Targeting just important people is something that’s in the works at Facebook. The company’s latest patent demonstrates a smart way to target just important people, rather than the everyday consumer.
The patent shows that advertising just to celebrities, or heavy influencers, is possible. The patent works in a very simplistic yet smart manner. Using the company’s in-depth analytics, Facebook will attempt to follow the “influencers” that shared a post.
Essentially, if a post goes viral, Facebook will follow the trail back to the originator of the post’s success. Those users that are able to make a post reach the masses will be dubbed as influencers. The originator of the post will be an expert so to speak.
The main goal of the patent is to allow companies to target influencers so that their advertising efforts are bolstered as a result. Facebook has been quiet on the subject, but initial suggestions indicate that targeting these influencers will come at a much higher price. Famous, powerful or successful people will be those that are mainly targeted through the patent.
News of the patent broke this week, but the company has been using this technology for quite some time. Submitted in 2011, the patent has likely been integrated into the social network’s advertising platform already.
Google and Bing have similar patents to try and track down influencers, but none are as targeted as Facebook’s patent. Influencers can be users with smaller followings within specific niche groups based off of the patent.
Highly refined, advertisers will soon be able to target influencers in specific niches with granular control like never before. Concerns are already popping up to determine how this method will be able to combat spam influencers that receive massive amount of shares through spam or paid tactics.
Facebook now has a way to effectively put a price on your social habits.