Facebook is anything but an old-school media channel. However, most brands haven’t realized it yet. Instead, they get too caught up in vanity metrics — you know, the ones that make us feel good about our decisions — that they fail to dig deeper than fans, likes, views, or shares.
Don’t get me wrong, these low-hanging fruits can certainly tell you whether you’re building brand awareness. They can also provide a glimpse into the effectiveness of a social campaign. The downfall? Impression-based metrics only show part of the path to conversion.
It’s safe to assume that a high percentage of dollars allocated for Facebook advertising, which is set to hit 23 percent of total U.S. digital ad spend, goes toward brand awareness and video views.