Facebook Image for Social Media

Facebook is Changing Link Previews: What You Need to Know

Facebook has been raked over the coals for its part in perpetuating fake news, and a lot of that comes from the way scammy pages have manipulated the Facebook link previews. In a June 29 release, the social media giant announced that it would soon be making a change to one part of what they felt was helping spread that misinformation – link previews will be changing.

Those of us who have been in the social media business for a long time remember the days when changing the link preview wasn’t an option, and the social network is taking a step back in that direction. Coming soon, when you share a link on your Facebook Page, you will no longer be able to alter things like the headline, the link description, or the image that is attached to that link.

Facebook isn’t foolish – they know that publishers have relied on being able to alter those pieces, and they’re committed to a solution that works for everyone. Let’s take a look at what you can do now to make sure your site is Open Graph optimized and ready for this change. It’s not nearly as difficult as one might think.

What is Open Graph?

Even if you aren’t familiar with the term “open graph,” if you are on Facebook, you’ve seen it in action. Putting it simply, the Open Graph Protocol is what tells Facebook how to display information from your website. At a minimum, it tells it how to pull in the page title, the type (video, audio, image), the image URL that represents what you’re sharing, and the URL itself. It is how Facebook pulls in the description of the page you are sharing.

Open Graph puts you in control with regard to how your links look when they are shared on Facebook. If you do not have Open Graph tags on your post or site, Facebook’s crawler is going to crawl your page or post, look for what it thinks might work, and then use whatever information it pulls on its own.

The Facebook Link Preview Parts That Are Changing

While it may be review for many readers, I wanted to take the time to go over the parts of the link preview so that some of the more visual amongst us have a solid grasp about what is pulled in from Facebook Open Graph Link ExampleOpen Graph tags on Facebook. In this image example, you can see that I simply put in the link to this site as a potential post and the link preview populated.

The image of my logo is pulled in because that is what I have in my settings as the default image. If I don’t manually specify an image to override that logo image, my website settings will default to using this image when Facebook crawls my Open Graph data.

Right below that it says “The Marketographer”. This is the page title of my homepage.  This is pulled in when my page is shared by anyone on Facebook. While I can change this title now when sharing to Facebook (and make that change in Facebook itself), once the new changes have been implemented, I will only be able to change that title on website for future posts and pages.

Right below that is the description of my page. This is also in my Open Graph data. This, too, is something we have been able to change on Facebook, but will only be able to change on our sites going forward.

Search Results

Looking at the search results image to the right, you’ll see that the information above is entirely the same as the information in my Open Graph. For the majority of small businesses and photographers, this will be the case. Usually your website defaults to having whatever the meta data is for the page function as the Open Graph information given to Facebook.

When You Want Specific Open Graph Information

If you have gotten in the habit of blogging and just changing any of the above information when you share your posts, you need to change your habit. I use WordPress and the Yoast SEO plugin on my sites. So the next example is going to include screenshots of those tools. Everyone has a different content management system, so if you aren’t sure if you need to make changes, you should reach out to them (Squarespace, Wix, etc) for detailed instructions if needed.

Once the changes have been implemented, the way you’ll be able to change what your URL looks like in Facebook is via your website itself.  Go through all of your Pages that are static (i.e., you don’t change them regularly and make sure your metadata reads the way you’d like it to. For most people who have their page titles and descriptions already written with keywords and in order, no change will be needed. Those pages will continue to populate the way they should, much like my Marketographer screenshot above.

With blog posts, however, you want to create a URL preview that is written well for Facebook. Now, you can create one description that works well for Facebook and for your longer-term SEO goals. That would be the easiest, but there are people (myself included), who like to use different styles of writing for different audiences. For example, Facebook audiences and Twitter audiences are quite different in the way they consume and share.

With Yoast SEO as my plug-in on my WordPress site, I can easily write the descriptions I want for SEO and my social networks before I publish my post. Then, whenever that link is shared on it’s respective place, the specified copy and image will populate as it should.

