Personalized performs better
Real people outperform models
Personalizing your campaigns with your resellers maximizes your impressions within your ad budget. It drives higher engagement, and your click rate is also higher.
Personalized campaigns
Local customers see your brand name combined with the known local reseller, which helps them remember your reseller and your brand better. This increases the likelihood of them visiting your resellers' stores.
End consumers comment 6 times more and click 3 times more when a local celebrity, your local reseller, is featured prominently in your campaign.
Posts showcasing staff get most likes
- We have been actively supporting local resellers with their social media since 2016 and during these years we have found the following to be true for both organic posts and paid advertising on social media and Google: social posts showcasing real, locally recognizable people get more likes
- When you dive into the social media statistics of any given local reseller you’ll quickly see that personal posts showcasing the staff and real people get the most likes and engagement. Ever-green content and re-posted branded content may perform well, but they never perform as well as authentic personal content.
Our findings
We have analyzed the impact in campaigns we've run including shops that did personalize their ads and shops that didn’t. We compared the differences in performance within the same campaigns. We have found:
Other studies back our findings
But you don’t have to just take our word for it. Other studies align with our findings:
- Photos with Faces Attract 38% More Likes and Comments on Instagram (Faces Engage Us, Georgia Institute of Technology and Yahoo Labs).
- Posting on someone's personal LinkedIn outperformance posting on company page. It generates up to 20x more views and up to 8x more likes (Nobody Knows you, Michael Humblet, p19/20).
- A personalized landing page is 5% more effective (Ranktracker, 2022).
We have also found:
Over years of running hyper-local ad campaigns for brands around local points of sale we have gained valuable insights.
People engage more with people they know and trust
More comments and likes
End consumers know and trust your resellers locally. They are rooted in their local community, especially in smaller cities and towns. Showcasing your resellers in your campaigns shows a recognizable, trusted face. Since people engage more with people they know and trust, this leads to more comments and likes.
Local Organic backs and uplifts paid and advertisements
We typically support paid social ads with weekly organic posts on Facebook Timeline, Instagram Grid, and Reels. This drives additional organic impressions, reach, and engagement to a page.
Higher engagement leads to lower advertising costs
Social media platforms live off the engagement. We’ve found that Facebook pages of resellers with higher engagement tend to have higher impressions and reach on paid social ads, even when given the same advertising budget. We feel that social media platforms like Facebook and Instagram award active resellers. In other words, higher engagement positively influences the platforms’ algorithms.
Ready to explore the power of personalizing your campaigns?
Check out our blog post about 5 valuable tips on personalizing campaigns to boost visibility, engagement, and impact. Or contact our team to schedule a call and experience the impact of Embrosa on your campaigns.