According to AdParlor, Facebook members are more likely to Like or comment on your posts after clicking on mobile Sponsored Stories than those who click on desktop ads.
In June, the social network launched a mobile-only option for advertisers. Since then, there have been numerous conflicting reports regarding the overall effectiveness of Facebook ads. Despite that, mobile ads seem to do well.
The latest report from the Facebook optimization company found that people who interact with mobile ads generate 22 percent more comments and 63 percent more Liked posts than desktop ads. However, those who interacted with desktop ads generate six to eight times as much engagement through Wall posts, clicking links, watching videos, and viewing photos.
This is likely due to the fact that it’s easier to perform the latter actions on desktop versus mobile devices. Liking and commenting are relatively quick actions that can be done with a simple tap as individuals continue to scroll through their News Feeds. Opening links and viewing photos and videos require extra loading time through the Facebook app.
It’s important to keep your target audience and end goal in mind. If you’re looking for well-rounded engagement all around, you might want to consider finding a happy balance between mobile and desktop ads. Otherwise, experiment with both options and see which one returns ideal results.
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.