If you’re a regular user of Facebook, you may have noticed an ever growing number of special offers appearing alongside the usual array of adverts, invites and wall posts. In their latest attempt to monetize Facebook, the organisation has launched a beta version of these ‘special promotions’ to a number of product pages. While it may be contained to a limited selection of product pages, at present, we can expect that this feature will be released for wider public use in the near future.
In terms of customisation, these promotions seem to apply similar rules to those that adverts on the popular social networking site have to abide by, namely that they have a small image accompanied by brief description- nothing too extravagant. Images are limited to a mere 90×90 pixels and a 90 character limit applies to the accompanying description. This decision to limit the size of these promotions was most likely undertaken so said promotions don’t start to impede or overshadow other features of the website, such as the paid advertisements or the user’s wall.
Although creative freedom is limited in some respects, due to limits being imposed on image size and word count, this isn’t to say that you can’t create an effective promotion which can drive sales. What is worth noting however, is that once the promotion is launched, there is no way to alter the promotion short of deleting it, making getting it right the first time of paramount importance. Arguably, the most important part of creating a promotion on Facebook is to get the image and accompanying text to grab attention, to this end, choosing an appealing image and equally snappy wording can be all the difference between great success and an unmitigated failure.
When deciding upon what image and text to use in order to get the most out of the promotion, a good place to start off is to choose an image which measures 90×90 pixels, or at least to get an image which, when scaled down, won’t be distorted due to bad cropping. Images with high levels of detail are bad idea, as such details will be lost or overlooked when the image is condensed to a mere 90×90 pixels. Clear, bold images which are instantly recognisable are recommend, as the user has dozens of other adverts, posts and notifications to distract them. A similar strategy should be taken when choosing the 90 character accompanying description; the text should be clear and to the point, letting the user know exactly what they looking at within the brief few second that they may spare to look at your promotion.
Once you have decided upon a winning combination of image and text, a 900 character terms and conditions section can be added, along with an expiry date on the offer (we advise you to add both). When all this information has been added, the promotion should be good to go; the promotion should now be visible to those who visit your product page and a select group of other users based upon their stated hobbies, interests and other personal data. To really maximise the potential of your promotion, make use of all the other promo tools you can to let people know about this offer (Twitter, e-mail, press releases). While its not entirely clear where Facebook wants to go with this idea of ‘Facebook Special Offers’, but at present, it provides a great, FREE method of generating sales…for now at least.