Su khac biet giua chay quang cao Facebook va chay quang cao Instagram

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Su khac biet giua chay quang cao Facebook va chay quang cao Instagram

Trong he sinh thai Digital Marketing, Facebook va Instagram deu la hai nen tang khong the thieu, thuoc so huu cua Meta, cung cap cac cong cu quang cao manh me de ket noi doanh nghiep voi khach hang. Tuy nhien, mac du chung co lien ket chat che va thuong duoc quan ly thong qua cung mot he thong Meta Ads Manager, nhung quang cao tren Facebook va quang cao tren Instagram lai co nhung su khac biet cot loi ve doi tuong nguoi dung, hanh vi tieu dung noi dung va dinh dang quang cao. Viec nam ro nhung khac biet nay la dieu bat buoc de cac nha lam Marketing co the phan bo ngan sach va toi uu chien dich mot cach hieu qua nhat. Bai viet nay se phan tich chuyen sau ve nhung diem khac biet quan trong giua hai kenh quang cao ty do nay.

Khac biet ve Nhan khau hoc va Tam ly nguoi dung
Su khac biet lon nhat va co ban nhat giua hai nen tang chinh la nhan khau hoc va tam ly tiep nhan thong tin cua nguoi dung.

xem thêm: Su khac biet giua chay quang cao Facebook va chay quang cao Instagram.

Facebook co mot pham vi nguoi dung rong lon hon va da dang hon ve lua tuoi, bao gom ca the he tre lan the he lon tuoi. Day la mot nen tang mang tinh xa hoi cao, noi nguoi dung tim kiem thong tin, doc tin tuc, cap nhat doi song ca nhan va giao tiep voi gia dinh, ban be. Do do, cac quang cao tren Facebook thuong hieu qua hon voi cac san pham, dich vu co tinh ung dung pho thong, hoac can noi dung dai, chi tiet, mang tinh thong bao (Informational Content). Tam ly tiep nhan thong tin tren Facebook thuong la doc, suy ngam va tham khao cac binh luan.

Nguoc lai, Instagram lai tap trung chu yeu vao doi tuong tre tuoi hon, thuong la duoi 35. Day la nen tang thien ve hinh anh, nghe thuat va tham my (Visual-Centric). Nguoi dung Instagram thuong co tam ly khuynh huong mua sam, cap nhat xu huong (trends) va tim kiem cam hung (inspiration). Do do, cac quang cao tren Instagram phai cuc ky bat mat, sang trong, va co kha nang tao dong luc truc quan ngay lap tuc. Tam ly tiep nhan thong tin tren Instagram la nhanh chong, cam tinh va thuc hien hanh dong mua sam/xem them chi sau vai giay tiep xuc. Chinh vi the, cac san pham thoi trang, my pham, du lich, hoac cac thuong hieu huong den phong cach song tre trung, sang tao thuong dat hieu qua cao hon tren Instagram.

Khac biet ve Dinh dang va Vi tri hien thi quang cao
Mac du ca hai nen tang deu ho tro cac loai hinh quang cao co ban nhu hinh anh, video va carousel, nhung vi tri hien thi va vai tro cua dinh dang lai co su khac biet ro ret.

Tren Facebook, quang cao chu yeu tap trung vao News Feed (Bang tin). Vi the, cac quang cao co noi dung van ban dai, cung cap nhieu thong tin gia tri hoac mot cau chuyen chi tiet van co the thu hut duoc su chu y. Ngoai ra, Facebook con co cac vi tri hien thi tren Right Column (Cot phai) va Marketplace.

Trong khi do, Instagram co hai vi tri quang cao noi bat la Feed (Bang tin) va Stories/Reels. Quang cao tren Feed thuong la hinh anh hoac video co chat luong cao, kem theo phan mo ta ngan gon. Tuy nhien, Stories Ads va Reels Ads moi chinh la linh hon cua quang cao Instagram. Cac dinh dang nay yeu cau noi dung phai doc dao, chuyen dong nhanh, duoc quay theo chieu doc (Vertical Video) va su dung nhung tinh nang tuong tac nhu poll hoac question sticker de khuyen khich nguoi dung vuot len (Swipe Up) hoac nhap de mua. Day la mot xu huong khong the bo qua, va cac don vi chuyen ve sang tao noi dung hieu qua nhu Lolo Media luon biet cach thiet ke nhung Stories/Reels Ads that su an tuong, bat kip tam ly nguoi dung tren nen tang nay.

