Instagram? YouTube? Facebook? TikTok? Each platform has its own pros and cons, and usually caters towards different audiences. TikTok is a great platform for businesses and brands trying to reach Gen Z, and Instagram is perfect for enterprises trying to reach Millennials. The question one should rather be asking is: How can I use various social media platforms to grow my brand? 

When you are developing a marketing strategy for your brand it’s important to use all the marketing tools and platforms available, so you can maximise your reach and help new audiences discover your brand and products. It is imperative that marketers adopt the omnichannel approach. Although, not every platform will work for your brand, as it depends on who you are trying to reach. 

However, there is one platform that appears to have a fairly universal appeal. While it tends to be more popular with older audiences, Facebook is still the world’s most-used social media platform, and it has grown by 10% since pre pandemic days.

Facebook now accounts for more than 50% of the South African audience with 38M active monthly users and 22M active in the last 7 days. This indicates that it is still a highly influential and popular platform to use for marketing purposes within SA and globally. 

If you are an e-commerce brand, one of the best marketing strategies that you can use is Facebook ads. When used correctly it can help boost brand awareness and engagement. Although you may make use of various marketing tools to help grow your brand, it is vital that you measure the success of your strategy, constantly tracking its effectiveness, and finding new ways in which you can improve on it. Here are the top 5 metrics that you should be measuring on Facebook ads:

• CTR: Click Through Rate, the percentage of people that click from your Facebook ad to your website.
• CPC: Cost Per Click measures the cost of acquiring traffic to your site and influences the overall cost per conversion.
• Purchases: the number of conversions (sales) that take place as a direct result of your Facebook advertising.
• CPA: Cost Per Acquisition = ad spend / total conversions. The lower your CPA the more profitable your ads are.
• ROAS: Return On Ad Spend. While there's no “right” answer, a common ROAS benchmark is a 4:1 ratio.

Tracking the right e-commerce metrics provides you with the data you need to understand what is and what isn’t working. In turn, this gives you the ammunition to make higher level business decisions that will allow you to scale your marketing spend correctly.

If you don't know where to start with your marketing strategy get a hold of us at TDMC. We are a Meta Business Partner and our team specialises in digital media strategy. We can help you grow your business organically and reach new audiences.