Tag: facebook

Strike a balance between native and branded Facebook Ads 

Posted on by sandra

by Konstantin Tomic, Insights Manager at EyeSee

This year marks 20 years since Facebook revolutionized the way we use the internet. A lot happened during that time, but as it changed the advertising landscape and influenced its users’ daily lives, Facebook evolved as well.   

Facebook may not be the place to find the youngest audience (though its audience is diverse and earns money) or the “hottest” platform right now, but some facts are simply unbeatable.  As of the end of 2023, the number of Facebook users worldwide is around 3.05 billion. 

  • 50% of the time spent on Facebook and Instagram is spent watching videos. 
  • 2B+ people watch Facebook in-stream-eligible videos each month. 
  • 74% of Facebook in-stream non-skippable video ad views are completed, globally. 

So, the question is not whether there should be an investment in Facebook ads, but rather how to do so effectively. As my colleague previously stated, it is critical to test ads because relying solely on platform analytics is insufficient to gain clarity and insights into why some ads are “working” and what their true brand impact is. To gain those insights simulated replicated feeds are proving to be the best tool for capturing user behavior.

A good replicated feed will make respondents forget they’re part of research  

Researchers should always be mindful of response bias – a phenomenon where individuals consciously or unconsciously alter their answers to align with perceived social norms, expectations, or desires. Factors such as social desirability bias, where respondents provide socially acceptable responses rather than honest ones, can distort findings. But even smaller things can affect the answers too. Wording of questions, order of presentation, interviewer effects, and respondent characteristics like age, gender, or cultural background can all impact how individuals respond. Awareness of these biases is critical in designing surveys and conducting research to minimize their influence and ensure more reliable data collection and analysis. 

To minimize biases, it is best to provide respondents with a realistic environment in which tracking devices and differences from their usual habits are difficult to detect. In the case of social media replicated feeds, respondents participate in the study from the comfort of their own homes, and some even admit that there were times when they forgot they were not using “the real thing.” 

Native VS Branded ad memorability paradox

Native content outperforms branded ads in retaining attention by captivating audiences with surprising product usage and compelling, attention-grabbing audio. Younger viewers engage with native content for longer durations, making it an ideal choice for subtly targeting this demographic. Additionally, native ads are clearer, largely due to their prominent product features. However, they pose a challenge in terms of memorability since they rely solely on the video to convey branding, which users may overlook. In contrast, branded ad posts benefit from additional cues like account names and video descriptions, enhancing brand memorability. 

The path to balanced native and branded video ads  

The first and most obvious recommendation is for marketers to test their ads. Knowing which parts of the video to tweak can help achieve a native-branded balance. Even past campaigns contain knowledge, and testing them can provide brands and marketers with a best-practice guidebook for future creative input.   However, if you already have native content in your hands, here’s a small bonus tip. If focusing on younger audiences – ads with a native feel could be the way but take care to post from the official brand account with an informative description. If the goal is to raise awareness among the general population – a traditional branded ad is a more reliable option.  

Eager to know more about ad testing on other social media platforms? Research hidden potential with new TikTok creative insights.

    Build on social media ad impact with behavior-savvy strategies 

    Posted on by sandra

    By Minja Stojanov, Internal Business Development Director at EyeSee

    As of 2022, the average daily social media usage of internet users worldwide amounted to 151 minutes per day, and Western Europe had a 79 percent social media penetration rate, topping the ranking of global social media usage by region since January 2023, Statista reports say. Not to mention that 81% of people between the ages of 30 and 49 actively use at least one social media site. 

    Numbers cannot be more clear; social media are officially an integral part of all our lives. They are places where we connect, inform, share advice and experiences, and sometimes even make direct purchases that are available via the emerging possibilities of social shopping. What is particularly interesting is that, recently, Instagram has been offering analytics, even to private profiles.   

    All of this indicates that there is a strong need for true social media influence to be understood.

    Social Media Analytics VS mix of behavioral and traditional testing methods 

    However, are social media analytics sufficient to understand how content affects us and how it works? If we imagine brand managers who are budgeting for content production and strategy for the coming year and want to use analytics to determine the success of previous years’ social media ads, what insights would they have? Are the numbers showing the reach of some ads sufficient to determine whether the audience engaged with the ad or the brand in any way?   

    For reliable and valid insights, it is crucial to use a mix of behavioral and traditional methods focusing on consumer behavior in the timeline and its impact on sales uplift.   

    • Eye tracking allows granularity into which ad elements are seen and which are often missed. Analyzing the social media heat map is highly beneficial for the placement of key ad information.  
    • Facial coding identifies whether consumers are engaging with your brand by analyzing their emotions through facial expressions. 
    • Surveys help uncover what the ad impact on brand metrics is. When we combine Facial Coding, Eye Tracking and Survey results we get what the true ad impact on consumers was and more importantly WHY.  
    • Virtual shopping provides a direct link between the performance of an ad and in-store purchase behavior with the help of realistic simulated store environments that tap into authentic consumer behavior. 
       

    Main KPIs and benefits of replicated media Feeds 

    Did you know that people’s average focus per post on Facebook’s timeline is 4.1 seconds, 2.7 on Instagram feed, 3s on TikTok, and that for Facebook and Instagram, there is a 19% decrease in visibility when an ad is lower in the feed?  

    For uncovering the sophisticated differences in behavior that would go undetected with traditional social media analytics, research tools such as replicated social media feeds and the right thought framework are crucial.  

    That is why here are the metrics and KPIs you need to know about your ad performance: 

    a) Ad breakthrough: 

    1. Visibility –  how many users have actually seen your content? 
    1. Attention – how long do they watch it for? 
    1. Video retention – what are the usual points where you start to lose them? 

     b) Ad emotional engagement and brand impact:  

    1. Emotional reach – is the ad resonating with them? 
    1. Survey KPIs – does it fit with the brand, and do users like it? 

     c) Ad sales impact: 

    1. Sales uplift – does the ad impact sales? 

    Building brand success on best practices and creative guidelines 

    If we go back to our imaginary brand manager from the beginning of this article, one might rightfully ask: How can I benefit from the knowledge of the campaign that is already done? 

    Imagine how much time you would save by not having to go back and forth with briefing the creative agencies and influencers but having all the insights along with content recommendations and a set of rules in one best practice playbook.

    In conclusion

    If you are interested in learning more, I advise you to reach out and ask us for our global study, a meta-analysis of almost 60 ads from 20 brands called “TikTok Global Study: Creative that Works.”. Or you can find a brief overview here and take it from there.   

    This study gave us, our clients, and TikTok, not only valuable insights and creative guidelines but it proved that social media campaigns are efficient across industries from FMCG, OTC, Personal and home care, and all the way through Durables and in some cases even Financial and other services.  

    But, no matter the industry, one thing is certain: you want your brand to be where your consumers are, and you want it to be part of their lives. In that process, social media is a crucial component of your brand’s social life among its consumers, and it needs to be done right. A best practice and creative guideline playbook is a tool one needs for that.

     Eager for more? Read how to: Capture their attention first, and the ‘heart’ next: attention & emotions in social media advertising

      Thanks for your interest!

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