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Facebook irrelevant to brands; TikTok and Amazon take over conversions

What this data raises is the true weight that Facebook can have in the business of companies in terms of conversion and revenue generation. There is no doubt that in recent years for brands it has become almost a rule to have a presence on Facebook.

We are talking about the Namibia Mobile Database largest social network in the world that promises to reach a large number of people with which, for many companies, it opened a space to expand their business to other borders.
Loses relevance

The truth is that after the arrival of new players and after various problems related to security, privacy and the type of content published on its service, Facebook could have lost its charm.

In principle, it is fair to recognize that in past months, thousands of companies around the world joined a boycott against Facebook to force the social network to improve the security and quality of the content published on its service. In a specific way, the complaint was directed towards the hate messages that can be found in the service.

Estimates indicated that large brands would have reduced their investment in the ecosystem championed by Facebook by up to $ 100,000.

In fact, from The Wall Street Journal they reported that the agencies were part of this boycott.

According to the newspaper, the online advertising agency 360i, owned by Dentsu Group, would have recommended its clients to stop their budgets directed at Facebook, while inviting them to join the boycott of the social network led by the NAACP and the Anti -Defamation League Americans, among others.

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Although it is true that Facebook did not lose large amounts in the accumulated because of this movement at least in profits, if it could have hit a much more valuable aspect in the long run: the relevance of Facebook for the business of advertisers.
Few lost, others grew

And it is that although at first it was estimated that the brands participating in the boycott would be the most affected by losing visibility and relevance, the truth is that a new report points out that in reality the suspension at least partial of their investments had little effect on their business.

At least that’s what a recent analysis provided by concluded Forrester , which indicates that of the 43 listed companies that participated in the boycott against Facebook this summer, only 7 saw their revenue drop in the third quarter compared to the second quarter of the year. The remaining 36 followed with a rise in revenue from one quarter to the next.

In general terms, companies registered an increase in their income from the first to the third quarter, that if with a year-on-year drop in the third quarter of 2020 compared to 2019 that is attributed more to the effects of the coronavirus.

What this data raises is the true weight that Facebook can have in the business of companies in terms of conversion and income generation, where the doubt is great and can open the door to other digital platforms that begin to win the advertising pie .
TikTok and Amazon could win

Beyond the diversity of its audience that seems to grow in terms of both gender, age and location, the truth is that recent studies around TikTok have shown that the social network is efficient in shortening the conversion funnel, more effectively than the rest of the social media platforms.

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These findings come from a study by Kantar, which indicates that users who interact with Hashtag Challenges buy the brands with which they connect.

According to the study, these TikTok campaigns are capable of generating above-average earnings in various indicators:

Brand awareness : 5.1 percent higher than average
Message association: 3.4 percent compared to the 2.8 percent average,
Brand acceptance: 4.6 percent compared to 1.8 percent
Purchase intent: 3.2 percent vs. 1.8 percent average

With these figures, there is no doubt that TikTok’s efforts to increasingly add brands to its ranks are not in vain and have great potential for success.

To this is added what happens with Amazon, an e-commerce platform that has proven to be a successful advertising sale if we consider that its users have a great intention to purchase.

And it is that although only one of every 10 clicks within the Amazon ads turns into a sale, according to data from Marketplace Pulse, the truth is that the big brands have turned more and more force to be part of the customers of the online sales giant.

At least this is what a study signed by Feedvisor indicates, which indicates that during the past year of the thousand large brands, 73 percent were already advertised on Amazon, a figure that is especially important if we recognize that during 2019, the percentage barely reached 57 percent.

The previous figures make it clear that the Brother Cell Phone List world of online advertising and, specifically, social media could change dramatically in the following months, an issue that for marketing teams will be crucial to avoid making empty investments and without a tangible return on investment.

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