STUDY: Facebook ads increase impressions by 200 percent

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A new report from Facebook Preferred Marketing Developer ShopIgniter found that paid media on Facebook increases viral and organic impressions by 200 percent — among a study of more than 2,000 Facebook News Feed posts from Q1 and Q2, 2013. That’s significant when you realize that Facebook’s ad performance is on par with the best performing digital channels, like Google.

Justin Kistner, the Senior Director of Strategy at ShopIgniter (and lead author of the 2013 Social Rich Media Benchmark Report) discussed the findings with Inside Facebook:

This report showed that Facebook is the most cost-effective channel for real business outcomes. This is the first time data has proven that Facebook is good for business.

The study was conducted because, Kistner said, all marketing activity his company concentrates on centers around something that starts in the News Feed. “It’s about the landing page experience. ‘What type of post should I use?’ ‘Should I use paid media?’ We wanted to figure out which posts get the most traction.”

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The findings of this benchmark analysis examined more than 2,000 Facebook News Feed posts from Q1 and Q2 2013 and their more than 2 billion impressions and post-click performance. Some other notable statistics:

  • Paid media not only vastly improves reach but also increases organic and viral impressions by up to 200 percent,
  • More than 51 percent of campaign engagement occurred on mobile.
  • Richer experiences decrease negative feedback rates by up to 600 percent.

When it comes to business outcomes, many brands need to link out of Facebook to a landing page. According to the report, those looking to drive deeper engagement and outcomes should consider boosting those post types with paid media. It was also found that link posts with large images perform better on mobile and photo posts with links perform best on desktop.

Kistner said it was important to have benchmarks to guide businesses. The 4.4 percent conversion rate on Facebook is at the same rate as email or search, he said. But one unexpected thing:

I didn’t expect viral traffic on unpaid posts. There’s still not a lot of reach without paid media, but [the viral traffic] was much more than I expected for unpaid posts.

So, Facebook gets the best bang for your buck. Integrating the full power of your company’s media buying with Facebook will create the ability to engage the most important audiences for your brand.

Top image courtesy of Shutterstock.

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