Facebook’s most effective advertising is in the stream. No one is looking on the sidelines, and I’ve said it a million times, no one goes to Facebook to shop. However FB is tremendously influential. Sponsored stories so far have the best success for marketing a brand on Facebook, but how can you really amp up the Facebook marketing success?
The problem arises from the typical misconception that advertisers do not have any creative control over sponsored stories ad types because they are generated from an organic user action. At most advertisers wrongly believe, these ads might include a page or current profile photo. If you are not familiar with the make-up of a sponsored story it usually is when someone likes a page or brand, or item. This is relatively lackluster content, although it comes in the form of a trusted source (a friend’s user stream), or appears on a mobile device so you will see it and the brand gets an earned impression. The way to take sponosred stories to the next level is to show actual interaction with your brand.
If you are a car dealer and you capture a person jumping in the air the moment they take delivery of a new car – that will drive engagement. It is dramatically different than someone liking the Ford page.
Take a look at this first sponsored story – no interaction, a quick glance because it is in the user’s stream:
That is a typical Facebook sponsored story. It is much more effective than the ads on the right side, no doubt. Rosetta Stone is getting good take-up rate for a medium that is not focused on buying.
But check out the engagement of this user-generated content that can then be further amplified by creating a sponsored story:
850% more people clicked on this picture from the user’s timeline! There was real-world engagement and very positive brand association.
Capture people interacting with your brand. Let users generate amazing and genuine real world content and you will have Facebook advertising on steroids!