Marketing to Women: To Be Fair to Facebook

May 19, 2012 § Leave a comment

Yes, we all acknowledge that Facebook may be entering a plateau, and it may need to re-energize itself.  But let’s be real, women still have a love and sometimes hate-relationship with Facebook.  Facebook is the most popular social network in every country of the world, with the exceptions of China, Japan, Russia, South Korea and Vietnam.  One out of every five page views on the internet is Facebook.   The United States has the most Facebook users with 157 million members out of the 900 million active users. 

And 57% of users are women!  And two-thirds of all online Moms are on Facebook!

About half of all Facebook income is advertising.  Many think this number will rise.   And not only do women participate in a number of social media activities at higher levels, but they are also more likely than men to click on ads, according to an April release by Facebook ad management solutions provider AdParlor.  Worldwide, AdParlor found that the average clickthrough rate for men on Facebook ads was 0.066% in Q1 of this year and 0.048% in Q2. Women, by contrast, clicked at rates of 0.073% in Q1 and 0.063% in Q2—differences of 10.6% and 31.3%, respectively.

Here’s where the disenchantment began. A study reported by ad agency TBG Digital, in the first quarter of the new year, revealed that ad-engagement on the social network dropped 8%. Also, Facebook increased their cost-per-thousand impressions and their cost per click rates.  At the same time, they have upped the number of ads per page.

 Most marketing on Facebook, especially that conducted by large brands, still consists of non-advertising efforts, contrary to the staggering amount of buzz created by GM this week when they said they were going to pull their Facebook ads.   And many small businesses and other marketers are still finding Facebook’s easy, self-serve system effective in driving traffic either to their own sites or to Facebook pages.

Facebook Ads

eMarketer estimates US advertisers will spend $2.58 billion on the site this year, with another $2.48 billion coming from advertisers elsewhere in the world.  According to Greenlight, a UK digital agency, businesses are most likely to see clickthrough with their Facebook ads.  Facebook has an average 0.051% clickthrough rate, below that of Google’s 0.4%.  Facebook campaigns that I have been involved with have seen around a 0.25 percent clickthrough rate on average.  But  less you think these numbers are low, here’s the scoop – the display clickthrough rate for any online display ad is only 0.1%.

Advertisers are increasing investments in Facebook ads.  The percentage of Facebook ad budgets in the U.S. allocated towards social ads increased from 5 per cent to 23 per cent. Marin Software predict that by December 2012, advertisers will be dedicating 50 per cent of their Facebook ad budget towards sponsored stories over the coming months.  Sponsored stories are different to Facebook’s traditional ads because they are placed directly into the newsfeed to ensure they get the maximum number of views, usually they are regular stories that a friend or a page that you’re connected to has shared with you.

Facebook still delivers a high concentration of highly connected women.  Facebook still allows marketers the ability to market without spending tons of money.  And Facebook is still about conversation.

Here’s a handy infographic with some great stats for us geeky marketers:

 

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