Do social recommendations improve ad performance?

A survey, Social Ad Effectiveness, by Unruly Media explored the impact of recommendation on brand metrics amongst 18-34 year olds to determine social ad effectiveness. The study was aimed at 18-34 year olds and it's goal was to determine social ad effectiveness.

The underlying question of the report was: Do social video recommendations significantly impact traditional brand metrics? 

To get the answer it examined four social video campaigns using Unruly‟s social video platform from top FMCG brands Guinness, Coca-Cola, Cornetto and Energizer. The findings of the report show that social recommendations hugely improve ad performance.

• Video enjoyment increased purchase intent by 97% and brand association by 139%
• Enjoyment of the video rose by 14% amongst viewers who had viewed following a recommendation
• Brand recall and brand association rose 7% amongst viewers who had been recommended the video versus viewers who found it by browsing

The growth and ubiquity of social networking has created a vast opportunity for marketing agencies and advertisers. A marketing agency or brand manager can use social channels to open up conversation with brand audiences and improve the effectiveness of digital, discuss and online ads.

SOURCE: Unruly is the global platform for social video advertising.