Facebook have announced that sponsored stories will be removed as an option by April 9th 2014. This is in a move to simplify the Facebook advertising system, and we feel it will have a positive effect on the overall user experience, and encourage brands to up their game in terms of targeting, leading to better results.
Watch the video below for our full evaluation of the change:
What are your thoughts on sponsored stories in terms of results delivered and whether they will be missed?
Video Summary
Our video gives our view on the demise of sponsored stories from the Facebook advertising system. Facebook hinted at these changes last year when they discussed simplifying the platform.
Our view is that this is a positive move for Facebook, in terms of user experience (due to less poorly targeted ads), and for brands in finding fans that are more likely to engage.
Ben makes the point that sponsored stories were often poorly targeted, with just the standard ‘friends of friends’ targeting being used in many cases. This leads to an awful lot of impression wastage, and where new fans were gained they were often unengaged with little knowledge of the brand in question.
We urge Facebook advertisers to embrace the change, and use their advert placement properly with intelligent targeting to allow for better results both in terms of cost-per-acquisition, and longer term engagement from the acquired fans.
Ben Harper
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