If you're running financial campaigns aimed at Indian audiences, this isn't just a regular policy update it's a major change in how financial products can be advertised on Meta's platforms. Here's what you need to know to follow the rules and keep your ads effective.

Understanding the Regulatory Landscape

The Problem That Sparked This Change

India's digital financial system has faced a rise in fake investment schemes and misleading advice from unregistered financial advisors, often known as "finfluencers" or "furus." These people have used social media to push questionable investment deals, leading to big financial losses for unsuspecting investors.

SEBI's March 2025 advisory pointed out the worrying increase in frauds related to securities on platforms like YouTube, Instagram, Telegram, and Facebook. The regulator asked digital platforms to use better verification methods for financial advertisers, which led to this joint policy with Meta.

Why This Matters Now

This policy is a major turning point in how technology and financial rules come together. It shows that global tech platforms and national regulators can team up to make digital spaces safer for users. For marketers, it marks a new time where being clear and responsible isn't just suggested - it's required.

Who Must Comply With These New Requirements

Universal Application

Every advertiser running securities and investment-related ads targeting Indian users must comply, regardless of their geographical location. This includes:

• Indian financial institutions (banks, NBFCs, brokers)

• Mutual funds and asset management companies

• Portfolio managers and wealth advisors

• Fintech startups and investment platforms

• International companies running global campaigns that include India

• Digital marketing agencies managing financial services clients

Important Note: Even if your business is headquartered outside India, if your financial ads target Indian audiences, these verification requirements apply to you.

What Types of Ads Are Covered

Securities and Investment Products Include:

• Stocks, equities, and shares

• Bonds and government securities

• Derivatives (futures, options, swaps)

• Mutual funds and ETFs

• Portfolio management services

• Investment advisory services

• Debentures and corporate bonds

• Alternative investment funds

• Insurance-linked investment products

Exempt Content Categories:

• Pure brand awareness campaigns for financial institutions

• News articles about financial markets or products

• Educational content about financial literacy (without product promotion)

• Training materials for financial careers

• General business news or market updates

The Two-Path Verification Process

Step 1: Determine Your Verification Path

Meta offers two distinct verification routes based on your SEBI registration status:

Path A: SEBI-Registered Entities (Preferred Route)

If your organization holds a valid SEBI registration, you'll need to provide:

• Organization name (exactly as registered with SEBI)

• Complete SEBI registration number

• Registered email address with SEBI

• Registered phone number with SEBI

The verification process is immediate once you complete the OTP verification sent to your registered contact details.

Path B: Entities Exempt from SEBI Registration

For organizations or individuals claiming exemption from SEBI registration, alternative verification methods include:

For Individuals:

• Government-issued photo ID (Aadhaar, PAN, Voter ID, Passport)

• Review process takes up to 2 working days

For Organizations:

• Official business registration documents

• GST registration certificate

• Incorporation documents

• Review process takes up to 2 working days

Technical Implementation Guide

Starting the Verification Process

You can initiate verification through two methods:

Method 1: Meta Business Suite

1. Navigate to Business Settings

2. Select "Authorisations and verifications" tab

3. Choose "Verification for investment ads delivered to India"

4. Select your ad account and click "Start verification"

5. Follow the guided process

1. Open Facebook Business Settings

2. Go to Authorizations and Verifications

3. Then click on "Verification for Investment Ads Delivery" - view details

4. Click on Start Verification

5. Click on Get Started

6. If you are a SEBI-registered organization, you can click Yes. and submit your details

7. If you are not a registered company, you can select the "No" option.

Then there are two options:

1. Verify your organization

2. Verify yourself

If you choose to verify your organization, you need to do so through document and email address verification. If you choose to verify yourself, you can upload a government-issued ID for verification.

Note: Requires both business account and ad account admin permissions

Method 2: Ads Manager

1. Create a new campaign

2. Select India in targeting options

3. Declare your ad as securities/investment related

4. Follow the verification prompt

Note: Requires only ad account admin permissions

Creating Compliant Ads

Once verified, you'll need to:

1. Select verified beneficiary and payer information during ad creation

2. Review the auto-generated disclaimer

3. Confirm the public disclosure details

4. Launch your campaign

Critical Reminder: Disclaimer information cannot be edited once the ad is live. Any changes require taking down the ad and creating a new one.

Transparency and Public Disclosure Requirements

What Information Becomes Public

All verified information will be displayed publicly on your ads and archived in Meta's Ad Library for up to seven years:

• Beneficiary name and location

• Payer name and location

• SEBI registration number (if applicable)

• For exempt entities: "SEBI registration number: not registered"

Ad Library Implications

Your financial ads will be stored permanently in Meta's searchable Ad Library, offering clear information about who is behind financial promotions. This ensures accountability and offers insights into competitors.

Policy Limitations and Gaps

Meta's policy applies to paid ads but not to organic content. It doesn't include real-time SEBI verification and depends on self-declaration for SEBI exemptions. It might not fully cover indirect advertising, such as services promoted through affiliate links, influencer partnerships, or other indirect methods.

