Last updated on September 2nd, 2014 at 04:26 pm
Talking about the social advertising, which platform gives you better return on investment?
I know they have their own distinguished advantages! Still something that could help you settle on which platform pays more?
While Facebook Advertising is much more targeted Twitter offers a variety of promoted products such as Tweets, Accounts, and Trends.
A recent research revealed that although 85% of marketers said they use Facebook as a marketing tactic however only 61.5% of them said they use it for advertising.
The research also revealed that as an advertising platform Twitter seems more promising.
This is why we went ahead and did some research to figure out which platform is more capable when it comes to advertising, comparing them in four categories.
Let’s go through them one by one
When we conducted a research as to which platform reaches the largest audience, Facebook with 1.15 billion active users trumped Twitter that had 232 million active users.
Although users share a significant amount of tweets daily on Twitter i.e. 500 million still when compared to number of Facebook daily posts, which is 4.75 billion, it lags behind with a massive difference.
The main idea behind marketers to leverage social media for marketing is to connect with as much people as possible and this why Facebook captures 57% of social media advertising budgets while Twitter lags far behind with 13% only.
The performance of the Ad
It is actually a bit difficult to measure the ad performance as the both the platforms release metrics that are usually different from each other. For instance, we can find out the average CPC on Facebook but this data isn’t released by Twitter.
Still, we have a few things that can help us gauge the ad performance in each case.
The engagement rate that is calculated by taking favorites, re-tweets, replies, clicks, etc. into consideration depicted a very different picture. It was 1 to 3 percent for Twitter, which is much higher than Facebook’s average CTR of 0.119%.
While Facebook is still trying to get better with its in-stream Sponsored Stories ads, twitter with its Promoted Tweets that are by default in-stream, has mastered the issue. Besides, CPM on Twitter is $3.50 while that on Facebook is just $0.59.
Since, both release the metric of revenue per visitors so the comparison was far easier for us for this metric. Well! The revenue per visitor on Facebook is $0.93 while that on Twitter is $0.44. However, the most remarkable point here is that Twitter’s RPV has grown exponentially year over year (YOY), with a 300% gain, while Facebook’s RPV growth is much smaller at just 39%.
The study also unveiled that although Facebook has become less important when it comes to share of social referred visits, which is just 62% now, with a 20% decrease YOY. But it still beats out Twitter, which has only 6.8% share of social visits, and that too with 258% increase this year.
Overall, as the most important advertising platform in terms of ROI, Facebook leads the chart followed by Twitter.
The Mobile Ad Performance
Just now we discussed that Promoted Tweets are by default in-stream and so Twitter has an inherent mobile advantage as its look and feel is quite natural for mobile users. On the other hand, Facebook ads don’t even exist on mobile apps, which actually is a big drawback.
Besides, Facebook with the App Promotion Ad has just one native ad format in its app while Twitter ads are visible both on mobile and desktop.[useful_banner_manager banners=24 count=1]
The Ad Formats
The year 2013 witnessed a big change when Facebook announced to cut the number of ad formats it offers by more than half.
At present, the ad formats offered by Facebook are:
Mobile app ads
Page post text ads
Page post link ads
Page post photo ads
Page post video ads
However, ad formats offered by Twitter have always been less complicated and that it offers just three products that are Promoted Tweets, Promoted Accounts, and Promoted Trends.
“It completely depends on what your business requires”
Both the platforms lack sophistication when it comes to tracking, analytics, and measurement and that advertisers are still struggling to settle on where to spend their moolahs.
However, both the networks are great when it comes to generating brand awareness, content marketing and other inbound marketing tactics. Building relationship, educating the customers and engaging your fans are something that can be easily accomplished on both these platforms.
So, we suggest if you are really looking forward to advertise on social media sites like Facebook and Twitter, approach it with well-defined objectives, open mind and a willingness to pull the plug if it’s not giving results.[useful_banner_manager banners=17 count=1]
Learn from real practitioners not just trainers.