Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Facebook’s New Advertising Opportunities
Posted on April 24th 2014
Advertising on Facebook isn’t a new concept. A lot of businesses, both big and small, invest in Facebook advertising to get more likes and more traffic for their business. You’ve probably noticed them at the left side of your newsfeed, or integrated into your newsfeed. Facebook advertisements are often targeted, meaning the ads shown to different people are based on their online behaviour. So if you’ve recently shopped online, you’ll be sure to find your Facebook ads enticing you to shop some more.
Facebook now has two advertising options for businesses that would like to expand their reach to a wider audience. These two options are job targeting ads, and video ads.
Introducing Facebook Job Targeting
Job targeting allows you to choose groups of people with specific job titles so that you may advertise to them. For instance, users whose job titles are related to a medical field (nurses, surgeons, physical therapists, etc.) may be the target for ads for medical equipment, or recruitment agencies for hospital staff. This is a lot like what you can do on LinkedIn. With this feature, you now have a better way to reach a business-to-business audience.
But unlike LinkedIn, the go-to social networking site for business-to-business marketers, Facebook may not fare as well with this type of advertising for a number of reasons. The following are the top reasons that experts remain skeptical about this new advertising feature:
- Not everyone lists their job title on their Facebook profile.
- Facebook data set for job titles may not be comprehensive enough to use as a reference for targeting certain users.
Video Ad Capability
You may have visited a couple of sites where a 15 second video ad suddenly starts playing on mute. Facebook plans to do the same. Unlike the typical banner-type ads you’re familiar with, the videos are practically guaranteed to catch your attention because of its movement. This new feature is currently being tested by Facebook for select advertisers. Facebook has also stated that they will be working with a company that allows advertisers to test how effective their videos are. They will also assess the content of each ad before it gets a go signal to appear in News Feeds.
This initial outline of the new video advertising option also comes with its own setbacks:
- Video ads must be of high quality, and must stick to the content guidelines. In line with this, they will most likely be too expensive for smaller companies.
- Users are less likely to be thrilled with the idea of a video suddenly playing when they’re browsing their newsfeed.
- Even though the videos will be on mute and may not bother some users, those who have a bandwidth limit on their Internet connection will not appreciate ads taking up paid bandwidth space.
Advertisements are everywhere, both in the real world and in the virtual world. Businesses are constantly under pressure to come up with better ways of advertising to potential buyers or clients. These new Facebook advertising options may be considered a huge step for some businesses, but their implications on users should also be taken into consideration.