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.

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.