In this article, Social Media Expert Carly Stringer shares why you should have a nosey at what Instagram and Facebook ads other businesses are running, and why you should care.
When it comes to creating a marketing strategy, it’s important to conduct upfront (and ongoing) competitor analysis to determine how you can stand out from the crowd…and Facebook and Instagram advertising is no exception.
By looking at what your competitors (or other businesses with the same target audience) are doing when it comes to Facebook and Instagram advertising, you can begin to gain an understanding of what is working well and what is working less well and to get inspiration of what you might want to test when it comes to your own Facebook ad copy, imagery and targeting.
In this blog post I walk through how you can see what ads other businesses are running right now and what insights you can take away from this research.
The first way you can see which ads other businesses are running on Facebook is via the ‘info and ads’ tab.
Note. This method also shows you the ads running on Instagram. But I recommend
Another useful way to see which ads other businesses are running on Facebook is to get into their funnels. Do this by browsing their website, adding items to the cart, signing up for their email lists (using the email you use to log into Facebook), interacting with their Facebook/Instagram accounts (you can do this via a personal account if you don’t want to use your business account!) etc.
By doing this you’ll find it more likely that you’ll be served their ads in your feed. This gives one specific advantage over checking out their ads via the ‘info and ads’ section of their Page – you’ll be able to get an idea of what targeting they are using.
When served an ad click on the … in the top right-hand corner and then select ‘Why am I seeing this?’. By doing so you’ll get a little insight into why you have been served the ad. This can be really useful in starting to build a picture of what targeting strategies your competitors (and other businesses with the same target audience) are using.
To see which ads other businesses are running on Instagram:
There are two tabs – allowing you to see what ads that business is running in the feed, and what ads are running in Stories. Click on each ad to see it in full, including the reactions and comments for feed posts.
When reviewing the ads other businesses are running, here is a list of question to ask yourself…
Keep notes of your findings, any commonalities and your conclusions as to what is working well…and not so well and use these insights to inform your own Facebook and Instagram copy, creative and targeting.
My final tip is to think big. Don’t just look at what other small businesses are doing. Take a look at what the big brands with the same (or similar) target audience as you are doing when it comes to Facebook and Instagram advertising. They might have bigger budgets to throw at them, but you can be guaranteed to find some inspiration that you can draw upon for your own ads.
If you need some social media training, support with your strategy or Facebook advertising, Carly can help. Find out more about her services or find her over in the Small and Mighty Business Community.
Carly is a Facebook and Instagram advertising strategist and social media consultant with over 10 years’ experience in the communications industry. She supports Small and Mighty businesses increase their visibility and sales through social advertising.