Khac biet ve Kha nang tuong tac va Ty le chuyen doi
Su khac biet trong tam ly nguoi dung dan den su chenh lech ve cach thuc tuong tac va ty le chuyen doi (Conversion Rate).

Tren Facebook, nguoi dung co xu huong thao luan cong khai bang cach binh luan truc tiep vao bai quang cao. Dieu nay rat quan trong de xay dung long tin xa hoi (Social Proof). Mot quang cao co nhieu binh luan tich cuc se tao uy tin va thuyet phuc cac khach hang tiem nang khac. Tuy nhien, qua trinh dan den hanh dong mua hang (Conversion) thuong dai hon, boi nguoi dung can thoi gian tham khao, so sanh va doc review.

Tren Instagram, nguoi dung lai it binh luan cong khai hon ma co xu huong nhan tin truc tiep vao hop thu (Direct Message - DM) hoac nhap vao nut keu goi hanh dong (Call-to-Action) ngay lap tuc. Ty le click de mua (Click-to-Purchase) tren Instagram thuong co the cao hon so voi Facebook, dac biet doi voi cac san pham co gia tri thap hoac mang tinh cam xuc. Tuy nhien, neu doanh nghiep khong co mot doi ngu tu van DM nhanh chong va chuyen nghiep, co the se bi mat cac co hoi ban hang do su thieu kien nhan cua khach hang.

xem thêm: https://lolo.vn/cho-thue-tai-khoan-q...-facebook-ads/

Khac biet ve Chien luoc Remarketing (Tiep thi lai)
Mac du ca hai deu su dung Pixel chung cua Meta de thuc hien Remarketing, nhung cach tiep can lai khach hang tiem nang tren moi nen tang lai co su uu tien khac nhau.

Facebook Remarketing cuc ky hieu qua khi ban muon tiep thi lai cac Lead da thu thap duoc hoac nguoi da xem san pham bang cac quang cao mang tinh thuyet phuc cao, co nhieu van ban chi tiet ve uu dai, chinh sach bao hanh, hoac cac thong tin gia tri khac de day nhanh quyet dinh mua hang.
Instagram Remarketing lai phat huy toi da suc manh khi su dung cac video sang tao, meme hai huoc hoac cac uu dai dac biet trong thoi gian ngan (Flash Sales) de tao cam giac khan cap (Urgency).

Vi tam ly "mua vi thich" cua nguoi dung Instagram, viec hien thi mot quang cao voi thong diep truc quan, hap dan nham nhac nho ho ve mon hang ho da bo lo se tao ra ty le chuyen doi cao hon. Cac nha quan ly chien dich chuyen nghiep, chang han nhu Lolo Media, luon xac dinh ro muc tieu Remarketing rieng biet cho tung nen tang de dam bao thong diep duoc ca nhan hoa nhat.

Ket luan: Lua chon nen tang va Chien luoc toi uu
Tom lai, su khac biet giua chay quang cao Facebook va Instagram khong chi la ve giao dien ma la ve hanh vi tieu dung. Facebook la noi de thong tin, ban nhung san pham phuc tap va xay dung long tin. Instagram la noi de cam hung, ban cac san pham dep, thoi trang va khuynh huong mua sam nhanh chong.

De dat duoc hieu qua toi da, cac doanh nghiep khong nen chi chay quang cao tren mot kenh. Thay vao do, hay xay dung chien luoc da kenh (Omni-Channel Strategy): su dung Facebook de tao nhan thuc rong rai va cung cap thong tin chi tiet, su dung Instagram de tao hinh anh thuong hieu dep, thu hut nguoi dung tre va thuc day mua sam ngau hung. Viec phan bo ngan sach va dieu chinh noi dung quang cao phu hop voi DNA cua tung nen tang chinh la bi mat de chien thang trong Marketing so.