Making Sponsored Stories More Engaging is Just An Image Away
Recently, Facebook added 3 new types of Sponsored Stories for advertisers to use – Page post like story, App used & game played story, and Domain story. Each addition revolves around the main premise behind Sponsored Stories – to focus on creating engaging and sharable content.
Sponsored Stories allow marketers a way to promote and heighten brand awareness around activities that happen throughout the News Feed. Companies can choose to take certain user actions such as Likes, Checkins, actions within custom Applications and Page posts, and feature them in the column on the right side of the News Feed. Sponsored Stories get best placement and appear above standard Facebook Ads. They are social by definition and thus drive higher engagement with users.
You can use associated social actions to promote your Page, Place, App, Game or Domain in a number of Sponsored Story types:
- Page like story: When people like your Page, their friends see a story about it
- Page post story: When you post an update to your Page, your fans see a story about it
- Page post like story: When people like your Page post, their friends see a story about it
- Check-in story: When people check-in to your business using Facebook Places, their friends see a story about it
- App used & game played story: When people have recently used your App or played your game, their friends see a story about it
- App share story: When people share from your App, their friends see a story about it
- Domain story: When people like or share information about your Domain, their friends see a story about it
To maximize the performance of these new ad units, it is important to note that unlike most Facebook Marketplace Ads, Sponsored Story Ads utilize the default images of your Apps or Pages. Making changes to this creative element and testing a variety of images over time can refresh the look/feel and help improve performance, as we’ve seen thus far in early tests.
In a recent campaign, a change was made to a better, more engaging image as the “app image” after the first day of the campaign. The net action rate went up by a factor of 8, with a lower CPC and higher eCPM based on a 5x higher CTR.
Not all marketers can easily make a similar creative change, due to branding considerations, but it should be considered in the makeup of your Page given that it will be shown to a lot of the same people multiple times. Adding some variation can make a lot of sense and in many cases will increase performance in the same way that we help our clients optimize performance in the standard Facebook Ads process.
Sponsored Stories campaigns can be created in optim.al, which also offers in-depth statistics and ad analysis. To find out more information about Sponsored Stories fill out this form.