Facebook Users Say Discount Offers Are the Most Appealing Brand Posts

by MarketingCharts staff

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.

Other Findings:

  • 47% of respondents claimed to occasionally pay attention to and/or click on ads in their news feeds.
  • 85% said they’re more likely to pay attention to and/or click on a news feed ad served to them on a computer as opposed to a mobile device, although research has shown click-through rates to be far higher on mobiles.
  • Facebook users say they’re far more likely to pay attention to ads promoting products and services from a company they are already following on Facebook (60%) than to a Sponsored Story (27%) or a non-related ad targeted for them by Facebook (13%).
  • About half of the respondents said they notice retargeted ads through Facebook.

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.