Strategic Steps for Digital Marketers

Immediate Actions

1. Start Verification Now: Don't wait until July 31. Begin verifying right away to prevent campaign issues.

2. Review Your Client List: Check which clients run financial ads in India and verify their SEBI registration.

3. Adjust Campaign Plans: Include verification timelines in your campaign schedules.

4. Train Your Team: Make sure everyone understands the new rules and verification steps.

Long-term Strategy

Client Management: Explain to clients how public disclosure can impact their market position.

Compliance Setup: Create processes to keep up with changing financial ad regulations.

Content Strategy Changes: Think about how the policy might affect organic content and influencer partnerships.

Competitive Insights: Use the Ad Library to learn about competitors' strategies and positions.

Best Practices for Compliance

Documentation Management: Keep SEBI registration details current, store digital copies of all verification documents, and regularly update contact information with SEBI.

Campaign Planning: Include verification timelines in campaign schedules, prepare different verification plans for various client types, and set up clear processes for identifying beneficiaries and payers.

Client Communication: Inform clients about the effects of public disclosure, give clear guidance on SEBI registration needs, and set up procedures for dealing with verification rejections.

Future Outlook and Industry Evolution

Potential Expansion: Meta's India policy could become a model for other markets, with similar requirements possibly appearing in other Asian markets with developing financial regulations, European markets with evolving fintech oversight, and markets where financial fraud is a significant concern. Industry Transformation: This policy signifies a broader shift toward greater platform accountability for content verification, increased collaboration between tech companies and regulators, higher barriers to entry for financial advertising, and enhanced consumer protection in digital finance.

Key Takeaways for Financial Marketers

This policy change is a fundamental shift towards a more transparent and accountable digital financial ecosystem, creating opportunities for legitimate financial service providers to stand out with verified advertising while benefiting the industry by raising standards and reducing fraud.

The 7 Steps to Create Your Combined Media Strategy

Step 1: Define Clear Business Objectives

Before picking any channels or tactics, you should:

• Identify 2-3 main business goals (like increasing market share, improving retention, or entering new markets)

• Set specific, measurable targets with deadlines

• Align marketing goals with these business objectives

• Decide which part of the funnel needs the most focus (awareness, consideration, or conversion)

Action item: Create a one-page strategy document that links business objectives to marketing goals with clear KPIs.

Step 2: Understand Your Audience Deeply

Good strategies begin with knowing your audience:

• Create detailed profiles for each target group

• Outline their usual customer journey and interactions

• Find out their favorite content types and channels

• Learn about their challenges, questions, and information needs

• Discover where they spend time online and how they decide

Action item: Make journey maps that show where your audience interacts with different media types during their decision-making process.

Step 3: Check Your Current Media Assets

List what you already have:

• Look at your website, blog, email, and social platforms (owned)

• Check current press coverage, reviews, and mentions (earned)

• Review how past advertising campaigns performed (paid)

• Find strengths to use and gaps to fix

• See what's working for competitors in all three media types

Action item: Make a spreadsheet of your media assets with performance numbers for each channel.

Step 4: Develop Your Content Strategy

Your content powers all three media types:

• Define your main brand stories and key messages

• Make a content calendar for different stages of the funnel

• Plan a variety of formats (blog posts, videos, infographics, etc.)

• Make sure content can be easily used across different channels

• Find chances to create key content that can be reused

Action item: Create a quarterly content calendar with themes that match business goals and audience needs.

Step 5: Design Your Channel Strategy

Now decide on the mix of channels:

• Owned media priorities: Which platforms will be your main content centers?

• Earned media targets: Which publications, influencers, or communities are most important?

• Paid media selection: Which advertising channels best reach your audience?

• Think about which channels work best for each stage of the funnel

• Set primary and secondary channels for how you'll use resources

Action item: Create a chart that ranks each channel based on its potential impact and the resources required.

Step 6: Create Your Implementation Plan

Turn your strategy into action:

• Write detailed campaign plans for big projects

• Set up workflows for teams handling different media types

• Create a process for making and approving content

• Set up ways to promote content across different channels

• Develop plans to handle crises in earned media

• Make a realistic timeline with needed resources

Action item: Create a 90-day plan with specific tasks, responsible people, and deadlines.

Step 7: Set Up Your Measurement Plan

Measure what matters:

• Choose 3-5 main KPI’s for each type of media

• Set up tracking and attribution systems

• Create a single dashboard to show performance across all channels

• Schedule regular reviews (weekly for tactics, monthly for strategy)

• Decide when to change or adjust your strategy

Action item: Build a central dashboard to show how all three media types help achieve overall goals.

