7 Ways for Entertainment Brands to Add Personalization to Social Ads
Personalization is at the heart of social media. Consumers create profiles on social networks, choose who to follow, and browse through feeds that are tailored to their unique interests. It’s this native, curated experience that makes social advertising both appealing to marketers and unobtrusive for consumers. When an ad is relevant and served to a user who is genuinely interested in the brand or product, it adds value to their feed rather than detracting from it.
From movie recommendations on Netflix to suggested playlists on Spotify, online consumers have gotten used to seeing content based on their interests. 74% of customers even feel frustrated when website content is not personalized to them. And 75% are more likely to buy from a brand that recognizes them by name, recommends options based on past purchases, or knows their purchase history.
The value of personalization is not lost on advertisers: 28% report experiencing major increases in conversion rates since personalizing their social campaigns. However, a recent study by VentureBeat found that 80% of marketers are still failing to do just that.
The most obvious applications for personalization are for industries like retail and travel, which have vertical-specific dynamic ad products available to them. But there are opportunities for other verticals, like the entertainment industry, to add a level of personalization to their campaigns too.
Here are 7 examples of how entertainment brands can tailor their social advertising to capture film and TV audiences:
1. Create Audiences Based on Fans of Actors
The Facebook Audience Insights tool allows brands to identify users interested in specific topics, like actors or film genres. Facebook users interested in Kate Winslet, for example, also tend to be interested in the Golden Globes and Reese Witherspoon. Brands can identify interests that index high with actors in their upcoming films and target audiences with those interests, or even audiences who have liked specific Pages on Facebook.
2. Use Snap to Store to Measure Snap Ad Success
Snapchat’s measurement system, Snap to Store, allows advertisers to track whether a user who used or viewed a Snap Ad campaign later visited a location, like a movie theater. Create a fun Sponsored Lens or run a Snap Ad movie trailer and measure how effectively your efforts drove people to the theaters.
3. Target Users Based on Weather
Rainy days are perfect for watching a movie or bingeing a TV show, and partners like Adaptly can build trigger systems to deploy campaigns based on local weather. By using geotargeting, brands can serve ads with rainy day copy to areas with matching weather forecasts, encouraging users to escape the weather in theaters or curl up on the couch with a new show.
4. Create Different Clips and Trailers for Different Audiences
Does your movie or show have a dedicated fan base? Create a custom version of your trailer and target specific groups of fans and followers on Facebook, Instagram, and Twitter for a curated look at the coming feature. You can also create clips centered around a particular actor and serve them to fans and followers of that actor. Save your broader trailer for wider audiences who may not be as familiar with your series.
7. Build a Lookalike Audience Off of Your Subscribers
Chances are that friends of your subscribers and people similar them will also be interested in your shows. One study based on Facebook likes and status updates revealed a substantial similarity in personalities between friends and romantic partners, meaning that your shows should also appeal to your fans’ friends. These friends have heard the hype but haven’t bit the bullet and tuned in. Create a lookalike audience off of your subscriber list and serve them ads for shows that perform well within their network.
5. Drive Users to Local Theaters With Canvas Ads
Canvas is an immersive Facebook ad unit that lets brands provide a full-screen, interactive experience for users. Draw fans in with exciting creative and fun activities, then drive them out to your movie tickets website, showing theaters and showtimes based on the user’s location. Giving users local theater times and locations provides useful, actionable information that will help get them into theaters.
6. Personalize Creative by Platform and Iterate Mid-Flight
Horizontal video is the standard format for most movie trailers, but platforms like Snapchat and Instagram are pioneering the vertical video experience. One Adaptly advertiser even saw 11x more sound-on video views for vertical creative compared to horizontal, an important metric for advertisers in the entertainment industry. Recut your clips and trailers to fill the screen vertically on social media, optimizing your Snap Ads and Instagram Stories placements.
To find out how your entertainment brand can implement personalization in your social advertising strategy, contact Adaptly now.