Facebook Preview in YoastHere is how my post looks now that I’ve written it and I’ve made the changes to my title and description. This is the title and description that search engines will pull up and if I didn’t want to change anything for Facebook or Twitter, this is what would pull up as the link as well. It used to be that you could leave this alone, then share the link to Facebook and make changes there before publishing the post. That’s the part that is going away. So, I decided to change the way this post will look on Facebook. Changing Facebook Metadata As you can see in this next screenshot, I chose to make the copy a little more enticing, so that a reader who might not be as familiar will be able to see what the post is about within a quick glance. To do this in Yoast, I simply click on the sharing area and it does the work for me. Now that I have this information designated, when this link is shared on Facebook, this title and description will override the basic metadata that Google will show, and show this one instead.

Yoast Metadata for Twitter

I know a lot of photographers don’t like to use Twitter, but I do, so I’ve also clicked on the Twitter tab to create different copy for that audience, as well.  Twitter has limited characters, and I know that my audience there is likely to remember the days when we couldn’t modify link previews anyway. Hence, I’ve chosen copy that acknowledges that.

You can see in both of these that I could also upload a new image if I wanted to, but I like the image I’ve chosen for the post, so I’m leaving that blank. All the social sites will pull in that default image. However, if you do want to use a specific image for your post and you don’t want Facebook to pull in the first image in your blog post by default, you should upload the image that you want Facebook to show here. Don’t forget that image choice is a HUGE factor in how well your content performs on Facebook.

Key Takeaways on Modifying Facebook Links

Changing your Facebook link information before you publish your blog post will take about the same time (at least in WordPress with Yoast) on the backend as it did in Facebook itself. It’s really a minor change that shouldn’t create much, if any, extra work for photographers and small businesses.

For the most part, this will only affect your blog posts and shouldn’t mean anything for your static website pages. But, it’s still a good reminder to go back and make sure that your static pages reflect what you want to be shown on social networks when and if they are shared. Make sure that the copy used is social media friendly, and that the images are what you like.

As a bonus tip, remember that you can always paste your links into the Facebook Link Debugger and see how Facebook itself views your open graph data when a link is shared. This tool should be your first stop if you ever find yourself asking, “Why does this page look like this when I share it on Facebook?”

 

 

Facebook Reactions Coming to The U.S. “In The Next Few Weeks”

Facebook Reactions was teased by Mark Zuckerberg late last year, though it was in testing for quite awhile before he decided the feature was worth casually mentioning in the press. You may recall hearing that there “wouldn’t be a ‘dislike’ button,” but that there would be an expanding of available reactions other than “Like.”

Facebook Reactions

Image courtesy of Facebook

Afterward, Facebook rolled out Reactions to only a handful of countries for testing:

  • Spain
  • Portugal
  • Japan
  • Ireland
  • Chile
  • Phillipines

Most of them have had this feature since October, with Japan coming on board just a couple of weeks ago in 2016. The U.S. hasn’t yet been added to this list, though Chris Cox, the chief product officer for Facebook, said in an interview with Bloomberg that the feature would be introduced to the U.S. and the rest of the world “in the next few weeks.”

What Facebook Reactions Will Look Like

The first thing you should know is that the Facebook “Like” button isn’t going away any time soon. Facebook Reactions will be an extension of the popular like. To use one of the Reactions, you’ll simply hover over the like and the other reaction icons will pop-up. They’re each based on the most-common sentiments that have been expressed in comments on Facebook:

  • angry
  • sad
  • wow
  • haha
  • yay* (may be done away with, as it is not “universally understood”)
  • love

In addition to now seeing how many times a post has been liked, Facebook will also break it out into how many wows, hahas, loves, and so on.

What Facebook Reactions Mean For Pages

It feels like we’re all so used to talking about “likes,” that adding more into the mix is going to feel a bit cumbersome at first. But like anything on Facebook, it won’t be long before these new pieces mean for you and your brand.

This change will certainly mean some tweaks and changes to the algorithm we already love to hate. Any time there is a Facebook Reactions Emojichange in the Facebook algorithm organically, it usually means little tweaks for how much you pay when you advertise your photography business.

How Facebook will incorporate reactions to content like “angry” or “sad” in terms of the algorithm still remains to be seen – until now, negative sentiment has been only based upon reactions like reporting a post as spam or unliking your page. It’s simply a guess, at best, that prompting a reaction like “angry” or “sad” would be better than no reaction whatsoever, but that is just a guess.

