Online Circle: The Australian Facebook Performance Report May 2012

Posted by IAB Australia On July 16, 2012 Research & Resources

The May 2012 Facebook Performance Report evaluates the top performing brands across 12 industries in Australia. See the strategies other brands are using and benchmark yourself against your competitors. The May Report underlines the learning of the previous reports, that advertising and promotional activities are the most popular and successful means of engaging a brand’s Facebook fanbase.

Consider that the fastest growing industry doesn’t necessarily translate to being the most engaged. At a more micro or brand level we have seen that as fanbases gain in size, the engagement rate decreases. This is partly due to the increasing difficulty for brands to activate a larger fanbase to the same level as a smaller one.

Some key findings this month include:

  • FMCG Snackfoods gained more fans than any other industry and one in three of all new ‘likes’
  • Retail – Fashion industry generated 31.4% of all engagement activities
  • The use of Facebook Offers substantially impacted Targets performance in May

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.