It looks like the average Facebook user sees branded ad content as more share-worthy than standard ad content.
According to a study by Shareablee, branded-content ads eclipsed standard ads in terms of paid impressions and earned impressions.
What this means is, if your brand wants to catch extra attention with its ads on Facebook, you may be better off paying influencers to produce branded-content posts through their page and then paying to promote that post as an ad rather than a post published to the brand’s own page.
On Facebook, people can increase an ads reach by sharing, liking or commenting on it, which can push the ad into their friends news feeds. As a result of this engagement, branded-content ads generate twice as many earned, or viral, impressions as paid impressions. In comparison, standard Facebook ads attract less than one-tenth the number of earned impressions compared to paid impressions.
Shareablee looked at 833 branded-content ads and 265 standard ads that were run from July 2017 through October 2017. They found that the branded-content ads received 617,986 paid impressions and 1,248,448 earned impressions while the standard ads received 375,489 paid impressions and 34,718 earned impressions.
The study definitely conveys that branded-content is seen as more share-worthy by average facebook viewers.
The news that people are more likely to share or engage with a piece of branded content than your standard ad may not be so shocking. People are also more likely to share a cute video of a panda sneezing with their friends than a discount code. But, the fact that advertisers are able to accrue so many extra and free impressions from a branded-content campaign may be a surprise.
This information should not be interpreted as a reason to abandon your current ad strategy. As it really comes down to your campaign objective. But, if your brand is seeking to maximize awareness and minimize spend, then a branded-content campaign may be the way to go.