E-commerce sellers must know! 12 statistics about Facebook advertising and marketing in 2019

Facebook's revenue grew by more than 37% in 2018, almost all of which came from advertising, and Facebook also said that 93% of its advertising revenue in the fourth quarter of last year came from mobile device advertising. What does this mean for e-commerce sellers? It means that your competitors are not only spending their budgets on mobile advertising, but also prioritizing the optimization of mobile device ads (including images and text).

It is reported that there are 80 million companies on Facebook. According to the Hootsuite 2018 Global Barometer Report, 98% of B2C and 89% of B2B companies surveyed use Facebook ads. Facebook ads are highly competitive, but also lucrative, so the key to standing out from the crowd and attracting potential buyers is to segment ads more specifically.

Why would Facebook users follow your Page instead of your competitors? It may be because they value the value you bring. You can exchange attention and engagement for special offers or other means.

Kentico's survey found that as many as 68% of users ignore the brands they follow on Facebook. However, 39% of respondents are more likely to follow and engage with brand content to get exclusive offers.

A good example is One Kid, which used promotions to grow its following:

This means that for every piece of content you post to your Facebook Page, it’s likely that only about 8.1% of your fans will see it organically.

This isn’t to say that you shouldn’t invest in high-value, low “hard sell” content for your Facebook Page. Facebook organic content certainly has its place in terms of value-add, and it helps with branding and gaining more fans. But it’s worth noting that niche Facebook Pages often have higher reach and engagement.

You can increase the organic reach of your Facebook content in a few ways:

• Leverage video content and Facebook Live;

• Avoid clickbait content or look for content that specifically appeals to your target audience.

• Focus on quality rather than quantity.

According to eMarketer, 30% of marketers said that Facebook advertising has a higher return on investment than other platforms. What about the remaining 70%? The following data shows:

This means that by creating a seamless Google and Facebook marketing strategy, you can significantly boost your traffic.

In another Hootsuite study, it was found that Facebook’s click-through rate increased from 1% to 3%. This means that although marketers spend more on Facebook each year, their ads receive more clicks (traffic) on average.

In HubSpot’s Paid Search and Social Ads report, it went a step further and broke down average CTRs into different content types. After analyzing approximately 3 billion ad impressions and 66 million clicks, it found that:

• The median click-through rate for Newsfeed is 2.24%;

• The median Audience click-through rate is 0.82%;

• The median click-through rate for Messenger is 0.6%;

• The median click-through rate on Instagram is 0.62%.

Facebook Messenger is the leading mobile app in terms of downloads, but only 31% of businesses use Messenger in their Facebook campaign strategy.

But when you look at case studies, the results of using Messenger are astonishing. For example, marketing expert Neil Patel found from his Facebook Messenger experiments that Messenger had an 88% open rate and a 56% click-through rate. The key to getting leads with Messenger is using chatbot technology.

Another interesting Facebook statistic from the We Are Social report is that Facebook users click on 8 ads per month. Considering there are millions of brands running millions of ads, how do you ensure your target shoppers click on your ads? Here are some important tips:

• Run optimized remarketing campaigns;

• Segment your campaigns;

• A/B test ad components to find the best combination.

BuzzSumo analyzed 500 million Facebook posts to gain insights into engagement by content type and found that videos get more shares than other post types.

Now that you know the importance of video on Facebook, let’s look at some Facebook video statistics that you may not know much about, which may help you optimize your Facebook video content:

• 30% of mobile shoppers say video is the best way to discover products;

• Turning off subtitles can make users feel that the video time is 12% longer;

• 80% of Facebook users say that videos that automatically play with sound are annoying;

• The average engagement rate for videos is about 6%;

• You only need 3 seconds to grab the user's attention through video;

• In 2018, Facebook accounted for 24.5% of all video ad spending;

• Facebook videos can increase brand awareness by 67%.

According to Forbes, the number of Facebook Group members has increased by 40% in recent years, totaling 200 million. To be successful in Facebook Group marketing, brands must ensure that the Group attracts the target audience and provides content that makes them most likely to participate.

A great example is Glam Guru, a multi-million-dollar e-commerce brand store that uses groups to promote new products and answer beauty-related questions, while providing a forum for customers to exchange products, advice, and recommendations.

Of Facebook’s 2.32 billion users, about two-thirds (66%) visit the platform every day, and as many as 47% of MAUs (monthly active users) only visit the platform through mobile apps. According to reports, these users visit Facebook for a short time, lasting about 10-12 minutes. This means that if your organic or paid content is to be effective, you must seize this limited time.

Finally, let’s look at some more detailed statistics about Facebook users to help you refine your advertising strategy:

• Facebook recently announced that it had removed 583 million fake accounts;

• 1.1 billion Facebook users speak English;

• 10% of users are Americans, spending an average of 58 minutes per day;

• 43% of American Facebook users read news on Facebook first;

• 78% of US consumers discover products on Facebook;

• Since 2012, the number of Facebook users aged 65 and over has doubled to 41%;

• The percentage of Facebook users under the age of 25 is 35%.

With this data, e-commerce merchants will be able to better plan their Facebook marketing strategies and gain a deeper understanding of how to optimize Facebook ad campaigns to gain more reach, click-through rates, and sales.

Text ✎ Mary/

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