Hit enter to search or ESC to close
AccuraCast
Facebook Overhauls Advertising And Brand Pages
Social media

Facebook Overhauls Advertising And Brand Pages

By Farhad DivechaMarch 2, 2012No Comments

Facebook has announced that they will soon launch a range of new services including a facility to allow advertisers to place ads on mobiles and in their main homepage news feed. This will be the first time that ads will be seen in the main content section of the popular social network or on their mobile service.

Facebook Premium

Experts had predicted this would happen when Facebook kick-started the process of filing their IPO. Mobile was identified as a point of risk and this new service is a step towards mitigating that risk and  generating as much revenue as possible.

The new service is called Premium.

Premium ads will be seen in the news feed of a user if for instance, a friend has ‘Liked’ the ad. In other words, only social ads in the form of sponsored stories will initially be placed in the main news feed.

Facebook Premium illustration
Facebook Premium illustration. Image courtesy of Facebook.

Advertisers will be able to start using Premium in April. The announcement was made during a marketing conference held in the auditorium of Manhattan’s American Museum of Natural History on Wednesday.

This is the first time that the mobile version of Facebook and its apps will be used as a source for revenue generation. However, Facebook will have to be careful with the way in which they offer this service as they will have to safeguard the user’s privacy while at the same time allowing advertisers to reach their target audience.

Reach Generator

Until now, marketers were allowed to use Facebook Pages as a free marketing tool. Premium ads will only appear in the news feed and the Facebook algorithm will determine whether or not an ad will appear in a particular user’s news feed.

Reach Generator takes news feed ads a step further. The service allows advertisers to pay Facebook on an ongoing basis, as opposed to a CPC or CPM basis, to sponsor one page post every day, and guarantees a 75% reach of the page’s fanbase over a month-long period.

The service is always on and advertisers don’t need to do anything other than generate interesting content once a day within less than 90 characters for their fans. Facebook guarantees that brands will reach a large percentage of their audience and estimates that the volume of engagement with the brand will double.

Unlike Premium Facebook advertising, the Reach Generator service will only be available to a limited group of qualifying advertisers. At present, qualification requirements have not been released, but are likely to consider advertiser budget and fan volumes.

Pages with Timeline

All Facebook Pages will be moved to the Timeline format, just like personal profiles, by 30 March 2012. The new format will allow pages to show richer content, create a history for the brand and engage directly with Fans via Likes, comments, shares and now even via direct messages.

One of the biggest criticisms of the timeline format for brand pages, however, is that it eliminates custom landing pages for brands, which were a very commonly used tool by most marketers. From April, users will always be taken to the main Facebook Page Wall and page  owners will not have the option to redirect users to any other tab.

Moreover, the cover image on the new profiles is not allowed to call out user actions such as Liking the page nor include any sales or contact information.

AccuraCast's Facebook Page updated to timeline format
AccuraCast’s Facebook Page updated to timeline format

Level Playing Field?

In some ways, the new changes level the playing field for all advertisers and page owners. Brands will no longer be able to create doorway pages pushing users to Like the page. However, brands with deeper pockets will be able to pay their way for higher engagement.

Sponsored stories and social ads have shown better results on Facebook since they were launched. Now, these ads will become the norm, making the user experience better. However, ads will now show up in the main news feed, which is Facebook’s prime property. This alone is very likely to cause a severe backlash as users will most definitely protest the invasion of their personal feed by ads. Here too, brands with more resources will be able to post a lot more to the news feed and those who relied on the free promotion of news feed stories are likely to be quickly left out.

Share:

Email LinkedIn Twitter Facebook

Tags:

facebookmobile advertisingadvertisingsocial media marketingmobile-social-networksocial-network-advertisingtimeline

Recommended For You

Gateway Social media

Facebook Launches Conversions API Gateway

Farhad DivechaSeptember 27, 2021
MarketingSocial media

How to Improve your Facebook Lead Qualification Rate

Suzie CanhamOctober 18, 2019
Social media

The Dark Side Of Social Media Marketing

Nazish IramSeptember 13, 2019

AccuraCast is London’s leading digital marketing agency and the longest-running independent search marketing agency in the UK. We offer multilingual services, powered by data intelligence. Find out how we can help you.

5 stars 94 reviews

0800 019 6813
+44 203 371 8155

Unit 6, 102 Camley Street
King's Cross, London N1C 4PF
United Kingdom

Contact us

Partners

Facebook Meta Business Partner
Google Partners
bing-partner

© 2022 AccuraCast Limited.
Privacy & Data Protection Policy  |  Statement of Ethics  |  Sitemap     Spain  France  Germany

  • Spain
  • linkedin
  • twitter
  • instagram
  • tiktok-1
  • yt
×

Get the latest news & insights straight to your inbox

    • Solutions
      • Social Media
        • Meta
          • Facebook Pixel
          • Facebook Catalogue
          • Facebook Conversions API
          • Facebook Marketing API
        • TikTok
        • LinkedIn
        • Twitter
      • Paid Search & Display
        • Paid search
        • Shopping Ads
        • Programmatic
      • Organic Search
        • SEO consulting
        • Link building
        • Multilingual SEO
      • Technology
    • Industries
      • B2B
        • B2B Social Media
        • B2B Advertising
        • B2B SEO
      • Finance
        • Finance Social Media
        • Finance Advertising
        • Finance SEO
      • Retail
        • Retail Social Media
        • Retail Advertising
        • Retail SEO
      • Sports
        • Sports Social Media
        • Sports Advertising
        • Sports SEO
      • Travel
        • Travel Social Media
        • Travel Advertising
        • Travel SEO
    • Clients
    • Case Studies
    • About
      • Careers
      • The Team
      • Smarter Marketing with AI
    • Insights
      • Reports & whitepapers
      • NewsletterInterested in receiving email with someting you’re 100% into? Subscribe below
      • Articles & studies
      • FAQ
      • Industry trends
    • Global Growth Lab
    • Contact
    By continuing to browse the site you are agreeing to our Privacy & Data Protection Policy.