Abstract
This chapter aims to understand which type of format (image or video) has more impact on interaction. To assess the effect of the video or image format on interaction campaigns, important metrics were selected to analyze interaction campaigns: reach, impressions, CPM, interaction results, interaction rate, cost per interaction with the post, comments on posts, reactions on posts, saved posts, and shares of posts. This study is qualitative, based on information from Facebook Business Manager, where through the data from the campaigns developed it is possible to reach conclusions regarding Facebook Ads interaction campaigns in video and image formats. Tables were drawn up to interpret the results, using comparisons between campaigns to understand which format achieves the best results in terms of engagement. The results show that the video format has better results in terms of reach, impressions, CPM, interactions, and cost per interaction with the publication. The image format shows better results in terms of comments on posts, reactions, saved posts, and shares of posts.
TopLiterature Review
Social Networks
According to Guille (2013), a digital social network is a web-based service, often referred to as a social networking website, which allows users to create a profile page, establish relationships with other users of the same social network, and make posts, thus creating a social relationship between users.
Fernandes (2013) adds that social networks are online forums made up of different entities: people and companies, who relate to each other and share information and knowledge through comments and shares. For the same reason, a social network can be defined by a set of two elements: the actors (people, institutions, or groups) and their connections (interactions or social ties), says Recuero (2009), as cited in Cristofolli & Parada (2012).
WoM (Word of Mouth) is a very important concept when it comes to influence and connections. Cassielle et al. (2013) define WoM as a form of informal communication between several consumers about a particular product or service, with no commercial intent, just sharing.
Word of Mouth emerged in the 1950s in the 20th century and has been adapted to developments in society and the world in general. The concept has come to relate to and assert itself as a form of communication in the online world. Voramontri (2018) believes that this evolution has led to Electronic Word of Mouth (eWOM), a type of communication transmitted via the Internet in which opinions and evaluations are shared between different users online. In this way, social networks enable the practice of eWOM. This concept stimulates interactions between its users; the actions of liking, sharing, or commenting underpin this concept of electronic word of mouth carried out by various users (Sabate, 2014). Boyd and Ellison (2008) present the possibility of deepening the network of contacts as one of the reasons why social networks have distinguished themselves from other communication channels. The connection that exists in social networks and the possibility of having a relationship outside the digital world are also reasons why the authors support their assertion and justify the phenomenon.
Key Terms in this Chapter
Digital Metrics: Results indicators for understanding whether the investment in marketing campaigns is paying off and getting a return.
Interaction Campaigns: Campaigns that allow interaction with your adverts.
Facebook Ads: Variety of Facebook adverts. In this vein, brands can create campaigns and have more reach and interaction.
Personalized Advertising: It's an efficient tool for audiences and can boost brands' results. Based on the user's digital data to target audiences with more appropriate ads, personalized advertising provides audiences and brands with a more relevant experience.