Is Facebook the best platform to achieve high ROI?

March 28, 2018

No doubt that Facebook is currently the most popular social media platform, which is also strongly commercialized. Brands pay a lot of attention to contact with their customers and spend huge amounts of money for advertising there. All of this to achieve high ROI. However, let's ask yourself a question - does it really work or we just throw the money away?Probably the same question had the analysts from Coven. Every year they execute a survey of 50 senior marketers to find out, which source of advertising let us achieve the best Return On Investments (ROI). In the same survey in 2016 advertising in Google search won (32% of marketers chose this kind of marketing). The same situation, we have got in results of the survey from December 2017. Google has been leading the advertising world and probably it will not change soon.But how does the Facebook look there? Every single year Mark Zuckerberg's portal has been increasing its market share. Also this year Facebook strengthen in the second position, just behind the Google. No other platform has achieved double-digit percentages result and research shows, that Instagram and YouTube got only 4% in this survey.The advantage of Facebook is that it has very precise targeting and a possibility to find even one single user, who might be interested in our product, mainly thanks to perfect demographic and interests targeting.Monica Peart, Senior Director of Forecasting from, thinks the same. She says:

"Advertisers are increasingly demanding more granularity in targeting capabilities to reach consumers. Google and Facebook have positioned themselves at the front of this demand curve by being the ad publishers with some of the best-in-class targeting abilities in the digital ad market".

Video on Facebook - high ROI? Interestingly, Facebook is important for one more reason. Although YouTube has taken a big part of the video market, 41% of respondents say that Facebook is the favourite platform to start video promotion campaigns. It is winning not only with YouTube but also leaving behind even a traditional TV. Interesting, right?Survey shows, that Facebook's market share is going to increase every year, more and more dethroning others.So, let's answer the question from the beginning once again: is it worth to start promotion on Facebook?

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