Planning for paid ads or focusing on growing your reach organically? Facebook advertising will affect your marketing strategy, or at least it should, especially given the economy. Here are some statistics that will help you understand how Facebook ACTUALLY works, so you can take a more informed decision.
1. The average engagement rate for a post is about 4%
According to Facebook’s algorithm, shares and comments are better than reactions. Engagement is the best way to drive reach, and posts with higher engagement have more organic reach, meaning they are cheaper to promote.
2. The average organic reach for a Facebook post is about 6% of a Page’s likes
Organic reach on Facebook has been declining since 2014. While there are ways to increase a post’s reach without paying, promoting content via paid ads is an option we highly recommend.
3. The average price-per-ad increased 17% in Q2 2018
According to Forrester’s analysis, ad price growth can’t continue indefinitely. Facebook’s been warning of a revenue deceleration since early 2017. While investors may be spooked, marketers can use this number as a barometer for their social ad spending.
4. 24% of Facebook Pages are using paid media
Paid ads have several features that organic posts don’t. Some perks include off-page post promotions, precise audience targeting that can guide on-the-fence customers further down your sales funnel, or identify quality leads.
The magnitude of these functions allow your users to have an exceptional experience, if implemented properly.
5. An average Facebook user clicks on 8 ads per month
This is an overall decline from early 2018, when Facebook was reporting a median of 10 ad clicks per month per user. But this isn’t necessarily bad news: not all ads require a click to be effective.
Competition for ad space has truly led marketers to adapt relevant and clever campaign strategies.
BONUS. E-commerce click-through rates have tripled in the last two years
On the plus side, Facebook users interested in buying are clicking on ads more and more. E-commerce-specific ad engagement has risen from one percent to three percent.
Knowing so, it is cruicial that all touchpoints be completely optimized, contributing to a wholesome and involving user experience.
Our experts will help optimize your Facebook ad spend, help you test, measure and execute effective ads. Click here to contact us.