Ripped From the (Facebook) Headlines: New Ads to Feature User Photos
Next time you're browsing your Facebook news feed and see a photo that looks familiar, you might be doing a double-take. Recently, visual ad company Olapic announced plans for an inventive new type of Facebook ad, using users own photos to make the advert more appealing to them. And why wouldn't it? Who wouldn't want to see their own photograph used in an ad, and feel like a Vogue lookbook-ready professional photographer, at the same time?
One of the first brands to be using the effort—trendy home goods retailer West Elm—has put up impressive numbers, so far. Curating images from Instagram using the #WestElm hashtag, or geotagged at one of their stores, the company launched a #MyWestElm page on their website, showcasing about 18,000 user photos—and the products in them—which then were spread around and used on over 40 percent of West Elm's web pages.
The next step is taking it back to the consumer, and that's where Facebook comes in. Olapic's Jocelyn Johnson says "people are excited to share photos and have been excited to be featured on a brand's Website" and assuaged copyright concerns by noting that "The photos used for Facebook ads have all been rights-approved... rights of content creators is something we take very seriously."
With an increasing focus on using content—and good content—in marketing, the demand is high, and it can be tough for a company or even an agency to keep up with the ever-increasing demands from customers. So why not let them create their own content? Not only is it just content, though, but also taps into the power of authentic messages that so many younger consumers are seeking, today. They know it's authentic—because they made it with their own iPhones.