11 Facebook Case Studies & Success Stories to Inspire You

Pamela Bump

Published: August 05, 2019

Although Facebook is one of the older social media networks, it's still a thriving platform for businesses who want to boost brand awareness.


With over 2.38 billion monthly active users , you can use the platform to spread the word about your business in a number of different ways -- from photos or videos to paid advertisements.

Because there are so many marketing options and opportunities on Facebook, It can be hard to tell which strategy is actually best for your brand.

If you're not sure where to start, you can read case studies to learn about strategies that marketing pros and similar businesses have tried in the past.

A case study will often go over a brand's marketing challenge, goals, a campaign's key details, and its results. This gives you a real-life glimpse at what led a marketing team to reach success on Facebook. Case studies also can help you avoid or navigate common challenges that other companies faced when implementing a new Facebook strategy.

To help you in choosing your next Facebook strategy, we've compiled a list of 11 great case studies that show how a number of different companies have succeeded on the platform.

Even if your company has a lower budget or sells a different product, we hope these case studies will inspire you and give you creative ideas for your own scalable Facebook strategy.

Free Resource: How to Reach & Engage Your Audience on Facebook

Facebook Brand Awareness Case Studies:

During the 2017 holiday season, the jewelry company Pandora wanted to boost brand awareness in the German market. They also wanted to see if video ads could have the same success as their other Facebook ad formats.

They began this experiment by working with Facebook to adapt a successful TV commercial for the platform. Here's a look at the original commercial:

The ad was cut down to a 15-second clip which shows a woman receiving a Pandora necklace from her partner. It was also cropped into a square size for mobile users. Pandora then ran the ad targeting German audiences between the ages of 18-50. It appeared in newsfeeds and as an in-stream video ad .

Results: According to the case study , the video campaign lifted brand sentiment during the holiday season, with a 10-point lift in favorability. While Pandora or the case study didn't disclose how they measured their favorability score, they note that the lift means that more consumers favored Pandora over other jewelers because of the ad.

Financially, the campaign also provided ROI with a 61% lift in purchases and a 42% increase in new buyers.

Video can be memorable, emotional, and persuasive. While the case study notes that Pandora always had success with ads and purchases, the jeweler saw that a video format could boost brand awareness even further.

In just 15 seconds, Pandora was able to tell a short story that their target audience could identify with while also showing off their product. The increase in favorability shows that audiences who saw the ad connected with it and preferred the jeweler over other companies because of the marketing technique.

Part of Pandora's success might also be due to the video's platform adaptation. Although they didn't create a specific video for the Facebook platform, they picked a commercial that had already resonated with TV audiences and tweaked it to grab attention of fast-paced Facebook users. This is a good example of how a company can be resourceful with the content it already has while still catering to their online audiences.

Rock & Roll Hall of Fame

The Rock & Roll Hall of Fame , a HubSpot customer, wanted to boost brand awareness and get more ticket purchases to their museum. Since they'd mainly used traditional customer outreach strategies in the past, they wanted to experiment with more ways of reaching audiences on social media.

Because the museum's social media team recognized how often they personally used Facebook Messenger, they decided to implement a messaging strategy on the Hall of Fame's official business page.

From the business page, users can click the Get Started button and open a chat with the Hall of Fame. Through the chat, social media managers were able to quickly reply to questions or comments from fans, followers, and prospective visitors. The reps would also send helpful links detailing venue pricing, events, other promotions, and activities in the surrounding area.

Rock & Roll Hall of Fame Social Media Team responds to Facebook Messenger messages

Since the Messenger launch, they claim to have raised their audience size by 81% and sales from prospects by 12%. The company claims that this feature was so successful that they even received 54 messages on an Easter Sunday.

Being available to connect with your audiences through Messenger can be beneficial to your business and your brand. While the Rock & Roll Hall of Fame boosted purchases, they also got to interact with their audiences on a personal level. Their availability might have made them look like a more trustworthy, friendly brand that was actually interested in their fanbase rather than just sales.

Facebook Reach Case Study:

In early 2016, Buffer started to see a decline in their brand reach and engagement on Facebook due to algorithm changes that favored individuals rather than brands. In an effort to prevent their engagement and reach numbers from dropping even further.

The brand decided to cut their posting frequency by 50%. With less time focused on many posts, they could focus more time on creating fewer, better-quality posts that purely aimed at gaining engagement. For example, instead of posting standard links and quick captions, they began to experiment with different formats such as posts with multi-paragraph captions and videos. After starting the strategy in 2016, they continued it through 2018.

Here's an example of one an interview that was produced and shared exclusively on Facebook.

The Results: By 2018, Buffer claimed that the average weekly reach nearly tripled from 44,000 at the beginning of the experiment to 120,000. The page's average daily engagements also doubled from roughly 500 per day to around 1,000.

In 2018, Buffer claimed that their posts reached between 5,000 to 20,000 people, while posts from before the experiment reached less than 2,000.

Although Buffer began the experiment before major Facebook algorithm changes , they updated this case study in 2018 claiming that this strategy has endured platform shifts and is still providing them with high reach and engagement.

It can be easy to overpost on a social network and just hope it works. But constant posts that get no reach or engagement could be wasted your time and money. They might even make your page look desperate.

What Buffer found was that less is more. Rather than spending your time posting whatever you can, you should take time to brainstorm and schedule out interesting posts that speak directly to your customer.

Facebook Video Views Case Studies:

Gearing up for Halloween in 2016, Tomcat, a rodent extermination company, wanted to experiment with a puppet-filled, horror-themed, live video event. The narrative, which was created in part by their marketing agency, told the story of a few oblivious teenage mice that were vacationing in a haunted cabin in the woods. At peak points of the story, audiences were asked to use the comments to choose which mouse puppet would die next or how they would die.

Prior to the video event, Tomcat also rolled out movie posters with the event date, an image of the scared mouse puppets, and a headline saying, "Spoiler: They all die!"

Results: It turns out that a lot of people enjoy killing rodents. The live video got over 2.3 million unique views , and 21% of them actively participated. As an added bonus, the video also boosted Tomcat's Facebook fanbase by 58% and earned them a Cyber Lion at the 2017 Cannes Lions awards.

Here's a hilarious sizzle reel that shows a few clips from the video and a few key stats:

This example shows how creative content marketing can help even the most logistical businesses gain engagement. While pest control can be a dry topic for a video, the brand highlighted it in a creative and funny way.

This study also highlights how interactivity can provide huge bonuses when it comes to views and engagement. Even though many of the viewers knew all the rats would die, many still participated just because it was fun.

Not only might this peak brand interest from people who hadn't thought that deeply about pest control, but interactivity can also help a video algorithmically. As more people comment, share, and react to a live video, there's more likelihood that it will get prioritized and displayed in the feeds of others.

In 2017, HubSpot's social media team embarked on an experiment where they pivoted their video goals from lead generation to audience engagement. Prior to this shift, HubSpot had regularly posted Facebook videos that were created to generate leads. As part of the new strategy, the team brainstormed a list of headlines and topics that they thought their social media audience would actually like, rather than just topics that would generate sales.

Along with this pivot, they also experimented with other video elements including video design, formatting, and size .

Results: After they started to launch the audience-friendly videos, they saw monthly video views jump from 50,000 to 1 million in mid-2017.

Creating content that caters to your fanbase's interests and the social platform it's posted on can be much more effective than content that seeks out leads.

