Meta: Facebook recently announced ‘relevance score’, a marker on how content is resonating with audiences – and marketers should be rolling up their sleeves.
Paid Social has been a problem point in marketing since its inception. Depending on which logical path one takes, it may make sense to be owned by a social agency or a paid media shop. However, with the announcement of ‘Relevance Score’ for its ads, Facebook has effectively stated that the fusion of social insights and optimizations with paid media must occur for success on the platform.
Previously, marketers could glean insights comparable to a relevance score based on performance data relevant to the ad’s objective. However, multiple streams increased the possibility of error. On the other end, more testing would need be done to ensure the proper optimizations be made.
While ‘Relevance Score’ does not present a quick-fix for ensuring the best content gets shown to the correct audience, it gives us a simple metric to point to when throwing the ‘set it and forget it’ model of paid social out the window.
And it’s about time.
Because while Reach and Frequency have been touted as the new guiding principles of social, often we forget about how we can make these campaigns more efficient. And that’s through relevance. And it’s through optimization of that relevance.
For example, we can easily spend a few hundred large on blanketing Facebook in impressions and rack up frequency with very little result. But, with a bit more research and diversification of efforts, we might break down the audience into smaller subsets (say, by DMA instead of nationwide) and tailor content to those subsets.
As the relevance to the audience increases, it stands to reason that the frequency necessary for intended action decreases. In theory, this would increase efficiency when it comes to paid media on social platforms – platforms that are especially rich in data explaining what is relevant to whom.
The added bonus of ‘Relevance Score’ is that it provides marketers a better opportunity to do this in real time. This simple metric can be shared with a team, or a client, as justification to action – whether that be adjusting audience or the creative, or simply reallocating funds to something different altogether.
Any of these actions, acting on the appropriate data, will eventually lead to smarter, more agile and – most importantly – better paid social campaigns.