While other social platforms rise and fall, Facebook, seemingly despite various controversies, has continued to add more daily and monthly active users as time goes on – and The Social Network shows no sign of any significant slow-down on the immediate horizon.
Of course, that’s not the complete picture. While Facebook has continued to add more users in developing markets, some have suggested that the time people spend on Facebook, on average, has been in decline in recent years.
Facebook’s last official update on time spent in its apps came in 2016, when it reported that users were spending 50 minutes per day using Facebook, Instagram and/or Messenger – though that’s not Facebook-specific. The company did provide something of update to this number in 2018, when it reported that changes to Facebook’s News Feed had resulted in a 5% decline in time spent in the app. Estimates suggest that this reduced the Facebook time spent figure to around 41 minutes per day within the app, though again, the numbers here are not Facebook-specific, and the subsequent increases in Instagram and Messenger usage cloud the data somewhat.
But even on the face of it, the 2018 update does show a slowdown. Facebook users were spending 40 minutes per day in the app back in 2014, so even if that 2018 update was Facebook-specific, it would show that Facebook hasn’t added a heap of time spent within the app over that four-year span.
Yet, even so, Facebook has the biggest reach, the most significant perceived influence – even if you don’t use Facebook for hours each and every day, the data shows that you probably do check it. Maybe you log in to see what your friends and family are up to, maybe you engage in groups, share a couple of links. Even if you spend more time in other apps, you’re still exposed to Facebook, and that ubiquity has made it a critical platform for brands in order to connect with their audiences.
Basically, no matter how you look at it, you need to have a Facebook presence for your brand.
Are you looking to make more, or better use of Facebook in 2020? If so, then this collection of stats from the team at Hootsuite is for you – they’ve compiled a listing of key Facebook usage stats to keep in mind, and factor into your planning for the year ahead.
Definitely, the numbers are hard to ignore – you can check out Hootsuite’s full Facebook stats report here, or take a look at the graphic below.
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5 Effective Ways to Run Facebook Ads A/B Tests
Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target.
A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-
1) Start with the minimal number of variables
This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.
2) The second way is to select the correct structure.
There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.
3) Use of spreadsheets is important to stay organized.
These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.
4) Do target advertising and set realistic time goals.
One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output.
Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.
It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.
5) Set an ideal budget.
The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.
Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.
Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.
You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.
To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.
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