Creation for Facebook comes of age
Posted: Mon Jan 06, 2025 8:04 am
Because our clients did not have an extra pot of media budget for Facebook at the end of the year, we decided in consultation to reduce the post frequency. Sometimes by more than 50%. This saved creative hours (and therefore budget). Part of this budget was used to promote a number of posts per week. The reach of the posts increased significantly as a result. The chance of interaction was greater and with that the viral reach and the Edgerank increased.
And because the reach went up, the client demanded even better posts and we still got more creative time per post (the other part of the saved budget).
A win-win-win situation: the advertiser and the consumer get better creation and the advertiser gets bottom-line more reach and more engagement. All for the same money. Facebook itself states:
“Facebook is a paid medium and your engagement is the discount you earn on your reach.”
Via Likeconomics I came across an article where the most creative Facebook posts of brands are collected. Here was under the following post of Lego:
Lego
With the following quote from Ted Royer :
“It's great that Facebook can really bring back what romania phone data was so nice about print, before people stopped caring about print.”
Facebook is the platform where micro-creation – saying a lot with very little – becomes the ultimate challenge. The role of creation, namely to stand out from the crowd in the overcrowded newsfeed, becomes more important. Creation for Facebook is therefore no longer something to do 'on the side' as an advertiser.
If the reach and impact on Facebook is just as great, or greater, than a print advertisement, then as an advertiser you can demand at least as much as in Viva or de Volkskrant.
It has to be different
From experience I know that the creative bar of the work for Facebook is not as high at most social agencies and advertisers as it is at traditional advertising agencies. And that has to change. For example, by working with experienced advertising creatives. Pascal Boogaert wrote about it earlier, and I can only agree. Certainly given the recent developments at Facebook.
And because the reach went up, the client demanded even better posts and we still got more creative time per post (the other part of the saved budget).
A win-win-win situation: the advertiser and the consumer get better creation and the advertiser gets bottom-line more reach and more engagement. All for the same money. Facebook itself states:
“Facebook is a paid medium and your engagement is the discount you earn on your reach.”
Via Likeconomics I came across an article where the most creative Facebook posts of brands are collected. Here was under the following post of Lego:
Lego
With the following quote from Ted Royer :
“It's great that Facebook can really bring back what romania phone data was so nice about print, before people stopped caring about print.”
Facebook is the platform where micro-creation – saying a lot with very little – becomes the ultimate challenge. The role of creation, namely to stand out from the crowd in the overcrowded newsfeed, becomes more important. Creation for Facebook is therefore no longer something to do 'on the side' as an advertiser.
If the reach and impact on Facebook is just as great, or greater, than a print advertisement, then as an advertiser you can demand at least as much as in Viva or de Volkskrant.
It has to be different
From experience I know that the creative bar of the work for Facebook is not as high at most social agencies and advertisers as it is at traditional advertising agencies. And that has to change. For example, by working with experienced advertising creatives. Pascal Boogaert wrote about it earlier, and I can only agree. Certainly given the recent developments at Facebook.