Facebook Redesigning Pages, But New Research Suggests Engagement is Low
In an attempt to entice more of its users to engage advertisers, Facebook is planning a re-design of its "Pages" which, according to AdAge, will include:
- Pages will soon have tabs, making them resemble Facebook profiles.
- Information shared by pages will show up in Facebook users’ news feeds more often, presenting expanded opportunities to attract new fans.
- Since there will be multiple tabs, Facebook ads can set any tab as a landing page.
However, new research from The Participatory Marketing Network (PMN) suggests that it may not be the ad format that’s the problem, but the platform itself. According to a study of 220 social network users aged between 18-24, they’re just not that interested in ads on social networking sites.
- 62 percent of Gen Y’s have visited a brand or fan page on a social network, but only 48 percent have joined.
- The top five reasons for joining a brand or fan group are to “get news or product updates” (67 percent), “view promotions” (64 percent), “view or download music or videos” (41 percent), “submit opinions” (36 percent), and “connect with other customers” (33 percent).
- While 84 percent noticed ads on social networks, 74 percent say they click infrequently and 36 percent say they don’t click on ads at all.
- Only 19 percent say they find ads on social networks relevant.
- 51 percent say they’d join a separate social network to manage their brand interactions.
Still, Facebook is doing a great job in enticing brands to use Pages to engage network users–I have a client right now that is excited about building a Facebook Page, despite low engagement rates.
Have you tried advertising via a Facebook Page? What success did you have?