CorpComms Magazine

Online advertising campaigns that encourage their audience to 'become a fan' on Facebook are recalled by almost three times as many people as paid for online advertising campaigns, according to new research.

Brand awareness for campaigns that include social media engagement increased on average by four per cent while purchase intent rose two per cent.

The findings are based on six months of research by Nielsen, which analysed over 800,000 Facebook users and more than 125 individual Facebook advertising campaigns from 70 brand advertisers.

The research also found that for 'social ads', whereby a user becomes aware of a product because their friend is its fan on Facebook, ad recall rose by 16 per cent, against ten per cent for non-social ads, while purchase intent rose eight per cent, against two per cent for non-social ads.

Indeed, those consumers who saw a paid for online advertisement but were also exposed to the news feed mention of the product through friends on Facebook were three times more likely to remember the ad.

Surprisingly, the research revealed that excessive news feeds did not deter consumers. On the contrary, purchase intent of those exposed to more than ten news feeds rose 15 per cent against three per cent to those who saw between one and two. Similarly, brand awareness of those exposed to more than ten news feeds rose 28 per cent against 13 per cent for those who saw between three and nine messages.

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