While videos with the pure goal of selling a product can fall flat with views and engagement, creative videos that intrigue and inform your audiences about a topic they relate to can be a much more effective way to gain and keep your audience. Once the audience trusts you and consumes your content regularly, they might even trust and gain interest in your products.

Facebook App Installs Case Study:

Foxnext games.

FoxNext Games, a video game company owned by 20th Century Fox, wanted to improve the level of app installs for one of its newest releases, Marvel Strike Force. While FoxNext had previously advertised other games with Facebook video ads, they wanted to test out the swipe-able photo carousel post format. Each photo, designed like a playing card, highlighted a different element of the game.

Marvel Strike Force playing card carousel on Facebook

The add offered a call-to-action button that said "Install Now" and lead to the app store where it could be downloaded. FoxNext launched it on both Facebook and Instagram. To see if the carousel was more efficient than video campaigns, they compared two ads that advertised the same game with each format.

Results: According to Facebook , the photo ads delivered a 6% higher return on ad spend, 14% more revenue, 61% more installs, and 33% lower cost per app install.

Takeaways If your product is visual, a carousel can be a great way to show off different elements of it. This case study also shows how designing ads around your audience's interest can help each post stand out to them. In this scenario, FoxNext needed to advertise a game about superheroes. They knew that their fanbase was interested in gaming, adventure, and comic books, so they created carousels that felt more like playing cards to expand on the game's visual narrative.

Facebook Lead Gen Case Study:

Major impact media.

In 2019, Major Impact Media released a case study about a real-estate client that wanted to generate more leads. Prior to working with Major Impact, the Minneapolis, Minnesota brokerage hired another firm to build out an online lead generation funnel that had garnered them no leads in the two months it was active. They turned to Major Impact looking for a process where they could regularly be generating online leads.

As part of the lead generation process, the marketing and brokerage firms made a series of Facebook ads with the lead generation objective set. Major Impact also helped the company build a CRM that could capture these leads as they came in.

Results: Within a day, they received eight leads for $2.45 each. In the next 90 days, the marketing firm claimed the ads generated over 370 local leads at the average cost of $6.77 each. Each lead gave the company their name, email, and phone number.

Although these results sound like a promising improvement, readers of this case study should keep in mind that no number of qualified leads or ROI was disclosed. While the study states that leads were gained, it's unclear which of them lead to actual sales -- if any.

This shows how Facebook ad targeting can be helpful when you're seeking out leads from a specific audience in a local area. The Minneapolis brokerage's original marketing and social media strategies weren't succeeding because they were looking for a very specific audience of prospective buyers in the immediate area.

Ad targeting allowed their posts to be placed on the news feeds of people in the area who might be searching for real estate or have interests related to buying a home. This, in turn, might have caused them more success in gaining leads.

Facebook Engagement Case Study:

When the eyewear brand Hawkers partnered up with Spanish clothing brand El Ganso for a joint line of sunglasses, Hawkers' marketing team wanted to see which Facebook ad format would garner the most engagement. Between March and April of 2017, they launched a combination of standard ads and collection ads on Facebook.

While their standard ads had a photo, a caption and a call-to-action linking to their site, the collection ads offered a header image or video, followed by smaller images of sunglasses from the line underneath.

Hawkers collection style Facebook ad

Image from Digital Training Academy

To A/B test ad effectiveness of the different ad types, Hawkers showed half of its audience standard photo ads while the other half were presented with the collection format. The company also used Facebook's Audience Lookalike feature to target the ads their audiences and similar users in Spain.

Results: The collection ad boosted engagement by 86% . The collection ads also saw a 51% higher rate of return than the other ads.

This study shows how an ad that shows off different elements of your product or service could be more engaging to your audience. With collection ads, audiences can see a bunch of products as well as a main image or video about the sunglass line. With a standard single photo or video, the number of products you show might be limited. While some users might not respond well to one image or video, they might engage if they see a number of different products or styles they like.

Facebook Conversion Case Study:

Femibion from merck.

Femibion, a German family-planning brand owned by Merck Consumer Health, wanted to generate leads by offering audiences a free baby planning book called "Femibion BabyPlanung." The company worked with Facebook to launch a multistage campaign with a combination of traditional image and link ads with carousel ads.

The campaign began with a cheeky series of carousel ads that featured tasteful pictures of "baby-making places," or locations where women might conceive a child. The later ads were a more standard format that displayed an image of the book and a call-to-action.

When the first ads launched in December 2016, they were targeted to female audiences in Germany. In 2017, during the later stages of the campaign, the standard ads were retargeted to women who had previously interacted with the carousel ads. With this strategy, people who already showed interest would see more ads for the free product offer. This could cause them to remember the offer or click when they saw it a second time.

Results: By the time the promotion ended in April 2017, ads saw a 35% increase in conversion rate. The company had also generated 10,000 leads and decreased their sample distribution cost by two times.

This case study shows how a company successfully brought leads through the funnel. By targeting women in Germany for their first series of creative "baby-making" ads, they gained attention from a broad audience. Then, by focusing their next round of ads on women who'd already shown some type of interest in their product, they reminded those audiences of the offer which may have enabled those people to convert to leads.

Facebook Product Sales Case Study

In an effort to boost sales from its Latin American audiences, Samsung promoted the 2015 Argentina launch of the Galaxy S6 smartphone with a one-month Facebook campaign.

The campaign featured three videos that highlighted the phone's design, camera, and long battery life respectively.

One video was released each week and all of them were targeted to men and women in Argentina. In the fourth week of the campaign, Samsung launched more traditional video and photo ads about the product. These ads were specifically targeted to people who'd engaged with the videos and their lookalike audiences.

Results: Samsung received 500% ROI from the month-long campaign and a 7% increase in new customers.

Like Femibion, Samsung tested a multiple ad strategy where the targeting got more specific as the promotions continued. They too saw the benefit of targeting ads to users who already showed interest in the first rounds of advertisements. This strategy definitely seems like one that could be effective when trying to gain more qualified leads.

Facebook Store Visits Case Study:

Church's chicken.

The world's third-largest chicken restaurant, Church's Chicken, wanted to see if they could use Facebook to increase in-restaurant traffic. From February to October of 2017, the chain ran a series of ads with the "Store Traffic" ad objectives. Rather than giving customers a link to a purchasing or order page, these ads offer users a call-to-action that says "Get Directions." The dynamic store-traffic ad also gives users the store information for the restaurant closest to them.

Church Chicken Facebook ad highlighting location

Image from Facebook

The ads ran on desktop and mobile newsfeeds and were targeted at people living near a Church's Chicken who were also interested in "quick-serve restaurants." The study also noted that third-party data was used to target customers who were "big spenders" at these types of restaurants.

To measure the results, the team compared data from Facebook's store-reporting feature with data from all of its locations.

Results: The ads resulted in over 592,000 store visits with an 800% ROI. Each visit cost the company an average of $1.14. The ROI of the campaign was four times the team's return goal.

If you don't have an ecommerce business, Facebook ads can still be helpful for you if they're strategized properly. In this example, Church's ads targeted locals who like quick-serve restaurants and served them a dynamic ad with text that notified them of a restaurant in their direct area. This type of targeting and ad strategy could be helpful to small businesses or hyperlocal businesses that want to gain foot traffic or awareness from the prospective customers closest to them.

Navigating Case Studies

If you're a marketer that wants to execute proven Facebook strategies, case studies will be incredibly helpful for you. If the case studies on the list above didn't answer one of your burning Facebook questions, there are plenty of other resources and success stories online.