Implementation Tips for Each Media Type

Optimizing Your Owned Media

• Prioritize quality over quantity—fewer great pieces are better than many average ones

• Keep a consistent publishing schedule that you can realistically follow

• Optimize for search engines and engage your readers

• Set up clear paths for conversion from all your content

• Create strong internal links between related content

Maximizing Your Earned Media Impact

• Build relationships with important influencers ahead of time

• Create scores to predict how shareable your content is

• Plan an outreach schedule that matches your content releases

• Provide pre-written quotes and materials to make sharing your content easy

• Quickly respond to and engage with mentions

Enhancing Your Paid Media Effectiveness

• Start with small budget campaigns to test before investing more

• Make custom audiences from people who engage with your owned media

• Retarget visitors who view your content but don't take action

• Systematically A/B test different creative elements

• Measure the impact not just by immediate conversions but by overall brand growth

Common Pitfalls to Avoid

1. Siloed teams: Teams working separately on each media type without working together

2. Inconsistent messaging: Different messages across owned, earned, and paid channels

3. Imbalanced investment: Relying too much on one media type (usually paid)

4. Poor attribution: Not understanding how the three media types affect each other

5. Missing feedback loops: Not using insights from one channel to improve the others

Making Adjustments

Your strategy should be flexible. Plan to:

• Review performance data at least once a month

• Adjust your strategy every quarter based on results

• Move resources between media types depending on how well they perform

• Try out at least one new channel or tactic each quarter

• Record what you learn to improve future planning

The best marketing strategies combine owned, earned, and paid media into a unified system where each part boosts the others. Begin with a solid base of owned media, use paid media wisely to expand your reach, and work steadily to gain trust through third-party validation.

Remember, the aim isn't a perfect balance, but strategic alignment. Your mix will depend on your business goals, resources, and competition. The important thing is making sure each part of your strategy helps the others to achieve your bigger business goals.

For more practical marketing insights and guidance, join Digital Mind Collective

Each type of media has its own role in your digital setup, with different benefits, challenges, and uses. Knowing how to use each type and how to combine them is important for marketers who want to get the most out of their investment and build strong connections with their audience.

1. Owned Media

   Digital properties you fully control, like your website, blog, email newsletters, and company social media profiles.

2. Earned Media

   Exposure gained through word-of-mouth, PR efforts, media coverage, reviews, and social sharing by others.

3. Paid Media

   Promotional channels you pay for, like digital ads, sponsored content, PPC, social media ads, and influencer partnerships.

1. Owned Media: Your Digital Foundation

Definition

Owned media includes all digital assets that your brand fully controls, both in content and distribution. These are channels where you can share content without outside limits or costs for each publication.

Some Examples of Owned Media

• Website and Blog: The main part of your owned media strategy, allowing you full creative control and acting as the hub for all your other marketing activities.

• Email Newsletters: Direct communication channels with your audience that bypass algorithm changes on other platforms.

• Social Media Profiles: Your brand's presence on platforms like LinkedIn, Facebook, Twitter, and Instagram.

• Mobile Apps: Branded apps that offer useful features while keeping users engaged within your ecosystem.

• Podcasts and Video Channels: Brand-created audio and video content shared on platforms you manage.

• Whitepapers, E-books, and Guides: Detailed content that shows your knowledge and helps gather potential customers.

Benefits of Owned Media

• Complete Content Control: You decide what content to publish, when to publish it, and how it appears, keeping your brand consistent and your message clear.

• Cost-Effectiveness : After the initial investment, the ongoing costs for creating and sharing content are relatively low compared to paid media..

• Longevity: Content stays available forever, possibly bringing in traffic and leads for years.

• Audience Building: Creates chances to turn visitors into subscribers, building your own audience asset.

Challenges of Owned Media

• Resource Intensive: Requires regular content creation and upkeep of the platform.

• Limited Initial Reach: Without established audiences, new content might have a hard time getting noticed.

• Algorithm Dependency: Social platforms restrict how many people see your posts naturally, so you need to adjust your strategy.

Content Saturation: To stand out in crowded digital spaces, your content needs to be of high quality and very relevant.

Real-World Examples

Best Practices for Owned Media

• Develop a Content Strategy: Create a written plan that matches your content with business goals, audience needs, and the buyer's journey.

• Focus on Quality Over Quantity: Focus on depth, accuracy, and value instead of how often you publish.

• Optimize for Search: Use SEO best practices to make your content easier to find.

• Create Content Pillars: Create detailed content hubs around important topics that matter to your audience.

• Repurpose Content: Extend the value of your content by changing it to fit different formats and platforms.

• Incorporate Lead Capture: Design clear calls-to-action to turn visitors into leads.

• Maintain Consistency: Establish a regular publishing schedule and maintain a consistent brand voice.

  2.Earned Media: Building Credibility and Reach

  Definition

  Earned media is the attention and exposure your brand gets from outside sources and channels that you don't directly manage or pay for. It shows the recognition and coverage you earn through the quality of your products, content, or actions.

  Some Examples of Earned Media

• Press Coverage: News articles, interviews, and features about your brand in media outlets.

• Social Media Mentions: Organic discussions, shares, and comments about your brand on social media platforms.

• Reviews and Testimonials: Customer feedback on review sites, app stores, and product pages.

• Influencer Recognition: Unpaid mentions or features from industry influencers and thought leaders.

