep track of

• Facebook Pixel: The Facebook pixel is a code snippet that you put on your site. It collects data that helps you track conversions from your ads, build targeted audiences and retarget to people who has made some sort of interaction on your site.
• Retargeting: Also known as remarketing. A method to market your ads again, to people who have already visited your site or has seen part of your video. People who have shown interest, but needs a reminder or a new message to be convinced.
• Lookalike Audiences: A target audience based on the people who have already converted. From those people, you make a new target audience that is similar to your original converting audience. 

Controversial messages and posts are easily spun on social media. As a company, it is easy to fall for the temptation to stick your chin out in the pursuit of engagement. But is this really the right way to go?

If you want to keep the average social media user’s attention, your message needs to be emotionally or intellectually engaging. Extremes include controversial and loaded messages that quickly go viral. But of course, great reach and a lot of comments are not necessarily a good thing.

Being controversial on social media

Anna-Karin Grenninger

– Being controversial and smart don’t necessarily go hand in hand. On social media, you need to express yourself quickly and wittily to get any attention. But careful of communicating something that is too far from your company's regular messaging and values. It's important not to get carried away by easy clicks and post something you can't stand for a few days later, says Anna-Karin Grenninger, a freelance communications strategist who has worked with electoral communication for the Social Democrats in Stockholm, Sweden, and has many years of experience as a publicity specialist at the communications bureau Prime.

She emphasizes the importance of long-term thinking and having a coherent vision for all communication channels. Otherwise, you risk confusing your target group or even your own organization.

– A controversial post may have a good effect in the short term, but there is a thin line between a belly flop and a success. If you shock the target group, you can lose credibility. The best thing is to stick to the world you know. It's easy to get carried away, but just because everyone on social media discusses breastfeeding right now doesn't mean you have to get into that debate if it has nothing to do with your business and your company values, says Anna-Karin Grenninger.

But how do you know what is too far-fetched? If you sell vegan food, is it reasonable to make a post about cramped animal transports?

– It's a fine balance. If your message is "honest", your post should be backed up by the company's other communications. You might want to write a debate article and buy advertising with the same message, says Anna-Karin Grenninger.

Immigration, climate, sexuality and gender equality. It is clear that some topics are more sensitive than others. Anna-Karin Grenninger does not want to point to any topic as being too controversial, it all depends on the company's values ​​and other messaging. 

– It's incorrect to say that you shouldn't talk about certain topics. Nowadays, companies generally want to show off social responsibility. The most controversial thing today would be a post that states that “we do not care about the climate and ignore our employees”. That’s not something I would recommend to anyone.

How to handle comments on social media

If you make an informed decision to be controversial on social media, it is important to be prepared for comments and to answer them.

Erik Wannelid.

– Follow up on complaints or questions. Show that you are hands-on. Then your company is perceived as interested in the subject, and you show that you do not post anything just because, says Erik Wannelid, client director at the content bureau Spoon.

If you are involved in a controversial topic, it is also important to be prepared to answer questions from the media. Of course, you also need to keep track of legal aspects. As a rule, private individuals have more freedom with regard to freedom of speech legislation.

– Almost everything companies do online is considered marketing and then the strict marketing legislation becomes applicable, says Daniel Westman, a lawyer who specializes in IT and media law.

Daniel Westman.

He has seen many legal mistakes when companies use social media:

– It's important to keep track of the social platforms' own rules, as well as legislation. Controversial statements can lead to the suspension of accounts, but if it is a matter of slander or incitement against a group of people, it can lead to legal action against responsible persons.

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3 smart things to do before you press “publish”:

1. Count to ten

It is rarely a good idea to write things on the Internet while worked up, especially when you represent a business. 

2. Check your moral compass

Is there anything that feels wrong about the social media post? This may indicate that it is not completely compatible with your, or your company's, values. Ask someone internally to give you feedback.

3. Read it again

The more controversial the topic, the more important it is that everything is correct right from the start. It would be unfortunate if "not" fell away in a sentence like "We do not like war". (This happens more often and easier than you might think.)

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Using social media to change people's ideas and perceptions is becoming a norm in marketing today. But as consumers get overwhelmed by content – how do you break through and make yourself heard?

It is an established fact that social media is the best platform to get people to change their mindset – whether we’re talking about changing people’s opinon about your brand or more political issues.

But how do you influence people into changing their way of thinking (without being an evil manipulating troll)?

Here are three things to keep in mind! 

1. Use a simple rhetoric

Emma Blom.

The most efficient way to reach out and change people’s opinion on a matter is to make your message as simple and straightforward as possible. 

