Brand awareness: What is the Optimal Ad Frequency for Facebook, TikTok, and other social media networks?Trace Brand Building
With millions of active users on platforms like Facebook and TikTok, it’s no wonder that businesses are turning to these sites to increase their brand awareness. But with so many companies vying for attention, it’s essential to find the right balance when it comes to ad frequency. In this article, we’ll explore the optimal Ad frequency for various social media networks and how you can use this information to boost your brand awareness.
Unlocking the Sweet Spot: Discovering the Perfect Ad Frequency for Brand Awareness on Social Media Networks Beyond Facebook and TikTok.
A simple Google search returns answers similar to that of the Social Media Examiner, between 1 and 2. Is this correct?
If you have a very transactional advert, then I would agree. The objective is to present your advert to as many people as possible, hoping that a small percentage will purchase what you are offering. Typically you would expect to hit a conversion rate of between 0 and 5 percent.
For Brand Awareness, an Ad Frequency of 1 to 2 is inadequate.
Many marketers subscribe to the rule of 7, established by movie studios in the 1930s. Movie studios found that people needed to see an advert at least seven times to recall it.
Nielsen’s 2017 study revealed that it takes five to nine impressions of a digital ad before consumers can recognize and accept the brand. This student confirms the observations of movie studios from the 1930s.
According to Schmidt and Eisend’s study Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising, it seems that exposure is critical when trying to make the most impact with an advertising campaign. Ten directions are needed for maximum attitude influence; however, recall increases linearly even past eight repetitions!
This suggests that an ad frequency of 10 to 12 is optimal for driving brand awareness regardless of the social media platform or advertising channel.
Our experience as an agency aligns with Schmidt and Eisend’s study, and thus, we recommend an Ad frequency of 10 to 12 to all our clients.
If you’re looking to boost your brand awareness on social media networks, don’t hesitate to contact us. Our team of experienced marketers can help you formulate an effective ad strategy tailored to each platform. Reach out today, and let’s get started!