• Word-of-Mouth: Personal recommendations and referrals from customers to their friends and connections.

• Backlinks: Other websites link to your content because they find it valuable.

• Content Sharing: Your content is shared, reposted, or mentioned by others.

  Benefits of Earned Media

• Enhanced Credibility: When others talk about your brand, it builds more trust than when you promote yourself. This helps gain trust from potential customers.

• Extended Reach: Your brand gets seen by new people through channels that already have followers.

• SEO Benefits: Quality backlinks boost your domain authority and improve your search rankings.

• Cost Efficiency: You get exposure without paying for media, but you still need resources for PR and building relationships.

Challenges of Earned Media

• Limited Control: You can't control when, how, or what is said about your brand.

• Unpredictability: You can't be sure of the results, which makes planning hard.

• Requires Relationship Building: Building media connections takes time and effort.

• Potential Negative Coverage: Not all earned media is positive, so you need to manage your reputation.

• Difficulty in Measurement: It's harder to track the impact of earned media compared to other types.

Real-World Examples

Best Practices for Earned Media

• Create Share-Worthy Content: Make content that people naturally want to talk about and share.

• Build Media Relationships: Keep good connections with journalists and industry publications.

• Develop a PR Strategy: Plan announcements that are newsworthy and prepare interesting press materials.

• Leverage Data and Research: Use original research and industry insights that media outlets find valuable.

• Monitor Brand Mentions: Use tools to track and respond to media coverage.

• Amplify Positive Coverage: Share and promote good media mentions on your own channels.

• Encourage Reviews: Have a system to get real customer reviews.

• Create Thought Leadership: Make executives and experts seen as leaders through speaking events and guest articles.

3. Paid Media: Accelerating Reach and Results

Definition

Paid media includes all channels where you pay to show your content or message to an audience. This covers traditional advertising and different types of digital promotion where you buy visibility instead of gaining it naturally.

Some Examples of Earned Media

• Search Engine Marketing (SEM): Paying for ads on search engines like Google and Bing.

• Social Media Advertising: Paying for promoted posts, ads, and sponsored content on platforms like Facebook, Instagram, LinkedIn, and Twitter.

• Display Advertising: Paying for banner, video, and media ads on websites, apps, and social platforms.

• Native Advertising: Paid content that blends in with the platform's style.

• Influencer Marketing: Paying content creators and industry figures to promote your brand.

• Sponsored Content: Paying for branded articles or videos on other websites.

• Programmatic Advertising: Using automated systems to buy and sell ads through real-time bidding.

• Affiliate Marketing: Paying commissions to partners who promote your products.

Benefits of Paid Media

• Immediate Visibility: Creates quick traffic and exposure, unlike earned and owned media, which take time to grow.

• Precise Targeting: Lets you reach specific groups based on demographics, behavior, interests, and intent.

• Scalability: Can be easily increased or decreased based on how well it performs and business needs.

• Measurable ROI: Offers detailed analytics to track performance and calculate return on investment.

Challenges of Paid Media

• Ongoing Costs: Needs constant spending to keep visibility and results.

• Ad Fatigue: People might get used to ads, so you need to update them often.

• Ad Blockers: More people using ad blockers can reduce your reach.

• Algorithm Changes: Changes in platforms can affect how well ads work and their cost.

• Market Saturation: Crowded markets increase costs and need better strategies.

• Lower Trust: People usually trust paid ads less than earned media or personal recommendations.

Real-World Examples

Best Practices for Paid Media

• Set Clear Goals: Decide what you want each campaign to achieve, like awareness, leads, or sales.

• Target Wisely: Use targeting options to reach your most valuable audience.

• Create Engaging Ads: Make high-quality ads that grab attention and show value.

• Test and Improve: Keep testing different ad elements to boost performance.

• Watch Ad Frequency: Limit how often users see your ads to avoid ad fatigue.

• Build Effective Landing Pages: Make sure the landing page matches the ad's message.

• Use Attribution Modeling: Learn how different paid channels help with conversions.

• Use Various Channels: Avoid relying too much on one platform or ad type.

An article about Building a Balanced Digital Media Strategy & Framework. A step-by-step process will be posted soon.

Join Digital Mind Collective - A Digital Marketing Community to share knowledge and build connections.

• Impressions are the total number of times your content or ad is shown, no matter if people interact with it or not. This metric counts each time it appears, so the same person can add to multiple impressions. Impressions show how often your content is displayed, giving insights into visibility and ad exposure.

• Reach, on the other hand, shows the unique number of people who have seen your content at least once. It helps you understand the size of your audience and how well you are spreading your message. A higher reach means more people are seeing your content.

Why Both Metrics Are Important?

While reach helps you understand how many people see your content, impressions show how often people come across your brand. A campaign with high reach but few impressions might mean many people see it, but not often. High impressions with low reach could mean the same people see it repeatedly.

Balancing both metrics ensures a strategy that reaches a wide audience while keeping your brand visible to encourage engagement and conversions.

