What is being said on your Facebook ads?

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It’s 2017 and companies are investing more than ever before on social media advertising. In fact, global ad spending on social is expected to grow by a whopping 72% from 2016 to 2019, at which point it will make up 20% of all digital advertising.1

Though despite this massive growth, it seems brands are struggling to keep up with managing the additional properties. In-house customer service teams are mainly focusing their efforts on Twitter as well as organic post comments, while paid posts or “dark posts” on Facebook and Instagram ads are often going unattended.

A “set it and forget it” mentality has become the new norm for paid posts as many marketing managers may be unaware of the comments that their Facebook dark posts are receiving. The reality is organic reach for a Facebook organic post is only 2%.2  So take that number and multiply it by the amount of ad dollars being put behind a specific post and you’ll find your paid posts are most likely receiving a much larger volume of comments than your organic posts.

When you’re advertising on any platform, you’re looking for the greatest ROI. But if you’re anything like brands currently advertising on social, you might not have even considered what your ads look like in the news feed. Considering 2017 will also be the year when the majority of digital ad sales (52%) are generated by mobile impressions or clicks, driven by the rapid growth in social and search usage on mobile devices,3 it’s time to get serious about social ads.

So what are the comments on these dark posts actually saying? And how are they affecting your brand’s image? Here are a few examples of sponsored posts I’ve found in both my Facebook and Instagram feeds…

In this Facebook sponsored post Hotjar, a great Website analytics tool, is receiving tons of comments containing links to competitor sites. These comments are directly driving potential users away from their site. They're also receiving comments regarding the link in their ad not working, and because most ads aren't regularly monitored these comments are most likely going unseen and their ad dollars are being wasted.


This Instagram sponsored post from Car Insurance Deals for example received comments containing customer complaints, these comments litering this post will decrease the probability of people clicking "Learn More."

Car Insurance.jpg

 This StubHub Instagram sponsored post contains comments containing upset customers that encourage others not to use the site.


It’s a harrowing concept to consider, but if you’re not responding to and moderating the comments you’re receiving on paid posts, they can actually cause a lot of harm for your brand.

Social media is changing the entire business of customer service, posing both great challenges and new opportunities for brands. But it doesn’t need to be such a scary thing, complementing in-house teams with technology is a great way to lessen the load without drastically increasing spend.

BrandBastion’s automated global real-time support solution offers moderation, escalation and response to comments on social media within 8 minutes 24/7. We work with many of Facebook’s largest ad spenders to protect and support their properties (both paid and organic) round the clock.

Check out this presentation showcasing how our solution works.

Curious what is being said on your dark posts and how it’s affecting your brand sentiment? Request a free audit of your social media engagement from BrandBastion here.


  1. https://www.emarketer.com/Article/Three-Agencies-Release-Estimates-2017-Ad-Spending/1014804
  2. http://expandedramblings.com/index.php/facebook-page-statistics/
  3. http://magnaglobal.com/magna-advertising-forecasts-winter-update-digital-media-drives-global-ad-sales-to-5-7-strongest-growth-in-six-years-driven-by-social-and-search/ 

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