The Advertising Habits of Travel Brands on Facebook
Skift Take
Considering how mobile and video impact user experience and investing in Facebook's ads may actually be worth it, given the small pool of brands that pay.
With Facebook favoring more content from friends in its news feed, there is a decreasing chance that posts from the 30 million active business pages will ever get seen.
But that isn't all negative. In its first quarter earnings call yesterday, officials stated that only five percent of active businesses on Facebook are paying to advertise. Travel brands that pay to get their message out during this stage have a good chance of building brand awareness, affinity, and increasing conversions from Facebook's 1.44 billion logged-in users -- slightly higher than 1.39 billion in the fourth quarter.
There is no question that Facebook is developing its ad technology and making ads more relevant to increase its advertising revenue.
Facebook is in a position to increase the impact of paid posts because there will be less competition from the or
