Facebook IQ Easter hero

Celebrating Easter Together

Easter is a time to share and celebrate with friends and family. And mobile is allowing people to share and share in the celebrations more widely and instantaneously than ever.

We conducted a poll and studied Easter-related conversation in 9 countries across 5 continents to learn about people’s holiday festivities. We found that when people in Latin America and the Philippines talk about Easter, the religious aspects of the day dominate the conversation. And in Australia, Canada and the US, Easter is a social holiday often fueled by chocolate and candy.

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Mother's Day on Facebook 2015

Modernizing Mother’s Day

Mother’s Day is always on the move. This year it will take place on March 15 in the UK; on May 10 in Australia, Singapore and the US; and on May 31 in France and Sweden. Next year those dates will change—but it’s not just about the dates. The way we celebrate Mother’s Day may be the most significant shift of all. Read more

Creative Combinations That Work

Traditionally, marketers have leveraged print ads to prime consumers or primetime TV spots to remind consumers of a brand’s message. But the success of a campaign ultimately hinges on using the right creative in the right sequence to achieve the best results, whether the metrics for success are driving consumer action or brand awareness. Read more

Creating Digital Ads that Lead to Conversions

Creating Digital Ads that Lead to Conversions

US marketers now spend more on ads online than they do on broadcast TV. But what makes digital ads effective is still open to debate. To help marketers better understand what creative elements lead to results, Facebook conducted a study evaluating 350 campaigns that ran in News Feed in the past two years. The campaigns’ effects on in-store sales or online conversions were also measured, enabling researchers to correlate different elements of ad creative with business outcomes. Read more

The Value of Story telling on Facebook

The Value of Storytelling on Facebook for Marketers

Everyone loves a good story. That’s especially true when it comes to advertising. According to a new study, campaigns that tell a brand story before asking people to buy something are significantly more effective than ones that focus immediately on encouraging people to take an action.

For the research, social media advertising technology firm Adaptly, in partnership with Facebook, compared the rate of subscriptions to Refinery29, an independent fashion and lifestyle website, generated by two campaigns on Facebook that ran in the US in May 2014.

One “sustained call-to-action” campaign over 12 days featured ads that employed creative and images focused strictly on generating subscriptions. The other campaign over the same period featured different “sequenced” ads that first told the brand story, next provided product information before inviting people to sign up. Ads for both campaigns were served in News Feed to lookalike audiences, increasing the chances that people would become high-value customers. Read more

Creating Digital Ads that Lead to Conversions

Creating Online Ads that Drive Brand Awareness

Some online ads resonate with people more than others. But oftentimes figuring out the right mix of image, copy, size and placement can be an elusive goal for marketers.

To help advertisers better understand what makes online ads generate desired business results, Facebook’s Marketing Science team recruited more than 700 people from around the world to evaluate more than 1,500 ads that ran in News Feed. The more than 350 campaigns analyzed between October 2013 and March 2014 also were measured for their impact on in-store sales or online conversions. This enabled our researchers to correlate different elements of ad creative with the results that matter to advertisers.

We recently spoke with Neha Bhargava and Eurry Kim, the advertising researchers at Facebook who conducted the study, about what their findings mean for brand marketers. Read more

Recent College Grads on Facebook

Recent College Grads on Facebook: Life Stages Part 1

Greg majored in electrical engineering in college. After he graduated last year, one of the biggest surprises when he moved into his own apartment was how it felt both liberating and lonely at the same time. Like many of his peers, Greg’s life after college wasn’t quite what he had expected. Read more

How Facebook Makes Paid Search Stronger

How Facebook Makes Paid Search Stronger

Before people are ready to begin searching online to buy something, they discover the products and services they’ll end up buying through many different channels. Those channels include Facebook, where nearly 1.28 billion people around the world log on every month. Because of Facebook’s place in the consumer journey, businesses can significantly increase paid-search performance and decrease cost per acquisition by running Facebook ads with their paid-search campaigns, concludes a new study commissioned by Facebook. Read more

From one screen to five

From One Screen to 5: The New Way We Watch TV

Once upon a time, families gathered around giant wood-paneled television sets that they switched on with the turn of a dial. As shows flickered across bulging screens, people talked, read the newspaper or did chores.

Flash forward to the present. The TV is now a flat screen on the wall. It is still an integral part of our lives, but as modern families watch their shows of choice many of them engage with another screen — a laptop, a desktop, a tablet, or a smartphone — that provides access to a stream of content and conversation. Read more