Download - Power of news feed - Facebook
The Power of News Feed The most powerful place to advertise
CONNECT with more people more effectively online and on mobile
ENGAGE people at the center of their Facebook experience
INFLUENCE customers to drive your brand and business results
Advertising in the news feed
Connect with more people more effectively online and on mobile
News feed is where 950M+ people spend time sharing the most important parts of their lives
40% of peoples’ time on Facebook is on news feed
Source: comScore, June 2012.
News feed is also where people stay connected with brands wherever they are
40-‐150x more likely people will
consume branded content on the
news feed than on a brand Page
Source: comScore, June 2011.
News feed provides advertisers with the most scaled, dynamic mobile platform
543M mobile monthly
active users
67% YOY mobile
MAU growth
Source: Facebook 10Q, June 2012.
So, how do brands connect with people in news feed?
RELEVANT STORIES
get organically placed into John’s news feed
John
The most relevant stories are being shown to John in his news feed. In this case, your brand story was relevant enough that it was shown to John organically.
RELEVANT STORIES
get organically placed into Anna’s news feed
Anna
Anna attended a wedding this week and all of her friends are posting about it. Because of this engagement from her friends, they will be shown in her feed. As a result, your brand’s Page post may not appear organically or will appear below all of these friend stories.
But…
You can promote it as a sponsored story, so that it will appear in Anna’s feed, or appear higher than it would have organically.
Sponsored story
Friends of Fans
Sponsored stories expand your reach to fans and friends of fans in news feed
Fans
Organic reach
Source: Facebook internal data, August 2012.
Engage people at the center of their Facebook experience
News feed is the most engaging place on Facebook for marketers
Note: Data reflects both Page posts and user stories. Source: Facebook internal data, August 2012.
65B news feed story
impressions daily
115B news feed story impressions daily
35% of comments
happen in news feed
65% of likes
happen in news feed
45% of comments
happen in news feed
65% of likes
happen in news feed
News feed puts your brand in the center of the Facebook experience
…with more real estate than other publishers
2x the size of a
300x250 banner
…with more real estate than other publishers
Full screen on
mobile
News feed is the most engaging place for Page Posts
Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to right-hand side. Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions).
>8x engagement for Page Post in news feed vs.
right-hand side
Influence customers to drive your brand and business results
Improve ad recall and brand resonance with news feed
10x Higher ad recall for
news feed vs. right-hand side
Note: Right-hand side based on marketplace. Source: Internal data, July 2012.
Drive ROI via Facebook offers featured in news feed Aria generated 485% ROI
Overview • Uses Page daily to update fans • Ran a Facebook offer - $110 resort credit
+ VIP passes to its nightclub News feed • Page posts featured offer • Sponsored stories showed friends of fans when
friend claimed offer Results • 485% ROI from Facebook advertising • 100X click-through rates for sponsored stories in
news feed vs. right-hand side • 25K+ new fans
Drive sales via offers and stories in news feed 1-800 flowers drove 300% more transactions and increased reach
Overview • Used Page to remind fans of Mother’s Day &
showcase gifts • Used Facebook offers to promote $15 off offer News feed • Sponsored stories showed friends of fans when
friend claimed offer Results • 300% increase in transactions due to Facebook
activities vs. last year • 15x increase in reach (29M) on Facebook
on Mother’s Day
News feed: The core of every campaign
To drive the greatest results, no matter what your business objective, every campaign should start with news feed
News feed complements right hand side to achieve your business objectives
Your approach to news feed will vary based on your business objective
• Drive awareness of your message
• Drive fan acquisition
• Drive online sales and app installs
• Drive mobile app installs
Drive awareness of your message in news feed
Best types of creative for your campaign:
Page post
Page post like
Get started:
3. Promote all associated sponsored stories in news feed
1. Post your message on your Page
2. Promote this post to fans and friends of fans
• Promote in news feed and right-hand side using our self-serve interface
OR
• To guarantee a number of impressions on the homepage (news feed and right-hand side), promote in Premium on an IO
Drive fan acquisition in news feed
Best type of creative for your campaign:
Page like sponsored story
Get started:
1. Create a Page like ad (will show in right-hand side) to generate stories about people liking your Page in news feed
2. Amplify those stories by creating a Page like sponsored story in news feed
Drive online sales and app installs
Best type of creative for your campaign: Get started:
1. Post on your Page and insert a link to your site or app (in the app store) within your post
2. Promote your post, and all associated sponsored stories (Page post likes, page post comments) in news feed
Use Page post ads linking to your site or app
Drive mobile app installs
Best type of creative for your campaign: Get started:
1. Build an app install ad in Power Editor
2. Choose to advertise in mobile news feed only
App install ads
LIMITED BETA
Buy feed placement via self-serve (API, PMDs, Power Editor) 3 steps in Power Editor
Create a Page post ad, app install ad or sponsored story
1
Select “Placements” 2 Select news feed desktop, mobile, or both
3
Or buy news feed placement directly from your Page
Best practices for news feed advertising
Recency: Use posts published in last 6 days
Quality: Use content that is memorable, engaging, and aligned with your brand
Targeting: Target fans and friends of fans
Bid and budget: Bid as high as you can per click or impression in feed
Guarantee delivery: To get guaranteed number of impressions – buy news feed and right-hand side on IO; otherwise, can buy via self-serve interface
Visibility: Post on Page to get distribution