One of the recommended ways to market on Facebook and get good results is, of course, to use Facebook Ads and buy traffic to increase views

and readership, as well as conversions and sales.

Well, it seems things aren’t that simple. The crisis on the world’s largest social platform isn’t limited to the reach of organic posts or even a slowdown in

The platform is not only growing in reach, but engagement with ads is also declining—just as it is with organic posts from public Pages!

This was observed by We Are Social and Hootsuite, which released a joint report revealing alarming figures for marketers.

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The problem of low click-through rates on Facebook ads

Researchers have observed that the average Facebook user worldwide no longer clicks on 10 ads per month, as was the case in April 2018. That figure has declined.

This rate fell over the current summer to just 8 ad clicks.

Yes, we’re talking about a 20% drop in engagement with ads, which means each advertiser can expect to get proportionally fewer results

than from previous ad campaigns.

Women click on ads more often than men: an average of 10 clicks per month, compared with 7 for men over the same period.

This is the first time Facebook ads have seen a decline in clicks, and the American company appears to be in serious trouble, as this would mean lower revenue and profits

unless it makes up for the loss by increasing the cost per click.

In either case, it seems that Marketers and the business and service owners who rely on the platform for جلب الزيارات and sales were hit hardest by

this whole problem.

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What is causing engagement with Facebook ads to decline?

There is no single cause behind this problem. There are several, and these factors are so closely interconnected that it is currently difficult for us to determine which one is primarily responsible for

this problem.

السبب الأول that users’ interest in public Pages has declined. The report attributed this to users becoming less fond of public Pages, but my interpretation is that

The news feed algorithm, launched at the beginning of this year, has hurt engagement, as well as traffic to publishers’ websites.

السبب الثاني Users prefer pages belonging to public figures, artists, and athletes over the brands they follow on the platform,

and most engagement is already going to celebrity pages, while company posts perform poorly unless they are promoted with paid advertising.

وبطريقة صحيحة!

There may be other reasons, including the wider use of ad-blocking tools among men than women. The company’s move to

reduce the amount of data it collects about users, amid pressure from lawmakers in North America, Europe, and other parts of

the world, could also negatively affect its ability to show users relevant ads.

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How to improve engagement with sponsored posts on Facebook

Researchers found that engagement has generally declined across different types of Facebook posts, with the exception of video, which saw significant growth and ranks first.

الأولى الآن.

Images rank second in terms of engagement, followed by links in third place and text posts in fourth.

One takeaway from the report is that, to create a successful ad campaign and avoid being affected by declining engagement with sponsored posts, you should

make the ad a video.

The video should be engaging, offer added value, and encourage followers, fans, and viewers of the ad to share it. Of course, it can also be used to drive

traffic, conversions, and results.

End of article:

Engagement with sponsored posts declined by 20 percent. Based on figures published by We Are Social and Hootsuite, we concluded that

this is the solution, while further exacerbating Facebook’s crisis.