As you look for a great case study to model your next campaign strategy, look for stories that seem credible and don't feel too vague. The best case studies will clearly go over a company's mission, challenge or mission, process, and results.

Because many of the case studies you'll find are from big businesses, you might also want to look at strategies that you can implement on a smaller scale. For example, while you may not be able to create a full commercial at the production quality of Pandora, you might still be able to make a lower-budget video that still conveys a strong message to your audience.

If you're interested in starting a paid campaign, check out this helpful how-to post . If you just want to take advantage of free options, we also have some great information on Facebook Live and Facebook for Business .

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The Ultimate List of Facebook Ads Case Studies (+ 38 lessons you can’t ignore)

facebook case studies

by: 6 Comments

Without a doubt, Facebook is THE place to be to build audiences and generate revenue.

You know it, I know it… Every single marketer knows it.

But with it’s decreasing organic reach, you’ll need to rely on Facebook Ads more than ever.

That means your money is on the line, which is why you’ll want to know  what REALLY works and what doesn’t work  before you even get started.

So, to bust all the myths and speculations, we’ve been analyzing 13 Facebook Ads case studies from various well-known experts.

From campaigns spending $1/day to millions a year. Campaigns focused on bringing in hundreds of thousands in revenue as well as bringing in low-cost leads.

You’ll get to see it all in the following 13 Facebook Ads case-studies.


Case Study # 1 – What Noah Kagan Learned Spending $2 Million on Facebook Ads

This is the case study and key insights from Noah Kogan who has spent millions on Facebook Ads so far.

The advice and lessons learned from this case study will be far more insightful than people that have to spend some hundred or thousands of dollar on Facebook Ads.

Noah Kagan of AppSumo and SumoMe shared his experience spending $2 million on Facebook Ads across his different products.

Apart from promoting his key products ( AppSumo and SumoMe ), he showed how he earned $267 in profit from each Monthly1k course he sells.

He used Facebook Advertising to bring traffic to his website, increase his email subscription and later sell them the course.


Each email lead would cost him $3, and every 89th email lead went on to buy the course giving him $267 in net profit (after all deductions, cancellations, etc.effectively).

This is a classical example of how to best leverage Facebook Ads. People browse Facebook for casual fun, catching up with friends and family – but not to being sold.

It is best to use Facebook to drive them to opt-in to your lead magnet before pushing them your product.

They will be more inclined to engage with your Facebook Ads if it’s not asking for their credit card but rather giving some value without any cost to them.

Although, he provided a lot of insight from his million dollar spending on Facebook Ads, here are some of the key takeaways and lessons learned.

Lesson Learned # 1 –  Use data at hand effectively to target your Facebook ads strategically. Such as copying the success of your competitors , targeting the fans of your competitors and creating lookalike audience from existing customers and email subscribers.

Lesson Learned # 2 – Start with a small budget and capitalize on the ads targeting which is giving you the best ROI.

Lesson Learned # 3 – Keep your targeting narrow than being broad. Narrower audiences not only is easier to reach on a limited budget but are highly likely to convert. But narrow audience doesn’t mean it has to be small, rather an ideal size ( in between narrow and broad)


Case Study # 2 – $5800 Monthly Recurring Revenue Using Facebook Ads Retargeting

Design Pickle is a design-as-a-service that provides unlimited graphics designing services under a monthly retainer fee. Being a newer concept and a service that requires a direct interaction of humans ( as in passing design briefs and requirements), it is hard to promote the service using standard means.

Following the footsteps of how most SaaS businesses generate leads, they  ran a Facebook Ad Campaign in which they offered a Free Custom Design without the need for any credit card ( an equivalent to Free Trial)


They directed the Facebook Ads traffic to a long-form signup form so they would weed out potential customers from onlookers. This was deliberately done as people that go on to filling the long form were most likely to be interested in the services.


Although they were able to capture some leads, the best part came when they started using retargeting.

Want to get more results from Facebook Ads? Check out our free targeting training here.

Design Pickle identified that they could use retargeting with better effect. So they implemented a retargeting campaign on the sales page visitors which accounted for 17 of the 30 new customers.

More than 50% of their new customers just came from the retargeting marketing campaign, which justifies the fact that converting a retargeted visitor is much easier and efficient than converting a new one.

Lesson Learned # 4 – No matter how complex, unique or new (business model) type of business you have, Facebook Ads can still work for you.

Lesson Learned # 5 – Use the magnetic power of retargeting to bring back customers that already have shown interest in your products.

Lesson Learned # 6 – Build a sales funnel along with your Facebook Ads. Such as in this case, people that initially saw the ad but didn’t go on to fill up the form were retargeted again.


Case Study # 3 – What Will  $5/day on Facebook Get You?

With the tremendous growth of businesses interest in advertising and marketing their product on Facebook,   Buffer did a small experiment to see how a minimal investment of $5 on Facebook Ads can give them.

The $5 ad spend was tested for different objectives such as page likes, clicks to website and effects on boosted post.

And here are the results they achieved for every $5 spend on each of the activity below;

Page Likes – 9 Likes per day

Clicks to the homepage / landing page – 1 per day

Boosted post – 787 new people reached

So there is something for business seen on a small budget.

Here is the audience targeting they set;


As you can see, they’re targeting people who are interested in social media, excluding their fans.

Furthermore, just to give you an example of creating a Killer Facebook Ad, see this the ad buffer created for the Page Likes campaign.


Apparently, this ad comes across as very social/human (since it’s showing the team) – which is why it’s been working well for a “like” campaign.

So to get the best bang out of your Facebook Ads even on a small budget, try zooming in your target audience and create ads copy that reflect or resonate with them.

Lesson Learned # 7 – If you want to test the Facebook Ads waters or generate buzz for your product, a small budget can also do good for you. Not only it creates awareness for your business, but you might also score a handy traffic and some sales too in the process.

Lesson Learned # 8 – You don’t need a large budget to succeed with Facebook Ads. If you target and optimize the ads well, you still can get a good traction regardless of your objective.

Lesson Learned # 9 – When targeting for page likes, always make sure that you Exclude your current page followers.

Lesson Learned # 10 – Make sure the ad image / creative you select, must match with the objective of the ad.


Case Study # 4 – Facebook Ads Success with just $1 per Day

Similar to the Buffer experiment, this case study by Brian Carter , a prominent Facebook Marketing and Advertising Expert and Bestselling author of the book “ The Like Economy”  showed that even investing a minimum of $1/day on Facebook Ads  can give you a significant reach.

By consistently investing $1/day for 30 days, he was able to reach 120,000 people or 4000 people every day.

He in an active user of most advertising platforms and this is what he found as the cost to reach 1000 people using popular advertising channels.


Facebook Ads are far cheaper than the legacy advertising solutions (newspaper, tv, etc.), but also left behind its online competitors (Adwords and LinkedIn).

The objective of this case study or experiment was to show that even if you start with a minimal budget, Facebook Ads can still prove beneficial.


Most businesses can afford to spend $1/day on Facebook, can’t they?

Lesson Learned  # 11 – Budget is or should not be a roadblock for virtually any business. $1/day or $30/month is not a big deal for most businesses.

Lesson Learned # 12 – Even if you are investing more on other channels for traffic or lead generation successfully, it doesn’t hurt to spend a small proportion on Facebook Ads. You might get the same number of traffic, but the overall cost will be much cheaper than all other alternatives.

Check out more details about this case study here.