– If you want to make people change their opinion on a subject, you use the type of rhetoric that people can share easily, says Emma Blom, founder of Social Industries.

This is not unproblematic. Emma Blom has studied people’s behavioural pattern on social media for several years and has seen an increase in the use of an aggressive and sensational rhetoric. 

– The players that get the most reach do not always play fair. This often goes for topics that are easy to distort, such as immigration or environmental issues. Nowadays we have little time or interest to check what we read, so we regard opinions we agree with, as the truth. This, in turn, contributes to a more polarized society.

Now,  communicating in a simple and clear way doesn’t have to imply being alarmist nor manipulative. But as a marketer you need to ask yourself: Are you willing to jump on the bandwagon and use a sensational rethoric just because “everyone else” does? If so, will that effect the credibility of your company?

2. Build a large volume around your material

A proven way to reach through the noise, is to build a volume of material and direct it towards the right people.

– Social media marketing works in the same way as advertising has done since the beginning. If you are exposed to a certain kind of product every day for six months, you will be more inclined to use it.

– The same goes for opinions. If you are interested in a certain topic, you will, through social media algorithms, be guided towards products and opinions that lie within your sphere of interest. This is the very essence of marketing on social media. One wants to be able to discern a behavioural pattern among the consumer.

In other words, frequency and a steady presence is key. Keep this in mind while planning your communication in social media. 

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3. Break down your subject in pieces

Volume alone is not enough. As a marketer, you don’t have to cover all aspects of a subject, it’s neither time- nor cost effective.

– As an audience, we rarely engage fully, but rather cherry-pick from a larger issue. If you find the right angle for the right person, chances are they will change their mind, says Emma Blom.

For example it’s much more efficient to distribute several shorter videos, lifting one angle at a time, instead of creating one longer video aiming to explain a whole topic. Influencers and untraditional media has already got the hang of this. This is a development that traditional media and companies, but also politicians, must keep up with – and understand the implications of:

– A private person’s opinions can have as much impact as established media, if not more. In order for us to be able to keep a serious discourse, more serious players need to get into the same game. 

In other words, prepare to kill your darlings, make it short and explain one thing at a time. And as long as you get your facts straight, maybe you can learn something from that slightly annoying opinionated influencer, at least when it comes to storytelling.

Are you up to date with Facebook’s guidelines on what you can share on the platform? Even with good intentions, these rules might be trickier than you think.

If you run a Facebook-presence for a business, you need to know all about the Facebook guidelines and rules. Breaking them can be frustrating – you might need to remake your campaign video, or even find yourself banned from Facebook for a month.

Most of us agree with things like not showcasing sex, drugs and violence. These things are obvious – but others might baffle you.

Here are 5 Facebook guidelines and ad policies that you should know. 

1. When you want to talk about a sensitive issue

How do you talk about sex without showing something sexy on Facebook? Absolutely not with two pairs of feet sticking out under the blanket – if you post an ad.

A Swedish organisation who educates people about drinking responsibly, wanted to make a video about how alcohol affects your bodily functions during sex – but had a hard time to find images that slipped through the Facebook-filters.

They had no interest in showcasing sex or nudity – but four feet under a cover should get the message out, right? Yes – a bit too loud, according to Facebook. 

Even with the organisations good cause in mind, feet was not a possibility. 

The solution? Even if Facebook doesn’t allow even a hint of sexual intercourse – images of donuts and bananas are still available.

Ok!

2. When you want to use the word “Facebook”

Naming Facebook in your communication, when you market your own brand, is a tricky business. 

Here are a 3 examples of things you can NOT do:

• Use the Facebook logo (instead of writing the word Facebook).
• Use lower case f – facebook instead of Facebook.
• Use “Facebook” as a verb.

And even if you do it right – you still might not be able sponsor your social media post if “Facebook” is mentioned in the post, which happened to this post from us:

This post is ok – as long as we don’t sponsor it.

Fun fact: You can also not call yourself Mark Zuckerberg (even if it’s your birth name) if you’re not THE Mark Zuckerberg. 

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3. When your business area is a minefield

Promoting fitness- and/or health-related content is a minefield. Facebook is extremely sensitive when it comes to portraying muscles and weight loss. 

And whether you sponsor your post or not is of huge importance here. 

Before/after images – or an image of a person in huge pants that they wore before weight loss? Ok if not sponsored. Not ok if sponsored. 

Toned abs? Ok if sponsored – as long as you don’t zoom in on the abs. You have to show the entire body. 

Pictures of a person eating salad or working out? Ok. 

Not ok!

4. When you make a statement you think is politically correct

When comedian Marcia Belsky wrote “men are scum” on a friend’s Facebook post, she never thought it would lead to a suspension for 30 days. But that was exactly what happened.

