What advertisers can learn from comments on ads

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Posted in Facebook Advertising, Social Media Marketing

A successful ad campaign can garner thousands of comments. Social media gave consumers a powerful platform and they are taking full advantage of it. Their comments include everything from positive and negative feedback to genuine suggestions and requests for products, features or other brand related aspects.

The CMO Council reported in August 2017 that “how quickly and effectively marketers respond and adapt to ongoing consumer feedback has become a new determinant of brand performance.”

In this case responding includes being able to find, understand and swiftly react to customer feedback, preferences and needs. The study highlighted that one of the issues brands are facing is not having the data to make changes based what the consumers are saying. 60% of the respondents to the study acknowledged that a focus on customers over products will need to take place for any significant progress to be made.

Over the years BrandBastion has been working with some of the largest advertisers on Facebook, helping them bridge the gap between vast amounts of comments and the insights that can be derived from them.

These insights may vary slightly from industry to industry and brand to brand, but in general companies are able to get an astonishing amount of information from the comments they receive. Here we look into some of the most important aspects any successful brand should take into account.

Sentiment analysis

Many prospects take to the comments section to react to your ads or your brand on social media. They may post positive or negative comments that relate to the company, your representatives, your products or services, etc. Gathering insights on why prospects are being positive or negative can help you in many ways, such as further development of your marketing strategy, for example. Additionally, it can be very useful for other teams, such as product development, leadership and even customer care or HR.

With real time social media monitoring in place you can quickly react to comments when needed. However, it’s equally important to take the feedback you are receiving into account. Knowing why prospects are reacting negatively to your ad may help you develop a marketing strategy or products that would change the public opinion.

The beauty of social media advertising is that it communicates to an audience ready to let you know what they think. Use it for your benefit and compare the sentiment received on different campaigns. Evaluate the copy, audience and targeting in order to see if a different combination can have better results.


Topical analysis

Depending on your brand there may be topics you would want to track a little closer, such as:

  • the ever present topic of animal testing in the beauty industry,
  • a particular issue your brand has been facing on social,
  • specific aspects of the negative or positive feedback you are receiving related to your products or services,
  • or even comments about a controversial representative or spokesperson of the company.

Keeping an eye on the conversations about any specific topic that is important for you brand can help you manage the focus and perhaps shift the conversation in a more desired direction. 

By observing what topics are being discussed on your ads, you are able to gather data far beyond sentiment. This gives you the opportunity to learn about conversations across your campaigns at large. Once gathered, this information can be compared between different campaigns, in order to track specific trends and discover possible ideas for improvement.

Product development ideas

Your customers and prospects are always happy to tell you what they think about your products, what can be improved, and what else they would love to get from you. This is extremely valuable information laid out for you on your social media and all you need to do is listen.

It provides amazing opportunity for the product development team to streamline the process and make it more cost-effective simply by giving your customers what they asked for. They will gladly come back for more.

MAC Cosmetics is a poster child for not just intently listening to what their loyal fanbase wants, but also delivering on it. This is how they come up with products that make people wake up at 4 am just to buy them. With amazingly successful collaborations under their belt, such as the Ariana Grande and Selena collections, they made many dreams come true when they announced that the long-awaited Aaliyah collection will be launching in the summer of 2018.

To say the announcement was received with excitement is an understatement. The launch post on Instagram received 4,000 comments, out of which 75% were positive. This kind of statistics is near impossible to achieve on a good day on social media.

How do you make sense of all the comments?

True, it might seem like a daunting task to read through thousands of comments and gather useful business intelligence. And how many busy people from your team do you need to involve in this task? This is a trick question, because the answer is - none! We got you fully covered.

BrandBastion’s Ad Insights Reports are created exactly for this purpose: highly customizable to fit any specific needs of your brand, from the topics you want to track to campaigns you want to analyze. Our highly trained analysts can gather insights you know you want and identify new trends you might not even know are there.

You spend a lot of resources on social media presence, not just because you must have one. It’s time to get your social media ROI as it will give you all the information you need.

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