Social media advertising can be daunting, especially when brands are juggling multiple social media platforms. The average person uses it around eight different social media accountsThis can make it difficult for brands to keep their branding and communication consistent and up to date.
As a result, many leading brands have turned to automation to solve time-consuming processes that involve audience engagement and bespoke content. Automation has become critical, especially for brands looking to scale.
Ironically, automating your social advertising can result in a more personal social media experience for your customers, making it easier to make meaningful connections and build loyal customer relationships. In addition, social advertising platforms help you focus on more important things like marketing strategies and creative concepts.
Automation is not just about saving time, it’s also about managing resources and getting better insights into your cross-platform performance. It’s great for quick pivots. Good social advertising means being up to date: you should be able to respond instantly to a global phenomenon or viral meme on different platforms.
We spoke to Mark de Bruijn, Marketing Director for EMEA at Smartly.io, a company specializing in social advertising. The platform and automation capabilities include everything from creative production to campaign management to ad buying and reporting on one platform.
“When we talk about automating social advertising, the possibilities are almost limitless. The question is where automation can contribute to a better customer experience, ”explains de Bruijn.
Smartly.io enables collaboration between performance marketing and creative teams. “It’s still pretty unique,” says de Bruijn. “However, we’ve seen that successful brands that automate their social advertising can also break down silos by encouraging these teams to work closely together, which leads to great results.”
Here are four reasons why social advertising automation is a smart move.
1. Automation is faster and makes your brand more agile
The most obvious benefit of automation is speed.
Social advertising management can be tedious and repetitive, especially when you run it in bulk on different platforms, each with their own media formats and dimensions.
“Think about management Campaigns, developing different ads for each product you sellAll of this can happen much faster, for example, ”notes de Bruijn. Brands still maintain control over the appearance of an ad, but import, pricing, resizing, and other technical tasks can be automated.
“Agility is essential for brands these days,” he says. “For example, think about what happened to COVID and retail: Brands had a big focus on communicating opening times and stores, and that changed to meet customer needs with roadside collections and flexible delivery options.”
And here’s another big benefit: automating social ads saves time and resources for creative work. “Even though it’s automation, the great potential for automation lies in creative production,” says de Bruijn. “Automation helps you stay on-brand and at the same time save many valuable hours that you can invest in creating new concepts instead. Creative is what essentially attracts people and makes them a better experience. “
2. Next level advertising
Automation means you can create next-level advertising that keeps up with changes in real time.
One of de Bruijn’s most popular Smartly.io case studies is a weather-based advertising campaign for the Dutch retailer HEMA. The Netherlands has notoriously fickle weather, and HEMA wanted to do something different for cold and rainy weather forecasts. A fast and agile solution was required to adapt ad content to the weather.
Using the templates for automated ads and instant experiences from Smartly.io, HEMA was able to link local weather forecasts to their product catalog. If the forecast expects rain, weather-appropriate products are shown in advertisements. If the temperatures dropped, HEMA would advertise warm clothing.
The campaign also included inventory availability and pricing, which helped create a personal relationship with HEMA customers – a relationship that felt like HEMA was really looking for someone caught in the rain. The result was not only emotional but also material. Smartly.io helped them get a 27% higher ROI and a 25% lower CPA compared to other weather-based advertising campaigns.
3. Automation offers better insights
With better results, a smart marketing team also needs better insights.
“When you have one platform for your social advertising with crystal clear reporting across all channels, you can see ROI across all channels and even see results at the campaign level. There is clarity and transparency, especially for performance marketers. ”
Better insights can lead to the holy grail: ad conversions. Smartly.io helped Brazilian real estate portal VivaReal customize its Facebook lead ad campaign to simplify the user experience and ensure that no potential customers were left behind. The result was four times more conversionswith 80 percent lower costs per lead.
Smartly.io helped in a completely different area Bring real-time insights to ThirdLove, a bras and underwear company committed to trust and comfort. Thirdlove worked directly with data from the ad purchase and was able to quickly and effectively create, test and optimize creative content across different channels. The ROAS could be increased by 23%.
4. It’s a lot more efficient
Finally, automation lets you try new things, work on strategic planning, and do better testing. In addition to the fact that automation creates a better end product for the customer, you can spend more time creating even better customer experiences.
A good example is the Smartly.io campaign for the Dutch supermarket chain Albert Heijnwhich focused on weekly promotions. With the Digital Circular tool from Smartly.io, Albert Heijn was able to reduce the time required for campaign management from three hours to five minutes, increase the reach of his target group by 38 percent and increase traffic to the website by 26 percent. It also created a much more dynamic (and accurate), personalized experience for buyers.
For the food equipment company HelloFresh, Smartly.io helped drive one 300% increase in efficiency thanks to its automated ads and video templates.
For a seasoned marketing veteran like de Bruijn, Smartly.io isn’t just about technology and intelligent automation. “The real value is that you can save time and do more of the things you love. By creating a memorable experience across platforms, you will meet and connect with your customers at different stages of their shopping journey. This helps to build trust and long-term customer relationships. “
This article is brought to you by Smartly.io.