It was always likely that Facebook’s Q3 earnings release was never going to match Q2 for drama. But while the the only fireworks this week were the ones lighting up the UK skies, there has been a seismic paradigm shift in how Facebook plans to boost advertiser spend.
The Cambridge Analytica scandal may have finally left the mainstream news agenda, and charm offensives including glossy TV ads and new privacy controls have begun to tempt users back, but Facebook still needs to win back advertisers who have been marketing their wares on other channels.
As social media users have decamped to stories, Facebook is offering advertisers the chance to join them and get their message front-and-centre where users spend their time.
Social Stories Replaces The Newsfeed
It’s easy to see why social stories have quickly resonated with digitally savvy consumers. Fast loading, interactive and authentic, and akin to the early days of social media where the newsfeed was just that: chronological with no clandestine algorithm putting your best friend’s recent status update to the back of the queue.
These 15 second snapshots encourage direct engagement over passive consumption and showboat engagement rates up to 300% higher than traditional posts. But the real scoop here is that while consumers ordinarily sidestep advertising online through the use of ad blockers and the like, with social stories advertising they have been optimistically receptive, with data showing increased click-throughs, ad recall and purchasing intent.
The Problem With Current Iterations Of Social Stories Advertising
While consumers aren’t baulking at the notion of ads appearing within social stories, with current call-to-action pages taking over 5 seconds to load, it won’t be long until they start dismissing or blocking ads and taking their eyeballs elsewhere.
The fundamental issue is ads within social stories are built mobile-responsive, not mobile-first. This might have been acceptable for users a decade a go, but digital natives expect better. As a direct result of this delay, your viewer jumps to the next story in their gallery and your opportunity for engagement or conversion is as long gone as Bebo and MySpace.
Denver Broncos bring social stories to life by incorporating contextual CTAs that harness natural gesture behavior and zero-party data capture tools
The Solution: Wayin-Powered Social Stories
Wayin-powered Social Stories are built mobile-first to deliver not only a stunning user experience for the consumer, but yield increased conversions for the advertiser.
With Wayin, advertisers can easily incorporate interactive digital experiences into Social Stories that load instantly and offer a value exchange in return for engagement. Whether a quiz, poll, questionnaire or sign-up, these real-time marketing campaign types can be easily embedded into fast loading interactive call-to-action pages. And by incorporating incentive mechanics like promo codes, exclusive content, showcasing user-generated content or social kudos, you can collect PII data and preference insights in return.
Putting The Theory Into Practice:
The example on the left shows current iterations of interactive social story call-to-action pages. Built mobile-responsive, meaning it’s slow to load and encourages abandonment over conversion. On the right is a Wayin-powered social story: swipe up and you’re served with an instant loading call-to action page that incorporates data capture mechanics to increase conversions.
Forrester Report: Beyond Third & First-Party Data
Download this complimentary Forrester Report to learn the benefits of zero-party data and how to collect it from Social StoriesDownload Free Report