New Direct Response Ad Options Within Instagram Stories

Instagram Stories is Facebook’s most successful Snapchat imitation - the other two less successful ones being WhatsApp Status and Facebook Stories. We'd seen stats around the end of April that showed Instagram stories hit 200 million daily active users surpassing Snapchat’s.

If you noticed, towards the end of last year, we had started seeing stories with the ability to swipe up for more information. Facebook had rolled out the ability for select profiles (verified profiles and profiles with more than 10k followers) to insert links in their Instagram Stories. These links came as a swipe up to  “See more” feature and according to Facebook reports, almost a month after the launch, they recorded that 15 to 25 percent of the people who saw the links were swiping on it.

With all this, it made total sense to see that Instagram Stories is starting a gradual roll-out on direct response ads worldwide.

This would allow brands and small businesses that haven't quite gotten enough following or the blue tick have a go at reaching a wider audience with specific CTAs per campaign objectives.

These ads would appear between stories as a single vertical photo or a vertical video of up to 15 seconds in length and would look basically like the "See more" feature above except with different Call To Action prompts. The expected Call To Action prompts include:

  • Apply Now
  • Book Now
  • Contact Us
  • Donate Now
  • Download
  • Learn More
  • Send Message
  • Request Time
  • Start Order
  • Shop Now
  • Sign Up
  • Watch More


  • An extra channel to test efficiency in running conversion campaigns for your brands
  • Small business who already use have been using stories organically and getting results have a chance to scale up significantly


To create ads on Instagram stories; you can use Ads Manager or Power Editor. Please note that only 9:16 vertical images and video can be used for ads on stories, and will only be run on Instagram.

In Ads Manager:

  1. Go to Ads Manager
  2. Click Create an Ad
  3. Select the Reach, Video views, Conversions, App installs or Traffic objective
  4. In the Ad Set section, click Placements
  5. Select the Edit Placements, then select the Instagram placement
  6. Click Stories
  7. Follow the rest of the steps to continue building your ad campaign
  8. When you're ready, click Review Changes to publish your changes

In Power Editor:

  1. Go to Power Editor
  2. Select the Reach, Video views, Conversions, or Traffic objective
  3. In the Ad Set section, click Placements
  4. Select the Edit Placements, then select the Instagram placement
  5. Click Stories
  6. Follow the rest of the steps to continue building your ad campaign
  7. When you're ready, click Review Changes to publish your changes

Ads in Instagram Stories use the same targeting and measurement tools as ads that run in Feed on Facebook and Instagram. You can capture audiences who have seen ads in their stories and target them on Facebook or Instagram feed. You can also run stories ads targeted at audiences that have seen your ad on Facebook or Instagram feed.

Can't wait to see the first set of brands and businesses that would be trying this out. What do you think?



beginners guide to Facebook advertising

New Facebook feature lets you share ad previews with clients seamlessly

We recently spotted a Facebook ad preview feature on the ads manager dashboard. Along with other new changes, but this seemed most useful at the time.

One of the most common requests clients have when running ads is to know how it looks. In some cases, clients actually want to see the ads on their timeline the way a user sees it, but we'd not address that today. This new feature provides a sharable link. Clients can follow that link to see what the ad looks like on Facebook, Instagram and the audience network. Pretty cool.

How to get sharable ad preview link on Facebook

Open up the ads manager and navigate to the specific ad you'd like to share. Select the ad with the checkbox to the side, then click preview like shown below

fb preview step 1


On the popup that you get, click on the top right link button and select share a link as shown below

fb preview step 2

The next popup shows you a sharable link you can give to your client. Here's the link generated for this post - This link can also be passed on from the client to his management tea, for example. Here's what the client sees on their end.

fb preview step 3

You'd notice Facebook also gives them the opportunity to opt-in to see the ad in their newsfeed. I think some of us here will relate to the joy of knowing your clients can see their own ads.

I hope this makes your job a little easier now. So next time you get that call saying, "I can't see my ad! How do I even know what it looks like?" Well, here's your response.


beginners guide to Facebook advertising

How I reduced Facebook cost per result by 30% with a Facebook split test

Every once in awhile, Facebook releases a new feature. Most times, these roll out for the social network, but the ad manager is never left out for too long. A while back I started noticing the "split test" check box on the ad creation screen, and so I tried it out.

