On Facebook, viral reach for branded-content ads eclipses standard ads
Posted on December 29, 2017
If brands want to attract extra attention for their ads on Facebook, they may be better off paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page.
On Facebook, people can extend an ad’s reach by sharing, liking or commenting on it, which can send the ad into their friends’ News Feeds. As a result of this engagement, branded-content ads generate twice as many earned, or viral, impressions as paid impressions, according to a study by social analytics firm Shareablee. By comparison, standard Facebook ads garner less than one-tenth the number of earned impressions compared to paid impressions.
Shareablee examined 833 branded-content ads from 10 publisher Pages and 265 standard ads from 47 brand Pages that were run from July 2017 through October 2017.
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