What makes Facebook advertising so effective?

Do you still use Facebook? How many times have you come across people who call Facebook – outdated? Is the social media application just simply consuming memory on your device? 

In recent years, social media platforms like Instagram and Snapchat have gained massive popularity. This has made everyone question the popularity of Facebook and many choose to call it a social media application of the past. However, statistics about the platform stand firmly in its favour. 

A recent study by Statista reveals that the application has about 2.7 billion monthly active users worldwide. This includes almost two-thirds of the United States population. As a result, we can’t accept the platform is no longer prominent. However, this does not mean that you should be on the platform to have a social life. Facebook has moved past its posts, comments, likes and messages. The social media platform is a major medium to reach potential customers. This is the basis of Facebook Advertising. 

Why is Facebook Advertising considered the most effective paid advertising option?

According to an eMarketer study, a large share of social media marketers considers Facebook advertising the most effective paid option among all the social networks.

This is because of its user base. Hence, advertising is a large source of revenue for the company.

Additionally, Facebook advertising gives smaller companies a competitive advantage, provided it’s used correctly.

How have Facebook Advertisements evolved?

2004: Flyers project

Zuckerberg and Saverin launched Facebook in February 2004, and in April, they took steps to monetise the platform. Facebook started selling bits of ad space to various companies like those promoting moving services, job listings, etc. This was the ‘Flyers project’. 

2007: Facebook launched its official Ads platform

After three years of its launch, Facebook introduced a large-scale official ads program. This allowed businesses to create individual profiles like their users. As a result, they had a space to share and post content but most importantly engage with other users.

Additionally, the new program introduced ‘Social Ads’. These were ads that combined social action from a user’s friends. For example, a current purchase or a business’ review along with the advertiser’s message. As a result, advertisers could deliver more specific and targeted ads which also included information from their friends. Moreover, these ads were displayed in the designated ad space or within a user’s feed.

2011: ‘Sponsored Stories’ launched

Launched in 2011, Facebook introduced its “Sponsored Stories” project which allowed advertisers to place advertisements directly on a user’s News Feed. Initially, the company made sure to show only one sponsored story on users’ News Feeds every day. These stories also stemmed from pages these users or their friends liked.

Users could not opt from the program entirely. But they could close individual ads. Advertisers saw this as a major win as they had a space to display ads in the middle of consumers’ News Feeds and social content.

2012: Facebook launches a mobile ads program

Before 2012, Facebook’s mobile application did not drive any money as the company didn’t display ads there. However, Facebook decided to subtly ease advertisements into user’s News Feed in 2012. This was borrowed from the ‘Sponsored Stories’ strategy that blended paid promotional content with the usual statuses or user-generated content.

The plan was to make ads as discreet as possible. Along with this, advertisers were offered limited space while being asked to create attractive and interactive content to capture attention. In the end, the strategy proved successful.

2014: Facebook introduced a three-level advertising campaign structure

In March 2014, Facebook introduced a new ad structure, offering campaigns and ad sets, other than the standard ads.

Why is Facebook Advertising considered the most effective paid advertising option?

Campaigns are plans with specific advertising objective. They were designed to enable users to optimise and measure the output from individual ads. Along with this, a buffer was put between those two levels.

On the other hand, ad sets were the subsets of a campaign. They could target specific audience segments and feature their own budgets. This structure allowed advertisers to better understand demographics.

Moreover, Facebook’s three-level structure made its advertising infrastructure easier to navigate and thoughtfully organised.

2016: Introduction of chatbots to its Messenger platform

Facebook decided to take advantage of its siloed mobile messaging system with the introduction of chatbots. The social media platform offered two ways to include bots: ‘Sponsored Messages’ and ‘Click-to-Messenger’ ads.

The former refers to the advertisements that appear in a user’s Messenger inbox. This allows users to automatically communicate with a chatbot with just a click.

While ‘Click-to-Messenger’ ads leverage call-to-action to place advertisements in a user’s Messenger inboxes. A business will attract users with some incentive like a discount or any content on the platform. Consequently, they will send a message via a chatbot once they click on the offer.

2018-2020: Expansion of ad formats

Facebook makes constant efforts to improve upon its advertising formats in order to monetise, as well as maintain the quality of user experience. The company offered eight different advertising options as of 2020:

  • Video
  • Photo
  • Messenger
  • Stories
  • Slideshow
  • Collection
  • Carousel
  • Playable Content

How to make the most out of Facebook advertising?

Facebook Advertising is the best-paid advertising method, provided it’s implemented wisely. So here are some tips to create effective ads for Facebook:

  1. Before writing advertisements for Facebook, one should use Facebook Targeting to narrow the audience. Writing for a general audience is the wrong way to approach this advertising. Whereas a specific group of people can be easily attracted, making the ad effective.
  2. A major issue that especially smaller businesses face is the lack of visuals. As a result, they use an image that doesn’t match the copy. The problem in this scenario is that customers will end up wondering what the company is actually advertising. Consequently, they are unlikely to click and the ad will be wasted. Hence, it’s important to make sure that your Facebook Ad copy goes with your visual.
  3. Just because you are paying for advertising, doesn’t mean that you add everything. While it may be tempting, it’s important to explain your product but keep it short and valuable. The easiest way to approach is to imagine yourself as a customer and answer the questions that the product can raise in your mind and form the advertisement accordingly.
  4. One of the most crucial things to understand while creating an ad for Facebook is to understand that every successful ad has a definite goal. For example, increasing brand awareness, sell a product, etc. This means it should have a clear call-to-action. In the absence of this, users will have no idea what to do next. 
  5. To make the advertisement more helpful and convenient for customers, it’s important to approach with numbers. This means you should add the cost or discount offered for your product or service. In short, lead with numbers.

