REPORT: Facebook Ads, Boosted Posts Narrowing Gap on Organic Posts


HappyOnlineHolidayShopper650Marketers on Facebook were already starting to ramp up their paid ads and boosted posts even before the social network announced last Friday that users will see fewer promotional posts from pages in their News Feeds, according to a recent study by Experian Marketing Services.

The company found that marketers plan to run more campaigns on Facebook during the holiday shopping season than on any other social network.

Experian added that 49 percent of marketers who plan to run social media campaigns will do so via organic posts on Facebook, while 34 percent plan to advertise or boost posts.

North America was the most popular region in the world for Facebook advertising, with 46 percent of marketers planning to invest in campaigns on the social network, versus 34 percent globally. Experian said North American marketers were more likely to use Twitter organically and pay for Facebook ads.

During the 2013 holiday shopping season, Experian found that there was a 39 percent increase in traffic to retail sites from Facebook, and Experian Marketing Services general manager of global research Bill Tancer added:

Facebook has become a major marketing channel globally because of its ability to influence holiday shopping and research. The focus on Facebook isn’t impulsive; it’s generating clear results for marketers.

Readers: Did any of Experian’s findings surprise you?

Image courtesy of Shutterstock.