1. Click-Through Rate (CTR)

Formula: (clicks ÷ impressions) x 100

CTR is a basic digital marketing metric. It shows how often people click on your ad after seeing it. A high CTR means your ad is interesting and relevant to your audience.

Pro tip: Improve your CTR by crafting compelling ad copy and using eye-catching visuals.

2. View-Through Rate (VTR)

Formula: (Total completed views / Total measured impressions) x 100

VTR is important for video content. It tells you the percentage of people who watched your whole video after seeing it. A high VTR means your content keeps viewers interested from beginning to end..

Pro tip: Hook viewers in the first few seconds and keep your videos concise to improve VTR.

3. Hook Rate (Video)

Formula: 3 Sec Video Views ÷ impressions

The Hook Rate shows how well your video catches attention in the first three seconds. In today's world, where attention spans are short, this metric is very important.

Pro tip: Start your videos with a bang – use intriguing visuals or a compelling question to hook viewers instantly.

4. Hold Rate (Video)

Formula: ThruPlay ÷ impressions

While the Hook Rate shows how well you get people to start watching, the Hold Rate shows how well you keep them watching. It measures how engaging your content is overall.

Pro tip: Keep a story flow in your videos and use visual storytelling methods to hold viewers' attention..

5. Clicks to Convert

Formula: Conversions or Results / Clicks

This metric shows how many clicks, on average, it takes for a user to complete a desired action, like making a purchase. It's a good way to measure how well your conversion process works.

Pro tip: Make your conversion process simple and make sure your landing pages are optimized to lower the number of clicks needed to convert.

6. Engagement Rate

Formula: Engagements / Impressions

Engagement Rate shows how much your audience interacts with your content through likes, comments, shares, and other actions. It's a key sign of how much your content connects with and is valuable to your audience.

Pro tip: Create content that encourages interaction, like polls, questions, or contests.

7. Recall Lift

While the exact formula isn't given, Recall Lift can be found on the Meta Ads Dashboard. It checks how well people remember your ad after they see it, which is important for brand awareness campaigns.

Pro tip: Use unique branding elements and memorable messages to boost your Recall Lift.

8. Cost Per Result (CPR)

Formula: Results / Amount Spent

CPR helps you see how cost-effective your campaigns are at reaching your goals. A lower CPR means your ad spending is more efficient.

Pro tip: Continuously test and adjust your targeting & creatives to improve your CPR..

9. Return on Ad Spend (ROAS)

Formula: Revenue / Amount Spent

ROAS is an important metric for e-commerce and direct response campaigns. It shows how much money you earn for every rupee spent on advertising.

Pro tip: Focus on the audience segments and ad creatives that perform well to increase your ROAS.

10. Return on Investment (ROI)

Formula: (Net profit / Total cost) × 100

ROI is the main way to measure how profitable your marketing efforts are. It considers not just ad spending, but all the costs related to your campaign.

Pro tip: Consider long-term customer value, not just immediate returns, when calculating ROI.

Conclusion

Mastering these ten social media metrics will give you a clear view of how well your marketing is doing. Keep in mind that while each metric is useful on its own, they work best when combined to provide a full picture of your social media efforts.

By regularly checking these metrics and changing your strategies based on them, you'll be on the path to success in social media marketing. Happy analyzing!

Here are some GPT prompts to make your work easier! They’re useful for proofreading content, so give them a try.

1. Correct the typing mistakes in the text:

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3. Just proofread content:

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4. For Fact-Checking the Content:

Fact-check the data in this text:
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5. Find a reliable source of content.

    Suggest reliable sources to back up the claims in this text:
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Disclaimer: GPTs are AI models, and their responses are based on the data they studied; therefore, we are not guaranteed a proper response from any GPT applications.

If you find them helpful, please give a like and share your thoughts in the comments. Let's discuss!

As a performance marketer, I have seen countless shifts in the digital landscape, but this update truly stands out. It simplifies the creation, execution, and management of WhatsApp message campaigns , combining the power of Meta’s ad ecosystem with the immense reach of WhatsApp.

What’s New in WhatsApp Ads Manager?

With this new feature , WhatsApp Business API users can now create targeted WhatsApp messaging campaigns directly from the Meta Ads Manager interface. Currently, the feature is available for a limited number of testers, but a wider rollout is expected soon.

1. Ad Formats Available

Businesses can create different types of WhatsApp ads to engage with their audience in a personalized and impactful way & drive sales through the campaigns:

• Single Image Ads: These are simple, image-based ads combined with a call-to-action that encourages the user to interact via WhatsApp.

• Text and Button Ads: it allows businesses to send a combination of text with a clickable button that redirects users to a WhatsApp chat.

• Carousel Ads: Businesses can showcase multiple images or creatives in a scrollable format within WhatsApp, offering multiple points of engagement.

2. Managing Campaigns : Easy and Familiar

Managing WhatsApp ad campaigns in the Meta Ads Manager feels quite similar to how businesses have managed campaigns on Facebook and Instagram. The interface remains user-friendly, with options to:

• Set objectives, budgets, and durations.

