The Power of Facebook Advertising [Infographic]

Last week Marlene wrote a blog post about ad opportunities on different social networks, where you can read more about Sponsored Stories and Promoted Posts on Facebook. Now the Facebook marketing team has published an interesting infographic about the power of advertising on the platform. It includes some new global stats revolving Facebook usage as well as advertising insights. The infographic is not only a smart marketing move from Facebook, it actually also does quite a good job explaining the concept of advertising on the network. Understanding Facebook’s new advertising tool is key to effective results, and this definitely provides you with some good information, if you haven’t run an ad campaign yet.

Facebook ads statistics

Facebook is the single largest and most frequented social network in the history of the Internet and is quickly becoming quite a competitive marketing landscape. It is therefore no big surprise to learn that many businesses and brands are starting to take advantage of their advertisement services and the possibility of promoting and highlighting contests or other engaging content. The infographic explains the effectiveness of Facebook ads and how to go about targeting the right customers. The presented comparison with other online marketing channels depicts Facebook a clear winner in the online ad space. To pull out a few interesting facts:

  • The average user spends 6 hours and 35 minutes per month on Facebook on their desktop. This means that users spend almost double the time on Facebook than on its closest competitor Google.
  • Just over 50% of Facebook’s users are on mobile – that means 543 Million mobile users.
  • More than 3.2 Billion items are ‘liked’ or commented on every single day on Facebook – making the network the most engaged ever.
  • In an analysis of over 60 campaigns on Facebook, 49% had a 5x return on investment, 70% had a 3x or greater return.
  • Facebook ads target ‘the right audience’ at a 95% clip – 23% more than the online average.
  • Compared to the online average, Facebook ads achieved 31% greater brand awareness, 98% greater ad recall and 192% greater share of conversions.
  • In comparison to a 47% trust rate on traditional media, Facebook ads had a 92% trust rate.

To fully make sense of these numbers, it would be great if Facebook had provided some additional information about the actual 60 campaigns monitored. Were they a random sampling? What were the budgets? Etc. Have a look at the full infographic and let me know if you think Facebook’s advertising is relevant for your business. Remember, as Facebook makes it easier for anyone to create ads, it’s more important than ever to create advertising that’s relevant, appealing and adds value for the viewer. By ascertaining the measurement of success (target, engagement, growth, likes and so on) you will be able to utilise Facebook’s advertising to its maximum effect.

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.