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.
- 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.