Case Study # 5 – $14,114 in revenue from $8,240.17 spent in Facebook Ads

This case study is purely about generating leads than anything else.

Brian Moran , the founder of SamCart , used  Facebook As to sell his courses and training products .

He tested three different targeting groups where;

  • One group was his existing email list.
  • The 2nd group was the lookalike version of his email list.
  • And the third was custom audience he created using the native+ advanced targeting features of Facebook.

And after spending $8240 on the ads on these groups, he was able to get;

  • $3496 in Sales from $1800 in ad spend from group 1
  • $1546 in Sales from $895 in ad spend from group 2
  • $9039 in Sales from $5153 in ad spend from group 3


Although all of the ads returned an ROI of 2:1, the 3rd group clearly outperformed the others.

So as seen, changing and testing around with your targeting can give you better results than standard targeting.

Typically existing subscribers are considered a gold mine to be reaped over and over but Brian proved that you can still succeed with Facebook Ads if you just get you targeting right.

Even if you don’t have a big list of subscribers, using native targeting features of Facebook can bring you in front of the right viewers.

Lesson Learned # 13 – Retarget or advertise your offer to existing subscribers as well. This is particularly helpful if you want to convert your blog subscribers into warm leads or paying customers .

Lesson Learned # 14 – Use lookalike audience effectively. Brian created a lookalike audience from his existing email subscribers that brought in $1546 in revenue from $895 in ad spend.

Lesson Learned # 15 – Fine tune your advertising to narrow down to your targeted audience as much as possible. Brian got the best response from the custom targeting he set up.

Lesson Learned # 16 – Just beside A/B testing your Facebook ad copy , split test between your targeting groups too. When seeing results from the third group, Brian invested more in it, and the results were equally rewarding.


Case Study # 6 – How an Advertising “FAIL” Can Actually Turn Into a “WIN”

This case study is rather interesting as it started off from a failure before they got their winning aha-moment.

Angela Ponsford started a Facebook Ad campaign for her client who wanted to sell a high-priced $990 home renovation program to women’s in 30-40 age range across the USA.

The idea was to build an email list via Facebook Ads and later show them ads for Free Webinar that will lead to the program she wants to sell.

When they run the ads, they performed well, but most of the people that were engaging with it were not the actual audience perceived.

She thought women in the 30-40 age group would take more interest in her program, but women above 45+ were engaging most with her ad and content.

The first few days just yielded in 2 sign ups at the cost of nearly $27 each. So she optimized the ad targeting and the ad copy in line with the results they achieved earlier.


The second run significantly improved the cost/lead, dragging it down to 4 leads at $5.43 each.

After several rounds of testing and tuning with targeting and ad copies, she was able to bag in 400 leads at a cost $507 and some happy customers that went on buying the program.


One of their best performing ads was shared 14 times which indicated that the ad copy was talking to the customer and performed well.

It is essential that you keep on monitoring and optimizing your campaign- especially at the start. Angela was able to reduce the cost/lead from $27 to just $1.27 in the end by continually improving the campaign in the line of results she was getting.

Unless you have a large budget to spend, test your campaign in small budget / test runs until you find what’s working or you might end up spending a lot of money with little results.

Lesson Learned # 17 – There is no barrier to the type and cost of the product you are selling – you can even sell a high priced product using Facebook Ads .

Lesson Learned # 18 – Do some preliminary ad test to fine tune on the audience and then invest more budget where you get the most gold.

Lesson Learned # 19 – The ideal audience perceived by you might not always be correct.

Lesson Learned # 20 – Sometimes the simplest of thing are most effective. By changing the word “Webinar” to “Workshop” on the ad copy, the CTR and leads doubled.


Case Study # 7 – 89% cheaper cost / lead with Facebook Ads

Google Adwords in arguably the most used platform when it comes to online advertising. Hundreds of thousands of businesses use its daily traffic and leads.

But, it’s still expensive to reach for some.

Dave Rogenmoser of The Market Results, identified that cost/lead for a high-end app and web development company ranges between $250 – $1000 / lead on Adwords.

Although $250/lead was a good deal for a $80,000 contract, they wanted more.

Fast forward, they leveraged the narrow-down targeting capabilities of Facebook to target startups that might be in need of app development .

Dave mentioned that the hardest part of the campaign for them was to set targeting for their audience. As we saw from earlier case studies, narrowing down on your target audience is much more beneficial than broadening it.

And he did exactly just that- zoomed in on funded startups that might be in need of app development.

With a spend of $993 across a week, they were able to score 34 leads which was far much quicker and cheaper than Google Adwords.


From the first week of the run, they were able to decrease their cost/lead to $28 a piece, 89% cheaper than what it takes from Adwords.

Want similar results? Check out our free targeting training here.

This goes to show you that how cost effective leads from Facebook can turn out to be when compared with other options.

Lesson Learned # 21 – Facebook Ads are cost effective as compared to Google Adwords when it comes to B2B leads generation.

Lesson Learned # 22 – Facebook ads provide narrower targeting which helps you to laser in on your ideal audience. Setting up the correct targeting is one of the essential parts of your campaign.


Case Study # 8 – 7 Mistakes Made While Spending $234.07 on Facebook Ads

At Connectio we often hear customers saying that they have none or very limited success via Facebook Ads. Either it was not giving the desired results or is turning out to be expensive for them.

This case study is especially useful for such Facebook Ad starter business that is struggling to find their way.

Philip Kleudgen, a web development, and marketing specialist for restaurant owners, shares his experience of how he started off with Facebook Ads- with no prior experience .

As like more people starting off with Facebook Ads, he made some classic mistakes such as;

  • Targeting was not set correctly.  He was targeting a very little set of individuals.
  • Used only one image and didn’t A/B test between different images or ad copies.
  • Wasn’t tracking conversions correctly due to missing or improper configuration
  • Keep running ads that were unprofitable.

After running the ad for week or so, he spent $234 on Facebook Ads with a meager CTR and earned less than the actual ad spend.

Although, he was at a loss at this campaign some valuable lessons learned.

But at such stage, most businesses give up rather than realizing their mistakes and optimizing their campaign accordingly.

So it’s important to review and analyze performance and mistakes in your Facebook Ads campaign before ruling the platform as a failure.

Lesson Learned # 23 – Take some pre-campaign time to research and identify your targeted audience. Ideally, have a separate ad set for each unique audience you are targeting.

Lesson Learned # 24 – If your objective is lead generation or sales, you need to set your conversion tracking and do it right. If you aren’t tracking your conversions correctly how would you analyze performance?

Lesson Learned # 25 – Have multiple images and copies of your ad in hand before starting a campaign.

Lesson Learned # 26 – Don’t spend that much money on ads or campaigns that are not giving any result.


Case Study # 9 – How Veeroll Sold 122 Subscriptions with $2.5k Spend on Facebook Ads in 2 Weeks

This case study is another classical example that Facebook can be effectively used to generate leads for B2B businesses. B2B businesses. It also shows how businesses can gain better results by using video ads and continually optimizing the campaign to improve performance. Veeroll along with other places started off their campaign on Facebook and sent all traffic to a webinar funnel . They were also tracking website conversions to know how many people referred from Facebook were converting on that landing page.

They set their targeting and created the ads. Initially, they were getting a higher CPC.


Although their primary objective was to show the video ads, they also tested the text ad along with it and they saw a huge difference between both.

This the stats on their text ad;


And compare that to the video ad;


They spent a little more on the video ads, but have 18X more engagement and were 3.5X more than the text ads.

