If Facebook could only add an “expand to friends and relatives” button to Custom Audiences, the social network might be able to really shoot fish in barrels for advertisers.
A survey of more than 2,000 U.S. consumers by Acquity Group, part of Accenture Interactive, found Mark Zuckerberg’s social network to be their most trusted content provider—ahead of newspapers, emails, television, or news or special interest websites.
What’s more—Net Promoter Scores be praised—that content is spread by personal recommendation. Asked what they would be most likely to share on their social networks, four out of five people said links sent to them by family members or friends, and two out of three said videos shared on a friend or family member’s wall.
Less than a third said they’d share the post of a favorite brand, and only one in 10 said they’d pass along a brand-themed message posted by a celebrity.
The study, titled “The Next Generation of Commerce,” also validated rise of video as a marketing tool. Funny videos and videos that spread awareness for a cause were the top two items survey participants said they’d be likely to share with their networks.
Traditional media was hardly branded obsolete by Acquity’s survey. Asked what channels caused them to try new products, respondents named TV first and print media second.
