Facebook experimented with a new “Related Post” Sponsored Story format that leverages comments and questions over the Thanksgiving holiday to encourage more interaction between consumers and respective brands.
This is an improvement on Facebook’s “Comment” Sponsored Story ad unit, which draws posts from a brand’s Facebook Page to create a display ad with a text question beneath the Sponsored Ad content. Now, the ads don’t have to connect to a previous post, and comment activity on the ad is solely kept within the ad, not connected to the News Feed.
Brands using the new feature receive direct feedback on their ads and products. As brands go through the holiday season, they can adjust their strategies accordingly. Walmart was one of the first brands to apply comments to its sponsored advertising, asking Fans to Like and Comment on its Christmas Price Guarantee, an offer for in-store only purchases. At the time the following screenshot was taken, the ad had accumulated 852 Comments and 19,806 Likes. Note the ad does not appear on Walmart’s Facebook Page, so the number of Likes and comments support the viability of the feature.
For users, the addition of Questions and Comments makes brands more approachable and provides an immediate review mechanism. Comments and answers to Questions become a product review tool, which can influence a user’s brand opinion or purchasing decision. If a user views the Comments of Walmart’s ad only to see users complaining about the deal, that user is more likely to stay away from the offer.
[Thanks to Eti Suruzon for the tip and screenshot]