In the fall of 2022, I embarked on an ambitious journey into the world of social media advertising. It was uncharted territory for me, a dive into the vast ocean of digital marketing with a singular goal: to see how well we could market and sell art through platforms like Facebook and Instagram. Now, 15 months later, it’s time to look back and reflect on this adventure.
The Experiment and Its Fruits
Our investment in this experiment was significant but calculated. We funneled a total of $58,986.88 into social ads, and the return was both surprising and affirming. Through diligent and targeted efforts, we generated $205,911.66 in sales, selling 975 items. This success story isn’t just in the numbers; it’s in the nature of our sales. Our art pieces, primarily smaller and easily shippable items, found their audience, with an average price point of $212.16.
However, it wasn’t all about small sales. Some of our customers, initially reached through Instagram ads, went on to make significant purchases, with our largest single sale reaching $3,200.
Discovering What Works
One of this journey’s most crucial aspects was understanding the ads that resonated with our audience. Contrary to popular belief, we found that video ads were the most effective, especially those running between 1 to 1 minute and 45 seconds. This was an apparent deviation from the often-advised 15-30 second format.
An intriguing discovery was the efficiency of social media algorithms. While we did employ targeting strategies, some of our most successful ads were the ones we set free into the algorithmic wild, allowing the systems to optimize and find the right audience based on sales data.
We opted for simplicity in an industry where complexity is often seen as a necessity. Our ads were created using Canva.com, paired with AI-generated narrators from ElevenLabs.io. This streamlined process not only saved time but also allowed for greater creative experimentation.
Meta-BoteroAd-20231115 (Facebook Video) by Jason Horejs
Budgeting: A Balancing Act
Our approach to budgeting was cautious yet flexible. We typically started with a daily budget of $10-$20, adjusting based on the ad’s performance. However, a key learning was the diminishing returns on higher spends, with a notable increase in the cost per sale when our daily budget hit $300.
As we step into the new year, the journey with social media ads is far from over. There’s an anticipation to explore and expand the range of artworks we advertise. This experiment has been a blend of learning, adapting, and growing – a testament to the ever-evolving world of social media marketing.
What Questions Do You Have About Our Social Marketing?
Stay tuned for more updates as we continue to navigate this fascinating space. If you have questions about marketing art through social media, or specific questions about the results we’ve seen, comment below. I’ll try and respond to as many questions as I can, and to provide as much detailed info as I can share.