Did you know that you can see the Facebook and Twitter ads your competitors in the recruitment industry are running?
Earlier in 2018, Facebook and Twitter both announced that their advertising solutions would be made far more transparent in light of the Cambridge Analytica scandal and allegations of political interference. This has led to the introduction of tools which allow users of both platforms to view the ads companies have been running – regardless of whether they are the intended target audience or not.
Here’s how to view your rivals’ social media ads and gain insights that you can use to enhance your recruitment firm’s paid social media campaigns.
Not only does Facebook’s ad transparency feature enable you to view ads a page has been running on Facebook for the past seven days, but it also includes those appearing on Instagram, Messenger and Facebook’s partner network as well. Here’s how to use it in four simple steps.
Here’s how to view your rivals’ promoted tweets.
Facebook and Twitter’s transparency tools can provide you with some valuable insights into your competitors’ social media marketing strategies. Here are four key areas that you should focus on when reviewing your rivals’ paid social media posts:
Are they focusing on candidate or client acquisition? Do they appear to be using paid social to advertise a role that they are struggling to fill? Or are they hiring themselves?
Does the copy hook you in? Is it consistent with the rest of their online and offline messaging? Are they using industry buzzwords? What are you doing to differentiate your firm’s messaging?
What ad formats are they using? What is the quality of the imagery or video like? And what is it communicating?
If so, is the page design aesthetically pleasing? Does it use a lead capture form? What is the call-to-action?
By using these questions to drill down and evaluate your competitors’ social media ads you will gain a deeper understanding into how effective their paid social is, if there are any potential opportunities that you could exploit and be able to highlight any improvements that you could make to your own campaigns.
Author: Dan Stobbs