This is probably not going to come as a shock to brands on Facebook, but if you want to play, you pretty much have to pay, as a new report from Adobe found that impressions for organic posts on the social network by brands are down 50 percent in 2014 compared with 2013, while paid impressions are up 5 percent during the same time period.
Holiday Shopping Season
With the holiday shopping season rapidly approaching, commerce technology platform MarketLive surveyed 1,000 U.S. consumers and found that 49 percent will make purchases based on social referrals, and 30 percent have made purchases via social networks during the past year, up from just 12 percent in 2013.
For retailers, Black Friday and Cyber Monday are by far the two most important days of the holiday shopping season, and their ad-spending patterns reflect that, but when it comes to advertising on Facebook, that strategy may not be the most effective, according to a new study by Marin Software, a Facebook Preferred Marketing Developer.
When it came to boosting its customer base during the holiday shopping season, apparel retailer Banana Republic didn’t monkey around, using Facebook’s lookalike audiences to achieve a return on ad spend that was four times higher than via other advertising channels.
The holiday shopping season also marks the heaviest advertising, marketing, and promotional period of the calendar year, and Facebook is no exception, using the end of the year to push advertising on the social network.
Facebook application provider North Social is helping page administrators ring in the holiday season (ith its new Advent Calendar app, which allows brands to offer Facebook users who like their pages different promotions each day.
Facebook marketing outfit TabSite is already done with its list for the upcoming holiday season. However, the list is not a shopping list, but rather a checklist for how brands and retailers should approach the most important time of their year.