Asking the men in your life what they want, be it for Christmas, birthdays, or just picking a brand of socks, it’s often met with an indifferent response. Some men are picky, deemed brand loyalists, while others are fine with “anything that works.” They’re hard to read and impossible to shop for, so how do marketers reach men on Facebook?
Research has shown them to be the more responsive of the two genders available for targeting on Facebook. How is it an indifferent response in person translates to a greater number of impressions and clicks? Women use Facebook more than men and are often the household purchase decision makers, so why are men interacting more with branded content?
Well, we have an answer. Facebook shows more ads to men than women. Due to their aptitude to interact with content, Facebook has responded with more. Men are more likely to click because they’ve been “trained” to do so.
Facebook is used differently among these two genders. Women use the platform to interact with their friends, to share, and keep up with events. Men use it more as a content platform, sharing and interacting less on average. They follow brands and activities more so than their friends and are more likely to view an ad as a reliable source of information.
So, with this knowledge, how do you target men on Facebook to optimize your ad spend? Below are a few tips on getting the most from men.
Targeting is already a way to hone in on desired audiences, but delve deeper. Look at the demographics surrounding men in the area you’re marketing. Are they more active? How much are they making? Are they gamers? Is the majority married? These demographics can help you create a high-quality audience and generate clicks.
Target The Macho Man
When it comes to the creative, buying into stereotypes can pay off. Yes, there are some over the top advertising graphics out there when it comes to stereotyping. Hyper-masculine imagery and copy can often be a deterrent, but masculine stereotypes shouldn’t necessarily be ignored. There’s a balance and often it depends upon your brand. Feature “masculine” words and images to attract the male audience.
Use emotion to target men. Text is as important in delivering your message as the graphic elements. Play into the individuality men crave and value so dearly. They’re more responsive to the idea of self actualization, aggressive calls to action, and appeals to their ego. Craft messages incorporating these themes to drawn the audience in.
Repeat. Repeat. Repeat.
If you have a man in your life who needs to be told to do something several times over, you know the importance of repetition. The same stands for advertising. Without venturing into excess, ensure your ad is shown to your audience for an extended period of time. This will maximize your impressions and increase the likelihood of a conversion.
For Advertising or PR services, please contact The Burnette Agency for more information.