Meta has released the latest video in its helpful “Social Skills” series, which provides insight and advice on how top brands are best using Facebook and Instagram for their promotional efforts.
The last video of the series – the second of season 2 – is an interview with Derek SchonVice President of Paid Media and Social Strategy at MGM Resorts, and is a go-to for those in the tourism and event promotion industry.
Schoen’s top tips for improving your Facebook and Instagram marketing fall into three key categories.
1. Arouse emotion
A key part of MGM’s strategy is to showcase what’s on offer at its destination hotels and what people miss. To maximize FOMO, MGM relies on user-generated content, while Schoen also notes that Live is a great way to showcase “what you might experience if you were here.”
According to Schoen:
“We do a lot of immersive and video content, whether it’s something quick and digestible like stories or an instant experience that lets them learn a bit more about our properties and engage directly with them.
Schoen also provides some notes on MGM’s approach to split testing to maximize ad performance.
Schoen says they perform a wide range of split testing, across a range of variables to find the best combination to maximize performance.
“Something as simple as changing the copy in a headline or in the post copy, [an image of] a restaurant full of people versus a plate of food, and see what works best.
This is an important consideration – even if your tests involve minor things and tweaks, they can have a big influence on performance, so it’s worth trying different variations of your ads to see how they perform. people respond and refine your approach.
Schoen further notes that you’ll often be surprised by the impact small details can have.
Finally, Schoen praises Facebook’s dynamic travel ads as a key outreach component for MGM. Dynamic travel ads allow travel brands to Retarget potential travelers who have already expressed interest in a trip or activity – whether on your website, in your app, or as part of broader web search activity.
Dynamic travel ads use uploaded brand inventory to highlight the most relevant destination and details for each user — which, as Schoen notes, enables personalization at scale.
“The great thing about Facebook is that it allows us to personalize the content displayed based on where consumers are in their lifecycle.”
These are valuable notes for travel brands, and it’s worth watching the full video to see how Schoen views the various aspects of Meta’s promotional tools.
You can also watch the first video of season 2 of the series “Social Skills” – an interview with Bark’s Alexis Nelson – here.