• Monitor campaign performance in real-time.

• Optimize ad creatives and messaging for better engagement.

How to Create WhatsApp Message Campaigns Using Meta Ads Manager ? - Step By Step Guide :

Step 1 : If you are a WhatsApp Business API Customer and eligible for the new feature, you can find a Messaging Campaigns section just below the legacy campaigns section on the left menu of the Meta Ads Manager.

Step 2 : If you open this menu, you can find a dashboard similar to Meta Ads Manager, but there is a small change in the values and names mentioned on this dashboard.

1. Message Campaigns - similar to Campaigns Section

2. Message Sets - similar to ad-sets

3. Messages - Similar to ads

In a new account, we can see a message on the campaign listing section about creating a new campaign:

Create your first WhatsApp message campaign

marketing messages help you engage customers and leads with timely, personalized promotions and updates.

You can build WhatsApp message campaigns that increase engagement, build relationships and deliver faster results

Step 3 : If we click the create button on this window, you will find a campaign creation window:

Step 4 : In this window, you have an option to name the campaign and messaging sets. we can choose messaging apps from this window. In the future, there might be multiple platforms like Messenger and Instagram Messenger available in this window. You also have an option to set a goal for the campaign.

We have 3 different performance goals for the campaign:

1. Maximum number of clicks: Campaign aims to gain more clicks on our CTA.

2. Maximum number of conversions: Campaign aims to get more conversions or sales.

3. Maximum number of deliveries: Focuses only on the maximum delivery of messages.

Step 5 : We can create conversion events for tracking results with the conversion API and implement them in campaigns.

Step 6 : We can set a lifetime budget and schedule in the budget section. A daily budget is currently not available in this section.

Step 7 : On Audience Segment : We can create a subscriber list as a CSV or TXT table format file, and you can download a sample file for template of CSV file for our audience set

Step 8 : On this CSV filer Phone number and first name is mandatory and offer code is optional, if we have any offer code for customers you can enter it to this csv.

Step 9 : In the Message creation section, we have the option to choose manual image upload, Existing ad & catalog section. In the manual image section, we have two options: single card and carousel card. This allows us to create messaging ads with carousel posts. In the catalog section, we can choose our existing catalog for this campaign. If we don't have one, we need to create it.

we have an offer option also in this section if we turn on this we can add offers section in ads.

Step 10: Set a Headline , Description and Body Text

Step 11 : Add a button text (CTA) and website URL.

Step 12 : Then you can publish the campaign. The campaign will be published after approval from Meta.

Please note, if our business is not verified, we are limited to sending marketing messages to 1 lakh recipients in a 24-hour period, but we can increase this limit by verifying our phone number in business verifications.

Limitations in Audience Targeting

While this update is revolutionary, there are some limitations in its current form. One major aspect is that there is no built-in audience targeting like we have for Facebook or Instagram ads. Instead, businesses must upload their own database of phone numbers to target users. This makes it slightly restrictive for those who do not already have an established database of customer contacts.

However, considering Meta’s history of continuous improvements, there’s a possibility that more advanced targeting options may be introduced soon.

What Makes This Feature Game-Changing?

1. Seamless Integration with WhatsApp: WhatsApp has more than 2 billion active users globally, making it a powerful platform for businesses to connect with customers. By integrating WhatsApp campaigns with Meta Ads Manager, businesses can now harness the reach and engagement potential of WhatsApp in a way that is far more structured and measurable.

2. Personalized Interactions at Scale: Unlike traditional ad formats, WhatsApp ads allow businesses to engage directly with users in a more personalized manner, fostering genuine conversations and interactions.

3. More Control, Less Effort: The ability to manage WhatsApp message campaigns just like other Meta campaigns simplifies the entire advertising process. With Meta Ads Manager’s reporting tools, marketers can easily track the success of their campaigns and make data-driven decisions to optimize performance.

What’s Next?

As of now, this feature is only available to a limited group of testers worldwide. But with Meta's track record of innovation, we can expect a global rollout of this feature in the near future.

If you're already using WhatsApp Business API and have access to this feature, now is the time to start exploring how it can help streamline your messaging campaigns and enhance your marketing strategy.

Final Thoughts

The integration of WhatsApp into Meta Ads Manager is a step forward for marketers looking to engage audiences in more meaningful and direct ways. With WhatsApp’s vast user base and Meta’s sophisticated advertising tools, this update promises a significant impact on how businesses communicate with their customers. While there are a few limitations—such as the lack of native targeting within the platform—the possibilities this update offers are huge.

For businesses ready to take advantage of this feature, it’s a game-changer, providing more direct, personalized, and trackable interactions with customers than ever before.

References : Umar Tazkeer, Meta Marketing Pro, WhatsApp Business Marketing Support Call

Stay tuned for further updates on WhatsApp Ads Manager and feel free to express your thoughts.

In recent days, many digital marketers around the world are facing this issue. I know you haven’t received a proper solution from Facebook chat support. The most common reason for an account disablement is flagged unusual activity, which can occur for a variety of reasons. Here you can find the reasons for your account blocking and follow the steps provided in this article for an easy solution.

