ShopIgniter’s 2013 Social Rich Media Benchmark Report is a compilation of Facebook research pulled in the first half of the year. They analyzed over 2 billion impressions to discover what makes for a successful Facebook campaign, and it’s worth a read if you’re still unsure how to incorporate Facebook into your marketing strategy.
One of the charts that caught my eye was Organic and Viral Performance, which illustrates how dramatically a paid ad increases organic and viral reach.
If your priority is driving brand awareness of your products/ services/ content then a paid ad on Facebook will give a lot of exposure, and potentially lead to an increase in your customer base.
If you’re not seeing the ROI you’d hoped for with Facebook, this chart might explain why your campaign isn't performing as anticipated. If you look at the paid Click-Through-Rates, there’s a big drop compared to unpaid posts; you might have wasted some of your marketing budget if you’ve been running ads on Facebook for lead generation.
The bright side? Look at Unpaid Photo’s CTR! It’s important to note how well multimedia unpaid posts perform. As you start allocating your 2014 budget to different channels, you may find greater gains from creating great visual content than your paid advertising spend.