Why It Matters, By Matt Stontz
As social networks and online publications have evolved, they’ve strived to find a balance that weighs effective ad formats with presenting a seamless user experience. Because of this, new content-based ad formats have been introduced to help ads feel more organic. Now, advertising is no longer just a 30-second TV spot or a banner ad.
This more seamless integration between advertising and organic content is increasingly evident in Facebook’s News Feed, which is why it’s best for companies to consider a converged media approach (paid, owned and earned working together) to the platform.
Here are five key things to consider when forming a converged media strategy for Facebook:
1. Don’t view the use of paid tactics as a sign that your organic efforts have failed.
In addition to introducing new ad types, Facebook has also made changes to its News Feed algorithm to favor higher quality content, which has led to many brands seeing a big decrease in the reach of their organic Facebook posts. Now, it has become almost essential to use Page Post Ads to ensure your Facebook posts get the reach they need and to help your content meet its full potential.
2. Involve the media buyer in the editorial creation and review process.
When creating content for Facebook, don’t overlook standard rules and best practices. One in particular is Facebook’s 20 percent text-overlay rule. If more than 20 percent of your ad image is made up of text, it will be rejected. So, it’s important to make sure, before a post goes live, that it meets the 20 percent criteria, or else you won’t be able to promote it. This goes for video thumbnails too! Also consider keeping your posts to 90 characters or less—when your Page Post Ad appears in the right sidebar, anything after 90 characters will be cut off with an ellipsis.
3. Learn about all the ad types and targeting options available to you.
This will enable you to plan as strategically as possible. Establish a goal and identify the ad type and targeting method that will best help you achieve it. If you want to reach people on Facebook who are subscribed to your newsletter, consider Facebook’s CRM or custom audience/email targeting. To reach people who have visited your site recently, think about trying Facebook Exchange. If you’re concerned about oversaturating your page by posting about the same topic, consider using Facebook’s unpublished posts.
4. Establish an internal workflow between media buyer and community manager.
Media buyers and community managers need to work together to execute Facebook marketing in real-time. The community manager posts and keeps an eye on whether the content is resonating, and if it is, he or she can then notify the media buyer of its performance. This allows the media buyer to promote it to the right audience.
5. Be creative and explore new tactics.
There are multiple ways to use Facebook’s Page Post Ad format. You can promote a contest to current fans, a coupon to fans of a competitor or use it to increase awareness of a new blog post or a positive news story. You can even encourage and promote user-generated content. The important thing is to get in and start experimenting. It’s hard as an advertiser, but it’s important to not get caught up in needing estimated clicks before launch. Every piece of content will differ. Experiment and start learning!
How have you used paid media to drive your Facebook content strategy forward?