Summing up

Facebook advertising is indeed the most effective paid online advertising option and your business always needs content to run successful ads. Contact us at Shaktiki and let us help you create the best Facebook ads.

What makes guerrilla marketing so effective?

Marketing has progressed from old publicity methods. There is an increasing need for marketers to brainstorm new innovative methods every day. However, every marketing strategy employed remains centred around customers or functions as an attempt to grab their attention. It is this interest that can lead from sparking curiosity to brand awareness. This might turn into customer action and even brand loyalty. All of this starts with gaining attention and starting a conversation about the company and its products or services. Starting this conversation is difficult for every brand. If you are a company trying to figure out the same, then there is a strategy for this called ‘Guerrilla Marketing’.

What is guerrilla marketing?

Marketer Jay Conrad Levinson introduced the formal term in his book named “Guerrilla Marketing ” in 1984. In this book, he suggests some different ways of addressing and opposing the standard methods of advertising.

Along with that, the book introduced guerrilla marketing that employs unconventional strategies instead of regular tactics in order to work in a small budget. It was during this time that consumers were getting bored with the usual radio, television and print advertisements which were on the rise. Consequently, Levison emphasised on the need of surprising even shocking, clever and unusual campaigns. This can include customers being targeted in the most unusual locations to add the surprise or shock element. Most importantly, this type of marketing follows no rules but focuses on being as creative as possible to make the experience of customers ‘memorable’. All of these attempts generate a buzz around the brand and its products or services.

Beyond the marketer’s rulebook

The concept behind guerrilla marketing is derived from guerrilla warfare which involves some unconventional tactics. On one hand, traditional forms of marketing play safe and follow guidelines. While guerrilla marketing, in a way, is not about following rules. It is focused on bringing out the most innovative ways which require creative efforts and approach, that cannot be executed with a rulebook in hand.

It can utilise popular culture and practices but mostly it is concerned with everything that matters to its audience. Instead of allocating huge amounts of budgets, it stresses on a trio of energy, creativity and time. If the designed campaign is able to attract and engage then it can be termed successful. With the advent of the internet, it can be more beneficial because the same can go viral on the internet and generate millions of likes, comments and views. In short, multiplied attention. Moreover, such marketing gives an open canvas to marketers with permission to don’t bother about the rules.

Types of guerrilla marketing

Considering how this type of marketing is based on creativity, its types are ever-growing. Some of them are listed below:

  • Stealth marketing strategy
  • Reverse graffiti strategy
  • Ambient marketing strategy
  • Viral or buzz marketing strategy
  • Ambush marketing strategy
  • Wild posting
  • Projection advertising

Why choose guerrilla marketing for your business?

With a pool of marketing strategies, it’s necessary to choose the correct one suitable for your business that meets your requirements. So here’s why you should choose guerrilla marketing and how it can benefit your brand:


Marketing can be a very expensive process which makes it difficult for small companies to publicise themselves in the way big companies do. However, this type of marketing can be great for both as it demands less investment.

While simultaneously, it has great chances of creating immense buzz and starting the process of customer action and profits for the brand. Hence, it’s a cost-effective tactic that provides a similar platform to every brand irrespective of their size.

Attracting and expanding customer base

The concept of guerrilla marketing is based on this very need. Companies need to grab attention in order to further the process into customer action. The buzz generated through the surprise element helps attract a potential customer base. Also, an old customer will be motivated to spread the word about their preferred brand and paint a positive picture. In conclusion, the goal of brand awareness is achieved.

Additionally, brands might receive collaboration offers which can in turn expand their business.

Guaranteed memorable experience

In a world of extreme competition, where a customer can turn to so many other brands for the same product or service, it’s important to do something extraordinary. Marketing efforts are thus focused on making the customer remember about the brand with some unique creative efforts. In this case, guerrilla marketing can be the perfect resort to design a campaign to impress and attract the public. A successful memorable campaign has a long-lasting impact on consumers which can easily turn into profits for companies.

How interesting are these campaigns?

The answer is extremely interesting! Just read the examples mentioned below:


The company’s creative marketing team worked on this really unique idea where they created a pop-up store which looked like their signature blue shoeboxes. This unusual structure attracted a huge crowd and they also admired the brilliant marketing strategy.

Guerrilla marketing helped Adidas in creating a buzz which allowed people to converse about the brand.


Customers are fond of brands that make their life comfortable and convenient. Working on this, IBM designed a creative idea where they turned their advertisements into usable outdoor furniture. A bench, ramp and umbrella at different strategic locations helped in gaining popularity. Additionally, it offered people a convenient outdoor experience.


What if you come across a pole with an animal, you will be shocked. This is exactly what Sarova did.

A fake animal on the pole would naturally point out to the motto of their campaign – SAVE THE TREES. It was indeed a daring move but proved truly effective.

How we can help

Guerrilla marketing can be an extremely refreshing marketing strategy but it can create blunders. This demands a marketer to work carefully on the plan too. However, it gives marketers the opportunity to marketers to align their values with that of consumers in a creative way.

For more such marketing knowledge and help in developing the current strategy for your brand, contact us at Shaktiki. Let’s get creative on your marketing strategy now!