Common Reasons:

1. Recharging Account from a Different Location (Country) If you recharged your ad account from a country other than the usual one, Facebook might see this as suspicious behaviour.

2. Using a VPN While Recharging Your Ad Account Accessing your account through a VPN will change your IP address, which may appear unusual to Facebook’s security systems.

3. Using a Credit Card from a Different Country Using a credit card issued in a country different from the one associated with your account can trigger an alert for unusual activity.

4. Changing Payment Methods Frequently Using different payment methods for each transaction or frequently changing payment methods can be seen as suspicious activity.

5. Multiple People Trying to Pay at the Same Time If multiple people attempt to make payments on the same account simultaneously, it might be flagged as unusual activity.

6. Facebook’s Internal Bug Occasionally, the problem may stem from an internal bug within Facebook’s system rather than anything related to your account’s activity.

Steps to Resolve the Issue

If your Facebook ad account has been disabled due to unusual activity, follow these steps to address the issue:

1. Raise a Ticket on Meta Business Chat Support

(Chat Support Screenshots)

1. Access Facebook Business Support: Visit the Facebook Business Help Center.

2. Select Support Option: Click on “Support” and choose “Contact Support” or “Chat with a Representative. ”

3. Describe the Problem: Clearly explain the situation , including any recent changes to payment methods and the issues you are facing. If you have identified why your account was blocked on Facebook, mention the reason to the executive.

4. Submit the Request: Follow the instructions from the chat support team to submit your support ticket. Please provide the information they request during the official chat support session

(Do not share any documents via WhatsApp or email, Lots of scammers waiting outside to cheat you.)

2. Submit Review Documents on the Account Quality Review Page

1. Go to Account Quality: Navigate to the Account Quality page on Facebook.

2. Click on “Request Review”: Look for the option to request a review of your account status. (If you do not find your issue here, go to the Billing page for further assistance.)

3. Submit Required Documents: Provide the necessary documents to verify your identity and the legitimacy of your account activity.

4. Explain Your Issues: Clearly explain what actions you have taken and why you believe the block happened. Providing a detailed explanation helps the support team resolve the issue more effectively.

( Facebook Provided Form to Submit Our Details )

(Screenshot from Meta Support Email about Submitting the above mentioned form)

This process helps Facebook verify that changes in payment methods or locations are legitimate and not indicative of fraudulent activity.

3. Follow Up with Support

1. Monitor Response: Responses from Facebook may not always be immediate. Be prepared to follow-up multiple times if necessary.

2. Don’t Give up: If the initial response does not resolve the problem, don’t hesitate to reach out again. Wait for up to two days after raising the ticket for a response. If you don’t receive a solution within this time frame, perform a follow-up from support Inbox Page.

3. Don’t waste time: Don’t wait too long before following up. Extended delays may affect the recovery of your account.

(Support Inbox Page Shows all our support cases and responses)

Being consistent and determined will increase your chances of resolving the issue effectively.

Personal Experience

I faced these issues with multiple accounts simultaneously. I have followed up for each account, and three accounts were successfully recovered. However, one account remains disabled over the past two months. I have not given up and continue to actively follow up with support tickets.

By maintaining consistent follow-up and not losing hope, you increase your chances of eventually resolving the issue.

Steps to Ensure Before Starting a Video Campaign:

Step 1: Identify Your Customers : First, understand who your customers are, Identify and study your ideal customers by noting their age, interests, and problems. This helps you create content that speaks directly to them.

Example: If your product is a fitness app, One audience is : customers who are health-conscious, aged between 20-40 years, and interested in maintaining a healthy lifestyle.

Step 2: Understand Audience Behaviour : Learn how your audience behaves on social media. Find out which platforms they use, what type of content they like, and when they are most active . This helps you plan the right content for the right customer .

Example: If your audiences are young professionals, they might be more active on LinkedIn during weekdays and prefer short, informative videos.

Step 3: Choose the Right Platforms and Placements Choose the social media platforms where your target audience is most active. Websites like Statista can help you with that

Example: For targeting teenagers, you might choose Instagram or TikTok as they are more popular among this age group,

Step 4: Develop Audience-Specific Content Create a content plan that suits your audience’s interests. Ensure the video content is engaging and capable of generating leads. if you need ideas for creatives, I have posted another article on LinkedIn—please check it out. Let’s move forward with the video content strategy below to plan your content:

Video Content Planning:

1. Start with a Strong Hook Your video has just seconds to make an impression, so starting with a strong hook is crucial. first 1-4 seconds should grab the viewer's attention and must resonate with the correct target audience.

Example: For a health check-up ad, you can start with, “Are you sure you're healthy?”

