Facebook – which has been testing this since September – has just rolled out an update that will add Sponsored Stories to the News Ticker.

A Sponsored Story  is different from Facebook Ads in that it allows you to organically insert mentions of your brand into the Facebook News Feed. For example, if a person’s friend Likes a Page, in addition to seeing it in the News Feed the individual will also see it along the right-hand column of the Facebook, and now, within the News Ticker.

The stories appear based on a user’s behavior. Facebook will surface Sponsored Stories about friends’ Page Likes, Page posts, check-ins, app shares, and so on. Users will be able to tell the difference between regular updates and Sponsored Stories by the “sponsored” label that will be printed after the update.

This is great for brands as it’s just one more avenue of awareness. It increases the chances of an individual discovering your brand based off of his or her friends’ engagement. Facebook users, on the other hand, might not take well to the new update. At the time of its launch, many users weren’t happy with the constant stream of real-time information.

It’s too soon to tell how big of an impact this will have on your Facebook Page’s growth, but it’s definitely worth keeping an eye on Insights over the next couple of weeks.

[Image credit: Katie Sayer]