Facebook says innovative and engaging content, not fan, counts

Social networking sites like Facebook are becoming popular everyday for promoting products and services. Keeping these trends in mind, Facebook has added a Like Button to the web pages of the advertising agencies. At the London conference, the Group Head of Agency Sales, Facebook, David Parfect, insisted brand owners to look beyond the fan numbers on their page on Facebook. The owners should try communicating with the fans to check how far they are engaged with the products.

The larger brands are urged to incorporate advertising through social networks as a part of their marketing plans, rather than keeping it neglected. With investing in Facebook for advertising, the advertising agencies and the brand owners can get a platform to interact with their consumers and get an inkling of their choices and demands.

To make things interesting and beneficial, Facebook is also launching a creative hub called Facebook Studio, which would be an online catalogue for top ad agency teams to comment and share ad campaigns. By simply increasing the number of fans, the companies and the ad agencies cannot sell their product, for which planned and creative ad campaigns are necessary. Facebook Studio will offer a place for the advertising executives to use their creativity to produce innovative concepts. With this platform in its tow, Facebook has enticed many users, investors and brands to join but the real task is to prove what it claims, and stay one step ahead of the curve.

Deviating from the conventional click through conversion rates, Facebook Studio asserts this platform will encourage engagement among the brands and the users, as this creative hub will offer more than just ads to the consumers. “The idea is that social is creative” as said by Jennifer Kattula, Facebook’s recently hired Manager of Agency Marketing. Facebook’s Director of Engineering, Andrew “Boz” Bosworth, in a summit in California highlighted about the power of word-of-mouth and its influence on truth in advertising. He assured users that no longer will any ad agency be able to sell a poor quality product with the help of a smart campaign. On the other hand, the credible advertisers don’t have to worry, as this platform will aid their selling because users can talk about the product and share the info with their friends. This will facilitate their business.

According to Andrew, the consumers should be included in conversations to get a glimpse of what they are thinking about a product. This can aid in setting trends and demands. The creative work that will be displayed on the Studio page will have options to like, share and comment to get a feedback from the consumers.

The ad campaigns can get positive and successful result, if they use simple to deal with the consumers. Like Oreo posed a question to its consumers like “What’s your favorite part of an Oreo – the cookie or the crème?” In response to which nearly 10,000 people commented which in turn exponentially spread to the news feeds of their friends. Thus, increasing the awareness and getting a feedback at one go. So the question that now lies in front is how ad agencies are going to fruitfully use the platform to be creative and interactive with the consumers. 

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