At Effi­cient Fron­tier, we’re pretty big believ­ers in the value of the social click on Facebook. Social clicks are clicks on ads that include a social endorse­ment from a con­nec­tion, and we’ve seen that clicks have grow­ing impor­tance on cam­paign suc­cess.  We’re also huge fans of Spon­sored Sto­ries on Face­book (we have all seven types inte­grated into our plat­form), ads that have con­tent that con­sists wholly of the endorse­ment.  Our data shows that Spon­sored Sto­ries are sig­nif­i­cantly more effec­tive than other ad types in Facebook.

Perfect. Let’s push clients all-in on social ads. But here’s the catch. You need fans to cre­ate social ads. Yet social ads get you fans.  So what’s a mar­keter to do? 

The key is to ensure that brands have the activ­ity (likes, posts, check-ins, apps used, games played) that cre­ate endorse­ments and the con­tent for spon­sored stories. The only way to gen­er­ate this activ­ity is to build an engag­ing expe­ri­ence with com­pelling con­tent.  Stan­dard ads and other mar­ket­ing tech­niques can jump-start a fan base. 

 Once your fan base is active with your brand, social ads accel­er­ate the cycle: more fans, more activ­ity, more value, more social ads, more fans… 

 Justin Mer­ickel, VP of Mar­ket­ing and New Prod­uct Development