Many women experienced the same thing in connection with the #MeToo-movement. Expressions such as “All men are ugly”, written with an underlying frustration of not being treated with respect, were all removed from Facebook.

Because you need to be respectful – even if you are angry. Hate speech about a large group of people is never ok.

5. When your images might upset people

There are several cases when Facebook has stopped images that they find upsetting – according to the community guidelines. But instead the world is upset by the censorship.

When Facebook censured the iconic Vietnam war photo featuring a naked, 9-year old girl running from a napalm attack, newspapers around the world went down hard on Facebook, and in the end they had to reverse the decision, with this statement:

“An image of a naked child would normally be presumed to violate our Community Standards, and in some countries might even qualify as child pornography. In this case, we recognize the history and global importance of this image in documenting a particular moment in time.“

In 2016, meditation coach Björn Natthiko Lindeblad posted a picture of his friend, firefighter Lasse Gustavsson. But Facebook removed it, not just once but twice. The reason was that Lasse has third-degree burns on his body and face.

OK – the third time around.

But – after a loud protest wave, where Björn Natthiko Lindeblad asked everyone to share this image, did Facebook admit that they were in the wrong and the image is now allowed to remain.

Checklist for facebook-ads

• Are you up to date with Facebook’s policies? If not, do some reading. If you represent a company or yourself, and wether you sponsor your social media content or not – different rules apply.

• Be prepared. If your material is sensitive, try googling and see if there are any precedents. It is quite possible that you interpret the rules differently from Facebook.

• Know your followers. Are people who follow your Facebook page likely to report content they don’t like? If so, make sure you have a solid case.

Want to know more about marketing on social media? Read our guide! 

Video production is no longer reserved for professionals with extensive training and pricey equipment. Today, it’s neither expensive nor difficult to create a video for social media. "You can easily make ten videos with the same resources as one", says Sofia Stenseth, Chief Content Officer at KIT.

Anyone who wants to make a splash on social media will soon notice that it’s not enough to publish a video and sit back and wait. In today’s social media climate the key to video success spells repetition.

Make sure to have hit videos in stock

– It doesn’t matter if you are a fashion blogger on Instagram, an artist on Twitter, or a B2B-company on Facebook – on the Internet, yesterday’s viral hit is already forgotten, Sofia Stenseth says and continues:

– So make sure to have several hit videos in stock.

Working with quality and quantity may feel like a pipe dream, especially as video traditionally has been both expensive and cumbersome to produce. But today there are tools that make it possible.

– If you use Storykit you’ve already come a long way. There you will find scripts, pictures and background music at the touch of a button, says Sofia Stenseth.

Besides the purely technical, how can you make video production more efficient and create more videos?

– First of all, you probably have more content than you think. Take a look at your latest press release, for example. If it’s structured like most press releases, you can most likely make three videos based on it alone. One that tells the news straight, one that is based on quotes from the responsible manager, and one that focuses on what effect the news will have.

She quickly writes down three hypothetical headlines to demonstrate how to create more videos on the subject:

Video 1. Business Inc. opens offices in India

Video 2. CEO: “A fantastic opportunity for our customers”

Video 3. India venture will increase sales by 150% in one year.

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Split your story into several short videos

Stenseth emphasizes the importance of not trying to say too much in the same video.

– The average Facebook user don’t want to watch a five-minute interview with a company’s CEO. However, they may be inclined to watch five one-minute videos, especially if they are spread out over time.

Additionally, she thinks it’s a good idea to try to think about video in a different way than you might be used to.

– Certainly, expensive super-produced videos have their place, but on social media a video can also be a quote, a slideshow or something you have shot quickly with your phone.

If you’re just going to give one piece of advice to get better at video, what would it be?

– Simple. Want to increase viewing of your videos in social media? Create more videos!

Sofia’s 5 best video creation tips:

1. Spread the gold nuggets. “When you have two really good quotes on a topic, make a video about each.”
2. The more videos you make, the more you learn. “It’s difficult to draw conclusions about a single piece of content and why it performed well or not, but when you have a large number of videos you start to see patterns.”
3. Customize. “With Video Studio it’s so easy to make video there’s no reason to limit yourself. Make a copy of your storyboard and customize the headline and tone depending on who you want to reach.”
4. Dig where you stand. “If your company spent a lot of time and resources on, say, an event, make sure to use every opportunity to produce content. Make videos that build up the event before hand, and talk about the highlights afterwards. It will keep you top of mind longer.”
5. Dare to fail. “If you’ve made 10 videos it really doesn’t matter if one of them fails. On the contrary, you might learn a lot from it.”