When an article starts to trend on Facebook, Time Inc. promotes it and adds the Volvo brand logo. Because of the popularity of the articles, the reach and engagement with these posts far exceeds what a typical brand would get on its own.
The product allows Time Inc. to give brands access to its huge social audience. Across seven social platforms, it reaches 180 million people, with 40% of that audience on Facebook. It publishes 500 to 1,000 stories a day to social networks, an average of 20,000 stories a month.
Brands want access to platform audiences, so Time Inc. found a way to give them that access.
“We’re getting requests to add a social component to all the campaigns we create for advertisers,” noted Mark Ellis, SVP of corporate sales for Time Inc. In addition to Facebook, brands will be able to run campaigns against trending posts on Twitter and Instagram.
Though it’s too early to evaluate campaign performance, Volvo will pay on a CPM basis, with the goal of increasing awareness by monitoring engagement with the ad unit and clicks.