While leveraging Facebook’s reach for your fashion brand is a step in the right direction there are many components to create a successful ad campaign. Start with setting the right goals and creating eye-catching designs, and always utilize Facebook’s tools to analyze your performance.
Creating Facebook Fashion Ads? What You Need to Know
If you’re not advertising your clothing brand on Facebook yet, it’s time to hop on the bandwagon. Facebook ads reach a whopping 34.1% of the global population over age 13, meaning that more than 1/3 of humanity has a chance to interact with your style finds! Creating Facebook fashion ads pays—literally!
If it feels like everyone on the planet uses Facebook, it’s because they do. A whopping 3 billion people use Facebook monthly. The increase in social media marketing and online shopping has been accelerated by the COVID-19 pandemic, and it's a trend that's not slowing down post-pandemic. That’s why, if you’re a marketer, advertising on a populated platform like Facebook is paramount to your business' success.
Let’s cover everything you need to know about creating Facebook fashion ads!
Benefits of Creating Facebook Fashion Ads
Facebook is the leading platform for social media marketing and Facebook fashion ads are the best way to advertise your clothing brand to a mass online audience. Here's why:
Facebook fashion ads are cost-effective
Facebook advertising is low-budget with a low cost-per-click rate. Facebook's Ads Manager tool is free to all businesses and the platform allows you to run an ad campaign based on your budget.
What this means for you: Facebook helps marketers to maximize the reach of their ad based on their own budget instead of a predetermined price. This is a lot cheaper and allows for more flexibility when compared to traditional advertising methods.
Facebook fashion ads use micro-targeting
Most advertising platforms help markets display their ads to their preferred audience. But Facebook takes this feature to the next level. Whether your clothing brand is made for a specific demographic, or you have a range of products for a diverse audience, with Facebook fashion ads, you can advertise to any group of users you want within the same ad campaign.
Facebook allows you to be broad or specific with targeting, from choosing general demographics like age and gender to getting granular with details like customer income, behavior, and the likelihood of conversion.
Facebook fashion ads attract repeat purchases
If your customers are happy with your products, a site like Facebook will help inspire them to come back and make additional purchases. Why? Partly thanks to the interactive nature of the platform but also, Facebook has great retargeting features that enable you to easily reach out to previous customers. You can also retarget users who interacted with your page or website to reintroduce them into your sales funnel.
Facebook fashion ads offer access to the largest online audience
No matter how gorgeous your ad is, at the end of the day, it’s all about the number of people it reaches. Facebook is the most populated online platform, which is good news for marketers because it gives them access to the largest pool of customers on the internet. Due to its massive numbers, Facebook offers most businesses their best chances of building a loyal customer base online.
Creating Facebook Fashion Ads #1: Define Your Aims
Creating Facebook ads is a complex process. Lots of factors go into determining your ROI so it's important to be crystal clear about what you want from your campaign. Having a desired outcome to focus on helps you align your ad efforts in one direction, increasing your chances of success.
What’s Your Goal?
One of the first things Facebook will ask you is your campaign objective. This is the why of your ad campaign, and here are some that might spring to mind:
- Brand awareness. Some marketers just want to introduce their business to cold audiences. It's an introductory step before bringing new customers into your sales funnel.
- Increase traffic. Maybe you’re creating ads to send more users to a specific page, whether your site’s homepage, product page, blog, or other landing page.
- Boost engagement. Sometimes, the goal of your campaign is to increase customer interactions with your business Facebook page. It means your aids aim to increase engagement on a particular post, ramp up your page likes and followers, or boost attendance for a Facebook event.
- Conversion. Some campaigns are aimed at audiences who will take a specific action on your page or website, such as making a purchase or signing up for your newsletter. This is more often used on warm audiences, to enable them to make a purchase or submit their details to become a lead.
- Physical shopping. Marketers with multiple brick-and-mortar stores can opt for the Store Traffic objective to drive foot traffic toward offline shops. With this objective, you can input your store's location into Facebook and the site will show ads for the nearest shops to users within its radius.
Who’s Your Target Audience?
Identifying your desired audience from the start of your campaign is super important. A good ad will underperform if it's not shown to the right audience, and Facebook has no shortage of audience options to ensure your ads are being shown to the right people.
Are you a B2B marketer? Facebook fashion ads allow you to market your products to other businesses, as well as the obvious business-to-consumer advertising. Your audience demographic is also important as Facebook lets you target users with your ads based on a long list of both simple and complex demographics.
Advertising on Facebook also gives you the chance to take advantage of "lookalike" audiences. This feature lets Facebook show your ads to users that are similar in behavior, interest, and characteristics to your existing customers, which is huge for a clothing brand.
Creating Facebook Fashion Ads #2: Plan and Design Your Ad
Facebook ads have a range of format options for marketers to choose from. Each layout has its advantages and the one you pick has a major impact on your ROI. It’s also important to make note that Instagram can be used for any of these options as it is linked to Facebook.
Image ads
Image ads is the most common ad format. They contain only a single image that displays a product or message. They’re great because they can be used at any stage of your sales funnel and for almost any campaign objective, whether for brand awareness, traffic, or conversions.
Story ads
More than 300 million people use Facebook stories every day, which makes it a perfect opportunity for marketers to advertise their products. Story ads are full-screen ads that appear to users as Facebook stories. Best of all, you can format your story ads in the form of images, videos, animations, or play around with other creative options.
With that said, Reels is a popular option. You can immediately see how many likes it has and users can make a purchase directly from the video. It uses the same full screen format as stories, but it only accepts videos or slideshows.
Video ads
Video ads are the use of a single short video to market your brand or products. They encourage extra creativity while reaping the benefits of "show and tell" marketing. Video ads also allow for a range of placement options like in-stream ads, Facebook feeds, and stories.
