fbpx

How to Write Facebook Sponsored Posts And Dodge the Haters


Your sponsored posts on Facebook are hated, and customers leave ‘get out of my newsfeed’ messages in their hundreds. Welcome to social media engagement! how to write sponsored posts and not be a dork.

Social Media is Earned Attention. The minute you have to Buy Attention you’ve really admitted that the content/story/message is not strong enough to stand on it’s own. In fact it’s crap. So hey, let’s inflict it on the customer community anyway by paying to get their attention, by yelling at them using traditional ads. Quel Surprise! The community starts yelling back.
In case you haven’t noticed, most companies do Sponsored Posts really really badly.  The ad comes through, the comments are atrocious, brand recall might be high but brand sentiment plummets. Hasn’t anyone noticed that Social Ads means that the Customer has right of Response? And the response is often “fuck off from my newsfeed”?

HarveyNorman socialad

Sure you get 145 comments but what happens when most of them are like this: 

HarveyNorman socialad 2

Harvey Norman are not the only one’s coming in for a community caning. Have a look at  Walmart’s Page:

Walmart Sponsored Ads

 Facebook Users don’t care that they are Facebook’s product, not customers. They don’t care that Businesses are allowed to advertise to them. They don’t care if you have a really important event, competition, fundraiser, or promotion – just leave them alone. And they have a voice and they speak as one – leave us alone. Remember, a post that is contextually relevant to the reader is information, if it’s not, it’s spam.

Tips to write better sponsored posts on Facebook:

  • Be fun not salesy. Fun posts are entertaining to the customer, sales posts are selling sh!t. Don’t be the Used Car salesman at the Party. 
  • Use sponsored posts to EARN attention. In other words pay good money for the GREAT posts, and leave the dodgy one’s to sit where they belong, unloved and unclicked. 
  • Be the magazine, not the ad. Even though it’s an Ad, make it about a recipe with an image of the meal, rather than an ad for the tomato paste or whatever.
  • If it’s an offer, a coupon or even a competition, write the copy to be funny (promotional) or heartwarming (fundraising).
  • Ask a question. Most of the comments should be people answering this question, not bitching about how this crap comes through their newsfeed.
  • Respond to the comments. Seriously, how often do you see a sponsored post, with hundreds of comments and not a single one back from the corporate online community manager? Responding back will make it seem less like a bought ad, and more like engagement.
  • Truly awesome images – eco housing, luxury baths with rose petals, cats doing those cute cat-like things people like, naughty sayings on Victorian postcards. Not your washing up detergent media assets.

Any other tips?

This guy at btbmedia has no idea about social media so the points he makes are very traditional marketing. He makes the point about people like Gerry above not understanding “free” use of Facebook. he misses the point that Gerry knows, doesn’t care, and will use the SAME media channels to ANTI market the Walmart Brand. But our blogger basically says that if thousands of people click on your sponsored post, what does it matter if hundreds of thousands hate it? I would say in todays market that is short term gain for long term damage but I guess time will tell. I’m not convinced all News is Good News, all PR is Good Pr, in the always on, long tail of community discourse. Your Mileage May Vary (YMMV).

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

9 thoughts on “How to Write Facebook Sponsored Posts And Dodge the Haters

  1. I have recently used a few sponsored posts to extend the audience for my blog, Taste for Travel. I only use quality material for sponsored posts which are genuine travel or food stories. I’ve received lovely comments and a good response appropriate to the quality of the posts, and only ONE “get off my newsfeed” comment. If you post shit, you get shit. End of story.

  2. Isn’t it obvious? Everyone is selfish. I know that when I’m on Facebook, I’m selfish. I only read friend’s feeds if I see them regularly or I think I might be able to sleep with them.
    With advertisements, it’s not much different. The only way to capture my attention is have something to do with Writing, Human Rights or Mexican food.
    A lot of people have likes and dislikes on their pages, and it’s been proven that Facebook can use it to advertise. Just make sure to pick and choose which customers you advertise to.

    I am the sort of person to AVOID products if their advertising annoys me, and I will direct others away from that product too. I’m not the only one. Don’t use the Shotgun approach to advertising in a Social Medium – that’s the trick to selling to Facebook users.

  3. It must have something to do with the Name Gerry. Harvey Norman do not have a good track record in Social Media.

  4. It must have something to do with the Name Gerry. Harvey Norman do not have a good track record in Social Media.

  5. Sometimes, for me as an user, sponsored posts seem to be annoyed too much, especially those that are usually spam, I wish I have some buttons to turn some of them off.

  6. Thank you very much for this post! I am going to take over the Facebook marketing of my boyfriend’s business (they exactly make the same, boring mistakes what you have just mentioned) so this article just encouraged me! And im going to send the link of your site to my bf 🙂

  7. Australian Swingers Contacts

    Australian
    Swingers Contacts is the number 1 swinging resource for Australian Swingers in
    Australia! Here you can meet, chat, find friends and like minded couples or
    singles for partner/wife swapping fun. We have been growing fast in the Cities,
    why not have a look at some of the latest members in these cities Sydney,
    Melbourne, Brisbane, Perth, Townsville, Cairns, Adelaide, Gold Coast,
    Newcastle, Wollongong, Sunshine Coast, Hobart Geelong.

    Join Now Here:>> http://australianswingerscontacts.com/

  8. Hello,

    My name is Amy, and I work with HH Staffing Services.

    We are an employment/staffing agency helping both job seekers and employers connect with each other.

    You can view our website here -> http://hhstaffingservices.com/

    I was curious as to if there were any opportunities to feature HH Staffing on your website in any shape or form? We have a popular blog, and enjoy writing about a variety of topics within the employment industry.

    If there are any opportunities through your website I’d be very interested in learning more.

    I look forward to your reply.

    Thanks!

Comments are closed.

Recent Content