NEW White Paper: Campaign Response on the Web vs. Facebook

This content discusses the results of a study on ShortStack-built Campaigns, showing that omnichannel campaigns receive more views than Facebook-only campaigns. It also provides best practices for marketers.

By Dana Kilroy ・1 min read
Campaign & Contest Ideas
ShortStack Tips & Tricks
Social Media

Our latest white paper shares the results of an original large-scale study conducted on more than 27,000 ShortStack-built Campaigns to measure Campaign response. The analysis evaluated the levels of engagement of contests and landing pages published exclusively to Facebook compared to Campaigns posted to multiple channels. For several years, Facebook marketing has focused on gaining Likes/fans on Pages; however, our data suggests that the “ideal” fan count for views is 10,000, which means that larger brands with more fans than that should consider focusing their efforts beyond their Facebook Page.

Understanding the expected levels of engagement on Facebook and other networks is a hot topic for marketers. In the past year, marketers began noticing that Facebook engagement was changing; fan penetration is decreasing, while click-through rate (CTR) was increasing. CTR refers to content posted to Facebook that users click on to be taken to other websites/services, not to interactions with Facebook-hosted content.

Key findings

  • On average, omnichannel Campaigns received 83% more views than Campaigns published just to Facebook.
  • Omnichannel Campaigns are able to be shared and interacted with on essentially any website and device, which is what contributes to the high average view percentage.
  • Omnichannel Campaigns receive more exposure when posted to multiple channels at once.

Best Practices for Marketers

Best Practice #1:

• Think beyond Facebook, use the elements that make each network unique.

Best Practice #2:

• Create landing pages to highlight and promote new projects.

Best Practice #3:

• Consider Facebook one part of a larger picture.

Get all the details about this study by downloading the PDF.

If you have additional questions about this study, email

About the author

By Dana Kilroy ・1 min read

Dana Sullivan Kilroy is a communications professional with more than 20 years of experience delivering compelling content. Her work has appeared in national, award-winning publications and sites, including: The New York Times, The Los Angeles Times, The Wall Street Journal, USA Today, and Fast Company, Inc.

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