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Study: 51% of Facebook Engagement Occurs On Mobile & Status On Paid Post Performance By Type
Last month ShopIgniter released their “Social Benchmark Report” that covered overall Facebook revenue & forecasting to in-depth post performance statistics. To pull these statistics they leveraged more than 2,000 posts with 2 billion impressions in Q1 & Q2, uncovering quite a good bit of data in the process.
Some of the major stats revealed were: 51.4% of total engagement on Facebook posts came from mobile devices, and the average conversion rate (included brand awareness metrics like watching video to end, lead gen, etc) from Facebook traffic was 4.4%. Additionally the average “Consideration” rate (selecting product options, customizing products, etc) for Facebook traffic was 193%.
The individual post metrics were some of the most interesting data points in the study. ShopIgniter found that post performed differently when mixed with paid and organic promotion. Photos and Offers saw nearly 1.5x-2.25x the overall engagement when consumed in a paid format:
Surprisingly, the paid posts also did not draw a large amount of negative feedback. Facebook seem to appreciate paid links (not this included data from Q1 and Q2 — before the large image changes for link posts.) The post types that drew the most negative feedback were Notes and Videos:
To see the full report, head on over to ShopIgniter for your free copy.