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With the recent IPO, Facebook made several changes to accommodate businesses and their desire to market to the 1 billion users on this growing social media platform. As a result both users and companies will see an increase in advertising, including the newly released promoted posts. Promoted posts allow both companies and users to promote recent Facebook posts to individuals through their newsfeed. While Facebook Advertising is not a new concept in automotive social media strategy, promoted posts provide some unique benefits over general Facebook ads.
Both general Facebook ads and promoted posts have a 90 character limit; however, in promoted posts the ad copy is cut off and users may click through to continue reading the full copy. This lends promoted posts to the promotion of events and sales incentives.
When it comes to developing ads, images are an important part that often increases consumer’s recall. While general Facebook ad’s image must meet the size requirement of 100 x72 pixels, promoted posts allow the incorporation of larger photos up to 403 x 403 pixels.
Similar to picking ad space in a newspaper, the location of your ads on Facebook is very important. The general ads on Facebook will appear on the right hand side. Promoted posts on the other hand, actually appear in the newsfeed in the center of the page. This is quality real estate for businesses as users are spending a majority of their time on newsfeeds.
While promoted external URL ads don’t allow any Facebook engagement, both promoted pages and promoted posts allow users to “like” the page or post through the ad. Unique to promoted posts users may actually comment on the post via the ad. In automotive social media strategy, both general Facebook ads as well as promoted posts are a great way for dealerships to reach out to their target consumers. While general ads help increase brand awareness, promoted posts help increase consumer engagement with specials and events. As we are quickly approaching the holiday season, dealerships should seize the opportunity to make their end of the year sales an even bigger event through promoted posts.
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