SAN FRANCISCO: Social media listening platform Hootsuite has launched a tool that turns high-performing Facebook content into promoted posts.
The new tool, Hootsuite Ads, was created to simplify the ad creation and management process, which is usually difficult and time consuming, according to Greg Gunn, the company’s VP of new product growth.
The tool’s main aim is to help users extend social impact, he added.
"We see social advertising becoming more relevant to more functions at an organization and PR is one of those," said Gunn, who jokingly calls Hootsuite Ads the first advertising technology "designed specifically for human beings."
"While there are tons of solutions for more sophisticated ad managers and practitioners, with this tool, we are simplifying the process of promoting content to a few clicks so that [anyone] can do it," he added.
Based on a user's specific business objectives, Hootsuite Ads matches organic content with a targeted Facebook audience in a measureable way. The tool automatically scans Facebook pages to locate the best organic posts to amplify.
Hootsuite Ads also helps users find the right audience via automated targeting and bidding algorithms. The tool’s intuitive reporting clarifies ads’ results.
The launch of the tool comes one month after Facebook changed its news feed algorithm to prioritize content from friends over brand and company pages. Since the change, the organic distribution of page posts from brands and journalists is going down, according to Gunn.
"Folks are also putting more advertising spend into social, moving away from traditional online places, like Google AdWords," he explained.
The tool, which is free for Hootsuite users, is available as of Tuesday.
More than 10 million users, including 744 of the Fortune 1000 companies, manage their social media programs across multiple social networks with Hootsuite.