In this lesson you will learn:
How to set your campaign objectives and strategy
Understand the different campaign objective options and how it will help you accomplish your business outcomes
The first step towards creating a campaign with #paid is to understand the goals of the campaign and how it will help you accomplish your business outcomes.
The Campaign Objectives page allows you to specify what these objectives are so that creators are aligned with your goals. For example, if you are aiming to build consumer trust, you can run an organic campaign where the creator will share content on their Instagram feed. Alternatively, if you simply aim to acquire customers with higher quality content, you can run ads in your Facebook Ads Manager through the creators handle.
Listed below are the three objectives and associated campaign strategies.
1. Acquire Customers
Customer acquisition campaigns are designed to help move audiences down the funnel, generating new sales for your store. Typically, these campaigns are best suited for brands with developed audiences who need that one final push to checkout.
2. Brand Awareness
Brand Awareness campaigns help build interest in your brand and aesthetic among audiences, helping to drive growth in your community, and warming audiences in your funnel.
3. Just Content
Just Content objectives are perfect for brands who are looking for new creatives to leverage on digital channels such as your website and socials. Learn more about Just Content collaborations here.
1. Organic Posts
While running an Organic Posts only campaign, creators will generate and post content organically on their Instagram feed. Organic only campaigns are best for brands who cannot promote their products on Facebook or are looking to generate brand awareness and engagement in order to build high quality audiences. Campaign success is typically measured by top of the funnel metrics like reach and engagements.
2. Organic Posts & Creator Whitelisting
While running an Organic Posts & Creator Whitelisting campaign, creators will generate and post content organically on their Instagram feed. These posts can also be leveraged in advertising to tap into audiences beyond the creators fanbase. Organic Posts & Creator Whitelisting is the best of both worlds, drive high quality traffic to your website and retarget these visitors on Facebook & Instagram with content from their favourite creators. Campaign success is typically measured by top & bottom of the funnel metrics like engagements and purchases.
3. Creator Whitelisting & Just Content
While running a Whitelisting & Just Content campaign, creators will generate content that can be used in paid whitelisted ads as well as on additional digital channels such as your website. Creator Whitelisting is best for brands who are solely focused on measuring bottom of the funnel metrics like return on ad spend. Creator Whitelisting is also recommend for brands who have an interest in targeting very specific audiences. For example, if you only ship to Canada, Facebook allows you to select only Canadian audiences while our creators typically have audiences in various countries.
4. Just Content
While running a Just Content campaign, creators will generate content and share it directly with you. This option allows you to build a library of creator generated content that can be accessed at any time to post on your own digital channels. Consumers are smart and they know when they are being sold, content from creators feels and is real. Creators in our network only work with brands that align with their personal brand (a major difference between creators & influencers 💡). Campaign success is typically measured overtime by a lift in consumer awareness and perception of your brand.