The way people use Facebook evolves over time, as do the platforms algorithms for displaying ads and organic posts to targeted audiences.
Recently, SaaS provider AdEspresso has published a curated selection of the latest 2017 Facebook statistics,
And some of them are rather unexpected.
They've found that today, it's more challenging than ever before for brands to reach the right people.
But at the same time, factors like audience relevance and consumer preferences can be the key to paid Facebook ads that not only perform well, but end up costing you a lot less overall.
One of the biggest determining factors for pricing is the Relevance score. The difference this can make is surprisingly high.
The higher the score, the less you'll be charged for clicks or impressions.
There's a big price difference between ads that score 10/10, versus those that score 5/10 or even 8/10.
So, the goal is to make sure your ads meet Facebook's standards.
That usually comes down to accurate audience targeting, as well as great creative and a compelling headline.
Here are six of the most interesting and thought-provoking statistics about the way we use Facebook in 2017.
1. 79% of online adults use Facebook
For every five adults who use the internet, four of them are using it to check Facebook. This should give you a good idea of how many people are on Facebook. In a recent study, the Pew Research Center goes on to break things down a bit:
So, that’s the thorough answer to our prelim question.
But of course, all these people don’t like your business page specifically. Which has more to do with them than you.
2. Every Facebook user has more than 1,500 stories competing for a spot in their newsfeed at any given time.
That’s a lot. Right? Too many, in fact.
Which is why…
3. However, only about 300 of those stories are chosen to appear in the newsfeed.
Those 300 are the “relevant” posts, according to the Facebook algorithm.
But that word “relevant”… what exactly does it mean in Facebook-speak?
Many many things. For starters, it means an ad or post is connected to someone’s interests.
Why does that matter?
4. Ads with a Relevance Score of 3 cost about 73% more than those with a score of 8
(Much too much.)
5. They are 167% more expensive than ads with a score of 10
(Multiply that against your Cost Per Lead.)
You can find more up to date Facebook stats over at AdEspresso.
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