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Timing Is of the Essence in Social Media Advertising

Oreo’s famous 2013 Super Bowl twitter ad was one of the most iconic moments in social media marketing. The power went out during the halftime show, and Oreo tweeted an ad that simply said “You can still dunk in the dark.” This opportunistic marketing play is still being deemed as best-in-class years later.

 

How Oreo achieved this was not a secret. By now most marketers should know that being timely and responsive on social media is critical, because relevance is critical in the ever-crowded online space.

 

Oreo’s moment at that Super Bowl can teach us a couple of things — the importance of timeliness and relevance, and that creativity should be agile.

 

Social media advertising is one of the most measurable formats we have today. There is so much to be learned about who you’re targeting and how they act online, in addition to how they view and respond to your ads.

 

Any set of tools that gives you this much real-time insight should be leveraged to maximise your return on investment.

 

As you’re tracking your ad performance, think about how you can optimize quickly based on the available insights. What are you learning and what changes can be made to help your ads perform even better at the first sign of campaign performance deterioration? How quickly can you make changes so you have a real impact?

 

The second piece of the puzzle is the creative gap. Brands need to re-think creative strategy as social media advertising demands a high volume of assets that require frequent refresh to stay effective.

 

Ad fatigue plays a major role in affecting online campaign performance and brands like Cooking Dash, PayPal and Instamotor have successfully turned their campaign performance around through increasing ad creative production volume and refresh rate.

 

Not every company can afford to have a 15-person social media marketing team like Oreo. This doesn’t mean it’s hopeless for those of you who can’t afford such luxuries.

 

Thanks to technology, we now have access to communities of creative talent across the globe that can be activated any time of the day. High volumes of ad creatives are being produced in a fraction of the time it used to take. A.I. technology has given us the ability to make creatives smarter and campaigns more cost-effective. And the entire process of creative management and monitoring can now be automated.

 

Thanks to technology, you can now have time on your hands.

 

Alexis Ng

Digital marketer with a love for the ocean, yoga and constellations. Watches too much TV.

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