Posted by Kyle Lacy, June 14, 2012
When it comes to advertising on Facebook, businesses have found that the environment is very friendly. Although it is constantly changing from one month to the next, the changes end up benefiting everyone. Take Sponsored Stories for a quick example of a Facebook advertising method. These ads are a great way for a business to bolster their conversions.
What exactly are Facebook Sponsored Stories? The quick version: These are essentially just posts from your pages or from your friends via Facebook. You have paid to have them highlighted, so obviously the odds of people seeing them are better. But other than that, they’re just regular stories/videos/pics, etc that have been shared through pages you’re connected to, either your business page or your friends’ pages.
A Sponsored Story can obviously be an advertisement, and the real trick here is figuring out how to up your conversion rate when using Sponsored Stories.
Getting Conversions with Social Context
Sponsored Stories, to take the technicality out of it, are ads in the news feed section that mingle around with the other updates on your page. Because there is a like/dislike feature with these ads, you can definitely play into the social context aspect of it and end up with a higher conversion rate.
For a quick look at how these sponsored ads in a social context outperform regular ads without the context, here’s a graph of a control group looking at regular ads and a group exposed to ads with social context (sponsored ads that have been liked by their friends already).
As you can see from the above graph, ads with social context had a 6% higher rate of recall, displayed 4% more awareness, and gathered interested from 6% more people who had an actual intent to purchase a product.
Of course, the explanation of why social context is important and what makes an ad contextual in that department is a longwinded subject. What’s more important to you, obviously, is how you can use the social context to up your conversions.
Using Social Context Effectively
When you think of social context, a good way to approach is within the framework of a fashion designer. The intent is to create a fashion that is admired by all fashionistas. You want to create a trend. Inherently this means that you want to create a popular ad that’s positive in nature and that people will like.
This means stepping outside of the “business” aspect a little bit and focusing more on what your audience enjoys. You want to create and test ads that offer something appealing to your potential customers. Give them a fun video, a unique image. Write an inspiring story about how your product has changed lives. Be true to your product but seek to entertain people through these stories and ads that will turn people on to a more entertaining side of the advertisement rather than a business-first approach. Once a few people like the ad, the odds of others following suit are huge.
Read Original Post
No comments yet.