Inside Facebook
Inside Facebook |
- Facebook ads have higher clickthrough rates on weekends, study finds
- New Facebook platform industry hires: TBG Digital, Wildfire, Involver
- 20 percent of Instagram users connect accounts with Facebook
- ‘The Simpsons,’ LMFAO, Target, Nutella, movies, more on this week’s top 20 growing Facebook pages
| Facebook ads have higher clickthrough rates on weekends, study finds Posted: 10 Apr 2012 12:00 PM PDT Average Facebook ad clickthrough rates are highest on weekends and lowest on Monday, according to new research by TBG Digital. Specifically, Saturday's average CTR is 12 percent higher than average CTR on Monday. Advertisers can use this information to understand their own campaign performance and perhaps adjust their Facebook ad strategies. Facebook ad clickthrough rate is closely tied to cost per click and cost per impression. Ads with higher CTR are generally served more frequently. When ads have lower CTR, advertisers typically have to increase their bid price to get the same number of impressions. Facebook advertisers who want to maximize the CTR of their ads might decide to shift campaigns to the weekend when the averages seem to be in their favor.
TBG Digital CEO Simon Mansell says the daily differences in CTR are likely related to supply and demand, as well as changes in how people use Facebook through the week. When there is more traffic on Facebook, but the same number of advertisers running ads, the frequency of ads shown per person may increase. Higher frequency general results in lower CTR. Another possibility is that users who visit Facebook on Monday and other weekdays are more focused on browsing News Feed or friends' photos, perhaps because they're checking Facebook on breaks between work or school. This would lead users to look at ads less or be less likely to click away from what they're doing. On weekends, users are more likely to be looking at Facebook in their downtime and could be more susceptible to ads. London-based marketing and technology company TBG Digital, which specializes in Facebook advertising, looked at clickthrough rates over 66 billion impressions from January to March. The company did not provide actual values for CTR by day, but says that the chart above is to scale. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| New Facebook platform industry hires: TBG Digital, Wildfire, Involver Posted: 10 Apr 2012 11:13 AM PDT TBG Digital hired a director of client services and a social media developer this week. Wildfire and Involver each hired account management staff. If your company is hiring new people or making a notable promotion, please let us know. Email mail (at) insidefacebook (dot) com, and we'll get it into our next post. Also, please note that information about most new hires, below, comes either from the companies themselves or from company updates from LinkedIn. Looking for new opportunities? Check out the Inside Network Job Board, which shows the latest openings at leading companies in the industry. Here's this week's list of hires:
Who else is hiring? The Inside Network Job Board presents a survey of current openings at leading companies in the industry. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 20 percent of Instagram users connect accounts with Facebook Posted: 10 Apr 2012 09:00 AM PDT About 20 percent of Instagram users connect to Facebook through the mobile photo sharing app each month, according to an analysis using our AppData tracking service. This is up from 15 percent last year, and numbers related to Instagram’s Android release last week suggest the proportion could be even higher.
Nine months after its public launch, Instagram announced it had 5 million users. At that time, less than 15 percent of users were using the photo sharing app to connect with Facebook each month, according to AppData. By this we mean users posted Instagram photos to Facebook directly from the app or used Instagram's "find friends" feature. Since then, the percentage of users connecting with Facebook and using the app each month has grown to slightly more than 20 percent. Instagram’s Facebook app has 7.3 million monthly active users, though Facebook hasn’t updated its user numbers in several days, as seen in the graph below.
There are a few reasons why a greater percentage of Instagram users are now connecting with Facebook. Instagram's early adopters might have been people who use other networks like Twitter more than Facebook. Some of these users might have also seen Instagram as an alternative social network that they wanted to keep separate from Facebook. As more mainstream users joined Instagram, they might have been more prone to connecting their account with their primary social network. It's also likely that many newer Instagram users discovered the app because they saw their friends' filtered photos on Facebook, so they thought to post there too. We've also seen Instagram improve the way its photos appear on Facebook. Until earlier this year, when Instagram users cross-posted photos, they displayed as small thumbnails that took users off-Facebook. As such, some users would separately upload Instagram photos to Facebook or they'd post to Twitter, which automatically posted to Facebook. Then with Facebook Photos API integration, Instagram could post full-size photos directly to an album on the social network. This more optimized experience might have led many users to connect to Facebook if they didn't before. AppData shows an acceleration in growth around this time, which may or may not be related to the change. Instagram gained 1.3 million monthly active Facebook users in the two months between Nov. 5, 2011 and Jan. 5, 2012, when it adopted the Photos API. In the next two months, Instagram picked up 2.3 million monthly active Facebook users.
AppData also shows Instagram gained 890,000 daily active Facebook users in a single day after the app became available on Android devices on April 3. Google Play, formerly known as Android Market, lists the app as having somewhere between 1 million and 5 million installs. A blog post by Instagram said the app added 1 million new users in a single hour that day. This suggests a large percentage of new users connected their Instagram and Facebook accounts. Some new developments could encourage these users to continue to post from Instagram to Facebook. For example, Instagram is working with Facebook on an Open Graph integration that will further optimize how photos are published to News Feed, Ticker and Timeline. We expect Instagram to soon include options to tag Facebook friends and locations directly from the mobile app, since the social network released those APIs last month. These features could lead more users to connect their accounts. We also might see links and calls to action within both Facebook and Instagram to drive traffic between the two services. Total Instagram users versus Facebook-connected users over time
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| ‘The Simpsons,’ LMFAO, Target, Nutella, movies, more on this week’s top 20 growing Facebook pages Posted: 10 Apr 2012 08:37 AM PDT
Our list of the fastest growing Facebook pages by number of Likes this week was a mixed bag of pages related to TV, movies, tech companies, games, sports and brands. It appears some brands, Walmart and Target in particular, got a lift from Easter promotions. Pages on our list this week grew from between 292,400 to 3.2 million Likes. We compile this list with our PageData tool, which tracks page growth across Facebook.
"The Simpsons" topped our list for the second week in a row. There were a pair of tech companies, Apple Inc. and Intel, that made the list, as did the Android app player for Windows PC, BlueStacks. Some sports pages, Cricket Australia and Jeremy Lin, grew by posting info related to their games. A few musicians who are currently touring made the list, LMFAO and Diggy.
Finally, it appears that some brands benefitted from the shopping rush during Easter. Specifically, Target Style posted copious Easter-related photos, and Nutella and Walmart marketed their products in a holiday vein, too. Rounding out the list was Internet meme site Forever Alone.
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Facebook announced Monday it would 
A few game-related pages were led by 
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