The goal with the new ways to express the way a post feels for a user was to create a universal vocabulary that can be used as people scroll their News Feed. Especially popular in Asia, emoji and “stickers” are used constantly in messaging apps like Like and WeChat, and they are increasingly popular in the United States, as well.

Knowing that Facebook reactions are heading our way in a few weeks’ time, I encourage you to create a benchmark of your Insights now. Download the last couple of months worth of data and see what those Insights say about your organic picture. We all watch the day-to-day, but having everything laid out in a month-over-month or year-over-year is helpful to see what’s been happening with your strategy. Then you can effectively gauge how these new Reaction interactions have been affecting your Page performance once they’ve been out to everyone for around a month or so.

Facebook Audience Optimization

On January 21, Facebook announced Audience Optimization, which consists of three features that are designed to help brand pages, like your photography business page, in two primary ways:

  • Help reach the people who are most likely to engage with your content
  • Better metrics to help understand which groups of people engage and in what ways they engage when they do so.

Facebook knows that brands have been frustrated with the lack of organic reach and engagement, and on the surface this looks like it will be helpful. When they tested the feature, they say that organic reach stayed about the same, but engagement numbers went up. I want to point that out because I want to make sure that people understand that this is not a once-size-fits-all solution to those who have been experiencing organic Facebook reach and engagement issues. Like every other tool, these new features have to be experimented with based on your unique learnings, and they have to be tweaked and tested. But I do feel hopeful that these will do big things for photography businesses who take the time to get to know them.

I am going to dive into what each of these areas mean and how they apply to your photography business further down, but here are the three different, but related, features:

  1. Preferred Audience
  2. Audience Restrictions
  3. Audience Insights

Getting Started with Audience Optimization

If you have more than 5,000 likes on your page already, then Audience Optimization has been automatically activated for you. If you have fewer than 5,000 likes, click the “Settings” link in the top right corner of your Facebook page. Facebook Audience OptimizationWhile in the “General” tab, you’ll see a row for “Audience Optimization for Posts.”  Click “Edit” and then also click the check box to activate it.

On a couple of pages I administer, two over the 5,000 likes and a couple under that amount, I didn’t see this option here like it was for my other pages. Like all the new features in Facebook, this is in the middle of a roll-out, so you might not have it on your Page right away. My Facebook rep confirmed to me that it’ll take a week or so for all pages to see the option to add the feature, so just keep your eyes peeled if it’s not there yet. Currently, it’s only available to English-language pages, as well.

Once you have it enabled, simply go to the “target/crosshair” icon on your status update and you’ll see a pop-up that shows “Preferred Audience” and “Audience Restrictions.”

Those of you have run Facebook Ads in the past will see that this feels quite familiar. You can type interests into the box

Facebook Preferred Audiences

Image courtesy of Facebook

as presented, or you can browse and look for the demographics and psychographics you are looking for. Interests include activities, the Pages that a user has liked, and their closely related topics. With Preferred Audience, you can choose up to 16 interests to target.

If you choose the “Browse” option, there are nine categories (again, similar to Ads, so this should feel fairly normal for most photographers reading this). The categories you can start with are:

  • Business and Industry
  • Entertainment
  • Family and relationships
  • Fitness and wellness
  • Food and drink
  • Hobbies and activities
  • Shopping and Fashion
  • Sports and Outdoors
  • Technology

Also just like in the Ads section, Facebook will take the information you start typing in Interests and auto-suggest other potential interests that may make sense for your page.

Once you’ve added all of the interests you think most closely align with who you would like to organically reach, you click “Save.”

Using Audience Restriction

You may have used audience restriction already, as this isn’t a new feature. It’s just housed under Audience Optimization now. Before you go over to this area, make sure you have already saved your interests targeting or you’ll lose them.

Audience Restriction can be a great tactic for photographers when it comes to promoting something specific or if you’re going to be doing travel sessions. For example, I like to do sessions when I’m traveling “back home” in northern Wisconsin and the Minneapolis area. Because I have a huge extended family and lived there for so long, I have a fan base there that would be interested in knowing that I am taking bookings for that next trip. But my friends and Atlanta clients? Not so much.  So this would be an instance where I would restrict the audience to only the geographical location for which it’s relevant.

