Advertising on Social Media Made Simple – Facebook

Facebook state that organic reach in Facebook is declining. This is due to posts and content being created and shared every day.  There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.  Due to the huge potential audience reach, your organic posts will only reach a maximum of 16% of your followers due to Facebook’s algorithm, Edge Rank.

Facebook’s algorithm means that posting engaging content is critical to the success of your Facebook advertising, as engagement increases the chances of your content reaching your followers without having to pay. However due to Edge Rank advertising is the way of reaching your target audience.  I previously wrote about how simple it is to advertise on Twitter in my last blog, I am now going to you through some of the forms of advertising on Facebook.

The Original Facebook Ads

The Original Facebook ads are also known as market place adverts. These adverts appear on the desktop in the side bar of your Facebook page, which include a headline, body copy and image. These adverts can lead to a page or a Facebook application, as well as third party websites. These adverts are the most commonly seen within Facebook.

Sponsored Stories

Another way of advertising through Facebook is by using sponsored stories; these appear in the news feed on mobile and desktop. These adverts are based upon user’s interactions on Facebook. Advertisers can pay to highlight an action that users have already taken on Facebook; this will then be highlighted to user’s friends in either the sidebar or within the actual newsfeed section. The issue with this advert type is that advertisers have no real creative control over the adverts due to them being based on organic user actions. The most common sponsored story you would have seen is the ‘Page Like’, where your friends have liked a brand enticing you to like the same brand too.

Page Posts

Page Post Adverts are a way of distributing posts to fans, friends of fans or non-fans within the newsfeed and sidebar of Facebook. Unlike Sponsored Stories and Promoted Posts your advert can be shown to any one on Facebook even if users are not currently connected to your page. These Adverts can be links, photos, videos, offers, questions or statuses allowing you to be creatively free.

Facebook is one of the easiest social media platforms for advertising, when starting to advertise on Facebook they will ask you for an overall goal which could be; Facebook likes, page likes or fan engagement.

Grace Bethell
Grace Bethell is a BA (hons) Advertising graduate from Southampton Solent University. She has specialised in Digital Marketing as well as being certified in Direct and Digital Marketing by the Institute of Direct Marketing (IDM). Grace wrote her thesis on Social Media, focusing on how brands engage through visual social media platforms. Grace works within the Inbound Search & Social team at Digital Clarity and manages accounts across a range of multi-disciplined verticals.