So seeing the video ads were proving better, they went on creating multiple video ads.

This is one of the video ads they were using.


Specifically, implementing retargeting on the website helped them lower their CPC and improve their conversions.

At the end of 2 weeks campaign, they were able to have 122 signups that resulted in $11,000 of monthly revenue that too just from a $2500 in ad spend.


That is almost 400% is profit against the cost of Facebook Ads, not to mention that the lifetime value of these customers will be way much than this.

Lesson Learned # 27 – Don’t get faltered from initial road bumps. Review the performance and capitalize where most performance is achieved. Such as mobile users were engaging far more than desktop users in this case so apparently it makes sense to pour more budget here.


Lesson Learned # 28 –  Retargeted traffic gave better conversion then the cold traffic. Veeroll has the lowest CPC and conversion from retargeted ads.


Lesson Learned # 29 – Don’t just stick to conventional ad styles. Try video ads too. They have incredible engagement and lets you communicate more message than what it takes from text and image ads.


Case Study # 10 – Reaping $163,969 in revenue from $5989 of ad spend in just 34 days

This is an absorbing Facebook Ad Case Study as it not only achieved a remarkable result but worked on an approach that will work in any niche – yes any niche. It is also very helpful for startup businesses that have none or small following and email list.

Paul Romando’s  Facebook Ad’s campaign for his client returned a staggering $163,969 in revenue from a mere $5989 in ad investment.


That’s an insane 2737.80% of return in just 34 days of the campaign.

Paul’s success formula was simple.

Rather than going for the hard sell, he created a Facebook funnel, where leads first opted in on content ( lead magnet) around a product.

And later, for all those that opted in, Paul would show a different ad set that directly takes them to the sale page.

He calls this is the Elope Approach.


His multi-step Facebook Ad Strategy builds up a connection with your targeted audience before going for the sale. This helps in nurturing leads and segmenting people that are most likely to convert.

Particularly important was the Facebook Ad relevance score. A high Facebook Ad relevance score helped your ad not being flagged by Facebook and delivered to your targeted audience.

So when he showed the sales ads to his existing audience, a high relevance score for imminent as these people already knew him.

For most B2B businesses having a Facebook Sales Funnel is crucial. It might sound a lot of work but gains are immense, and you can use it over and over again.

Lessons Learned # 30 – Rather than going straight for sales, develop a Facebook funnel through a lead magnet. Once you have subscribers in your funnel, nurture them with you offer ads.

Lessons Learned # 31 – Use different ads / ad sets for the retargeted audience / warm leads. Since they already know about your product, take them straight to your money page.

For example, create a different ads / ad set for cold and warm leads and make sure that you exclude each one of them in the targeting set.


Case Study # 11 – How Wahida Generated High-Quality Leads With Just $10/Day

Sending people straight to a sales page might work in commodity niches such as online stores, but for B2B services it’s essential to capture the leads first.

This case study came from Wahida Lakhani, one of the students of Claire Pelletreau from her Ad Consultant Incubator program. She was able to manage a very low cost / lead for a client in health and fitness niche.

The idea was same as Paul Romano – generate leads using a lead magnet and then move on for the sale.

But she tweaked it a bit.

Rather than sending them to a lead magnet straight away, she added another layer. She sent the traffic from Facebook ad to a high-quality article on the blog and added a lead magnet as the content upgrade.


The original article was on creating “Easy Chocolate Peanut Butter Bars” but she added the details of the lead magnet “6 Vegan and Gluten-Free Recipes.”

This is uber awesome, provided you have an ultra high-quality article that drives CTR from Facebook and an equally irresistible lead magnet.To ensure they provided the detail of valuable content in the ad, she also added the lead magnet detailed information in the FB ad.

The results were 10/10 relevance score from Facebook, high CTR ( 5%)  and lead cost at just $0.65.

Want 10/10 relevance scores also? Check out our free targeting training here.

This was far less than the industry standard in health and wellness. So regardless of how competitive your niche is, there is still an opportunity for to score dirt-cheap leads.

Lesson Learned # 32 – Having a high-quality content helps in generating high CTR, better engagement, and lead generation.

Lesson Learned # 33 – Use your Facebook Ad effectively to list all the value you are providing. This will make your case stronger and gives the reader more reason to interact with your ad.

Lesson Learned # 34 – With a well thought out plan / funnel / strategy, you can shatter any industry benchmarks no matter how competitive your niche is.


Case Study # 12 –  How Mary Got 532 Subscribers in 43 days Using Facebook Ads

For startup businesses and bloggers, getting new subscribers for their blog is often challenging. They might end up producing high-quality content but fail to attract the subscribers/ optins they would expect.

This case study will help you understand that how can you use Facebook Ads to generate more subscribers for your blog.

Mary Fernandez shows how she gained new blog subscribers for just $0.43 each using video ads.


One common thing that she experienced in building blog subscribers for her clients was that personalizing the ad gave better results than a stock-photo ad.

Such as these are some examples of a personalized ad.


And this too;


Why these ads?

View the Facebook from the standpoint of a potential subscriber.

They are probably surfing Facebook to see what their friends are doing, following up with family and socializing but not to view ads.

If your ad looks like a traditional ad, there is a high chance that they will ignore it. But if they see something relevant or something which might not be another ad from the laundry, they are more likely to engage.

So where possible try to use a personal looking photo of you or your employees, instead of stock photos.

Lessons Learned # 35 – Facebook Ads can be used for any objective – even if its finding or increasing new subscribers for your blog.

Lesson Learned # 36 – Keep your ads as personal as possible. Your audience will be more likely to interact with your ad if it has a human effect / touch.


Case Study # 13 – How Servando got 500% ROI from a $20 Facebook Ad budget

This case study is especially useful for people and businesses that don’t have a product of their own but are promoting affiliate products.

We have often seen our customers using Facebook Ads for promoting affiliate offers, but they seem to struggle in creating an effective strategy.

One of the biggest mistakes they make is not using the landing page effectively.

It’s not difficult or impossible to send traffic from Facebook. If you set your targeting right, you will still be able to get the required traffic.

However, if you are promoting affiliate products on Facebook , don’t send them straight to a sales page but to a “bridge” page first.

This is what Servando Silva of Stream-Seo did. For the affiliate offer, he was promoting using two landing pages.

1 – One page that had a description of the offer and a Free Trial button that took them straight to the sales page.


2 – One that has an opt-in form ( just for email) and after submitting will lead to the sales page.


He spent overall $20 on ads on both the ads pages and was able to earn $100 in commission and 60 valuable leads.

Though the sales came from the first page, he was able to score valuable leads via the second ad and landing page.

Not only did he earn $80 over his $20 spend, but he also grew his list which he can leverage in the future.


From the 198 people that clicked on from his Facebook Ads , almost 119 clicked on to the affiliate link. So this shows that bringing quality traffic certainly works in your favor.

Lesson Learned # 37 – If you want the best ROI from your campaigns, don’t just focus on the Facebook Ad part – plan ahead where you will send the traffic and how will you capitalize on them.

Lesson Learned # 38 – Create multiple funnels and objectives from different ad sets and landing pages. Such as in this case he tested two ads on two different landing pages giving him multiple segmented audiences.

So there you have it – an in-depth review of the best handpicked Facebook Ads Case studies from nearly all types of businesses with variable objectives.

By reviewing the above case studies, it is evident that the success of Facebook Ads lies in multiple things. But it’s also clear that budget is not a primary factor, and you can succeed with even minimal of the budget.

