Future:Media:Change

A joint Nielsen/FacebookFacebook report, The Value of Social Media Ad Impressions, found friend endorsement of brands through the site’s “Become a Fan” functionality increased ad recall 30%, brand awareness 13%, and purchase intent 8% with certain levels of social context.

Starting with the knowledge that people trust their friends and peers most when making purchase decisions, the study sought to determine what kind of friend endorsement was most effective in brand recognition.

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Results

Homepage engagement ads increased all three measurements:

• Ad recall 10%
• Brand awareness 4%
• Purchase intent 2%

Social context ads increased them even more:

• Ad recall 16%
• Brand awareness 8%
• Purchase intent 8%

Organic ads increased them still more:

• Ad recall 30%
• Brand awareness 13%
• Purchase intent 8%

You can fill out a form to obtain the full report.