Facebook's latest addition to paid social marketing includes inserting Suggested Posts directly into users' news feeds.

Internet Retailer recently reported that Facebook is currently testing a new ad format, directly inserting Suggested Posts on users’ news feeds. Unlike Sponsored Posts, which are only visible to a brand’s fans, Suggested Posts targets users without a clear connection to a company.

While some may view this as nothing more than an irrelevant ad, Facebook’s placement of this content in news feeds has helped generate more clicks for companies. Earlier this year, data from Marin Software found clickthrough rates for paid content grew by 20 percent after the launch of Sponsored Posts. The ads are not only more relevant because users Liked the brand, but marketers have developed more relevant content to appeal to their fans.

Aside from the strategic elements, these ads generate more visibility because of their placement. Users are more likely to view them in the middle of the web page, rather than in the right sidebar like most Facebook paid content.

Social media marketing strategies require frequent updates and engaging content. However, it’s similarly important to share relevant articles, infographics and other information with users choosing to click through to a website.

Developing a successful Facebook marketing strategy helps businesses appeal to a larger audience. In fact, the user base of the social network continues to grow rapidly. Brafton recently reported that Facebook has surpassed the 1 billion-user mark.

 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.