What’s your favorite case study?

Hacking The Case Interview

Hacking the Case Interview

Meta case interviews

If you’re interviewing for a business or product strategy role at Meta (Facebook), there is a good chance that you’ll receive at least one case study interview, which is also known as a case interview. Meta roles that include case study interviews as part of the interview process include:

  • Business Development
  • Product Manager
  • Product Marketing
  • Product Strategy
  • Strategy and Operations

To land a job offer for these roles at Meta, you’ll need to ace every single one of your case interviews. While Meta case study interviews may seem ambiguous and challenging at first, know that they can be mastered with proper preparation.

If you are preparing for an upcoming Meta case study interview, we have you covered. In this comprehensive Meta case interview guide, we’ll cover:

  • What is a Meta case study interview
  • Why Meta uses case study interviews
  • The 6 steps to ace any Meta case study interview
  • Meta case study interview examples and answers
  • Meta case study interview tips
  • Recommended Meta case interview resources

If you’re looking for a step-by-step shortcut to learn case interviews quickly, enroll in our case interview course . These insider strategies from a former Bain interviewer helped 30,000+ land tech and consulting offers while saving hundreds of hours of prep time.

What is a Meta Case Study Interview?

Meta case study interviews, also known as Meta case interviews, are 20- to 30-minute exercises in which you are placed in a hypothetical business situation and are asked to find a solution or make a recommendation.

First, you’ll create a framework that shows the approach you would take to solve the case. Then, you’ll collaborate with the interviewer, answering a mix of quantitative and qualitative questions that will give you the information and data needed to develop an answer. Finally, you’ll deliver your recommendation at the end of the case.

Case study interviews have traditionally been used by consulting firms to assess a candidate’s potential to become a successful consultant. However, now a days, many companies with ex-consultants use case studies to assess a candidate’s capabilities. Since Meta has so many former consultants in its business roles, you’ll likely encounter at least one case study interview.

The business problems that you’ll be given in a Meta case study interview will likely be real challenges that Meta faces today:

  • Usage of Facebook has dropped by nearly 15% over the past year. What is causing this and what can Meta do to address this?
  • How can Meta increase ad revenues from its B2B customers?
  • How should Meta deal with “fake news” in users’ newsfeeds?
  • How can Meta increase user engagement despite the rise in new social media platforms such as Tik Tok?

Depending on what team at Meta you are interviewing for, you may be given a business problem that is relevant to that specific team.

Although there is a wide range of business problems you could possibly be given in your Meta case interview, the fundamental case interview strategies to solve each problem is the same. If you learn the right strategies and get enough practice, you’ll be able to solve any Meta case study interview.

Why does Meta Use Case Study Interviews?

Meta uses case study interviews because your performance in a case study interview is a measure of how well you would do on the job. Meta case interviews assess a variety of different capabilities and qualities needed to successfully complete job duties and responsibilities.

Meta's case study interviews primarily assess five things:

  • Logical, structured thinking : Can you structure complex problems in a clear, simple way?
  • Analytical problem solving : Can you read, interpret, and analyze data well?
  • Business acumen : Do you have sound business judgment and intuition?
  • Communication skills : Can you communicate clearly, concisely, and articulately?
  • Personality and cultural fit : Are you coachable and easy to work with?

Since all of these qualities can be assessed in just a 20- to 30-minute case, Meta case study interviews are an effective way to assess a candidate’s capabilities.

The 6 Steps to Solve Any Meta Case Study Interview

In general, there are six steps to solve any Meta case study interview.

1. Understand the case

Your Meta case interview will begin with the interviewer giving you the case background information. While the interviewer is speaking, make sure that you are taking meticulous notes on the most important pieces of information. Focus on understanding the context of the situation and the objective of the case.

Don’t be afraid to ask clarifying questions if you do not understand something. You may want to summarize the case background information back to the interviewer to confirm your understanding of the case.

The most important part of this step is to verify the objective of the case. Not answering the right business question is the quickest way to fail a case interview.

2. Structure the problem

The next step is to develop a framework to help you solve the case. A framework is a tool that helps you structure and break down complex problems into smaller, more manageable components. Another way to think about frameworks is brainstorming different ideas and organizing them into different categories.

For a complete guide on how to create tailored and unique frameworks for each case, check out our article on case interview frameworks .

Before you start developing your framework, it is completely acceptable to ask the interviewer for a few minutes so that you can collect your thoughts and think about the problem.

Once you have identified the major issues or areas that you need to explore, walk the interviewer through your framework. They may ask a few questions or provide some feedback.

3. Kick off the case

Once you have finished presenting your framework, you’ll start diving into different areas of your framework to begin solving the case. How this process will start depends on whether the case interview is candidate-led or interviewer-led.

If the case interview is a candidate-led case, you’ll be expected to propose what area of your framework to start investigating. So, propose an area and provide a reason for why you want to start with that area. There is generally no right or wrong area of your framework to pick first.

If the case interview is interviewer-led, the interviewer will tell you what area of the framework to start in or directly give you a question to answer.

4. Solve quantitative problems

Meta case study interviews may have some quantitative aspect to them. For example, you may be asked to calculate a certain profitability or financial metric. You could also be asked to estimate the size of a particular market or to estimate a particular figure.

The key to solving quantitative problems is to lay out a structure or approach upfront with the interviewer before doing any math calculations. If you lay out and present your structure to solve the quantitative problem and the interviewer approves of it, the rest of the problem is just simple execution of math.

5. Answer qualitative questions

Meta case study interviews may also have qualitative aspects to them. You may be asked to brainstorm a list of potential ideas. You could also be asked to provide your opinion on a business issue or situation.

The key to answering qualitative questions is to structure your answer. When brainstorming a list of ideas, develop a structure to help you neatly categorize all of your ideas. When giving your opinion on a business issue or situation, provide a summary of your stance or position and then enumerate the reasons that support it.

6. Deliver a recommendation

In the last step of the Meta case interview, you’ll present your recommendation and provide the major reasons that support it. You do not need to recap everything that you have done in the case, so focus on only summarizing the facts that are most important.

It is also good practice to include potential next steps that you would take if you had more time or data. These can be areas of your framework that you did not have time to explore or lingering questions that you do not have great answers for.

Meta Case Study Interview Examples and Answers

Example #1 : What are some areas that Meta should invest in?

Sample solution: To answer this question, it may be helpful to clarify what Meta's primary objective is. Are they looking to increase profits, revenues, number of users, or user engagement? The ideas that you brainstorm may vary depending on their actual goals.

Next, develop a framework to organize your ideas. You may want to think about areas of investments as short-term investments and long-term investments. You could brainstorm short-term investments and long-term investments for each of Meta's growth objectives.

Example #2 : Should Meta enter the job search platform market?

Sample solution: This is a market entry case. Potential areas you should consider looking into in your framework include: the attractiveness of the job search platform market, the competitive landscape, Meta's capabilities, and the expected profitability from entering the market.

Example #3 : Facebook Groups has seen a 15% drop in usage over the past year. How would you determine what is causing this drop?

Sample solution: You can break down usage by the number of users and the average level of engagement per user. This can be the first major area of your framework, determining the exact quantitative driver behind the drop in usage. Once you understand whether the issue is due to a decline in the number of users or a decline in engagement, you can try to understand qualitatively why this happening.

You could look into potential areas such as whether customer needs or preferences have changed, whether competitors have made any strategic moves, whether Meta has made any recent changes to its platform, or whether there are new market trends affecting Facebook Groups.

