Yesterday Facebook announced that Sponsored Stories will be no more come April, and many people around the interwebs are kind of freaking out. But Sponsored Stories aren’t *actually* going away. Okay, they are, but not really.
The thing about Sponsored Stories that makes them really valuable to advertisers (and users) is social context, and that’s not going anywhere. In fact, Facebook will add social context to all of its ads, which makes having Sponsored Stories a standalone thing pretty redundant. Here’s what Facebook said in a statement to All Facebook:
“As announced in June of last year, we’re bringing the best of sponsored stories–social context–to all ads. Since this update makes sponsored stories redundant, we will no longer offer them as a stand-alone ad unit for marketers. Social context will continue to appear with all ads where eligible. Our social advertising honors the audience that people choose, so nobody will see information in social context for an ad that they couldn’t already see.”
Nothing to worry about. In fact, Facebook targeting should get even better for advertisers with the new “Behaviors” feature, which, according to All Facebook, “are specific to a user’s particular actions or past purchase behavior, past purchase behavior, or purchase propensity.” At Simply Measured, we’re definitely excited to see how well the revamped ads platform will work. Stay tuned for our findings!