Brands should leverage Facebook ads to lean into the moment and comfort customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 09, 2020, 5:04 PM UTC

Daily Facebook traffic rose 27% since the beginning of the coronavirus pandemic in the US, according to The New York Times.

A study from revealed consumers are tired of the negative tone of coronavirus related posts, but not the subject itself. Marketers can create ads that effectively addresses consumers’ current situation without necessarily mentioning the pandemic. For instance, Nike’s Facebook post states, “Now more than ever, we are one team.” The company also offers home workout videos on its app.

Businesses should ensure their ads are relatable and recognise the current crisis, without appearing opportunistic. Marketers can also use Facebook’s A/B testing to create effective data-backed ads.

The author suggests businesses should focus on enhancing lead generation instead of pushing sales during the crisis. Brands can also use ads to highlight their support for the community.

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