We’ve known for a while now that Facebook offers certain perks to advertisers who spend over certain limits, and other perks to those who spend more. But, we weren’t expecting Grapevine, a special Facebook program for big spenders.
According to Adweek who broke the news a few days ago, Facebook is “giving select brands exclusive access to information gleaned from its 1.3 billion users, letting high-rolling advertisers find out what consumers really think based on comments and other telling social activities”. Sounds very interesting, right?
Grapevine is only available to brands that spend huge amounts of advertising dollars on Facebook (a whopping 500k for one ad perhaps?). However, these brands (and the teams that work for them) receive in-depth insights about their social media presence as well as people’s sentiment towards the brand itself. Information that is definitely unavailable to anyone else.
With Grapevine, brands can understand much more deeply the users that comprise their audience – this is something very important if you are spending great amounts on your campaigns. One small mistake, or lapse in judgement can cost you a lot more at that level, so Facebook takes care of these advertisers, even organising special workshops for them.
Grapevine shows us that there doesn’t seem to be a limit to the help that Facebook will give you if you spend enough. If you spend, Facebook will take good care of you – and you can reach people a lot more effectively. Programs like Grapevine provide marketers with such in-depth information about users (short of actually naming people) that marketing campaigns become highly targeted and tailored. You could actually know exactly what people are saying about you and your products. As Facebook posts are not all public information, it is impossible to know this otherwise.
Grapevine can turn into something a lot bigger… extending into the offline world as well. Could it predict election-results, or other future events? It could certainly become “an early-warning system” in terms of sentiment analysis. As scary as it sounds to some people, this is the future of marketing.
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