Report: Understanding paid and earned reach on Facebook
A new research report from Facebook and comScore has revealed that Facebook brand pages using paid media reach 5.4 times more people on average than those who did not use paid media. Here, we summarise key findings from the report, looking at a case study of three brands analysed.
Understanding Paid and Earned Reach on Facebook examines the impact of paid media in relation to organic content on the platform. Its findings suggest that even those brands with the largest fan bases can reach five times more people, on average, by using paid media in addition to organic publishing. The audience reached with paid media exhibited greater shopping and buying frequency for those brands than the internet average. The report analyses three brands using paid media, including Samsung Mobile, to represent top page performance of Facebook across a diverse range of verticals and fan page sizes. The research found that on average, the brands extended their reach by five times over their organic audience in one week.Case study: in-depth reach analysis of three brandsAs part of the study's investigation into the opportunity paid media represents for brands on Facebook, the report analyses three brands to represent top page performance on Facebook across a diversity of verticals and fan page sizes. The study of audience reach looked at Samsung Mobile USA (9 million fans), a major retail brand (17 million fans) and a major financial services brand (3 million fans). Pages selected for case study were selected from those brands that achieve among the top organic reach for pages of similar size and vertical. For these test brands, the study considered three sets of metrics:- Total and per-post brand reach
- Audience demographics and behaviour on Facebook
- Shopping and buying behaviour of paid audience off Facebook compared to average internet audience
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