Social media advertising best practices

Online advertising is one of the best mediums to find investors for your equity-crowdfunding campaign. Social media, in particular, is a great way to drive traffic and conversions to your campaign page. Over time, we have found that Facebook and Instagram are the top social media platforms for campaigns often in the top two sources of driving traffic to the site.

This guide includes some best practices with examples of past FrontFundr campaigns so you can craft an effective online advertising plan for your equity-crowdfunding campaign.

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Key Pillars for Success

When preparing your advertising plan for your campaign, consider implementing these key pillars for success. Learn how these key pillars have been practiced by reviewing examples below of Facebook and Instagram ads from past FrontFundr campaigns. 

Learn how these key pillars have been practiced by reviewing examples below of Facebook and Instagram ads from past FrontFundr campaigns.

• Target Investor Profiles: Identifying clear target investors profiles is critical to advertising success. Look at age, location, interests and other information. Consider your current customers profiles and ideal investor profile.
• Brand Imagery: Your ads should be a strong representation of your visual brand with your logo, strong images and consider sharing aspects of your campaign video. 
• Build Community: Use language that focuses on building community and your desire to be community owned. Use hashtags that represent your brand and equity-crowdfunding.
• Strong Call-to-Action: The investment opportunity should be clear on all ads. Consider adding the security type to emphasize the equity or debt offering.
• Show Traction: Highlight the number of investors and amounts raised so far. Consider also showcasing exciting partnerships.

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ecologyst Ad Example

ecologyst is building the world’s most sustainable apparel company. They make all our apparel in Canada and the US, supporting local jobs, and building the highest quality product. They don’t use synthetic materials like polyester, acrylic, or nylon that are made from petroleum and create microplastics. Instead, they use all-natural, biodegradable materials like Organic Cotton and Merino Wool to respect the environment and maximize durability.

• Funding Round: $1,544,382
• FrontFundr Raise: $495,387
• Minimum Investment: $500
• Average Investment: $1,548
• Number of Investors: 320
• Industry: Clothing & Retail
• Top Sources of Traffic: Instagram, Facebook, Email Marketing
• Investors by Age: 43% were between 25-34
• Conversion (Page Views to Investments): 1.47% 
• Raise Type: 2 equity-crowdfunding campaigns

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Liquid Wind Ad Example

Liquid Wind is an innovative Cleantech Company, based in Scandinavia. They are committed to bringing carbon neutral fuel to market at scale, globally. They will develop, build and manage fuel production facilities to meet growing demand for cleaner fuel. To significantly reduce carbon emissions from transport and industry, they need a lot of renewable fuel. They are aiming to complete 500 fuel facilities by 2050.

• Funding Round: $932,945
• FrontFundr Raise: $122,040
• Minimum Investment: $540.00
• Average Investment: $1,695.00
• Number of Investors: 72
• Industry: Renewable Energy
• Top Sources of Traffic: Facebook, Dianomi, Google
• Investors by Age: 34% were between 35-44
• Conversion (Page Views to Investments): 0.55%
• Raise Type: 4-month Offering Memorandum campaign

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Willow Ad Example

Willow was looking to become Canada’s first real estate exchange and marketplace. With as little as $100, anyone can buy shares in properties and participate in the market. Investors receive their portion of rental profits each month as well as any changes to market value when they decide to sell. PropSharing was created to bridge the gap between saving and buying as it untethered real estate investment from large down payments and makes the asset liquid.

• Funding Round: $1,333,350
• FrontFundr Raise: $275,020
• Minimum Investment: $250
• Average Investment: $1,348
• Number of Investors: 204
• Industry: Financial Technology
• Top Sources of Traffic: Facebook, FrontFundr Website, Instagram
• Investors by Age: 45% were between 25-34
• Conversion (Page Views to Investments): 1.36%
• Raise Type: 1 equity-crowdfunding campaign

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All advertising materials need to be reviewed and approved by the FrontFundr campaign and compliance teams. Materials can be shared via email or a collaborative document for review.