There’s no stronger influence on what you buy than what your friends buy.
Think about it. When you bought your last car did you think about the cars your friends have, or did you pick your car because your friends don’t have it? Either way, I’m sure it influenced your purchase in some way. Like it or not, we are more easily influenced by our friends than by advertising.
That’s where the beauty of Facebook comes in to play. They have merged the two, and you now have the chance to take advantage of what is commonly called “social endorsement” when you advertise on Facebook. These are known as Sponsored Stories.
Sponsored Stories appear more like a Facebook update than an ad, following the “friendly update” style of post rather than a straight-out ad. They show Facebook Users when their friends Like someone, a brand, a product or service or a Post from a Facebook Page.
What does this mean for you? It means you now have the chance to leverage the friends of the Fans you already have on your Page, and you can tap into the “me too” cycle of buyer behaviour. Because we tend to trust our friend’s recommendations way more than we trust that of advertisers, Sponsored Stories generate more trust and can illicit a greater response than other types of Facebook advertising.
You can only use Sponsored Stories when:
– You are sending traffic to your Facebook Page
– You have a succinct Facebook Page Title or use your name
They work best if:
– You have at least 500 Fans on Your Facebook Page
– You still use specific targeting to get replicas of your current fans as much as possible (you don’t want to waste your time targeting their parents if they’re not your market)
– You have a custom landing tab set up on your page to capture leads as well as Likes (check out Lujure for this). You can also use Page Post Like Sponsored Stories (that’s a mouthful).
What do they look like?
Here’s an example of two types of Sponsored Stories, the original style is on the left which promotes your Friend’s name in the Ad, and the other Page Post Like promotes how many people liked or commented on your post:
What are the benefits?
– They can often be cheaper than other types of Facebook Ads, particularly if you get the targeting right.
– You don’t have to come up with any snazzy copy!
So, if your Page already has more than 500 fans, why not try out Sponsored Stories as a Like and List Building strategy? Let me know if you have any success by leaving me a comment on my Facebook Page.
For my lovely American friends, wishing you a wonderful Thanksgiving on Thursday. Enjoy your Turkey 🙂