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.
Love was in the air at Instagram in 2013, as #love was the most-used hashtag on the Facebook-owned photo- and video-sharing service during the year, with other top hashtags including #tbt, #friends, #fashion, #food, and #selfie.
With Thanksgiving and the rest of the holiday season just around the corner, a snow globe is the perfect centerpiece for a Facebook application, and gluten-free baked-snacks maker Harvest Snaps and its agency, Santy Integrated, made it happen with the Shake the Season app.
Now that the Halloween costumes have been put away and all of the candy has been eaten, Thanksgiving is the next big holiday on tap, as well as the shopping frenzies that accompany the long weekend on Black Friday and Cyber Monday. How should brands on Facebook be preparing for the holiday?
Facebook Chief Operating Officer Sheryl Sandberg used some of her time during the social network’s fourth-quarter earnings call Wednesday to offer statistics and specific examples in support of the company’s advertising growth.
Brands on Facebook have been advertising aggressively during this holiday season, knowing that people are willing to buy. New figures released by Kenshoo Social show that people are also more willing to like, comment on, and share Facebook ads around this time. The study found that the return on ad spend for U.S. retailers from Facebook ads hit $10.95 on Cyber Monday, and direct sales revenue through Facebook ads on that day spiked to 129 percent over the daily seasonal average.
As millions of people opened their wallets last weekend for Black Friday and Cyber Monday deals, brands’ Facebook pages also experienced success. Walmart, which was bombarded on Facebook with criticism for opening at 8 p.m. on Thanksgiving, was actually the most successful brand on the social network during the two shopping days, according to Socialbakers. Amazon, Macy’s, and Toys “R” Us also earned kudos for fan growth and engagement.
Optimal Calls Out French’s, Gerber Childrenswear, Toys “R” Us, Students First For Facebook Engagement Growth
Facebook advertising and marketing developer Optimal called out four brands for their engagement growth during the period from Nov. 13 through 26: French’s, Gerber Childrenswear, Toys “R” Us, and Students First.