Facebook Adds Features – And a Fee – To Offers

When Facebook launched Offers – its replacement for its failed Deals service – earlier this year, companies gained access to a powerful social media marketing tool. Offers provided a way for brands to create coupons and deals, and then share these offers with their followers. Best of all, the entire process was free – until recently. Last month, Facebook rolled out some major changes to their Offers platform. These changes present a new revenue opportunity for Facebook, but also a more powerful and promotional tool for brands to promote their products, gain traffic, and drive sales. First, the bad news: Offers are no longer free. Previously, businesses had the option of simply sharing their Offer with their current Facebook followers at no charge, or paying to promote the offer with an ad. Though there are still no fees associated with claiming or redeeming an Offer, and users will still see in their Newsfeed when a friend claims an Offer, creating Offers now comes with a price. As of September 20th, brands are now required to purchase ad promotion along with their Offer. The fees will vary depending on the size of the audience reached; when creating the Offer, admins will have…

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