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2,200 consumers worldwide finds that 63 percent of respondents are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly. The poll found that the two things brands should do to make advertising more appealing to their audiences are to 1) show ads less often, and 2) make the content personalized and relevant based on consumer behavior across other channels and interactions.

78.6 percent of consumers said they are only likely to engage with a brand using coupons or other offers if those promotions are directly tied to how they have interacted with the brand previously. This can include sending offers via email, mobile or social media after they have visited a brand's website or tailoring communications based on products viewed or purchased. The poll was conducted in the United States, United Kingdom, France, Germany and Australia.

In 2016, BuzzSumo analyzed more than 800 million Facebook posts. Based on their findings, posts with less than 50 characters “were more engaging than long posts.” According to another, more precise study by Jeff Bullas, posts with 80 characters or less receive 66 percent higher engagement:

Paid posts: 5 to 18 words Every Facebook ad needs three types of content: a Headline, Main Text, and a Description. After analyzing 37,259 Facebook ads, AdEspresso found that ads did best when the copy in each element was clear and concise. According to the data, the ideal length for a: Headline, the first text people read, is 5 words. Main Text, the snippet above your image or video, is 14 words. Description, the text that lives directly below your headline, is 18 words.

Videos: 30 to 60 seconds With video, one of the primary measures of success is how long people watch, also known as your video retention rate. In 2016, Kinetic Social tracked 2 billion social ad impressions and found that 44 percent of 30- to 60-second videos on Facebook were viewed to completion. Meanwhile, videos that ran under 30 seconds or over two minutes saw completion rates of 26 and 31 percent, respectively. A more recent poll, from 2018, showed that 33 percent of Facebook users preferred to watch shorter videos, from 30 to 50 seconds long.