A report from the Associated Press and CNBC found that 83 percent of Facebook users “hardly ever or never” click on paid ads on Facebook. The figure came as part of a survey assessing the role Facebook currently plays in Americans’ lives and their view of the company moving forward.
While millions of people log into Facebook every day, few actively monitor the paid content served to them. For businesses using social media marketing, creating content and sharing it may yield greater benefits than paying for placement on the website.
Even as the website’s popularity continues to swell, compelling users to click paid content has been difficult for the site. However, Facebook recently reported that its site has swelled to more than 900 million users. These users, while ignoring paid content, are extremely active with the site’s content. In its filing to the Securities and Exchange Commission, Facebook said it generates more than 3.2 billion Likes and comments by users every day.
Facebook expects these engagement figures to increase consistently moving forward as more people become regular users of the social network.
Brafton recently reported that Facebook’s growth has resulted in the website becoming a dominant source of web traffic in the U.S. with 9 percent of all pageviews coming from the site.