What is an AB Split Test?

An A/B split test is simply comparing two variations of the same thing. On your website, it might be changing the register button from green to yellow. On your AdWords campaign, it might be varying the title and keeping the body text the same. But the common theme in most AB tests, is that a single element changes.

It's also possible to test multiple elements, which we refer to as multivariate testing. Multivariate tests are more complex, so we wouldn't be covering them today.

If you're not AB testing, you're leaving money on the tableClick To Tweet

Why is the new feature important?

Seasoned marketers have always run split tests on Facebook for years. So what makes this feature so different? In the past, when you ran a split test, there was no real guarantee of an overlapping audience. Simply put, if I run a test for Advert A and Advert B, there was no guarantee that user A wouldn't see both. And this possibility ruined the entire scientific approach towards AB tests. With the new Facebook Split Test feature, Facebook will ensure a proper audience split, meaning that user A only got to see Advert A.

How I got a 30% lower cost per result

The goal of my test was to determine which of two age groups responded better to my adverts. So I create my Facebook campaign testing audiences. One audience targeted an age bracket of 21 - 30, and the second targeted 31 - 45. The adverts for both audiences remained the same.

Split test results

After running the ads for 2 weeks, I came up with a cost for audience 21 - 30 that was 30% lower than the second group. What this means is that at the same ad spend, if I was to get 1,000 users, I was now getting 1,300.

What can you split test on Facebook?

You can test any of the following Facebook goals

  • Traffic
  • App Installs
  • Lead generation
  • Conversions

And any of the following elements can be test variables

  • Target audience
  • Delivery optimization
  • Placements

The thing to keep in mind is that AB tests cost you nothing, but can save you a lot. If you do not AB test, you're certainly missing out on better results and lower costs. So checkout the Facebook Split Test details page and start testing away.

Marketers should keep in mind is that AB tests cost you nothing, but can save you a lotClick To Tweet

If you've already run a few tests in the past, be sure to share your insights with us in the comments below.

smw event

Join Osaze at SMW's 2017 Masterclass event

I'd be facilitating a masterclass event at the SMW 2017. Check out details of the event here -

Hoping to have a swell time with you there. And if you have any questions you'd like me to address there in person, you can tweet @ososoba to ask them. If you attended the event (or didn't) and would like to download the slides, here's a link, download the Masterclass PDF here.

Have any more questions for me? Send a tweet with the hashtag #AskOsaze and I'd be sure to post a response in one of my videos.



GO BIG OR GO HOME: Social Media in Nigeria

According to old fables, Nigerians are always late to everything, hence the evolution of the phrase ‘African time’. But that’s not what this article is about.

Due to our late adoption habit, Nigerian brands shunned the need for a social media presence while brands in other parts of the world were already utilising this gold mine.

Finally, we woke up to the reality and almost every MAJOR Nigerian brand has social media accounts. From telcos to FMCGs to banks, Nigerian brands are making a major headway in communicating with their consumers via Social Media.

We finally decided to go where the consumers are which is online.

Some of these social media accounts are being managed properly, while other are downright lazy. Responding to every customer complaint the EXACT same way (yes GLO, I’m looking at you ?).

As a community manager, I know the pressure that comes with balancing youthfulness and brand identity while engaging with the online community. You have to think twice (maybe three sometimes) before responding to tweets and comments on the company's account. Remember the social media manager for Tecno Mobile who went on and on about her break-up on the company’s social media account. She must have been very heartbroken ?

But who's getting it right?

A Nigerian ‘brand’ has successfully struck that balance (I FOUND GOLD)

I don’t even know if they can be categorized as a brand, but I’m talking about EFCC. Yes, you heard me Economic and Financial Crimes Commission.

Who would have thought that such a strict and ‘serious’ brand can have an AMAAAZING sense of humour?

I was really intrigued by their recent popularity and I decided to do a little digging.

The era of their famous clapbacks started in mid-November 2016. Before then, they were just a boring Nigerian government agency with a twitter account ?

The EFCC Transformation

But now, the transformation is EPIC!

They have successfully increased the brand’s affinity and online sentiment score just by humanizing the brand.

