How Dynamic Content will Future-Proof Your Social Media Marketing Strategy By Geetha Boyani

Social Media Marketing Has Revolutionized The Way Marketers Communicate With Customers

Social networks have changed the fundamental ways in which marketers communicate and interact with their customers. Social media has become one of the must-have digital marketing channels for almost all brands.

Social media marketing is now an integral part of the marketing mix of any B2C or B2B company that seeks to have direct contact with its customer.

With 4.74 billion global social media users, it is no surprise that companies continue to turn to social media to reach their target audiences.

Marketers who have successfully built a strong social media presence experience greater engagement with their customers and a significant increase in lead generation.

• Ad spending on social media is projected to reach over $173 billion in 2022 (Statista)
• 83% of marketers report confidence in the ROI on social media marketing (Hootsuite)
• 27% of social media users look for inspiration for things to buy or do (GWI)
• 26.2% of social media users use the platforms to find products to purchase (GWI)

During the COVID-19 pandemic, social media took off even more than before as people turned to the Internet to stay connected to loved ones. This is coincidentally the first and foremost reason why people use social media.  

Even now that most countries are out of their lockdowns and vaccines are slowly pushing the pandemic into the history books, social media is still a go-to place for people of all ages to connect and share. As a result,  social media marketing remains an essential strategy for businesses.

Future of Social Media Marketing – Take a Dynamic Approach

While social media marketing is immensely valuable and beneficial to your business growth, your social media strategy will have to differ based on which social networks your audience spends their time on.

Consider the following data:

Your target audience may be on one or more platforms – or they may be on five or six! To get the most out of any social media marketing strategy you are going to need to create dynamic content that is not only interesting for your target audience but also adapted to each platform you’re going to use to reach them.

What is Dynamic Content?

Dynamic content refers to content that changes based on data, behaviour and interests of the users.

Different social media platforms have different sets of demographics, interests and types of content consumption. Therefore it’s essential that marketers tailor their social media content to suit each platform’s users.

The Components Of Dynamic Content On Social Media

A dynamic approach can be applied to both content and paid social ads (including retargeting ads). Whether it’s content or paid ads, the type and presentation of content will have to change based on the behaviour and interests of the target audience. 

The key is customization and personalisation.

Dynamic Paid Ads

For paid ad campaigns, the most common practice is to customise blocks of tailored content (ads) that are displayed on social media according to the rules for particular subscriber groups.

Using tools such as Facebook Dynamic Ads & LinkedIn Dynamic ads marketers can customise the “look” of the ad and leverage the various targeting options available.

When marketers create retargeting ads, they can choose to target a group of customers who are most likely to convert (for example, customers who have left items in the cart or have browsed your site previously).   

Creating a Facebook Dynamic Ad

When you create a dynamic ad, choose assets that make sense together when combined. You can choose up to 30 assets for your dynamic creative ad.

You should also:

•  A/B test best call-to-action buttons 
• Reach the right people with the use of pixels
• Keep the text short, clear and to the point 
• Draw attention to your image with movement/ formats

Dynamic Monthly Social Content

Using insights gathered from your social media channels, marketers should also plan their monthly social media calendar according to their customers’ interests and purchase intent. These can be gathered using the page insights function that all your social channels will have. 

Tips for planning your social media calendar:

1. User Segmentation
   Segmentation is a method of dividing your visitors into specific groups and customizing both your content and the user experience for each segment. You might want to check out our guide to creating a customer strategy, this will help with audience segments.
2. Collect Relevant Data
   Collect consumer insights based on the products that the user has been looking at.
3. Adapt Your Branding and Creative Approach
   Change the content type and style based on all the data that has been collected thus far.

How Dynamic Content Future-Proofs Your Social Media Strategy

A one-size-fits-all social media content won’t cut it anymore.

If you’re trying to reach customers on TikTok, Facebook, LinkedIn, Twitter, and Instagram you need to tailor your approach to each platform.

Your customers are increasingly demanding. They expect their interactions with businesses on social to be tailored to who they are, their goals and their needs.

For marketers to maintain a competitive advantage, they must adopt a strategy that is flexible enough to reach their customers at multiple touchpoints.

That is why we recommend a dynamic strategy which will deliver long-term value and drive social ROI for any company.

A dynamic Approach Optimizes Your Content to Drive Conversions and Sales Faster

Dynamic content is your first step towards better audience targeting to bump up social ROI and achieve business results for your brand.

It is a versatile and cost-effective strategy which will help businesses receive the most return on ad spend.

With a dynamic approach, marketers are optimizing content which will appeal to their existing and potential customers.

With dynamic ads, you can:

• Reach more customers: Show people items that are tailored to their interests, regardless if they’ve been to your website or app
• Complete the sale:  Dynamic ads retarget your website or mobile app shoppers to remind customers of items they’ve left in their shopping cart
• Find new potential shoppers: Using a function known as broad audience targeting, you can reach new people who’ve expressed interest in your products (or products similar to yours) even if they haven’t visited your website or app yet
• Save time on creating ads: Marketers just need to create an ad template that automatically uses images and details from your catalogue for products you’d like to advertise

As a result, dynamic ads help quicken the conversion process and increase conversion rates because you are targeting customers who have the greatest probability to buy from you.

Rather than incurring a huge ad spend on a general audience, marketers will achieve better results with the least possible amount of ad spend by selling to customers with the highest purchase intent, across all the stages of the marketing funnel.

Wrapping Up

The steps we’ve provided for you to create a dynamic strategy are relevant for Facebook and other social media channels. Feel free to adopt any of the tips we’ve provided and get started on creating your own dynamic strategy today! 

Not game to go at it alone? Contact us today, we’re happy to help.

Originally published: 22 May 2020
Updated: 25 November 2022