Example #4 : How would you estimate how many birthday posts occur on Facebook in a given day?

Sample solution: This is an estimation question. Before you do any math calculations, make sure to lay out a structure or approach on how you would calculate this figure.

You may want to start by estimating the number of people that use Facebook and divide that by 365 to determine the number of people that have a birthday on any given day. Then, estimate the average number of friends a person has on Facebook and the percentage of friends that would make a birthday post. Multiplying these figures together will give you an estimate of the number of birthday posts on Facebook in a given day.

Example #5 : How would you sell Meta advertising to a potential client?

Sample solution: To develop an effective marketing strategy, you may want to look into the client’s needs, competitor offerings, and Meta advertising’s features or benefits. Exploring these three areas will help you identify the features or benefits of Facebook advertising that are superior to competitor products that the client also values.

Example #6 : How can Meta better compete in the ads market?

Sample solution: When thinking of ways for Meta to better compete in the ads market, we can consider all of the stakeholders involved in Meta's business to come up with a comprehensive list of ideas. The major stakeholders are Meta's users and advertisers.

Therefore, Meta can make its platform a better user experience for its users and advertisers. For users, they want ads that are relevant, safe, and trustworthy. For advertisers, they want to run ads with high targeting specificity, low cost, and easy setup and maintenance.

Example #7 : How would you identify potential partners for Meta to work with?

Sample solution: The first step in solving this case is to identify what Meta's objective or goal is with a potential partnership. Are they trying to acquire new users? Or are they trying to increase user engagement?

Next, you can come up with a framework to assess the attractiveness of a partnership with a particular company. You may want to look into areas such as the partner’s capabilities, expected synergies, and expected profitability.

Example #8 : What are Meta's challenges in their international markets?

Sample solution: When answering this question, consider what are the major types of differences between the United States and other countries. Create a framework that shows the most important characteristics or qualities of international markets. One potential framework may look into customer needs and preferences, the competitive landscape, market trends, and Meta's capabilities to execute in international markets.

Example #9 : How would you balance content from the different number of platforms on Facebook?

Sample solution: To balance content, it is helpful to first create a framework that assesses the ideal qualities or characteristics that good content has. You may want to assess the content’s level of engagement, the content’s trust and safety, and the likelihood that the content will not drive users away from Facebook and onto other platforms.

You can use this framework to assess each piece of content across all of the platforms on Facebook to determine which content is best to show. It may be beneficial to also diversify the platforms that content is pulled from so that users do not grow too attached to a particular platform outside of Facebook.

Example #10 : Let’s say that Meta is considering getting into the ride share business. What should they consider when making the decision on whether or not to enter?

Sample solution: This is a market entry case and the approach is similar to Example #2. Potential areas you should consider looking into in your framework include: the attractiveness of the ride share market, the competitive landscape, the company’s capabilities, and the expected profitability.

Meta Case Study Interview Tips

Below are eight of our best tips to help you perform your best during your Meta case study interview.

1. Familiarize yourself with Meta's business model

If you don’t understand Meta's business model, it will be challenging for you to do well in their case interviews. Therefore, you should know that Meta makes the majority of its revenue by selling advertising. You should also be familiar with the products and services that Meta offers for the specific team you are interviewing for.

2. Read recent news articles on Meta

A lot of the times, the cases you’ll see in a Meta case study interview are real business issues that the company faces. Reading up on the latest Meta news will give you a sense of what Meta's biggest challenges are and what major business decisions they face today. There is a good chance that your case study interview will be similar to something that you have read in the news.

3. Verify the objective of the case 

Answering the wrong business problem will waste a lot of time during your Meta case study interview. Therefore, the most critical step of the case interview is to verify the objective of the case with the interviewer. Make sure that you understand what the primary business issue is and what overall question you are expected to answer at the end of the case.

4. Ask clarifying questions

Do not be afraid to ask questions. You will not be penalized for asking questions that are important and relevant to the case. 

Great questions to ask include asking for the definition of an unfamiliar term, asking questions that clarify the objective of the issue, and asking questions to strengthen your understanding of the business situation.

5. Do not use memorized frameworks

Interviewers can tell when you are using memorized frameworks from popular case interview prep books. Meta values creativity and intellect. Therefore, make every effort to create a custom, tailored framework for each case that you get.

6. Always connect your answers to the case objective

Throughout the case, make sure you are connecting each of your answers back to the overall business problem or question. What implications does your answer have on the overall business problem?

Many candidates make the mistake of answering case questions correctly, but they don’t take the initiative to tie their answer back to the case objective.

7. Communicate clearly and concisely

In a Meta case study interview, it can be tempting to answer the interviewer’s question and then continue talking about related topics or ideas. However, you have a limited amount of time to solve a Meta case, so it is best to keep your answers concise and to the point.

Answer the interviewer’s question, summarize how it impacts the case objective, and then move onto the next important issue or question.

8. Be enthusiastic

Meta wants to hire candidates that love their job and will work hard. Displaying enthusiasm shows that you are passionate about working at Meta. Having a high level of enthusiasm and energy also makes the interview more enjoyable for the interviewer. They will be more likely to have a positive impression of you.

Recommended Meta Case Interview Resources

Here are the resources we recommend to learn the most robust, effective case interview strategies in the least time-consuming way:

  • Comprehensive Case Interview Course (our #1 recommendation): The only resource you need. Whether you have no business background, rusty math skills, or are short on time, this step-by-step course will transform you into a top 1% caser that lands multiple consulting offers.
  • Hacking the Case Interview Book   (available on Amazon): Perfect for beginners that are short on time. Transform yourself from a stressed-out case interview newbie to a confident intermediate in under a week. Some readers finish this book in a day and can already tackle tough cases.
  • The Ultimate Case Interview Workbook (available on Amazon): Perfect for intermediates struggling with frameworks, case math, or generating business insights. No need to find a case partner – these drills, practice problems, and full-length cases can all be done by yourself.
  • Case Interview Coaching : Personalized, one-on-one coaching with former consulting interviewers
  • Behavioral & Fit Interview Course : Be prepared for 98% of behavioral and fit questions in just a few hours. We'll teach you exactly how to draft answers that will impress your interviewer
  • Resume Review & Editing : Transform your resume into one that will get you multiple interviews

Land Multiple Tech and Consulting Offers

Complete, step-by-step case interview course. 30,000+ happy customers.

Read our research on: Israel | Religion | Election 2024

Regions & Countries

Americans’ social media use, youtube and facebook are by far the most used online platforms among u.s. adults; tiktok’s user base has grown since 2021.

To better understand Americans’ social media use, Pew Research Center surveyed 5,733 U.S. adults from May 19 to Sept. 5, 2023. Ipsos conducted this National Public Opinion Reference Survey (NPORS) for the Center using address-based sampling and a multimode protocol that included both web and mail. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race and ethnicity, education and other categories.

Polls from 2000 to 2021 were conducted via phone. For more on this mode shift, read our Q&A .

Here are the questions used for this analysis , along with responses, and  its methodology ­­­.

A note on terminology: Our May-September 2023 survey was already in the field when Twitter changed its name to “X.” The terms  Twitter  and  X  are both used in this report to refer to the same platform.

Social media platforms faced a range of controversies in recent years, including concerns over misinformation and data privacy . Even so, U.S. adults use a wide range of sites and apps, especially YouTube and Facebook. And TikTok – which some Congress members previously called to ban – saw growth in its user base.

