To promote
the new summer collection of Icon, I would like to choose the Facebook platform
because it has 2.6 billion users which is more than any other social media
platform users and it is the second to the Google’s search engine users that are
depicted in the below-given statistics data collected in July 2021
Furthermore,
it sends more website referral traffic in comparison to the other social media
platforms because it is more engaging and entertaining. Moreover, the post for
promoting Icon’s summer collection would be in the video form rather than
images as videos normally have a more engaging rate than the images.
The audience on Facebook is very large hence it is also necessary to choose and target our audience properly because we cannot target everybody on Facebook. We need to identify the audience with the proper demographics. No matter who our business is for, it is necessary to find the desired audience profile. Facebook has the 62% of the young users between the age of 18 to 34 and 38% of the people fall between the ages of 35 to 65+.
Designing a
Facebook post
Our post
would be a 50-second video in which the female and male celebrity would
introduce the varieties of summer collection brands by defining the target
audience for the brands between the age of 18 to 40 for both males and females
and the video would be uploaded on the Facebook to engage and entertain the
followers.
Rationales
behind choices made
Targeting
with multiple forms of engagement
Facebook is a platform that
successfully provides a great user engagement rate.
Facebook’s targeting options, ad
format, and measurement options are highly aligned with the marketing
strategies that are depicted in the below-given image.
The awareness
option that can be seen in the above image is a great way for the video ads and
sponsored stories to create consumer interest.
If the users
are not in the mood, they would not even look at the message, hence there would
not be any kind of engagement with the post. But if they are, it is the chance
to showcase them with something very memorable and visual that should depict
the product and the service and that should be high quality and attractive.
Our
objective is to excite the users and motivate them to reach out again when you
have time.
Audience transparency
Some of the other platforms also
provide similar targeting options but the Facebook has made it much audience
transparency oriented. The best thing that Facebook provides is audience
control which means we can select the 18 to 40 both male and female for our
brands.
Behavior or interest: this option provides the facility of
selecting the targets based on the self-set criteria (Piranda, 2022).
Fans:
fans are all the customers that are fooling our page.
Friends of fans: users who are the friends of our page
followers.
Remarketing:
we would use the remarketing tactics for the people who previously visited our
page.
When it’s about new platforms they will auto-optimize the segmentation and placements based on the Facebook set criteria. And this is the benefit of our new summer collections. The more interesting thing is that after the post has been made now we would be able to look at which segment performed the best and on the bases of which in the future we would be more aware we lacked and where we performed better hence in the future we would make better strategies.
Psychographic targeting: Demographics alone are poor predictors for analyzing someone’s lifestyle or purchasing behavior for that Facebook provides the options that will help in targeting based on the interests, life events, and behaviors. Which is depicted in the below-given image.
Competitor targeting: Facebook does not provide the option for
targeting the Fans of the other competitors but it allows you to target those
who mentioned the competitors’ brands in your comments.
Variety of ad formats: Another reason for using Facebook for promoting Icon’s summer collections is that it provides the 10 Facebook ad formats which depend on the user’s uses based on certain criteria. For each of the target market stages, there are a variety of options available with video ads and images. The most interesting thing about the formatting is they provide the texture and visual elements providing the opportunity for describing the business, product, and related things.
Measurable performance: Facebook provides the options for measuring performance in the form of likes and comments. The comments on the comments engage the customers to the great extent. Furthermore, the comments will be reviewed to analyze the customers’ views regarding the product through which we would be able to analyze their likes and dislike about the product hence it plays the role of the feedback as well.
Engaging the audience: One great advantage of Facebook is that it helps in growing the Facebook audience. As
site engagement and conversation are important so as to maintain Facebook
followers and fans.
The Facebook site should be understood
as the second website after our business website because Facebook has followers
and potential customers as well, for that it is necessary to remain online on
Facebook and to respond to the various followers regarding their questions and
queries. Because remaining offline can cut-of the followers or they will become
less interested in interacting
Conclusion
Finally, we
would make a video post of our summer collection on Facebook because of the
high number of users, and engagement rate. As Facebook has the promotion
options that align with the marketing strategies like it provides features that
give the specific options for targeting followers, fans, and specific segments.
Furthermore, it also provides the performance measuring options through the
comments and the likes which further help in knowing the customer’s views
regarding the products. Hence Icon understands its Facebook page as the second
company website and remains online so as to continuously engage and retain its
followers and fans.