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Facebook makes brands an offer that can’t refuse

This week Facebook announced it will now be charging marketers to use Offers, which are similar to coupon-like ads.

An offer you can't refuse?

Over several months Facebook has been trialling Offers with a sample section of local business Pages.

Offers allowed marketers to offer discounts and promotions to users who had 'Liked' their Facebook Page. Any offer that was claimed would appear in the user's Newsfeed, giving the Page more reach with Facebook users.

Pay to play

Facebook spokeswoman Annie Ta announced the social network is now opening up Offers to every Page with over 400 fans, who must pay a minimum of $5 to post an offer. Pages with large followings would have to pay more, through Facebook declined to give figures on this.

Merchants can now add bar codes and promotional numbers to their Offers, allowing better tracking and the ability to be claimed at third-party sites. There will be no charge for users to claim an offer.

Ms. Ta said Facebook hoped Offers would “focus marketers creating the offers to make them more relevant to the right audience.”

Facebook finances

Facebook Offers comes as the social network is looking for ways to increase its advertising revenue and boost its stock price, which recently rebounded 30% from a September low.

Earlier this year Facebook launched Reach Generator, an advertising service that charges marketers based on audience reach.

As Facebook becomes more crowded, businesses may have to pay more to target, and reach, consumers.

To learn more about Facebook Offers visits Facebook's Help Centre.

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SMK Editor

SMK Editor

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