In this research, we wanted to understand how effective advertising on Facebook or on Youtube, and how to improve conversion rate and figure out the best performing advertising strategy.
The reason why companies advertise on Facebook, Youtube is because many people use those platforms and as advertisers, you can target people based on different criteria.
According to statistics, Youtube has 2.3 Billion users worldwide, 79% of internet users have their own Youtube account, while Facebook has 2.7 Billion users worldwide, and it is the biggest social media platform.
To consider this research successful we to did an interview of 1000 people. We used different Facebook groups, StartupSchool, IndieHackers, Forums, Clubhouse Room and etc.
Questions which we asked people on the Internet.
- 1-How many times a day, while scrolling Facebook feed, watching Youtube videos you skip ads? Just give an approx number.
- 2-Why do you skip ads? What is the main motivator to skip those ads?
- 3-Are those Ads in circles of your interest?
- 4-Would you like to see ads relevant to you at the right time and moment?
Our goal in asking such questions was to understand if ads have a creative, message, or platform problem. And also we tried to understand if in 2021 worth advertising more on Facebook or on Youtube.
The results which got were shocking and very interesting.
How many times a day, while scrolling Facebook feed, watching Youtube videos you skip ads?
Also, it was interesting that people were telling us that they are using Adblockers and do not want to see any Ads.
Question #2: How many ads do you skip a day?
Most people who see ads once or twice a day are willing to watch them more than 10 seconds, but when person are bombarded with Facebook or Youtube Ads he tries to skip them as soon as possible.
There are what most people`s answer:
Why do you skip ads? What is the main motivator to skip those ads?
We got the same percentage for Ads being distractive and not relevant. Almost all people said that ads very distractive and not relevant and they do not like when they focused on other stuff and ads are popping up out of context.
Also, most people told that sometimes they hate brands that target them with distractive, not relevant ads.
Question #3 Are those Ads in circles of your interest?
Most people told us that as soon as they search for something on Google, then on Facebook, Youtube they are getting bombarded with a similar product, but they are not interested in seeing a similar product, because they already made up their mind on one particular product.
Would you like to see ads relevant to you at the right time and place?
From the last question, we found that people are more likely to engage with Ads if they appear at the right time and place.
Most people were telling that such ads will appear within the context and have more chances that person will click on it and end up buying.
Example: If you are showing a Chocolate Ad to a person who sits on the sofa and watches TV, the chances that person will buy chocolate is minimal.
But if you are showing a Chocolate Ad to a person who is going to the store and ready to buy some snacks, then the chances that person will buy Chocolate are very high.
The best performing ads are those which appear at the right time and place and more relevant to a person’s behavior.