If a picture is worth a thousand words, then how about a video of factory farm cruelty? Video is one of the most powerful tools that animal advocates have for persuading the public to make compassionate choices that help animals.
The easiest way to share video is to post a link online — Facebook, Twitter, blog, etc. We recommend www.WhatCameBefore.com. You can paste this URL into your email signature, and in comment sections on articles that talk about animals or food. You can also embed the YouTube video into any pages you control: https://www.youtube.com/watch?v=pNxcylWLEH8
If you’re short on time but have a little money and a tiny bit of computer savvy, Facebook ads are a quick and cost-effective way of bringing videos and vegan resources to thousands of people. For as little as $5 per day, you can make sure that thousands of people see powerful video of farm animal abuse and have direct access to vegan resources. So skip the daily Starbucks and put a dollar or two per day into Facebook ads — the animals will thank you!
Set up your ad
Sign into Facebook, then visit the Facebook Ad Creation Page. The easiest option for an Facebook outreach campaign is “Send People to Your Website.” Enter the URL of the website you want to promote (we encourage you to promote a webpage with video playing automatically, like www.WhatCameBefore.com). Then enter the title, text, and image you want your ad to display.
Pick your audience
Who do you want the ad to be seen by? You want to catch the attention of people who are not already vegetarian. For example, in the “Interests” category, you can enter terms like dogs, cats, puppies, kittens, ASPCA, Animal Planet, etc. In the age category, try focusing on teenagers. Not only are they more likely to go change their diet than adults, they are significantly cheaper to advertise to. On the right side of the page you’ll see the “Estimated Reach” of your ad.
Choose your budget
Enter the amount you want to spend on your ad. You can choose a daily budget (how much will be spent every day), or a lifetime budget (the total expenditure). Feel free to explore the other options as well.
Once you start running ads, an “Ad Manager” tab will appear on the left column of your Facebook home page for easy access to your campaigns. Check in on your ad — if it’s not doing well, you may need to change the bid, change the text or picture, or switch to a new ad.
Choose your picture and text
Think creatively. For example, you might use a picture of an abused dog or cat and write “Fight animal cruelty: Animals are suffering with no laws to protect them, but you can make a difference — and it’s free! Click to take action now.” Or, you might use a picture of a vegetarian celebrity like the musician Miley Cyrus and write “Miley says no to cruelty: Click here to see the shocking reality of factory farms, the reason Miley Cyrus leaves meat off her plate.” For best results, set up several ads and let them battle one another to see which works best!
And, hey, we’re here to help! If you have any questions or want advice, email us at [email protected].
If you decide to run Facebook ads, please click through to page two for some very important additional advice by using the numbered boxes at the bottom of the page.