I don’t have statistics but I can guess that most of their 106k followers are there for the clap-backs and witty responses. The fun, yet firm way they communicate and pass their message exemplary.

Shocking, but EFCC is killing it right now on social ?. Nigerian brands should watch and learnClick To Tweet

Some learnings from EFCC’s official Twitter account:

  1. People might follow you for the funny stuff in the beginning but eventually they will gain interest in your content and inadvertently increase your brand visibility and impressions.
  2. If you are going to be on social media as a brand, you had better be flexible or just leave that space for the fun people.
  3. The trend might not be yours but if you are going to jump on it, do it FAST. Who knows, it might just belong to a competitor.
  4. The online community only engages with your content when it interests them. Even if you have a message to pass across, let it be subtle.
  5. Bullies are everywhere online especially Twitter, put them in their place without being rude.

Note: if you know the person handling their Social Media, I’d love to meet him/her. I’m a BIG FAN!

Thanks for reading. Kindly drop a comment

email social

Integrating Email Marketing to Social Media in 5 Steps

Email has always been one of the best sources of quality customers for almost any online business. From ecommerce to blogging, your email subscribers tend to be more loyal because they've permitted you to sell to them. Which is why it's usually regarded as a core traffic source for most businesses.

While email marketing and social media are singularly effective, they can exceed marketing goals when combinedClick To Tweet

Knowing that only a few people make buying decisions based on information from a single medium, it is of essence to integrate multiple channels so as not to miss out on other opportunities and the natural rhythms of the buying cycle. While email marketing and social media are effective on their own, when combined, they can exceed marketing goals and give desired results. Here are a few ways to integrate your social media accounts into your emails and get more;

Include Social Icons in Emails

While this may sound like an obvious one, it’s important to include social icons in your email campaigns. Don’t stick a tiny icon at the bottom of your email; people rarely take conscious note of that. You have to be loud and proud of it, stick it boldly at the top of your email.

Including your social icons alone isn’t enough neither, your emails should always have Call-to-actions (CTAs) that will nudge your readers into clicking on your social media icons. Don’t be afraid to tell them to take an action, you could tell them to share this email using their social media profiles or even comment. You can also send dedicated emails telling your audience why they should follow you on Social media.

Get Sign-ups on Twitter & Facebook

Facebook and Twitter ads now enable you add email “sign-up” buttons. All you need is media platforms with content, image and CTAs. Make sure that the content will compel people to sign-up.

Upload your Subscriber list to Social Networks

Having a social media presence puts a face and a name to your brand. Following your audience on social media will give you a better idea of their requirement and desires. You can find them by uploading your subscriber list to your social network. There are different ways to upload subscriber lists on different platforms;

  • Twitter:

    For Twitter, the best way to start is to link your email address with your Twitter account, that way, Twitter scans your email contact list. You can also upload a CSV file of your email contact list under the “Twitter Ads” tab.

  • LinkedIn:

    LinkedIn allows it’s users to search for email addresses. You can also upload a list of contacts to broaden your and network LinkedIn will contact data. Once the list is matched you can connect with them all at once or select one by one whom connections are added to your network you can send them an invitation to your product.

  • Google+:

    Upload your subscribers list to Google+ via ‘Open Your Address Book’. Upload your list and create a segmentation by splitting contacts into different circles.

  • Facebook:

Facebook has an elaborate feature that doesn’t just allow you add people but also allows you choose how you plan to add these people. With the “Custom Audience” feature, you can roll out a targeted Facebook ad and increase follower-ship for your company Facebook page. You can also upload a CSV file.

Run retargeting ads on Facebook and Twitter for loyal email subscribers

Here’s how retargeting works; you install a tracking code on your website and this in turn allows your ad platform to cookie visitors, then show them ads on other platforms (like Facebook). If you create a targeted email campaign for your subscribers, then retarget only the ones that clicked through, you eliminate guesswork.

Blindly running ads is an easy way to spend a lot of money, however, matching intent and interest with targeted ads is a good way to make a lot of money.

Create an exclusive social group for your email subscribers

Doing this can build strong relationship with your subscribers. Some people even go as far as creating a whole new app. The guys at TechCabal did it with Radar. But you can always start with a Facebook page. The key is to ensure your page is ACTIVE, flowing with innovative ideas to keep your group members engaged and active. By doing online activities like contests, free giveaways, quizzes and video blogs, you can learn more about the members, and thus build a strong bond. This is a hugely underrated tactic.

Have you tried any of these suggestions already in integrating your email marketing with your social media efforts? Tell us about it below!

Facebook Ads now accepting Nigerian Naira Payments

Anyone in the digital marketing space would know that this had become a huge problem for brands and clients. Dollar ad accounts didn't make it easy at all for us to make payments. First there was the $100 restriction by banks on their cards, which meant that paying $500 needed 5 cards! Just last week, I had to somehow get 30 cards to make payments online.

But thanks to a tip from Subomi Plumptre of the Facebook group "Silicon Africa", I got a tip that Facebook might have started taking Naira payments. Sure enough, tried it out just now and I have a N100 balance on my account.

Start paying for Facebook ads in Naira instead of Dollars! Check this post out to see how it worksClick To Tweet

How it works

1. You'd have to create a new ad account that is naira denominated. If you have a Facebook business account, this should be easy. Just setup a new ad account and choose the Naira option.

naira account setup


2. When you get to the payment method modal, be sure to select PayU as the payment method.

payment method


3. Once you have this selected, proceed to enter your card details. PayU accepts both MasterCard and VISA debit cards. The only catch is the 3DS screen that comes up. If you've shopped on Quickteller recently, you'd likely be familiar with it. For MasterCard users, you'd need to put in your one time OTP to complete the transaction. Here's what that page looks like


money added

A few things to note

  1. Naira payments have to be prepaid. You wouldn't be billed as you go, rather, you'd fund your account and then run it from there
  2. Your Naira account isn't a dollar account that has been converted to Naira, so no DCC issues with the banks are encountered
  3. Still based on the previous point, your campaigns are now directly charged in Naira. So if you were using $1 / click before now, don't convert and assume it'll be N500/click or N320/click, you'd need to check to see what your new charges are like. Once you have this, you have a baseline moving forward


5 things to do before you create that YouTube Channel

YouTube is basically the new tv, and with the constant upload of content, every single video is fighting for a viewer’s attention. This makes it a tougher situation for anyone looking to start a channel, however, with consistency, many YouTube channels have made it out of the crowd.

Before creating a YouTube, you should consider or answer some of these questions…

Want to start a YouTube channel? You should go through this checklist first, it could save you some stressClick To Tweet

Why do you want to start a YouTube channel?

What is your main objective for starting a channel? This is the first question you’d have to answer. It'll play a huge role in ensuring your commitment level and dedication do not nosedive.

Are you looking to become intimate with your customers? Or do you just want to jump on the YouTube bandwagon? This is actually very important because every other platform like Facebook and Twitter have integrated videos into their features. So you have to ensure you have a solid reason for opting out of using those and creating a YouTube channel.

On the other hand, if your answer to this question is something like “I just want to go viral and make tons of money,” you may want to rethink things. Yes, sometimes people luck out and go viral with a random uploaded video but you can’t bank on this. For most people, finding success on YouTube takes time and effort, so if you aren’t ready to put in the work then you may be sorely disappointed.

What’s the theme of your videos?

What do you want your channel to portray? What’s your underlying theme? Have you decided what you’re going to make videos about? The possibilities are endless—you can make videos about your business, your customers, your staff, or behind the scene’s of day to day activities. However, it’s important to note that when it comes to building a subscriber base it’s best if you stick to a specific topic or niche, because, like earlier said, YouTube is populated already.

Is this a niche that you’re actually interested in?

When you end up choosing a theme? You have to be sure it’s something you can sustain over a long period. Once you lose that buzz around your videos, your viewers somehow will sense it. A big mistake that many people make when starting a YouTube channel, a blog, or really creating any sort of online content is that they choose a niche or topic because they think it will be popular and not because it’s something that they actually care about.

When Toke Makinwa’s Toke Moments started, vlogging wasn’t a big thing in Nigeria, there was skepticism all around it, but her consistency has made her a force to reckon with.

Hence you should keep in mind that once you start creating your videos, you’re going to be fully immersed in the subject that you’ve chosen to make videos about, so it better be something that you’re passionate about.

What audience are you targeting?