Organic Audience Insights

This part might seem confusing, because Facebook Ads already has a part called Audience Insights, but the new Preferred Audience feature comes with it, as well, and it’s different than what you are used to in the Ads interface. Once

Preferred Audience Insights

Image courtesy of Facebook

you are in Insights on your page, click on one of the posts that you made with Preferred Audience interests in play. Then, click on “Preferred Audience” to get insights into those who engaged with your post.

In the example from Facebook (I don’t have any meaningful data yet from my own tests), you can see that the JetBlue interest outperformed those who saw the post more than those from a general “Air Travel” tag. As you navigate across the top, you’ll be able to explore deeper into the actual engagement metrics, including likes, clicks, and shares.

Other Things You Should Know and Further Reading

Since the Preferred Audience feature is so new that it hasn’t been rolled out to everyone just yet, there are bound to be more questions and learnings available in the coming weeks. However, there are a few best practices shared by Facebook and some of the pre-release testers that should help photographers better utilize this feature when it becomes available.

  • Right now, this is only available through the desktop. Right now, you cannot assign interest tags by mobile device.
  • If you run a post engagement ad on a post that is interest tagged, it will be treated like a regular ad and you set up the targeting separately.
  • Again, Facebook says that their tests show that organic reach has stayed about the same, but engagement goes up. We can theorized that because the post is now reached those who are most interested are being prioritized as seeing the post over those without those interests. LOVE IT!
  • You cannot create custom interest tags.

Facebook created a list of Best Practices for using tags. It goes without saying that when Facebook is telling you the way to use new features, you should really learn them. I’m not going to get too deep into this area, because the link really does explain all of the rules for getting into tags. Those of you who have read my post about getting started with targeting ads will likely already know what kind of interest targets are working for your page. It’s the same theory.

Being perfectly honest, I see Audience Optimization as a play to help big publishers like the New York Times or television networks. Facebook has been trying to lure many of them away from YouTube, and the social channel has also been trying to pacify some of them after they released Instant Articles last year.

Here is a closing example from the New York Times. They used Audience Optimization on a story about the State of the Union earlier this month and used tags like “Barack Obama,” “Republican Party,” “Democratic Party,” and “United

NY Times Optimized Audience

Image courtesy of Facebook

States Congress.” With general interests like the two major parties, and specific interests like Congress and President Obama, they were helping the story reach different people who were interested in the piece for different reasons. And similarly, they were able to make sure those audiences were prioritized over, per se, the audience that is there to read the theatre and restaurant reviews.

In the case of using these Preferred Audiences for photography marketing, here’s what I’m testing:

Using a combination of others’ content (Buzzfeed, popular trendy pieces) and prioritizing that to the client base I think will enjoy it a lot, and then I’ll post something relevant to my business to those  same groups. That should help me establish some base patterns.

Also, I’m going to serve up senior sneak peeks specifically to those in the senior age range, and then I’ll serve up the ones I think parents will like to the parental group and see which resonates most. I’m going to guess that the parents, being more active on Facebook, will have the better engagement rates.

So, how do you think you’ll use the new Facebook Preferred Audiences?

 

Psst… Want to See Who Your Competitors Are Targeting on Facebook?

One of my favorite Facebook Ads tricks has nothing to do with running an ad of my own. Instead, I use a little-known trick that allows me to see who my competitors are targeting on Facebook Ads. It is SO easy, and the best part about it is that it is entirely honest with nothing rogue or slimy about it.

This tactic will help you find out what audiences your competitors find valuable, and it will also help you determine what other industry-specific brands see as a valuable audience to reach on Facebook, too. Before we start, it should be made clear that just because a competitor is targeting an audience, doesn’t mean that you should target that same audience.

