This is a case study of how I achieved 22 thousand unique impressions, 130 likes and 30 comments on Facebook by spending just $5. As we are in early stages and preparing to launch Musejam, we thought to carry out a few experiments on Facebook to know our target market. These experiments were also done to increase activity on our Facebook page and bring in some relevant people from our target market.
We tried running simple ads with our tagline and logo which did bring consistent likes on our page however our user engagement didn’t grow. As we are a music startup a lot of people clicked on our ads just because they like music even though they were not big fans of Indie Music which is our prime market. This led to the stagnated engagement rate even after getting consistent likes on our Facebook page. We ran 4-5 different versions of ads and our Pay Per Click cost was close to 5 cents. This might be satisfying for some people as even our Click Through Rate was close to 1.5% but it was not good enough for us.
I had an idea in the back of my mind since we started our Facebook page. The idea was to roll out a poll asking users to vote for their favorite Indie bands. Sounds simple eh? Initially the hindrance was low number of fans as this poll required mass participation for it being successful. When we crossed 1000 mark on our Facebook page I finally decided to put this poll up.
After posting the poll two people shared it and voted on it which was fine as we didn’t expect much from it. Within 2 days we saw almost 50 votes and a few likes and shares. Nothing big. However the important aspect that Facebook analytics showed us was that the post had a 75% viral reach and 25% organic reach. The numbers were surely confusing because I didn’t know how Facebook poll works and moreover I didn’t expect such high virality.
I saw the potential in the poll and promoted it. I used the least amount of $5 to promote the post among our fans and their friends. Facebook says in $5 your post is expected to be seen by 3000 to 4000 unique people also termed as unique impressions. Facebook slowly consumed our $5 over a period of three days and every day we saw shocking numbers in our Facebook Analytics.
As I forgot to screen cast the results at the end of the each day I’ll be showing you the end result. At the end of third day when I checked the final analytics it showed me the following shocking numbers.
Following were the major stats:
- A total of 22,075 unique impressions.
- Out of total unique impressions, viral impressions accounted for 2,839 or 12.8%
- Total paid impressions accounted for 19,191 or 87%
- Organic impressions accounted for only 177 or 0.8%
A Facebook Glitch? I know what you are thinking, the above three percentages add up to more than 100% which is quite impossible. However at the time of writing this article I wasted around 15 minutes figuring out why was this happening. When I added up the unique impressions of Organic, Paid and Viral factors it summed up to 22,207 instead of 22,075 which Facebook was showing me. This might be a glitch in Facebook or maybe some other mysterious forces at work. I do not know.
Let’s look at second metrics of Engaged Users. See what my analytics was showing me.
Let’s have a look at numbers:
- The total number of unique people who have clicked on our poll were 678.
- Out of the total 251 were other clicks meaning people clicking on timestamps, tagged people’s names, number of likes etc.
- Out of total 22 were link clicks meaning 22 people clicked on the tagged names in the answer options of the poll or a link.
- A total of 755 stories were generated meaning 755 people answered in the poll and took an action which generated a story.
A Little Inference: For people who got confused in the above numbers, stories are generated when you like or comment or answer in a poll and a story of it will show up in your friends newsfeed. Your friend will see a news saying something like ‘Your friend XYZ answered on ABC’s question’ or some other variation of it.
Now let’s look at the break down of stories generated
Following are the numbers for different actions which contributed in generating a story:
- There were 487 people talking about our post. How ‘Talking About’ metric differs from ‘Stories Generated’ will be explained in a bit.
- Out of 755 stories generated, 707 were generated when people answered in our poll.
- 14 stories generated when people commented on our post.
- 34 stories were generated when people liked our post.
Difference between Talking About metric and Stories Generated: Simply put, Talking About constitutes the stories generated by unique people on our post. So in generating 755 stories there were 487 unique people involved. One person may have generated more than one story that’s why our total number reached 755.
We got the top band which was leading our poll hands down to comment which garnered more eyeballs. This was simple as we just messaged the band telling them about the poll and how they are leading it without any major competition. We asked them to share it but they didn’t which could’ve got our poll a lot more attention. Check it in the image below.
What You Need To Learn From This Experiment
The main thing I learnt was that the Facebook Poll is most effective way of generating engagement. The biggest contributing factor is the fact that Every Time Someone Answers In Your Poll A New Story Will Be Generated. So more the number of people answering in your poll more will be your engagement thereby increasing the viral coefficient of that post.
The best way you can achieve these results is by posting an interesting poll on your facebook page which will resonate with your audience and compel them to answer. Your main focus would be to get your fans answering on your poll and Facebook’s ‘Stories Generated’ feature will help you inherently.
Now go out and try this and let me know what happened. Would love to hear your experience.