Click-through rates for posts and newsfeeds on Facebook fan pages could be higher than 6%, according to new research. The research, from social media management firm Vitrue, looked into how fans interact with links appearing on fan pages and in their newsfeeds. Vitrue has developed a system which tracks URLs for Facebook wall links to measure the eventual click-through rate. The study, quoted in AdAge.com, indicated that average click-through rates for wall posts to be 6.49%, a figure higher than the average email or display ad campaign.
This figure which adage refered to as ‘a bit of science and a bit of guesswork’, was arrived at by assuming 12% of the total US Facebook audience was online at any one time. The statistic also doesn’t count how many people commented on the post or said they liked it but didn’t click through.
Their findings also showed slightly more women than men clicking through (56% vs. 44%) as well as higher numbers of younger users.
Speaking to AdAge.com, Vitrue CEO Reggie Bradford said: “If a site has 100 fans and your wall post gets five clicks, that’s a 5% CTR. But if you assume only about 20% of those folks actually saw the post, it’s really a 20% click-through rate.”
Vitrue gave a breakdown of its calculations, based on Quantcast data indicating that 90.8 million U.S. users visited the site in June 2009 for a total of 2.9 billion visits, an average of 32 per person:
With the assumption that one-twelfth of the total U.S. Facebook audience is on the site at a given time, Vitrue data show a click-through rate of 6.49%.With the assumption of one-eighth of the audience is on the site, Vitrue data show a click-through rate of 4.32%. With the assumption of one-fourth of the audience is on the site, Vitrue data show a click-through rate of 2.12%.
Vitrue also broke down the clicks by demographics- age and gender. (Consider that younger demos are arguably overrepresented on Facebook):
· 13 to 17: 40%
· 18 to 24: 30%
· 25 to 34: 14%
· 35 to 44: 10%
· 45 to 54: 4%
· 55-plus: 2%
· Female: 56%
· Male: 44%
Source: Vitrue/ adage.com