By Adam 
Nathan Resnick
Facebook is home to one of largest and most varied audiences online.
Facebook advertising has long been a staple of a modern marketing team’s game plan, as it boasts one of the largest and most diverse audiences on the internet. Businesses stand to greatly benefit if they can tap even a small fraction of this audience.
Yet, if there’s any consistency on the platform, it’s that trends ebb and flow each year. What proved effective last year won’t necessarily guarantee success again this year, and marketers must keep their eyes and ears open to stay one step ahead of competitors in the busy digital space.
With the lessons learned in 2021 still fresh in our minds, let’s take a look at which trends will continue to be essential for Facebook marketers in 2022.
Five Facebook advertising trends that marketers need to be aware of by 2022
1. Video continues to rise
When it comes to increasing user engagement, the video format captures attention in a way that photos and text simply cannot match.
Video today accounts for almost half the time users spend on Facebook, which range from simple slideshows to classic commercial-style advertisements. If combined with good targeting and a call for action, the wide-reaching format can provide a substantial return on investment. It is a marketing tool that should not be ignored in modern marketing.
It is important to remember that Facebook has now made all videos in a news feed soundless. To get your message across, you will need captions to go along with the images. This is what makes the pros and the losers on Facebook, so adapt your video strategy to take advantage of this.
2. Mobile phones are key
Mobile platforms are long-standing leaders over desktops and declining tablet usage. Therefore, advertisers need to be mindful of the specific needs of mobile users when designing their ads.
On Facebook specifically, 98.5% of users access the platform via a mobile phone. Advertisers who work on desktops must consider this staggering number when designing ads for mobile audiences.
Mobile ads are most often plagued by poor media formatting. A mobile-optimized image that was optimized for desktop might look distorted on mobile. This is a problem for businesses. A mobile ad’s specific specifications will give you a higher return on your investments. Keep these details in mind.
3. Success is achieved through consistent social media posts
Although 24-hour stories were originally created by Snapchat, Instagram and Facebook have been using them for years. A massive 300 million people use stories on Facebook each day, and the potential to turn this attention into profitable action is enticing, to say the least.
Storytelling can help Facebook ads get more engagement. Stories can be used to showcase successful advertising copy, popular topics or even direct links. These stories will bring Facebook users to you, eventually leading to conversion.
It’s an effective strategy that’s been used by many businesses for years, and it shows no signs of slowing down in 2022.
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4. Facebook Ads will remain expensive.
Facebook boasts more than a billion users and almost limitless opportunities, but for advertisers these days, it’s a pricey game to play. Although the range varies wildly, the average cost per click (CPC) hovers around $1.72.
Businesses’ visibility is dependent on their financial resources. If you have a healthy adverting budget and a respectable conversion rate, it’s easier to stomach this barrier of entry. Small businesses and startups without sufficient cash reserves may need to consider additional measures to get a good return on their advertising investment.
When making your yearly marketing budget, be realistic about costs, and don’t expect the price to play in Facebook’s world to drop anytime soon.
5. Personalized ads have become the norm
Businesses that use personalization in their marketing efforts are more effective and will get a greater return on investment. In fact, 80% of customers say they are more likely to make a purchase if they feel like the marketing efforts are tailored to their needs.
This involves more than simply getting the prospect’s name in the header. It also requires putting together a range of services and products that match the customer’s needs. It’s a matter of estimating and anticipating a customer’s needs, and then making it as easy as possible for them to convert.
Important to keep up with Facebook Ad Trends
Companies that are able to see and comprehend Facebook advertising trends will be able to capitalise before the rest of their competition. Speed and efficiency are key in today’s advertising game, so always be on the lookout for what trends are falling out of favor and which ones are rising stars.
About the Author
Nathan Resnick serves as the CEO at SourcifyYCombinator has backed YCombinator to make YCombinator the most popular sourcing platform that helps companies around the globe manufacture their products. View all of his articles, and read the full biography. AllBusiness.com.
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