Rather, think of this tactic as:

  • a way to gauge what competitors perceive to be a potentially valuable photography marketing audience
  • insight into other brands they see as potentially valuable
  • a potential jumping-off point for your own brainstorms
  • a group you may want to avoid targeting, knowing the bids may be higher with more competition for the space

The reason I like to see who my competitors or industry-pros are targeting is because I can’t always target the competitors’ audience directly.  The competitor might be significant to me, but not large enough for Facebook to consider them an interest base or a target base. By peeking inside who they are targeting, however, I can get a good idea of where I might insert my brand into their lives and try to grab some crossover or mutual fans.

So let’s begin!

Facebook Quietly Testing Yelp Rival

Facebook has long had “Places” functionality in place, allowing people to check-in to locations, review businesses, and search for businesses that are near to a user’s specific location. However, the social network has quietly launched (is testing) a new feature that helps users find reviewed and rated businesses in their city.

FaceboThe site, which is available only through browser searching and not through the mobile app (for now), has all the categories you might come to expect – salons and spas, restaurants, child care, pet services, and photographers. 

 

It isn’t yet clear whether or not the new Services feature will integrate with the existing Facebook Places feature, but my hypothesis is that it will; Facebook aims to create a unified user experience and this is a natural tie-in, especially for advertisers on the platform.

I tested Facebook Services both logged into my personal account, and logged out. The results were slightly different for me, as they seem to have been when Marketing Land tested the feature, as well. In a statement to Marketing Land, Facebook confirmed, “We’re in the early stages of testing a way for people to easily find more Pages for the services they’re interested in.”

So what does this mean for photographers?

ideas ideas

Photography Marketing: Increasing Facebook Reach

It’s true, Facebook organic reach isn’t what it used to be. While it is certainly frustrating, the reality is that it isn’t all that different from any other aspect of photography marketing. Think about it for a bit; every marketing tactic eventually morphs and we have to adapt. I’ve been working in Facebook marketing for business for almost 10 years now. The suggestions I have below are lessons learned, many of them from my own mistakes, over that time.

As someone who has been there, I’d like to encourage you to channel the energy you have with frustration into creating solutions. Today’s post is about that – looking at creative ways to increase your organic Facebook reach.

The best piece of advice I can give you is this: Don’t beat the algorithm – impress it. You can’t change the algorithm, but you can work within it’s confines. Just like SEO, social media is equal parts arts and science. If you live by the rule that your strategy should be centered around providing the best user experience, you’ll probably be okay.

Why Facebook Reach Has Changed

In order to tackle any challenge, you have to understand what is happening to create the challenge. Think about how many Facebook friends you have and think about all the Pages you like on Facebook. On average, there are about 1,500 different posts competing for a spot in a user’s News Feed. For some people, there could be as many as 15,000 Pages publish an astonishing 3 million links per hour on Facebook. When you start thinking about the numbers, you realize that the decline in reach is logical.

Put yourself in the position of a Facebook user and not a Facebook Page owner and think about what your experience would be like if you saw almost every update from almost every friend and every Page that you liked. The entire platform would be frustrating and soon it wouldn’t be an effective place to market, paid or otherwise.

Track Your Facebook Insights – Make Strategic Decisions

Are you using data to make strategic decisions about your Facebook posts? Sure, what we observe is incidental, but it isn’t until you start reviewing the numbers over time that you get a true sense of what you can accomplish. If we just go by what we see on a daily basis, it’s easy to trick your mind with a set of facts that aren’t really facts. Data doesn’t lie, however, so it’s important to use Facebook Insights (and hopefully Google Analytics) regularly – at least monthly.

Some of the metrics you should be paying attention to: time of day your fans are most active, the posts with the most engagement, and the posts that caused more people to hide or unlike your page, or that were marked as spam. Believe it or not, you can usually learn more from when people have a negative reaction to your posts than you can when they love a post.

Build Facebook Community and Engagement

Many of the photography marketing I see is “push marketing.” Photographers use Facebook as a way to push, push, push at their audience without providing anything of value to their following. What I mean by “push” is that their Facebook Page is a spot where they only promote. They don’t use the platform to receive (pull) from their audience. It isn’t a community feeling with dialogue – it’s a one-way conversation (a/k/a push messaging) about what services the photographer offered, photos of sessions they completed, and maybe a couple of blog posts on their own blog.

