Wednesday, 22 September 2010

Facebook's coupon advertising secrets

The ClickZ website reports on a recent study in the US into the "like" activity of 42.6 million Facebook users on 32,000 of its customers' Facebook posts, focusing on the pages for consumer packaged goods (CPGs) and quick serve restaurant (QSRs) brands.

For QSRs, they showed 62% higher engagement rates per post - which were calculated by combining likes, comments, and shares - than other brand sectors. Meanwhile, CPGs have garnered 41% higher engagement than the average brand.

In all sectors, images/photos outperformed video and text on Facebook by 22% and 54%, respectively, in terms of engagement. For CPGs in particular, the advantages to images are more dramatic, as they outdid video by 204% and text by 86%. For QSRs, the study showed that images got 136% more engagement than video and 182% more than text.

Other figures reported by the research showed that posts made before noon get 65% more engagement than ones posted in the afternoon. CPGs get 21% more engagement in the morning, while QSRs attracted 12% more.

In addition to this, data for all brands showed that the best day to post is Friday, with Sunday and Saturday being the worst. For CPGs, Thursday generates the highest engagement rates, while Wednesday creates the lowest. However QSRs should post every Wednesday apparently, which is the most successful in terms of response.

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