How Metro Parent Grows Businesses’ Reach Through a Unique Social Media Tactic

For sponsored content to be effective, it has to reach the right audience at the right time. 

Metro Parent — Zoe Marketing & Communications’ Detroit-based sister company — recognized that a single ad campaign wasn’t the most effective way for clients to reach their intended audience.

Instead, they tapped into story collections — a unique tool to showcase numerous articles about a specific client on Facebook all in the same month.

For some clients, those stories are garnering more than 8% click-through rates from links on Facebook. Here’s a closer look at how it works.

Leveraging multi-article ad sets on Facebook

Rather than relying on standalone promotions, Metro Parent used what is known as “story collections” in its Facebook ad campaigns.

This method involves running multiple branded content pieces concurrently, allowing Facebook’s algorithm to dynamically optimize delivery to the users who are most likely to engage.

Each campaign integrates:

• High-value storytelling designed to inform, inspire and engage parents.
• Advanced audience targeting to align content with users’ demonstrated interests and behaviors.
• Meta’s real-time performance optimization for peak efficiency.

The results: CTRs frequently exceeding 7%, significantly outperforming industry benchmarks at 1-2%. 

Why the ‘story collections’ approach works 

Paired with the right targeted audience, this strategy capitalizes on the algorithm, connecting users to content they’re eager to engage with, click through to read and share. 

A catalog of evergreen content used in ad collections lets advertisers maintain an effective brand presence over time without creating new content. 
This approach works well because the collection allows an advertiser to showcase stories that have been developed over time and placed at key times of the year.

This allows the advertiser to get continued value from content that may have been produced months ago but is still relevant.

Industries that have seen success

Metro Parent’s Facebook ad strategy has driven strong results across multiple industries, with potential in travel, healthcare, education, consumer brands and more. 

Guided by Metro Parent’s deep experience with social media, audience and content, advertisers achieve higher conversions and broader brand awareness. 

“Great content is only as powerful as its distribution,” says Alexia Bourkoulas, CEO of Zoe Marketing & Communications. “Our team of experts makes sure sponsored stories reach the right audience at the right time, delivering tangible results for our clients.”

Next steps for harnessing story collections on social media 

Multi-article ad sets, aka story collections, can help increase your content’s click-through rates to up to 8%. Looking to enhance your sponsored content’s performance, too? Talk to us.

Zoe Marketing & Communications can drive social media results for your business, too.

Still exploring your options? Learn more about:

• Are sponsored content articles right for your business?
• The importance of diversifying your marketing beyond social media