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Facebook has been plagued by criticism of its slowing U.S. growth, the fact that it only recently started showing ads to mobile users, and questions about whether its ads work. But now ComScore is out with a study that validates the core of Facebook’s business model: social context makes ads more powerful.
Facebook users are much more likely to purchase after seeing messages about brands their friends like, according to this new study ComScore put together in collaboration with Facebook.
The positive news about the impact of brand messages doesn’t have a direct correlation to Facebook’s revenue, because the study focuses on unpaid messages people share — what Facebook calls “earned media.” ComScore reports that within four weeks of seeing messages about retailer Target, friends of Target fans were 27 percent more likely to shop at Target than average shoppers. Target’s fans were 19 percent more likely to shop after seeing those messages. A similar study of Starbucks fans and their friends found that they were 38 percent more likely to buy Starbucks coffee in the four weeks after seeing brand messages.
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