Definition: FB ad links to a different website or social media post about somebody else talking about you. Their content/article/review/video mentions your product and links to your website or your Amazon listing.
Common strategy: Build up strong branding and the nature of the event that you are featured somewhere else. Regardless if the 3rd party website/media is popular or not, make the announcement that it’s a special event and how exciting it is to be mentioned by them. Usually you re-share their content and don’t have much control of the post that you will use for the ad.
% of beginners doing it: 10%
% of 6/7 figure brands doing it: 25%+
% of 8 figure brands doing it: <25%
Zontracker tip: If you’re not a big brand and already don’t have media mentions by different bloggers and influencers, there’s an easy solution. There are many FB groups such as "bloggers for bloggers" type of communities where micro-influencers support each other before they get popular. Some have websites that have almost no traffic and they will feature you for free. You won’t really get any sales from there. But saying “we’re featured on MommyBloggerWhileTravelingWithThreeKids!” and adding their logo is way better social proof than zero social proof. In the worst case, this will cost you one of your products for free for them to review/feature it.
Advanced bonus tip:
Communicate with the other brand and have them make the Facebook post and adding a special tag to you called “branded content
”. This will all you to use YOUR FB Ad Account to run ads to THEIR FB Page. Leveraging their audience and adding awareness reach, somebody else talking about you can be much better than you talking about yourself or you simply re-sharing someone else's post.