2. Keep it Short and Engaging For paid campaigns, a 30-second video is often the sweet spot. Within this short time frame, every second counts . Focus on delivering your message quickly and clearly without unnecessary content. A concise , well-paced video is more likely to engage the correct audience. Example: In a video promoting a hair treatment .you should convey the quality and speciality of treatment in first 15 seconds

3. Prioritise Your USPs Your unique selling propositions (USPs) are the heart of your video content. Highlight your main priorities within the first 10-20 seconds. Viewers should immediately understand what sets your product or service apart from competitors . Additional USPs can be included in the video description . Example: If your product is cost effective and best selling , make sure to highlight that within the first 10 to 20 seconds.

4. Add Text to Your Video On social media, about an average 60% of the audience watches videos without sound or set to low volume . For an engagement ad, they might turn up the volume to understand the content, but for a sponsored ad , they often won’t. Therefore, add highlighted text of key points to your video, placing it in the centre or just below the centre, to grab the user's attention.

Example: Include bold, clear text saying “ 50% Off Today Only” right in the centre of your video.

5. Differentiate Between Engagement and Lead Generation Videos Not all social media videos will work out for a lead generation campaign. Social media videos are mostly planned to create engagements from broad audience segment, which may not work for a targeted lead generation campaign . Audience-specific hook elements and direct communication are essential in these videos. Indirect messaging might capture attention but won’t always drive conversions. Therefore, defining your audience upfront and tailoring your video content to their specific needs is crucial

Example: For a lead generation video, directly address the problem your product solves, like “Struggling to keep track of your expenses? Try our budgeting app today!”

6. Build Towards a Compelling CTA As you approach the 15-second mark, shift the focus to lead generation. Why should viewers take the next step? Convey a message that clearly explains the value of submitting their information. By the end of the video, your call to action (CTA) should be irresistible. whether it’s “Sign up now for an exclusive offer” or “Learn more today, ” make sure your CTA is both clear and compelling

7. Optimise Your Headline The headline of your video is just as important as the content itself. It should be catchy, relevant, and include key elements that need to attract the targeted viewers. An optimised headline can significantly boost the click-through rate , leading to higher engagement and more leads.

Example: “10% offer on Smartphones, Claim it Now ”

NB :

Regularly Monitor and Adjust No campaign is perfect from the start. Monitor your video’s performance every three days to track its effectiveness. If the videos isn’t getting the viewership or leads you anticipated, be prepared to make necessary adjustments. This might include tweaking the hook, revising the CTA, or even reworking the video entirely. Continuous optimisation is key to a successful lead generation strategy.

The Consequences of Inaction Failing to follow these steps can result in missed opportunities or , worse, attracting the wrong leads. A poorly optimised video might get views but won’t convert those views into valuable leads. To maximise your ROI , it’s essential to adhere to these best practices and continuously refine your approach.

Let us plan and plan the lead generation campaign video precisely , making it audience-specific and creating an intention to purchase or submit leads. Direct communication will be better with the following points . A lead campaign video may not work well on social media engagement, and vice versa . Please note that an engagement video targets a broad audience, and a lead generation video targets our customers.

The effectiveness of your campaigns can rely on the clarity of your message. One common drawback is relying too heavily on creative or indirect messaging in lead generation ads, which can lead to lower performance.

Understanding the User Perspective

Let’s consider an example: if I’m looking to buy an apartment in Kochi, and I come across an ad that’s more creative than direct, I might not engage with it unless I’m someone who appreciates creativity. But what if I’m not in a creative field? The chances of me swiping past without paying much attention are high.

This isn’t just true for real estate; many other industries also require straightforward communication. Your audience isn’t necessarily looking for clever wordplay—they want clear, concise information about what you’re offering.

Steps to Improve Your Lead Generation Campaigns

To maximize the effectiveness of your social media lead-generation campaigns, consider the following steps:

1. Avoid Creative & Indirect Copy: Your ad copy should be clear and direct. Save creativity for engagements, but when it comes to generating leads, straightforward messaging is key.

2. Simplify Content on Creative: Limit the amount of text on your ad creatives. Use large, readable fonts that stand out, especially for users viewing on mobile devices.

3. Use Relevant Images: If your ad is for selling apartments, include a clear and appealing image of the apartment. This visual connection helps attract your target audience.

4. Choose Colors Wisely: The colours you use should be appealing and resonate with your target audience. They should be eye-catching and stand out as users scroll through their feeds.

5. Highlight Your Unique Selling Points (USPs): Identify the most compelling USPs of your product and make sure they are prominently displayed in your creative with minimal but effective text.

6. Prioritize USP Visibility: Ensure that your USPs are prioritized based on what’s most important to your audience. The visibility of these points should be enhanced through careful font and layout choices.

7. Craft a Direct Headline: Your campaign headline should directly communicate your product’s value and include a strong USP to encourage clicking on your Call to Action button.

8. Reserve Low-Priority USPs for Sales Conversations: Not all USPs need to be included in the ad creative. Low-priority points can be communicated during direct sales interactions, keeping your ad focused and effective.

9. Optimize Placements: Review all ad placements to ensure no important text or USPs are obscured by design elements. Make adjustments as necessary.

Following these steps, you can create lead-generation ads that resonate with your audience, driving better engagement and conversions.