Discounts are the top reason Americans join online brand communities, and they’re also the leading reason why Americans use brands’ mobile applications. New survey results from Analytic Partners – conducted by Opinion Research Corporation – indicate that when it comes to the most engaging Facebook content posted by brands, discount offers (such as coupons or promotional codes) are the most appealing. Facebook users responding to the survey claimed to be most likely to click on discount offers (67%), followed by contests or giveaways (41%).
Fewer respondents seemed likely to click on videos (25%), posts that encourage opportunities to share photos, opinions or experiences (17%) and free application downloads (16%). Video content appears to be more engaging among men than women, with 34% of the former saying they’re likely to click on it, versus 19% of the latter. (While the study did not gauge interest in photos, research from Adobe has found photos to have a higher engagement rate than videos.)
Somewhat unsurprisingly, 83% of respondents to the Analytic Partners survey feel that any types of videos that automatically play in their newsfeeds would be intrusive – and they would be likely to ignore them.
About the Data: The survey was conducted among a sample of 735 Facebook users aged 18 and older. The survey was conducted October 3-6, 2013.
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