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Why to Advertise in Concentrated Bursts on Facebook

March 23, 2010


Inside Facebook has very interesting coverage of Levi’s Facebook advertising strategy around its “Fader Fort” event at SXSW. One of the takeaways: there are benefits to doing Facebook advertising in short but intense bursts.

Typically, display ad campaigns are designed to maximize reach and frequency. But advertising around a social graph introduces a new dynamic.  If a number of your friends have recently interacted with a brand’s FB app, those actions are more likely to show up in your news feed, which will drive more viral growth of the app.  So, it makes sense to deeply penetrate particular social graphs in a short period of time as opposed to hitting a broader demographic with consistency over time.

Brands like Levi’s are getting increasingly sophisticated in understanding social graph dynamics and developing new advertising strategies for the new media known as Facebook, and it is worth watching them closely to learn the latest tricks of the trade.


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  1. March 23, 2010

    We have definitely seen the same results in using Facebook advertising. We target a very narrow sub group of facebook users (attorneys), and so when run our ads, those lawyers are getting bombarded by our ads. If we keep the ads running for any extended period of time (longer than a week), or don’t change out the picture, we see the click through percentage drop off significantly.

  2. March 25, 2010

    We too agree with your post and Ben’s experience.

    Facebook is a great alternative to Google where you can still can large-volume placements but instead of just trying to help someone solve a problem they currently have, on Facebook you can reach them as they are thinking about their life and have time to kill to make it better.

    But the downside is just as Ben and Levi’s say. Facebook will show that same ad to the same person as often as you let them, so for best results get in and out with new Facebook campaigns often or your ad will just become invisible to the viewers.

  3. April 7, 2010

    I agree your with your views really you doning a great job.keep it up i liked it.

  4. May 1, 2010

    lol cool info bro.

  5. April 16, 2013

    Great goods from you, man. I have understand your stuff previous to and you’re just too excellent.

  6. Zak #
    October 3, 2014

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    in my view its actually remarkable in favor of me.

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