Facebook is a powerful marketing platform, depending on who you ask. To many professionals, the network often consumes more resources than it generates ROI while other platforms like Twitter or Pinterest continue to impact bottom lines. However, data supports brands’ desire to funnel time and money toward their Facebook marketing agendas. Brafton reported that 38 percent of consumers admit to buying products because of social media content published to Facebook.
With some companies seeing significant conversions through clever social media marketing, creative teams must learn from innovators and mimic their strategies to succeed. In a report from Expion, Tiffany & Co. achieved the highest engagement score on Facebook among top 50 U.S. retail brands for Q1 and Q2 of 2013. Between January 1 and June 30, 2013, Tiffany & Co. averaged 28,741 interactions per post. More, the company published one high-quality update each day, showing that quantity does not beget more engagement via social.
Facebook as a marketing tool
Facebook may reach more than 1 billion monthly active users, and its conversion rates are hard to ignore, but overall interactions are down year-over-year for 2013. The Expion report shows that there was a decrease in the average number of fan interactions in Q1 and Q2 of 2013, while Page posts increased.
Data also exposed the common social media content types brands publish to their Pages. Eighty percent of posts now include photos like infographics, custom images and other visual elements. Surprisingly, only 3 percent of brands use video content on Facebook. If marketers aren’t seeing strong returns, they should adjust their strategies to better understand what content resonates with their unique audience.