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JD Rucker

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Think of Sponsored Posts Like Advertising on a Race Driver: Be Selective

Sponsor

As more businesses start to embrace the cost-effective method of social media promotions that Facebook Sponsored Stories offers, I’m seeing some mistakes pop up. As Louie Baur posted last week, you have to be careful what you advertise, as pushing the wrong content can do more harm than good.

I want to take that concept a step deeper using this analogy. It can be confusing to some who wonder why so much money is paid to sponsor racing teams. After all, their logo is placed on something that is attempting to travel so fast that the logos themselves cannot be read properly. What’s the benefit?

The reality is that everyone wants to be associated with a winner. They want to be associated with the sport itself and their hope is that their logo will appear on a winning vehicle and/or piece of racing apparel.

The same holds true with Facebook Sponsored Stories. You can throw money at anything and get it more views than it otherwise would have gotten, but I see too often that businesses are advertising the content that they think needs more help. The spammier it is, the more likely they are to sponsor it. This is the exact opposite of what businesses should be doing with Facebook advertising. If something is a winner – that’s the story you want to be pushing. You want to pick out content that would probably get likes, shares, and comments even if you didn’t sponsor it in the first place.

This has an affect on the rest of the “spammy” content that you might be posting more than if you sponsored the sp

 

ammy content itself.

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Racefotos2008 / Shutterstock.com

 

Eric Miltsch
JD - any truth the rumor going around that sponsored posts with excessive text in the body are not getting the exposure promised/expected form their sponsored status?
JD Rucker
Funny you should ask, Eric. We've been testing text vs images vs images with a lot of text vs links vs images with a link in the text... I think that covers it. You may even have seen a TK sponsored post from earlier this morning with "excessive text" to compare against the numbers promised. Without the data back, my best insight is that there is still a very strong influence over the real numbers based upon the success of the post itself. They estimate based on dollars, fans, friends of fans (if selected), and most importantly on the success or failures of previous posts. Longer text has a tendency to get more comments but fewer likes and shares. I should have a definitive answer sometime next month, but even then Facebook is so ever-changing that by the time the test is done it may already be obsolete.

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