Remember when your mom used to say, “if all of your friends jumped off a bridge, would you jump too?” Statically, yeah, you probably would because it’s been proven that our behavior is influenced by the behavior and approval of our peers.
This is the idea behind Facebook’s ‘social endorsement’ ad program where you see who on your friend’s list “liked” an ad. Nielsen did a study and found that an ad with social context upped ad recall by 10% and also pumped up the intent to buy and awareness.
Facebook is now ready to test the numbers themselves as they’ve added social endorsement metrics to your Ads Manager.
When you visit your Ads Manager on Facebook, you’ll now find a column labeled “Social %.” This tells you what percentage of your ads with social endorsements received clicks.