A report from Greenlight suggests that social content is outperforming social ads as users continue to ignore paid content.

A report from Greenlight suggests that companies using Facebook for social media marketing should focus on content rather than paid ads to appeal to their target audience. According to the study, 44 percent of respondents never click on Facebook ads, and 31 percent rarely do so.

Just 10 percent of respondents said they click on these ads “often,” and 3 percent indicated that they do so “regularly.” Many users seem to ignore these ads entirely. Users’ motivation is unclear, but their interaction with social content shared by brands continues to grow. Greenlight found that 26 percent of web users said they Like brands on Facebook “often,” while 9 percent said they do “regularly.” A substantial portion indicated that interacting with brands is not something they usually do, but the number of consumers who are engaging with content is a good sign for social media marketing campaigns.

Sharing website content on social networks helps companies boost their web presence and drive traffic to their main website. Aside from increased conversion opportunities, social visibility can lift SEO and identify new prospects. As more businesses integrate social into their new media marketing strategies, Facebook is working to develop new tools and metrics to help these organizations excel.

Moreover, others are attempting to help marketers gauge and inform their campaigns. Among the tools businesses now have at their disposal are Social Reports from Google Analytics. Brafton highlighted the platform recently, saying the assessment of a social campaigns is critical to consistent success, as the channel is among the most dynamic on the web.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.