Facebook Monetizes Pages With Check-In Coupons
By: Chelsea Lewis, social media marketing manager of Jennings Social Media & MarTech
Marketers have constantly tried to figure out what is the best way to reach consumers on Facebook. There has never been a clear answer to the Facebook consumer engagement problem, but recently a new solution may have come to light: coupons.
Wildfire Interactive recently performed a study that focused on randomly sampled Facebook campaigns to see which got the highest response rates and earned media.
The report speculated about why such campaigns tend to be more shareable. One possibility is that questions let the user discover an aspect of one’s personality they may have been unaware of. Another is the show-off factor: Quizzes let users display their knowledge of trivia and “pick your favorites” challenges let users express their good taste.
The benefits to creating such widely shared campaigns are that they draw new users into the fold. The chance of a pick your favorites query being clicked by a friend is 27%, while quizzes and trivia contests rate 15% and 13%, respectively. From there, the data is encouraging as well: 82% of friends who click on a News Feed post for a quiz will take the quiz. Some 74% of those who click on a coupon offer in their News Feeds will download the coupon. Overall, the study found that earned media could account for up to a 12% boost in engagement rates.
Though the study highlights broad categories that do well with users, it also advocates adding personality to the offers, getting into the consumers’ heads to see if such an offer might be appealing and working in a gamification element that rewards users for sharing.
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