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A look at why Facebook users are getting a great ROI!

As one of the first (and still foremost) social media platforms, Facebook is a game changer with the invaluable ability to be the canary down the coal mine. When social takes a hit, Facebook usually goes down first; when the tectonic plates of trends shift and rumble, Facebook issues the Richter scale numbers.

Even though Facebook is barely a decade old, it’s basically a dinosaur in Internet years. This means its stuck around long enough to become an affectionately retained institution (like the chicken dance at a family wedding). So where Twitter might go the way of the Dodo, Facebook will hang around like a stable species that gives you a state of the eco-system address. After all, with numbers sitting at 1.49 billion, Facebook has more monthly active users than WhatsApp (500 million), Twitter (284 million) and Instagram (200 million) combined.

Today that address is saying a few interesting things about Return On Investment (ROI). Yes, latterly the platform that had been written off as something only new parents used to chart developmental milestones has been proving a rather smart choice for social advertising. We’re not just saying that because we’ve been getting some great returns on our own campaigns – the reporting backs us up, starting with some unexpectedly bullish stock performance over 2015 and into 2016.

The great leap up the exchange

A few quick and clever moves on the part of Zuckerberg and Sandberg, namely jumping on video advertising early has been a game changer for Facebook. Of course, by now we know that video is being hailed as the future of digital marketing from every corner of the web. It just so happens that Facebook have harnessed the ability of advertisers and users to leverage it effectively a little faster than most. This is true of both Facebook and their Instagram stablemate.

Then there are carousel ads (multiple images with links all in one ad), now proven to be more effective than static options. In fact, Facebook’s own research puts the performance as: “30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads”. Any way you look at it, that makes good sense for campaigns at virtually any scale; and with early uptake via mobile apps, this rather arresting format has become a brilliantly simple but utterly effective way to grab your audience’s attention.

Which is really the point. Facebook, for all its flaws and all its warts has become the platform that, in the midst of ever crazier and needier options (we’re looking at you SnapChat), simply does what it says on the tin. That inherent consistency and reliability has become something of an appealing trait to consumers flooded with pointless trends and increasingly interested in utility. In short, the big blue is back.

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