According to a recent study by Facebook-centric marketing agency SocialCode, Facebook ad click-through rates and “like” rates are significantly impacted by age, and to a lesser extent, gender. Depending on your target audience, this data can greatly help you shape your Facebook advertising & marketing strategy.
A deeper look at the data
This study shows us that older adults (age 50+), despite gender, are almost 30% more likely to click directly on Facebook ads while younger adults are more likely to “like” without clicking on the advertisement.
When looking at the behavior differences between genders, women are 11% more likely to click on the ad while men are slightly more likely to “like” a brand via an ad.
A few other tidbits
- CTR is 31.2% higher for women aged 50+ as opposed to their 18-29 counterparts
- “Like” rates for the 50+ groups are 7% and 9% lower for women and men respectively
- CTR is 16.4% is higher for men 50+ than other age groups
What does this mean to marketers?
Well, it’s pretty simply, if you’re after that highly elusive 18 – 29 male demographic, you have a much better chance of getting them to “like” your brand then click your ad. Planning your strategy with that in mind is then critical to Facebook success. Once a user likes your brand, you have their attention, so plan for long-term brand engagement with a focus on engagement, not one-click success.
