Facebook Offers is a viral hit among friends. According to Facebook vice president of marketing and business relationships, David Fischer, among the 100 most popular offers on the social network, three-fourths of the claims come not from the person originally targeted with an ad but instead from their friends.
If that statistic is correct that means Offers is a truly social product that is spread by positive word of mouth.
Facebook has long claimed that its ads can easily go viral but Offers appears to be the first truly viral product, spreading by word-of-mouth at incredibly quick rates.
The biggest advantage for businesses may be the fact that the Facebook Offers can be shared with an already engaged fan base, for example Facebook users who have liked the brand. Those shares can then be spread via word of mouth.
Speaking at the DMA2012, the Direct Marketing Association’s conference in Las Vegas, Fischer noted that Facebook now shares 2.5 billion pieces of content with 2.7 billion Like actions and 300 million photos per day.
According to TechCrunch:
“Fischer also highlighted some relatively recent Facebook products (i.e., launched in the past few months), which he divided into three buckets. There are products that provide better targeting — there’s the Facebook Exchange, which allows advertisers to deliver retargeted ads within Facebook, as well as Facebook Custom Audiences, where businesses can target audiences based on hashed lists of email addresses, phone numbers, or user IDs that the business provides.”
Facebook now has the ammo to argue that its Facebook Offers program can better convert customers than other online ads, an option that could be a big win for marketers.