Facebook And Instagram Ads Are Not Hitting Their Mark, Study Shows

Facebook And Instagram Ads Are Not Hitting Their Mark, Study Shows
SHARE
THIS



The results of a recent study by social media analyst Sotrender have revealed that only a small amount of advertisements posted on Facebook and Instagram (platforms owned by Meta) are actually finding their target audience.

The research points out that while these campaigns are less pricey, they’re also less efficient as they have almost no effect, failing to provide any sufficient turnover for their businesses. As a result, all that leads to is a simple burn up of advertising budgets.

To reach these results, the Sotrender team covered thousands of advertising campaigns from within Meta’s platforms (both Instagram and Facebook) during the first quarter of 2022.

What they found is that over 80 percent of those ads reached less than 5 percent of their target audience, as they covered too wide a spectrum to be noticed or picked up by those they were originally intended for.

What that means is that most marketers simply aren’t proficient enough in the use of the Facebook Ads Manager or that they don’t know what their target audience looks like.

The research by Sotrender also noted a few other key findingings that marketers and agencies should take note of:

  • 50% of all ad sets analysed were reaching less than 1% of the set target audience,
  • Only 10% of all ad sets were reaching more than 12% of the set target audience,
  • The maximum Facebook audience share among the analysed ad sets was 72%

A small sense of optimism can also be gauged by the results of this study however, as it showed that the smaller the target audience for an advertisement is, the easier it is to find them. Which should provide a further initiative for marketers to focus on who they want to create their online campaigns for.

Another thing that might trouble agencies which came out of Sotrender’s research was the rise in costs on Facebook ads. The reason behind this is that once an ad has already reached all the users which it was designed for by the advertisers, then the algorithm has to go into a greater effort into coming up with even more users who go under that specific category.

 

 

Please login with linkedin to comment

facebook ads Instagram advertising Meta sotrender

Latest News

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation
  • Campaigns

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation

Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]

CarExpert Acquires PriceMyCar For $4 Million
  • Technology

CarExpert Acquires PriceMyCar For $4 Million

Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]

IKEA Festival Set To Launch In Sydney And Online
  • Marketing

IKEA Festival Set To Launch In Sydney And Online

The IKEA Festival, a global celebration of life at home taking place from 26 August – 10 September 2022, will showcase creativity and inventiveness at home, from around the world. Built on the theme ‘From Dreaming to Doing’, the festival, which takes place both online and in every IKEA store in Australia, aims to inspire […]

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog
  • Campaigns

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog

Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]

Optimizely Bags Strong Performer Result In Forrester Report
  • Marketing
  • Technology

Optimizely Bags Strong Performer Result In Forrester Report

Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]

Snapchat Drops New Features Exclusively For Paid Subscribers
  • Technology

Snapchat Drops New Features Exclusively For Paid Subscribers

Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]

YouTube Foodie How To Cook That Joins Jellysmack Creator Program
  • Media

YouTube Foodie How To Cook That Joins Jellysmack Creator Program

Global content creator company Jellysmack today announced the signing one of Australia’s top food creators, Ann Reardon (pictured) from How to Cook That, to its Creator Program. Food is one of Jellysmack’s most popular content verticals and its 100 culinary creator partners generated 20 billion views globally last year. This year alone, Jellysmack has added […]

Seven West Media Announces On-Market Buy-Back Of Up To 10% Of Shares On Issue
  • Media

Seven West Media Announces On-Market Buy-Back Of Up To 10% Of Shares On Issue

Shareholders are advised that the Board of Seven West Media has approved an on-market buyback of up to 10 per cent of shares on issue. The on-market share buyback program will be conducted on an opportunistic basis over the coming 12 months. The news follows the release of SWM’s end-of-year numbers this morning. Read all […]

New York, June 22, 2016: The BuzzFeed sign at the company headquarters.
  • Advertising
  • Media

Buzzfeed, Inc. Launches Lighthouse In Australia, UK And Beyond

BuzzFeed, Inc. today announced that Lighthouse, an offering for advertisers across its platforms that brings brands closer to its audience, is now available to clients internationally. Lighthouse leverages BuzzFeed’s tech-powered foundation and diverse array of content across BuzzFeed, Inc. – which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks – to provide advertisers […]

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis
  • Media

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis

News Corp Australia has today launched a six-week cost of living editorial series, Smart Savers, to help its audiences make informed decisions to navigate the rising cost of living. According to News Corp Australia research consumers are spending, on average, 60 per cent of their incomes on bare essentials including food, fuel, housing and insurance […]