App Masters · Jul 11Storytelling with Facebook Ads
A founder story posted from co-founder Daniela's personal Facebook page got 30,000 shares and 11,000 comments, and won over 30,000 paying customers with only a small ad push. Testing the story, photo, audiences and call to action turned readers into buyers, and the Spanish version beat English with Mexico a top country.
Tips
- Tell your founder story as a personal post, not a brand ad▶ 6:57The story got 30,000 shares, 11,000 comments and hundreds of thousands of reactions, and led to over 30,000 paying customers.
- Pick a story that matches a problem your target audience already has▶ 16:16About 80% of parents deal with children's sleep struggles between 0 and 12 years old.
- Create a brand ambassador page for a person to speak as▶ 6:35The page grew to 140,000 followers in eight months, an unexpected side effect of the story.
- Use the ambassador audience to sell in-app content releases▶ 5:44Followers are keen to buy new in-app content because they feel a connection with Daniela.
- Integrate the Facebook SDK so you can measure whether the campaign works▶ 6:25
- Extend your call to action to ask for shares and feedback▶ 9:17Comments like 'I tried the app and my kid slept from day one' gave social validation that pushed people to buy.
- Use social proof in comments to convince people to buy a paid app▶ 9:38
- Test the story, picture, audiences and call to action separately▶ 9:00The simple coffee photo reached about 10 million people.
- Use a natural everyday photo instead of a polished professional image▶ 8:17The photo ended up reaching around 10 million people.
- Publish the story in the local language of each target market▶ 4:43The Spanish version outperformed the English one, with Mexico among the top countries.
- Add a small ad push to a story that is already working organically▶ 4:15A small ad push alongside organic sharing produced 30,000 shares and 11,000 comments.
