The biggest test for sellers on Facebook is catching attention in a packed feed. You need truly skim-stopping content to get folks to spend a few precious moments with your product, but good content unaccompanied won’t do the trick. The chance, nay – imperative for sellers is to find the right combination of targeting and timing.
Facebook offers so many ways to exactly choose your target audiences (just ask the Russians!) that it’s a sin to rely exclusively on demographics. Beyond the obvious connections like interests and location, data science from companies like 4C can help you find some unexpected affinities for your brand that will reach the people most likely to engage. As for timing, it’s all about using real-time, real-world triggers like weather (show this ad anytime the local temperature drops below 32 degrees) or sports (show this ad anytime the home team scores a goal) or TV (show this ad anytime a commercial comes on for my brand or for an opponent).