Facebook colection Tommy Hilfiger

Social media platforms have struggled to manifest their booming usage rates into flourishing revenue channels.

A study conducted by CPC Strategy, a digital shopping performance growth agency, reported how frequently Facebook ads are clicked and how many items are bought from the advertising.

The results suggest retailers and brands need to rethink their marketing strategies.

As part of the survey, 1,500 U.S. Facebook users were polled over a 24-hour period. The study was conducted in partnership with Survata, a consumer and B2B survey agency. Participants ranged between the ages of 18 and 54 years old.

The good news: Facebook users are actively discovering new products and brands via the platform. Nearly half — just over 47 percent — of participants claimed they learned of a new item or brand in a 30-day period. Of that 47 percent, half of those users could recall the brand or product.

Brand visibility is rising, marking opportunity to introduce new strategies and collections in a meaningful way. According to the study, 15 percent of women purchased items they first saw on Facebook. Almost 34 percent of all respondents clicked on a Facebook ad in the past 30 days; 13.5 percent ended up making a purchase during the same time frame, according to the report.

Retailers and brands might need to refocus Facebook marketing strategies. The survey covered the capacity in which respondents mostly used brands’ Facebook pages. It found that the main reason was to reach customer service easily. To read or watch content followed, and to stay updated on new trends and products was third in priority with discovering new sales or promotions rounding out the rankings.

Facebook users aren’t as negative about ads as might have once been perceived. “Nearly 55 percent of respondents feel positive or indifferent about ads on the platform,” the report said. The outlook isn’t completely rosy, though. According to the study, more than 15 percent didn’t notice the ads at all, missing the content entirely.

It’s been challenging for social media platforms. Twitter has gone as far as to brandish its buy button in lieu of low conversion; Instagram and Snapchat are experimenting with new methods to resonate with consumers that still have yet to prove its success rate.

More about Consumer Behavior from WWD:

Post-Aspirational, Consumers Seek Shareable Items Over Label Envy

Consumer Demands Spark Supply Chain Software Updates

Consumers Opt to Binge-Watch on Connected TVs

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