What if, instead of always talking about yourself and your business, you started offering additional value? We take for granted the education we have in our photography businesses, easily forgetting that to our clients, we’re the experts.  Try sharing stories and links that add value for your clients:

  • Link to a Pinterest board with ideas for how to dress for a family session
  • Share blog posts from other photographers that you found interesting or valuable. Add your own feedback as the status update (and be secure enough to know that it’s okay to show others’ work)
  • Ask for their feedback about what kind of sessions they’d like in the future; everyone likes being heard
  • When sharing a photo from a session, compliment the subject and educate the others. For example, “We loved how relaxed the whole family is in this shot, allowing us to capture them as they usually are. Booking an extra half hour allows everyone to feel less rushed, less pressure, and get a little more comfortable in front of the camera so we can get shots like this one!”

Fan Abandonment Decreases Your Facebook Reach

One of the other mistakes I see in photography pages on Facebook is what I call “fan abandonment.” Photographers will post something, but then never respond to the person who comments. There are a few benefits to staying engaged. The first and foremost reason is that it’s polite. How would you feel if you gave someone a compliment and they didn’t thank you or respond?

The second reason is that the Facebook algorithm looks at engagement rates to determine it’s time decay and freshness factors. It doesn’t care if the response is from the Page or another person – it’s a response. Even commenting with something like a “thank you” on a comment helps increase that engagement factor. Don’t abandon your fans when they take the time to comment on one of your posts.

“Be Interested and Interesting”

I’m a social introvert and if I’m being completely honest, in-person networking is something I struggle with. Once I’m at an event or workshop, I’m perfectly fine. The time leading up to it, though, can be a challenge. My other half is an extrovert and improviser who is energized by being around people. One of the best pieces of advice he gave me to help me become comfortable and in-the-zone a little faster is “Be interested and interesting.”

If you’ve read any Dale Carnegie, like How to Win Friends & Influence People, the concept will already be familiar. For me, I employ this whenever I’m just getting started at an event. I have a few questions that serve as my go-to questions to get a conversation started. They’re all about the other person, and during that time, I can look for little pieces of that conversation that connect us. Usually, I only make it to my second question before the conversation has naturally taken off.

The same concept applies to your Facebook Page: Are you sure that what you are about to post is actually interesting to the people who are going to see it?

Confession time – 75% of the time, the photographers I see struggling the most with their Facebook marketing are the ones who just aren’t being interesting. It’s a difficult thing to talk about, because the photographers themselves are interesting, their work is interesting, and they do have an interesting angle to share. Yet they just aren’t tapping into the minds of their clients.

As a photographer, I love looking at the work of other photographers. As a client, I’m not always that interested in photos of weddings or children or headshots. It’s not about me. It doesn’t help me with photos of me in the future. That said, as a client, I also tolerate a fair amount of photography marketing if the mix of what is posted does somehow pertain to me, my family, my photos, my future sessions, etc.

Don’t be surprised if people do not ooh and ahh over every photo you post. Think of your Facebook photos the way you would your portfolio: choose one or two of the very best images from each session or wedding or every travel stop. Evoke emotion. I don’t even look at every photo my sister posts of my super-loved niece and nephew sometimes. Chances are I am not going to look at every photo in an album full of Joe Schmoe and his family either.

Facebook Video, Facebook Video, Facebook Video!

One of my favorite tactics for jump-starting a photographer’s organic reach on Facebook is to get them on the video bandwagon. Not that long ago, Facebook really revamped their video platform while at the same time downgrading links shared from YouTube and Vimeo. Video is (more and more) an important part of photography marketing.

With a jillion different apps available or a site like Animoto, you can create a nice highlight reel and upload it as a video to Facebook. Because Facebook is really pushing their video services, the algorithm has native video ranking higher than photos or links. You can use still photos in the video, as well.

Here are some video ideas to share with your audience:

  • Favorite photos from the month, capped at about 20-30 seconds
  • Highlights from a season (wedding season, mini sessions, holidays)
  • Yearly highlights
  • Your own photo tips – (i.e, Hey clients, here’s how to get decent point-and-shoot composition!)

