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

Article by Christian Andrei, 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

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