At the Kyiv iGaming Affiliate Conference 2021, Denys Ladutko, an expert on advertising on Facebook and Instagram, discussed the most popular ways to drive traffic using these platforms. The speaker also shared his advice on a more successful experience of using Facebook for gambling advertising.
Denys Ladutko started his session from the first steps of the gambling traffic-driving, including the target audience forming. Ladutko recommends picking a broad audience, where groups can include just males or males and females. Talking about the age, 24 is a perfect start.
The issue of frequent ban on Facebook is one of the most challenging for many of the marketers, so Denys couldn’t have passed it by. The expert is also sure that the advertiser isn’t just a client for the marketer, and as a foundation for successful co-working, a partnership working model was mentioned.
As the main information for the right advertising campaign, he mentioned:
- the most popular slots in the exact location;
- the average wealth level;
- the mentality of the target audience.
Denys also noticed the peculiarities for creativity aspect. The expert recommended using the characters from different games to attract users, and it’s also essential to evoke the consumers’ emotions.
Denys Ladutko has also discussed the latest updates of the Facebook and Instagram platforms with the GBC Time readers.
To launch an advertising gambling campaign on Facebook, you need official permission from the main office. Are there any legal workarounds that marketers use to advertise equally effectively without permission?
Talking about legal ways, I don’t know any of them. Unfortunately, there’s no room where everyone could bring all the documents and say to the main office: “Our products are legal and licensed.” That’s why the only way to postpone the ban is to do the same actions again and again: create the accounts and work with those, which aren’t banned.
It’s also important to say that Facebook is a lottery. For example, one day there can be launched a new update for the network, but the next day nothing is working.
According to the official announcement of Facebook rebranding into Meta, have the trends of gambling advertising on the platform changed? Have the customer requirements changed? And are there any predictions for the new virtual platform?
I think nothing will be changed. Facebook will be the same platform with the same rules. I want to solve all the problems as they arise.
And Meta emergence won’t change anything in gambling advertising policy.
Is there any chance that Instagram will follow Facebook and completely change its concept?
I believe that Instagram will be changed in some way soon. For example, a new video format – reels, it’s the response update to TikTok. It mustn’t be forgotten that Facebook has unbounded capacities as a globally-known platform. They can buy a messenger any time, as it was with WhatsApp. Instagram and Facebook will be looking for new formats, updates, and additions all the time to keep up with TikTok.
Talking about the most suitable platform for gambling advertising, there’s no big difference between Instagram and Facebook. However, Instagram offers higher traffic than Facebook. And Instagram users are more interested in the advertising campaigns, offers, and links.
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