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Use your top Facebook content to drive viewers and subscribers.

If you’re looking for a way to increase your newsletter, app and subscription signups this year, look no further than your newsroom. Believe it or not, you already have what you need to build a robust — even paying — audience. What is it? Content! More than a decade ago, Microsoft founder Bill Gates declared, “Content is King.” And while almost everything else has changed in our digital and social world, this concept is truer than ever.

Good content can make us laugh, make us cry, make us want to take action. This is the power of journalism and storytelling. So stop wasting money on basic marketing messaging and start using your own stories to drive the results you want. Here’s how:

Promote Your Content First

The best way to market your newsletter (or app/website/etc.) isn’t to tell your audience about the newsletter. It’s to say to them what’s inside the newsletter. Our data shows that promoting your best content as part of a newsletter-sign-up campaign will make people 30x more likely to signup!

Email Marketing Ad versus Email Marketing Ad with Dynamic Content

But how can you do this at scale without devoting an entire person’s day to curating ad content? We get it. And that’s why we created our Dynamic News Ads solution, which allows newsrooms to take their top traffic-driving organic Facebook posts and dynamically turn them into Facebook, Instagram and Messenger ads — with little to no effort.

How Does it Work?

Simply hook up your Facebook Page to Social News Desk’s Campaigns Manager, and our technology creates an index of your high-performing social content. From there, we can leverage the SND Dynamic News Ads system to create and publish ads using Facebook’s catalog system infrastructure. The technology is extremely flexible and gives you the ability to:

  • Automatically show people the most recent and best stories that are tailored to their interests, whether or not they’ve been to your site or app.
  • Lets you re-target people that have been to your website but haven’t yet downloaded your app, signed up for your newsletter, or registered for a subscription.
  • Retain and engage your audience by targeting current app users and subscribers with the latest stories.

The Results

And the results speak for themselves! Four local media outlets tested out the SND Dynamic News Ads in our first beta test, which wrapped up this month. Each says it saved them a ton of time by automatically spinning up paid campaigns showcasing the latest and best-performing content with little to no manual work. A huge benefit.

What’s even more amazing — newsrooms in the beta test reported that the Dynamic News Ads produced 125% better results with the same budget! Imagine being able to report a 125% increase in your newsletter signups, app downloads, or subscriptions without needing to increase your spending or workload. I know my marketing manager would have been pleased with that ROI!

To learn more about our Dynamic News Ads solution or to test them out for your newsroom, reach out to me at

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Apryl Pilolli

Head of Innovation
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