On its fourth quarter earnings call, Facebook shared new data about some of its products for Pages, including Promoted Posts and Facebook Offers.
Promoted Posts make it easy for you to buy ads directly from your Page instead of using the complicated ad dashboard. While some might have been skeptical at first, it seems that the Promote button is sitting well with local advertisers.
In December, the social network said that more than 300,000 pages had promoted 2.5 million posts since Promoted Posts launched in June 2012. Now Facebook said nearly 500,000 pages have tried the offering and about 30 percent are first-time advertisers — that’s up from about one-quarter in December. Additionally, more than 70 percent of businesses that have tried Promoted Posts have become repeat customers.
Facebook COO Sheryl Sandberg was less forthcoming about Facebook Offers, however, which can be used by businesses to drive interest and sales in-store and online. While the first Offer you create is free, Facebook began requiring that you spend a minimum of $5 or $10 per Offer, with the option to promote the deal.
Sandberg said costs per redemption for Offers “compare favorably” to those from email, newspaper, paid search, and so on. However, she didn’t say how many businesses have tried using Offers, but noted that 42 million Offers have been claimed. Skirting around specifics could be interpreted as covering up, but with such a significant number claimed, some businesses are benefiting.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.