Why Facebook Native Advertising is the Way Forward
For a long time, Facebook offered marketers a unique way to reach many potential customers at once. Some fear that may soon change.
The backlash against Facebook’s willingness to let certain organizations promote “fake news” has caused leaders at the social media company to reevaluate what types of content it will prioritize in a users feed. Rather than exposing them to excessive marketing content, Facebook is likely to shift towards highlighting more user generated content.
Some marketers mistakenly believe this will limit their ability to reach customers as effectively as they once did. Luckily, that doesn’t have to be the case. Facebook’s new approach may actually be a major opportunity for brands.
After all, it appears that many Facebook users would like the social media platform to return to its original format, in which marketing content wasn’t nearly as prevalent as posts from family and friends. Partnering with a Facebook advertising specialist that’s familiar with how native promotion works is a great strategy for brands looking to take advantage of this shift.
Why Native Posting Works
Organizations don’t have to suffer with this Facebook update. After all, Facebook users still post about companies, products, and experiences they like. This kind of personal recommendation may be even more appealing to a Facebook user than an ad clearly designed by a marketing team.
Companies can now simply plan campaigns that are designed for mobile-sharing. A Facebook user won’t feel like an ad is targeted at them if their best friend is the one sharing branded content.
Thus, it may be time to start focusing on the benefits of native advertising methods, in which the campaign itself matches the format and intended purpose of the platform.
Quite simply, Facebook and social media users in general want ads that blend in with the experience they’re expecting to have on that social media platform. For example, Facebook users often post videos and articles they believe their friends would be interested in.
That’s why a commercial or other traditional advertisement would seem out of place in a user’s ideal Facebook news feed. On the other hand, an interesting (branded) video or an “advertorial” could resonate much more effectively with users.
Building Brand Awareness
Marketers can also design their own premium native advertising platforms. This is a smart way to develop a community of followers who you know are interested in your services. Although Facebook gives you the opportunity to target users who might be interested in your brand, creating your own platform gives you the opportunity to reach customers you know are interested.
One way to build even more brand awareness and move customers through the funnel is to prompt users visiting your page to subscribe to your email list. In doing so, you’re able to build a strong profile of consumers who are interested in your company and products. Using an email verifier that checks addresses as they're inputted saves you time and ensures that you’re not sending information to non-existent inboxes.
Research continues to indicate that people don’t want to be constantly exposed to intrusive ads when using the internet. That’s why native advertising is so effective. By matching the experience a platform is designed to offer, advertisements can blend in seamlessly, making the right impression on both existing and potential customers.
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