If advertisers want to bring more attention to their ads they could be better off paying a digital influencer or publisher to produce branded content and run it on their pages while paying for promotion of the post as an ad instead of running the ad on the brand’s own page. On Facebook, viewers make an ad viral by sharing it, liking or commenting on it. Due to this level of engagement, branded-content ads generate twice as many earned, or viral, impressions as paid impressions, according to a study by social analytics firm Shareablee. By comparison, standard Facebook ads garner less than one-tenth the number of earned impressions compared to paid impressions. This comes as no surprise seeing as Facebook users are more likely to share a funny video than a coupon with their friends.
Shareable analysed 833 branded-content ads from 10 publisher Pages and 265 standard ads from 47 brand Pages that were run from July 2017 through October 2017. From the chosen sample, the branded-content ads received 617,986 paid impressions and 1,248,448 earned impressions on average, whereas the standard ads received 375,489 paid impressions and 34,718 earned impressions on average.
The study “certainly does show that branded content is perceived by the average viewer as being much more shareworthy,” said Shareablee CEO Tania Yuki. Branded-content ads, on average, received 7,103 shares per ad, while standard ads averaged 253 shares per ad, per Shareablee.
When comparing an ad’s natural reach, paid reach and viral reach, viral reach accounted for 46.82 percent of the impressions for a branded-content ad versus 7.41 percent for a standard ad, according to Shareablee.
“Oftentimes people think about engaging content and business-value content as if it were a question of ‘Would you prefer your right arm or your left leg?’ and the answer is ‘Ideally both,’” said Yuki.