Facebook Fan Page Links Have A 0.14% CTR
I am convinced that the marketing efficacy of social media and Facebook in particular is really dependent on whom you are talking g to about how profitable and effective it is to use social media. I say this because a new study has just been published which suggests that the click through rate (CTR) on links placed on Facebook fan pages are absolutely abysmal.
The study was conducted by EdgeRank Checker, and analytics provider. And based on the findings, the CTR rate for links posted to the news feed by Facebook Pages with over 100,000 fans is 0.14%, or 1 a miserly 1 click per 715 impressions. This is way below some of the CTR figures that come out of regular studies.
These numbers of course mean that the average marketer on Facebook has to drive thousands of visitors and build up a fan base almost in the millions in order to get some decent return on the traffic it generates through these links. Sort of makes you wonder if it’s’ all worth with—perhaps it is, but in order to find out, marketers will have to spend months and perhaps thousands before they find out.
Still, it is encouraging for those people marketing through pages, to know that the CTR on pages is almost 3 times greater than the CTR of paid ads. This adds yet another dimension to the argument of whether social media is an effective marketing tool.
Do you think marketing on Facebook is worthwhile? Share your thoughts below.