From an overview of our August performance metrics, to creative trends shaping the landscape of Meta marketing, the following snapshot speaks to a month of innovation and growth in the world of paid social advertising.
August Meta Ads Performance
MoM Performance: In August, social media spending increased by 4%, leading to a 14% rise in revenue from this channel compared to July. This uptick reflects businesses preparing for the peak trading season.
However, August's sales performance was uneven, with a significant spike in the middle of the month but weaker results at both the beginning and end. Return on Ad Spend (ROAS) mirrored this trend, while Click-Through Rates (CTR) remained steady throughout the month.
YoY Growth: Social media spend grew by 28% year-over-year, a trend consistent over the past year. Despite this, ROAS in August decreased by 4.5% YoY, primarily due to a decline in Average Order Value.
Looking Forward: As we approach Q4, it’s crucial to start planning for Black Friday and Cyber Monday (BFCM). Use the quieter months of September and October to build your audience and generate excitement for your BFCM sale. This preparation will enable us to optimise ROAS in November and December through effective retargeting of engaged audiences.
Global Paid Social Landscape
Creative is the Key to Success in Paid Social.
This is according to Nielsen research, which shows that creative drives 56% of a campaign’s return on investment (ROI), while Google reports that it determines 70% of a campaign’s success.
Earlier this year, Meta collaborated with global market research firm Nepa to analyse how creative execution impacts both long-term and short-term sales on Facebook and Instagram. Their findings revealed that adhering to creative best practices can result in a 1.2x to 2.7x increase in long-term sales, and a 1.2x to 7.4x boost in short-term sales.
Client Case Study: By implementing five new optimised video creatives across feeds, stories, and reels, PH Digital was able to double a client’s return on ad spend (ROAS) and paid social sales in just 30 days.
Takeaway: To enhance your campaign performance, evaluate how much time you invest in developing creative content. If it’s less than 50% of your effort, consider allocating more resources. Contact your strategist today to discover how focusing on creative can significantly improve your results and which content agencies you should be partnering with.