March 16, 2016

5 innovative ways to micro target your content to the right audience

The more suffocating the Internet gets, the more creative advertisers have to become in order to get their content seen. Gone are the days it was merely enough to press the publish button and letting the Internet decide whether your content was worthwhile to be noticed.

When creating content there are two important questions you need to tackle: 1) Who is my audience and 2) How do I reach them. Luckily there are several tools that allow you to create and publish your content in a smarter and more visually attractive way. In this post, I want to share 5 of the most innovative and newest techniques to micro target your audience. 

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1. Facebook Canvas

With 934 million mobile daily active users it shouldn’t come as a surprise that Facebook launched a mobile only advertisement tool. Facebook has potentially created another game changer with Canvas as it’s easy to use, faster than loading an external website and a great way to create content that users are willing to consume.

For those that aren’t familiar yet with Canvas, it’s a tool to create visual attractive long reads that are easy to build. And the first statistics are quite impressive as the average time people spent with the ad is between 135 and 174 seconds. This means that at this moment Canvas is outperforming videos when it comes to keeping the attention of users. Although part of this could be explained by the fact that Canvas ads are still a novelty.

2. Facebook Pixel

Even when multi device tracking remains the holy grail of marketers, Facebook Pixel is making it one step easier to follow your target audience when they’re switching between mobile and desktop.

When compared to Google (which uses cookies for tracking) Facebook Pixel has one major advantage. As long as a user is logged into his or her Facebook account, Pixel will be able to track them, even when hopping from device to device.

Thanks to the pixel you can measure, optimize and build audiences for your ad campaign. By placing a Facebook pixel image onto your website you are able to follow up with people that, for example, visited your site in general or maybe left your site during the checkout process. Thus making it a great way to personalize your ads towards customers and making sure that your ads are reaching the right people with the right content.

 

3. Snapchat On-demand Geofilters

Snapchat recently rolled out its custom on-demand geofilters. Whether it's for a house party or wedding, a coffee shop or campus-wide event, Geofilters make it easy for Snapchatters to add your branded geo-filter to their stories.

The custom geo-filters are a fun way to brand your event, service or store on top of user generated content. The most interesting aspect of this however, will be when brands start targeting competitor brands. Android, for example, could target the upcoming Apple conference. The Snapchat guidelines don’t seem to prevent this at this moment so expect some duelling Snapchat filters in the near future.

Unfortunately, the on-demand geofilters are currently only available the US, UK, and Canada.

4. Google Posts

Google is clearly choosing for quality content over easy ads. A few weeks ago the company already removed its ads on the right side of the search page and is now experimenting with a new way to promote paid content without being intrusive in users’ search results.

This new format allows brands, celebrities or organizations to post cards that pop-up in the results. These cards can contain blogposts, links to pieces of clothing or jewellery but also music and videos. Each post can also be shared on popular social networks.

As it’s still in it’s experimental phase, the service is invite-only for the moment. 

5. GoPro Hero4  & Twitter Periscope

Live streaming events is the latest craze at the moment. And while Facebook’s live streaming is still only available for verified pages and personal profiles, Periscope is free to use for everyone, from brands to celebs to events.

Combine this with the power of a GoPro Hero4 and you are able to create a high quality live stream your target audience can interact with on Twitter.

Or take this one step further with Twitter Curator and showcase a selection of tweets live at your event. Can you already imagine the possibilities at sports- or music events?