Back in January, Facebook launched it’s Sponsored Stories feature. There was a bit of an uproar about privacy preferences, but the dust has settled–as it always does–and they are now an everyday part of our Facebook lives.
In case you missed it, here is what Sponsored Stories is all about.
There are 7 types of these stories: page like, page post, page post like, app used and game played, app share, check-in, and domain stories.
They all work in the same way. For example, if I am a coffee shop using Page Post Sponsored Stories and I post on my business wall “We’ve got a great Colombian drip this morning”, that post will show up as an ad for those I have targeted behind the scenes.
If I am Starbucks, and I am using Check-in Sponsored Stories, something like this will show up for my targeted users.
Basically, Sponsored Stories are taking actions that are already happening on the platform and highlighting them in an ad format. These ads maintain all privacy settings set by individual users. So if I only want certain people to see my check-ins on my wall, those are the only people who will see them in ad form.
Fast forward to present day, and Facebook is at it again. This time it’s Comments. Comments are a new unit of Facebook Ads where users can engage with brands within the ad, creating additional ads. Here’s an example from Allstate’s Mayhem, courtesy of AdAge.
In this first picture, Mayhem is using Comments to ask targeted users a question: “I’m a cranky toddler. What’s the worst thing your kid’s ever done in the car?” Notice the ability to comment within the ad.
When Jake responds to the question, his comment will enter his friends’ news feeds where they too can join the conversation. Jake’s comment can also become a subsequent Sponsored Story. “Jake Setlak commented on Mayhem’s post…Chain reaction, multi-toddler vomiting after county fair. Had to sell the minivan.”
The idea behind Comments is that it will lead to user-generated ads that have potential to be even more interesting and relevant to their friends, spreading the conversation even further through word-of-mouth.
This option is only available to premium accounts, which requires a $25,000 minimum monthly spend and a Facebook rep to run the ad.
What do you think of the new Comments ad option?