How ‘sticky’ is Facebook?

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For most Facebook users, the social network has become a fully integrated part of our life. Our personalities now mesh with the online world in the form of Facebook making us all one step closer to eventually that in the not too distant future we will all in some small way become cyborgs. So the question becomes, how ingrained is Facebook into our lives?

With hundreds of cable channels, on-demand videos, HD video game consoles, and massive libraries of e-books all calling for our attention, Facebook continues to stand out as a major player for our time and attention making it one of the stickiest websites in the world.

Engagement Rates

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The engagement figures for Facebook are quite astounding, SimilarWeb PRO shows that visitors to Facebook spend an average of just over 23 minutes on the site which is roughly the time it takes to watch an episode of The Simpsons. Compare this to the data for Google Plus, where visitors spend less than 4 minutes, barely enough time to make a decent cup of coffee.

Bounce rates for Facebook are very low with less than 2 in 10 visitors leaving it immediately after entering as opposed to Google Plus where nearly 5 out of 10 visitors bounce. One key feature, which has kept visitors engaged, is the revamped news feed with its content rich images and ads.

After Facebook?

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Such huge numbers of traffic are a boon for advertisers, so understanding where this traffic heads after Facebook is very useful. SimilarWeb PRO illustrates that 1 in 5 visitors head straight to YouTube. We love to share videos and our platform of choice is YouTube. This is probably why Facebook is making such a hard push to get into video advertising.

From this, it’s clear to see there’s a real desire for online videos. Advertisers want to chase this traffic, so it makes sense to organize Facebook campaigns to be mirrored on YouTube and maximize the chances of conversion.

Opportunities on Facebook

Over the past year, according to SimilarWeb data, average time on site for Facebook has never dipped below 22 minutes per visit. This data looks at desktop visits only, so it is fairly safe to assume that combined with mobile usage, Facebook is a dominant part of our lives. Gone are the days when advertisers fight over Superbowl Ads to reach a billion people, because today Facebook enables any advertiser anywhere to reach a bigger and more engaged audience.

[Source: Inside Facebook]

Uber will pick you up with a Transformer

Uber’s PR machine knows no limits, having already delivered catsice cream trucksBoston Marathon heroesair conditionerscloset cleaners, and loads more promotional stunts, to varying degrees of buzz.

Now, the ride-share service’s newest stunt to promote the forthcoming Transformers: Age of Extinction will pick up a few lucky people in its biggest ride yet: Optimus Prime.

Uber users in select cities across the continental United States will be able to fire up their Uber app, browse through the menu, and possibly order a giant truck with flames painted on it shuttle to them to their destination.

Now the bad news: The Autobot rides are only happening in three major cities: Dallas (which already happened Monday), Phoenix (June 19), and Los Angeles (June 21). Rides are limited, but at least it’s worth a try. Clearly Lyft needs to enlist the Deceptacons and wage war through the streets of Los Angeles.

[Source: Fast Company]

Facebook Algorithm Tweaks Drive More Brand Engagement

The “Q1 2014 Social Intelligence Report” (PDF) indicates that Facebook still rules the roost when it comes to social media platforms—engagement is higher on Facebook than on any other platform and is on the rise.

ADI’s report looks at the effect social media has on brands from a paid, owned, and earned perspective. The analysis is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and 7 billion brand post interactions, including comments, likes, and shares.

“People are clicking through to the ads they are seeing,” said Joe Martin, a senior analyst at ADI. “Click-through rates are up year over year and quarter over quarter. The new Autoplay feature for video seems to be working, as well. There have been huge amounts of video plays, and engagement rates are up. Even though people have expressed frustration over the algorithm changes by Facebook, there’s good news in the data for brands.”

Facebook video plays are up a whopping 758 percent year over year (YoY). Engagement with video posts is up 25 percent YoY and up 58 percent quarter over quarter (QoQ).

Brands are also taking advantage of Facebook’s ad business, which is also growing. According to ADI, Facebook’s ad clicks increased 70 percent YoY and 48 percent QoQ, with ad impressions up 40 percent and 41 percent, respectively. And people are clearly clicking on the ads being served, given that Facebook’s ad click-through rate (CTR) jumped 160 percent YoY and 20 percent QoQ. Also notable: Clicks still outpace impressions on the platform.

ADI’s analysis also found that Fridays are the best-performing day of the week for social media. Consumers post more, like more, and comment more on that day. Additionally, 25 percent of videos played and 15.7 percent of impressions on Facebook take place on Friday. “That’s definitely when marketers should be planning to use their best content because that’s when you’ll get the most engagement,” Martin said.

Twitter (5 percent) and Facebook (11 percent) referred revenue-per-visitor (RPV) also increased in the first quarter. According to Martin, LinkedIn stood out with a 15 percent share of social traffic to B2B high-tech sites. Only Facebook drove more traffic (52 percent) to B2B high-tech sites in Q1.

“Facebook is back at the top of the mountain,” Martin said. “It was declining for some time, but now it’s at about 75 percent of retail referrer traffic, for example. All the other networks are still growing, but the majority of referring traffic is still attributed to Facebook. That means that Facebook’s adaptions for marketers are working.”

 

[Source: Adobe Index]

The Rise of Native And Mobile Ads

Mobile and native advertising are gaining increased popularity. With more social media users checking their accounts via mobile devices than on their computers, in-stream mobile ads are quickly becoming advertisers’ chosen method for getting their message front and center. This infographic provides an in-depth look at the rise of mobile and native advertising and offers predictions for the future.

Native advertising’s influence on a broad range of media, including mobile and social advertising, will allow marketers and agencies to justify and continue to invest in native budgets for the foreseeable future.

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[Source: Linkedin Marketing Solutions].