What do you know about your audience? Their demographics; their viewing patterns? What part of the country they are viewing from? etc. Knowing your audience will influence the time you post your videos, the regularity, the topics based in the overriding theme etc. Do a bit of research and create a profile of your ideal viewer. This will help you streamline the content and style of your videos. You also need to find out if there’s another YouTube channel with the same target audience as yours, you need to study them, pay attention to people’s comment about them and see what you can do to stand out from them.

How are you going to measure your success?

What parameters will you use to measure the success of your channel? Your parameters may differ depending on your reasons for starting the channel, which you already answered above. A certain number of views? Number of subscribers? Amount of traffic driven to your website? or becoming a YouTube partner within a certain period?

You can monitor your progress by seeing how close you are to your goals and when you reach (and ultimately surpass) them, it’ll be time to celebrate! However, it’s very important to note that success does not come overnight, you have to be very patient, consistency does the trick when it comes to hitting your online targets.
Do you have a YouTube channel? Feel free to share your initial experience with us below!


New post options seen on Facebook Business pages

Facebook is one of those platforms that are constantly changing. Updates every now and again help both consumers and brands be the best of themselves. And so it isn't entirely shocking that the Facebook Pages platform has now been updated to provide even better post options. While I'm not entirely sure when this came out, I only just saw it today. And while I think this is mostly a UI change because they're not all unique, I think it's a good way to point out the page features.

We'd quickly run through a few of the new post options here.

First, an overview of post options

Facebook new posting options


From a quick overview, we see that we now have 8 options to customize Facebook posts made from the business page. This would be 7 if we exclude the more obvious "advertise your business" option. Which I think is also a great way for them to subtly sell paid advertising. We'd quickly run through all of them to see their benefits

Tell your friends about this new feature! Remember, sharing is caringClick To Tweet

The new Facebook posting options

The share a photo option has always been in use, so I guess there's no need for a formal introduction there. Basically brands can select photos to post on Facebook, which is usually much better than plain text on an average.

Get Signups

Facebook signup

This post option lets you add a CTA button directly on your post. Which makes sense if you wanted to run a lead generation campaign (organically). The image is also editable as the current image selection is simply the page's current cover photo.

Get phone calls

Add a CTA to your posts with a direct phone number you want your customers to call. I think this is super useful for SMEs and service providers. And there are really a lot of ways this could be used. Call toll free support, call to order, first to call wins a prize... soo many things *phew*

Get messages

The Facebook messenger platform seems to have been overlooked so far by brands. And I'm hoping that over the next few weeks, we'd be able to do a proper series on its usage. But basically this option lets you have customers send you a message on Messenger. Imagine an NGO supporting the fight against cancer for example. Put up a (hopefully) viral image/video with the CTA chat with us for free consultations... quite straightforward.

The last three options are things that are familiar to us, so I doubt they need explanation. But hopefully, this has shed some light on extra stuff you can do as a brand or an advertiser on your managed Facebook pages.

Do you think this change will have a major impact on brand messaging on Facebook? Especially given the level of quality we've seen on local brand pages so far? Share your thoughts with me in the comments section below

facebook pages manager

Manage Facebook, Instagram & Messenger communication in one app

For most social media managers, managing cross platform communication is a struggle. I know because I sit next to one all day. Miss a message and you could have a PR disaster by morning. And so these hard working individuals need to check every platform every time, which is time consuming.

However, that's about to end, at least with 3 platforms. With the new release of the Pages Manager app, you can now seamlessly communicate with fans on Facebook, Instagram and Messenger. Saving you tons of time and energy switching between platforms.

Facebook, Instagram & messenger inboxes

You can reply to Facebook interactions and Instagram comments directly from the updated inbox. Simply tap on the content you want to answer and reply like illustrated below.

reply to Facebook, Instagram and Messenger comments

Using the updated Inbox

Getting started with the updated inbox is quite easy. Simply follow the illustrated steps below.

getting started with Pages Manager


You can also get basic profile information of your customers. Just tap on the customer and see any publicly available information before responding! This will easily give you more context on how best to respond to each case.

I think this is a great addition for most social media managers. It also helps SME owners consolidate support to just one app. Sweet isn't it? Download the app for iOS and Android.

Let us know what you think in the comment section below