GM’s Facebook ads didn’t work due to the banality of the content

Article by Christian A., on May 24, 2012

There’s more to General Motors’ decision to stop paying for Facebook advertising than you may think. There are those in the industry who believe that GM’s clickable banner ads didn’t really fail and that it was GM’s dull paid content that was the culprit. What paid content is really is that a Web site will be paid to promote a message through a bigger distribution network.

Facebook calls this paid content as “native advertising” while it’s named a “sponsored tweet” on Twitter. For example, there’s nothing to stop you from posting the best features of your new Chronos sedan on your Facebook page.

But paying for Facebook’s sponsored media means that your message will get to a wider network of subscribers to the Chevoray news feed, directly to those who are fans of the Fournier Fission or the Hondota Camcord sedan. In this way, it’s not really advertising but more like paid exposure. At Techcrunch, Dan Greenberg offered his time to discuss the technique of media buying.

He said that offering sponsored content is a way to expand the potential audience base of this company. The automotive sector has been a pioneer in this aspect. Over 20% of those who use social networks purchased their vehicles based on online exposure.

According to eMarketer.com, this sector offers all product categories. Nevertheless, the content matters a lot. If it’s boring, no one will click on the ad to take a look regardless of the amount paid to the media channel. [source: Autonews]

Topics: gm, facebook

If you liked the article, share on:

Comments

Recommended

Automobili Lamborghini’s preparations for the production of its first ever sports utility vehicle, the new Lamborghini Urus, has reached new grounds as the Italian carmaker is disclosing plans to construct...
by - May 26, 2017
The upscale version of the GMC Yukon body-on-frame sport utility vehicle – the GMC Yukon Denali – has been refreshed for the 2018 model year. It now sports a new...
by - May 26, 2017
The largest gathering of Volkswagen and Audi cars in Europe is underway, and the German premium carmaker is displaying the third model of its G-Tron range at the 2017 Worthersee...
by - May 26, 2017
Have you been wondering how much you have to produce to acquire a 2018 Mercedes-Benz S-Class Facelift? Wonder no more, as Mercedes-Benz has already divulged the pricing – at least...
by - May 26, 2017
Following the M3’s new facelift earlier this year, BMW is once again bringing something fresh to the table. In its newest offering, a cheaper version of the high performance sedan...
by - May 26, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries