Facebook 3 Steps to Building Your Brand on Mobile

From planning a campaign to measuring the results, Facebook can help you build your brand in a mobile world. Use these steps as a guideline to help you make an impact with your brand across devices.

1. Reach more people within your target

More accurately plan reach, frequency and cost of your brand campaign while showing your ads to people who are more likely to pay attention to them

2. Capture attention with creative

Tell your brand story with engaging ad formats like videos and slideshows that are built for mobile

3. Measure your branding efforts

Use our brand measurement tools to understand how your campaigns influence brand metrics such as ad recall, awareness and message association

1. Reach more audiences across devices

We have solutions to help build your brand by reaching more audiences where they are. You can now deliver campaigns that are optimized to maximize ad recall. You can also more accurately plan and predict the reach, frequency and cost of your brand campaigns on Facebook.

• Brand Awareness Objective - Select this new advertising objective to increase brand awareness by showing ads to people who are more likely to pay attention to them. This objective optimizes for maximum brand awareness by balancing reach and attention.
• Reach and Frequency - This buying tool lets you more accurately plan and predict how many people see your brand campaign, the number of times they see it and the cost of your campaign, just like on traditional media. You can also set a sequence to deliver your ads so that they are viewed in the order in which they were intended to be consumed. Note that to use the tool, you will need to target a minimum of 200,000 people.

2. Capture attention with eye-catching creative formats

Tell your brand’s story and help build lasting awareness with engaging ad formats that help educate, inspire and build loyalty to your business.

• Video ads - Capture attention with video. With 100 million hours of video watched daily on Facebook¹, video ads are a powerful way to put your brand at the center of personal connection and discovery of people. Video ads can start playing as soon they appear in a viewer’s News Feed so they catch the eye of your audience.
• Slideshows - Create engaging slideshows with your photos in just a few minutes. Capture your audience’s attention with motion. Slideshows give you the power of video without the cost and time associated with production. They also consume less data than video so these ads are displayed even on low-bandwidth devices.

3. Measure the results and resonance of your campaign

Facebook and our measurement partners offer solutions to assess the marketing impact of your brand campaigns, including awareness, message association, brand favorability and purchase consideration.

• Estimated Ad Recall Lift (people) - This new reporting metric gives you an estimate of how many people are likely to remember your ad after having seen it. It is mainly calculated based on the number of people you reach and the time they spend looking at your ads.
• Facebook Brand Lift - This study polls consumers about their reactions to your ad, including if they remember seeing it and whether they would consider making a purchase, all directly on Facebook. You get detailed results by audience segment. We’ve also partnered with Nielsen and Millward Brown Digital to give you third-party insights.