Carousel ads
Carousel ads are like multiple ads rolled up into one. With carousel ads, users will see multiple images or videos within one ad with each carousel having a description, content, and link. These types of ads are best for showing users a range of products, explaining a process, or telling a sequential story.
Instant experience ads
Instant experience ads are perfect for mobile users. They’re mobile optimized and designed to give your audience an immersive and attention-grabbing experience. With instant experience ads, users can swipe through your carousels, tilt your ads in any direction, and zoom in or out as they please. Fun, right?
Ad Copy
If images are the bread, copy is the butter. While your visuals and your creatives are the major and most important part of your ads, your copy is often the final push your customers need to convert. Ideally, you want your visuals to take center stage in your ads which means there isn't always room for a lot of text, so make every word of your ad copy count! Your link description should also be compelling enough to your audience to encourage them to want to click on it.
Ad Frequency and Location
Ads can also appear in various locations which are known as placements. Depending on your campaign objective, your ads might make sense in various placements including Facebook Feed, Instagram, Facebook stories, and messages.
Creating Facebook Fashion Ads #3: Stand Out
Advertising on Facebook involves fierce competition. Building an ad campaign to win over new customers is an uphill battle, especially for new advertisers. To make your journey as smooth as possible, we share top strategies to help you stand out from the crowd and boost your conversion rate:
Create Ads For Events and Occasions
Special occasions and celebrations are a great opportunity for marketers to increase conversion rates. Popular holidays like Christmas, Mother's Day, and Thanksgiving can be used to improve brand awareness and build some valuable rapport and emotional connection with your customer base.
Collaborate with Influencers
Influencers are sometimes an overlooked part of the marketing pyramid. However, they tend to be popular and trusted users who can act as a middle man between your brand and your audience. By collaborating with an influencer, you gain the attention of an audience that trusts them, which means an increase in sales and conversion numbers for your brand.
Highlight Your Product's Benefits
Are your clothes better than those of your competitors? If you answered yes, you better be able to explain why! What makes your brand awesome? This is your key selling point. Maybe your styles are fashion-forward but still ultra-comfy. Maybe they’re extra durable and will last a lifetime. Maybe you only use organic materials. Whatever your angle, by articulating the benefits of your products, it inspires customers to switch to your brand. So give them a good reason to ditch your competitors!
Show customers using your products
A powerful bonus of Facebook ads is visual marketing. Your audience wants to see what your brand is all about, but they also want it to be relatable. Creating Facebook fashion ads that display actual customers wearing your products can show off what your clothes look like in real-time. This creates authenticity and builds trust.
Incorporate customer ideas into your ads
Interacting with your customers outside of your sales funnel is important to maintain long-term relationships and build brand trust. There are many ways to do this, but a mutually beneficial method is to encourage members of your audience to contribute to your ads. Ask them what they would like to see or allow them to contribute content. Not only does it boost rapport, but it also gives you an idea of what resonates with your audience.
Share testimonials
People don’t trust advertisers, they trust other people. Inspiring customers to talk about and share their experiences with your brand immediately makes your clothes relatable, usable, and totally human. This is another smart method of increasing trust and building engagement.
Have a compelling CTA
In truth, increasing your conversion rates through Facebook ads isn't easy. Every stage of your funnel should be better than the competition. If a customer arrived at the end of your funnel, the CTA has to be compelling and irresistible enough to complete the sale. The offer or CTA should contain a benefit or feature that your audience won't see from another brand, so think about ways to boost urgency and decision-making.
Creating Facebook Fashion Ads #4: Check Your Analytics
Being thoughtful about data analytics is an important part of marketing. Analytics helps you understand audience behavior, market patterns, and other facets of your ad campaign that can help you improve future advertising ventures. Facebook's Business Suite has an analytical tool called "insights" which empowers you to deep dive into the metrics behind every ad you run.
From one-page summaries of all your campaigns to individual ad performances to demographic breakdowns of your audiences, all the intel you need is at your fingertips. But it doesn’t stop there: Facebook also has a host of other analytical tools like the Facebook Pixel, Hootsuite Analytics, and creator studio which track and analyze data from various facets of your campaign. By making smart use of analytics, you can pin down the profitable aspects of each campaign and create a feedback loop for crafting more effective ads
What NOT to Do When Creating Facebook Fashion Ads
When starting with Facebook ads, there is often a trial and error period when marketers learn what works and what doesn't. There are common pitfalls every brand should avoid when making fashion ads on the platform.
Don’t #1: Neglect Ad Creatives
Creatives are the heartbeat of your ads. 75%-90% of an ad's performance is based on its design and no matter how well your ad campaign is structured, it will fail without the right creatives to back it up.
Remember that visuals are the most effective form of advertising. Customers want to see what your brand and products are all about. While ad copy is important, the creative and visual aspect of your campaign should take center stage.
Don’t #2: Be Impatient
Thanks to the competitive nature of Facebook marketing, it's often tempting for marketers to chase quick gains with every ad. However, building a sustainable brand requires patience and long-term planning. There is going to be a tough-but-necessary trial and error period where you learn about your audience. Think of this time as an opportunity to perfect your targeting and optimize your campaign gradually. Remember: slow and steady wins the race!
Creating Facebook Fashion Ads is a Cinch with the Right Team
Growing your business through Facebook Fashion Ads is an organic process. Integrating your brand into the marketplace and building a solid customer base takes time, resources, and major commitment. Not to mention, it’s a highly competitive environment. That’s why working with a team of experts can help smooth your ad journey.
That’s what we do at SocialKtchn. We are the mom-and-pop shop of paid social media ads and we are here for you and your business dream. Our passion is helping businesses grow through successful social media campaigns and we pride ourselves on quality, personalized services.
Your success is our success!