If you’re not aware about Sponsored Stories, then to simplify things for you – these are ad like updates shown when a user’s Facebook friend interacts with a sponsored Page, App or Event.
They will appear in your Facebook News Feed because a business or individual has paid to highlight them in the hope that there’s more of a chance others will see them and click ‘Like through to the Page as well.
However – it has been known to many, that marketers and Facebook users have had a love-hate relationship with Facebook’s Sponsored Stories. Proving to be a source of confusion for the marketers (who want to get as much out of their advertising budgets as possible – and a source of annoyance for News Feed noise.
Facebook has announced in a blog post that they plan to put an end to Sponsored Stories altogether – so if you’re looking to purchase a Sponsored Story then you better do it fast – because by April 9th 2014, this feature will be completely removed!
What will this Mean for Marketers? What is the Next Step?
The company confirmed that they were planning to drop Sponsored Stories back in June 2013 – however it wasn’t until recently that we have an official date for when they will disappear from the site altogether (April 9th 2014).
Currently it’s not that clear as to what will replace Sponsored Stories – however what we can tell you is that the existing Sponsored Stories will transition into the ad format “Social Context.” What ‘social context’ means is that – if your friends like something, then it may get shown to you too on the assumption that you also may like it. The ‘social’ element of ‘social context’.
The removal of Sponsored Stories only changes the way these ads are delivered to Facebook users, not the fact that the information can be collected and used. A key difference with Social Context ads however, is that they will appear in the right hand sidebar, rather than directly in your News Feed.
So rather than have your News Feed bombarded with ads – the Social Context ads will run in the usual right hand bar where we have become used to seeing all Facebook’s advertisements.
Social Context will be offered as an option to advertisers alongside other advertising options. With Social Context, Facebook will continue to gather information on users and deliver that information back to those users in the form of ads.
Here’s what Facebook announced in June:
“Wee’re bringing the best of sponsored stories — social context — to all ads. Since this update makes sponsored stories redundant, we will no longer offer them as a stand-alone ad unit for marketers. Social context will continue to appear with all ads where eligible. Our social advertising honors the audience that people choose, so nobody will see information in social context for an ad that they couldn’t already see.”
See the diagram below to see how this should work:
As you can see, social media advertising is a constantly-shifting medium, especially as the industry is always growing. So the best thing that you can do is try to keep up with these changes and learn how to stretch each pound as far as possible.
Tip: Don’t give up -Facebook is known to be one of the best ways to reach a large number of customers all at once.