These suggestions are really just the tip of the iceberg when it comes to Facebook strategy and using it to promote your work. Remember, there are a million ways you can capitalize on the power of Facebook. Even $25-50 a month can bring in thousands of dollars in revenue per year, if you understand how to utilize psychographic targeting and grow your fan base. You can also use it to grow your email marketing list, do competitive research, test out different promotions – the opportunities abound. But like anything in marketing, we have to adapt to the changes and implement creative solutions.




Crumpled Paper

Bad Example of a Facebook Landing Page: Once Wed

In a previous post, I wrote about landing page basics, including why everything about a Facebook Ad should be complimentary and cohesive to its corresponding landing page. That message was demonstrated by a great Facebook Ad and landing page example featuring the work of Zenfolio.

This post is one featuring some tough love. I have certainly seen worse examples of landing pages and Facebook Ads in my career, but this example from Once Wed (and Composition 101) popped up as I was preparing to write this two-part series. I felt it was an appropriate example that demonstrates how confusing a poorly-written ad and an unexpected landing page can lead to a poor user experience. It always stings a little when I see a site I genuinely like wasting money and creating a mixed-message user experience. So take this example for what it is – tough love.

Woman with iPhone

Facebook Ads Landing Pages

When I see a photographer talking about the lack of the success of their Facebook ads, I always ask them what they used for their landing page. For those who may have not heard the term before, a landing page is the URL that a link leads to. It’s often a home page, but for advertising, it rarely ever is (nor should be).

Getting the ad itself dialed in is one part, but the landing page is where you seal the deal. I’ve written before about the importance of audience for Facebook Ads. In this post, we’re going to talk about why good landing pages are written for the audience they are targeting, and we’ll take a look at the anatomy of a good Facebook Ad and landing page combo that I found from Zenfolio.

After you’ve read this post, check out my post dissecting an example of a bad Facebook Ad and landing page combination that was created by the popular wedding site Once Wed.

Woman with Camera

STOP Boosting Facebook Posts (and do this instead)

When the option of “boosting a post” first came out on Facebook, it caused a bit of a stir. The “Boost” option really only served to make sure that most of the fans of a Page would see the post, and that didn’t sit well with Page owners. The options in boosting a post have grown in the past few years, but compared to the Facebook Ads interface or Facebook Power Editor, it’s seriously lacking in options.

Boost Post: What You Get

You have three major options when it comes to boosting a post:

  • Only visible to people who like your page
  • Visible to people who like your page and their friends
  • People you choose through targeting

The first two are obvious, but the third option is a bit misleading. The “targeting” options you have through the Boost Post method are slim. You are limited to age, location, gender, and interests. If you’re new to Facebook Ads, that might sound like plenty of options, but once you learn the advantages of far more precise targeting, you’ll see there are better ways to ensure your money is well spent.

Facebook Ads Manager: Why It’s Better

Walking through all of the options is a bit easier if you have an example, so for the purposes of this article I’m creating an ad as if I am a wedding photographer.

This tutorial assumes that you have already set up a Facebook Ads account and are inside the Ads Manager. If you need help setting up your account, visit Facebook for Business to get started.

wedding couple kissing

Three Photo Mistakes Photographers Make with Facebook Ads

As photographers, our esthetic is one of the things not only defines who we are, it distinguishes us from others. But when it comes to Facebook marketing, the images we love most aren’t always the right images for capturing the attention of potential clients. When you’re creating Facebook Ads, it’s important to think marketer first, photographer second.

Image Colors Make a Huge Difference

Facebook is blue and white. Mobile or desktop browser, the site’s color scheme is pretty much the same. Sobride and groom on bridge here’s an almost-too-obvious tip – don’t post images that are heavy with blue and white, or very cool in temperature. They blend into the Facebook color scheme and are easy to scroll past. Instead, focus on images that are rich with colors like greens and golds, or any colors along the warm spectrum so they stand out in the News Feed.

Also? Don’t be afraid to bump the saturation and crank up that contrast just a little with ad imagery. I know you think I’m crazy for suggesting it, but I’m not saying you should amp it up 50 stops or anything. Even a slight (say, 3-5 on a slider) bump can make an image POP next to all the boring status updates and link shares on Facebook.