Valentine’s Day is upon us, and whether you like it or not in your personal life (I do not), many businesses can benefit immensely from it.
Many brands don’t typically feature content centered around Valentine’s Day (choosing to keep their content evergreen), and that’s fine—you don’t have to. What you should do, however, is create Facebook and Instagram ads to generate sales and advertise Valentine’s Day promotions.
What you should do, however, is create Facebook and Instagram ads to generate sales and advertise Valentine’s Day promotions.
For reference, some Valentine’s Day spending stats include:
- 50% of Americans celebrated Valentine’s Day in 2016
- An estimated 19.7 billion dollars was spend on V-Day, with 4.5 billion being jewelry sales and 4.4 billion splurging on an evening out
- The average purchase price was $147
Valentine’s Day advertising with Facebook Ads and Instagram Ads are a little different than other holiday promotions; the targeting and timing of your campaigns, for example, will be a little different than the new year’s campaigns you may have just run. This post is going to take a closer look at how to kill Valentine’s Day advertising with Facebook Ads and Instagram Ads, just in time for you to get started on your heart-and-rose-filled campaigns.
1. Know Your Audience
Targeting on Valentine’s Day can be a little extra tricky, especially if you’re using gendered targeting.
Gendered targeting seems like a genius move at a first glance. Men, after all, will typically buy different items on Valentine’s Day than women buy for men. It’s also true that men spend an average of 2x more on this holiday than women do; focusing campaigns on men seems like a good first move.
One thing to be careful of: it can be risky to assume that the men in relationships that you’re targeting are actually in relationships with women. Many, after all, are not, and while copy like “Best gifts to make your girl happy” could be effective on some men, it won’t be on certain niches within the group. If you use gendered targeting, keep this in mind as much as possible.
Targeting based on relationship status, however, can be a great idea. You can use this information to create more targeted copy and messaging.
Fun fact: on average, 25-34 year olds spend the most on Valentine’s Day gifts—focusing campaigns that feature higher-priced items on this age group is a good strategy to test for your brand, especially amongst custom audiences who are already familiar with your brand.
2. Start Early, but Start Slow
On December 26th, my local dollar store went from having entirely red and green merchandise to glowing neon pink. Valentine’s Day stuff was here.
You can start running some campaigns in the very beginning of February to catch some initial early-shoppers. This guarantees that you’ll be able to throw your hat in the ring before they shop somewhere else.
That being said, you want to up your budget (and spend most of it) the week before Valentine’s Day. According to Facebook’s own data, almost 70% of Valentine’s shoppers waited until at least one week before the actual holiday before starting to shop. Most of your ad budget should go towards ranking in those last-minute shoppers. Which brings us to our next tip…
3. Offer Last-Minute Discounts
I worked in a jewelry store for a year and a half, and it always shocked me how many people came in on Valentine’s day afternoon to buy the world’s most last-minute gift ever. With most shoppers and celebrators waiting until the last possible minute to purchase gifts, offering last-minute discounts and creating ad copy that focuses on urgency can drive huge sales.
Using a combination of an increased budget during the last few days before Valentine’s day and last-minute offers is the best strategy I’ve got for this one. Offers like last-minute rush shipping and copy that reads along the lines of “Hurry! This is the last day to order before Valentine’s day!” can drive huge conversions and capture last minute shoppers.
Pro tip from the ex-jewelry salesperson: last minute shoppers sometimes are more desperate, and are therefore often willing to spend more if they find something they like. They are, after all, out of time—remind them of this and add in a great offer they can’t refuse to capture the last minute sales and drive big conversions.
4. Use Segmented Lists
We all know that one-size-fits-all marketing does not work. Even if you’re using Facebook’s targeting to show relevant ads based on gender, age, or relationship status, sometimes you need to get more specific.
When possible, interest targeting (especially in the case of cold traffic) and segmented lists of custom audiences can go a long, long way. The value of seeing the perfect gift for the people we love at the exact right minute is something we’re all familiar with.
If you’re going after cold traffic, test using a mix of lookalike audiences and relevant targeting. Use your buyer personas to create great ads. A lot of money gets spent on Valentine’s day, and it could be a great way to land new clients. Many are actively looking to spend, and don’t need to be convinced quite as much as they might otherwise.
5. Showcase Products with Carousel Ads
This one might seem like common sense, but this strategy sometimes gets overlooked. Create a series of Facebook and Instagram Ads that utilize the multi-product image format to feature multiple different products.
You can feature diverse products to cold audiences, increasing the likelihood they’ll find something they like. When targeting custom audiences, feature images of complementary products that can be sold as a set; this increases the average purchase value with add-ons.
Bonus Tip: Don’t Forget Pinterest
While this post focuses on Facebook and Instagram Ads, utilizing Pinterest for Valentine’s Day marketing is a good idea. Many of its users utilize the site to help research and make buying decisions. I’ve also seen multiple couples creating “wish lists” on Pinterest that they share with their partner come gift-giving events.
Promoted pins will show up in searches just like regular pins. They can boost any big-ticket items you want to promote for Valentine’s Day.
Whether you use promoted pins or regular pins to promote your Valentine’s Day offers, make sure you fill the descriptions with relevant keywords relating to the holiday, like “gifts for girlfriend” and “Valentine’s Day date ideas.”
Valentine’s Day is celebrated by about half of the American population, the percentage of consumers who celebrate Valentine’s Day worldwide is 61.8 % and 53% of women concede they could end their relationship if they didn’t get something for Valentines day. That’s a lot of consumers to sell to!
With smart targeting, relevant messages, and good timing, your Valentine’s Day advertising with Facebook Ads can help kick your year off to a great start.
What do you think? Is Valentine’s Day a big sales opportunity for your business? Are your Facebook Ads targeting strategies similar to other holiday campaigns? Leave us a comment and let us know!