These findings come from a Pew Research Center survey of 5,733 U.S. adults conducted May 19-Sept. 5, 2023.

Which social media sites do Americans use most?

A horizontal bar chart showing that most U.S. adults use YouTube and Facebook; about half use Instagram.

YouTube by and large is the most widely used online platform measured in our survey. Roughly eight-in-ten U.S. adults (83%) report ever using the video-based platform.

While a somewhat lower share reports using it, Facebook is also a dominant player in the online landscape. Most Americans (68%) report using the social media platform.

Additionally, roughly half of U.S. adults (47%) say they use Instagram .

The other sites and apps asked about are not as widely used , but a fair portion of Americans still use them:

  • 27% to 35% of U.S. adults use Pinterest, TikTok, LinkedIn, WhatsApp and Snapchat.
  • About one-in-five say they use Twitter (recently renamed “X”) and Reddit.  

This year is the first time we asked about BeReal, a photo-based platform launched in 2020. Just 3% of U.S. adults report using it.

Recent Center findings show that YouTube also dominates the social media landscape among U.S. teens .

TikTok sees growth since 2021

One platform – TikTok – stands out for growth of its user base. A third of U.S. adults (33%) say they use the video-based platform, up 12 percentage points from 2021 (21%).

A line chart showing that a third of U.S. adults say they use TikTok, up from 21% in 2021.

The other sites asked about had more modest or no growth over the past couple of years. For instance, while YouTube and Facebook dominate the social media landscape, the shares of adults who use these platforms has remained stable since 2021.

The Center has been tracking use of online platforms for many years. Recently, we shifted from gathering responses via telephone to the web and mail. Mode changes can affect study results in a number of ways, therefore we have to take a cautious approach when examining how things have – or have not – changed since our last study on these topics in 2021. For more details on this shift, please read our Q&A .

Stark age differences in who uses each app or site

Adults under 30 are far more likely than their older counterparts to use many of the online platforms. These findings are consistent with previous Center data .

A dot plot showing that the youngest U.S. adults are far more likely to use Instagram, Snapchat and TikTok; age differences are less pronounced for Facebook.

Age gaps are especially large for Instagram, Snapchat and TikTok – platforms that are used by majorities of adults under 30. For example:

  • 78% of 18- to 29-year-olds say they use Instagram, far higher than the share among those 65 and older (15%).
  • 65% of U.S. adults under 30 report using Snapchat, compared with just 4% of the oldest age cohort.
  • 62% of 18- to 29-year-olds say they use TikTok, much higher than the share among adults ages 65 years and older (10%).
  • Americans ages 30 to 49 and 50 to 64 fall somewhere in between for all three platforms.

YouTube and Facebook are the only two platforms that majorities of all age groups use. That said, there is still a large age gap between the youngest and oldest adults when it comes to use of YouTube. The age gap for Facebook, though, is much smaller.

Americans ages 30 to 49 stand out for using three of the platforms – LinkedIn, WhatsApp and Facebook – at higher rates. For instance, 40% of this age group uses LinkedIn, higher than the roughly three-in-ten among those ages 18 to 29 and 50 to 64. And just 12% of those 65 and older say the same. 

Overall, a large majority of the youngest adults use multiple sites and apps. About three-quarters of adults under 30 (74%) use at least five of the platforms asked about. This is far higher than the shares of those ages 30 to 49 (53%), 50 to 64 (30%), and ages 65 and older (8%) who say the same.  

Refer to our social media fact sheet for more detailed data by age for each site and app.

Other demographic differences in use of online platforms

A number of demographic differences emerge in who uses each platform. Some of these include the following:

  • Race and ethnicity: Roughly six-in-ten Hispanic (58%) and Asian (57%) adults report using Instagram, somewhat higher than the shares among Black (46%) and White (43%) adults. 1
  • Gender: Women are more likely than their male counterparts to say they use the platform.
  • Education: Those with some college education and those with a college degree report using it at somewhat higher rates than those who have a high school degree or less education.
  • Race and ethnicity: Hispanic adults are particularly likely to use TikTok, with 49% saying they use it, higher than Black adults (39%). Even smaller shares of Asian (29%) and White (28%) adults say the same.
  • Gender: Women use the platform at higher rates than men (40% vs. 25%).
  • Education: Americans with higher levels of formal education are especially likely to use LinkedIn. For instance, 53% of Americans with at least a bachelor’s degree report using the platform, far higher than among those who have some college education (28%) and those who have a high school degree or less education (10%). This is the largest educational difference measured across any of the platforms asked about.

Twitter (renamed “X”)

  • Household income: Adults with higher household incomes use Twitter at somewhat higher rates. For instance, 29% of U.S. adults who have an annual household income of at least $100,000 say they use the platform. This compares with one-in-five among those with annual household incomes of $70,000 to $99,999, and around one-in-five among those with annual incomes of less than $30,000 and those between $30,000 and $69,999.
  • Gender: Women are far more likely to use Pinterest than men (50% vs. 19%).
  • Race and ethnicity: 54% of Hispanic adults and 51% of Asian adults report using WhatsApp. This compares with 31% of Black adults and even smaller shares of those who are White (20%).

A heat map showing how use of online platforms – such as Facebook, Instagram or TikTok – differs among some U.S. demographic groups.

  • Estimates for Asian adults are representative of English speakers only. ↩

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Table of contents, q&a: how – and why – we’re changing the way we study tech adoption, americans’ use of mobile technology and home broadband, social media fact sheet, internet/broadband fact sheet, mobile fact sheet, most popular.

About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts .


Top 5 Successful Facebook Marketing Case Studies

Damini Bhandary

Damini Bhandary

Social media marketing has become a necessity for the survival of every business. Without marketing a company can never take off its business and now in the age of social media, connecting with the customers and potential customers online have become the prime factor.

Facebook has always been about connecting people from all around the world with each other. Now the biggest social media platform is not only used for connecting with people but it is also used by some biggest brands to market their products as well.

Ad campaigns are used for acquiring new customers, aware them of new products, and basically the entire existence of the brands. Facebook is said to be one of the best social media for marketing your business, with over 2.91 billion monthly users, it is far from a wrong statement.

To be specific if you are willing to advertise, Facebook can lead your business to a greater market. If arranged and executed properly Facebook ad campaigns are definitely worth it. This article will talk about the best Facebook ad campaigns that have become examples of successful campaigns for other businesses. So, let’s get started.

“Nobody reads ads. People read what interests them, and sometimes it’s an ad.”

-Howard Luck Gossage

Jabong Be You Ad Campaign Vodafone 4G SuperNet Campaign Raymond 72 Hrs. Express Tailoring Campaign Tata Housing Goa Campaign Domino’s Pizza Think Oven Campaign L'Oréal Paris FAQ

Jabong Be You Campaign

At one point, Jabong.com was an Indian e-commerce platform that dealt with fashion and lifestyle. Although in 2020, Jabong was shut down after Flipkart acquired Myntra . Even after this, the business is remembered for its popular and successful Facebook ad campaign that generated huge online traffic to its website and app.

Jabong with this brilliant campaign decided to target its audience by launching a month-long campaign in 2017. Whatever product was showcased on Facebook, the same thing was shown on the website as well thus, providing them with a personalized experience and increasing their customer involvement in the website.

Vodafone 4G SuperNet Campaign

One of the most popular telecommunication service providers in India, Vodafone and is the third-largest one in India. Vodafone's style of marketing has always been interesting and unique and its advertisements were able to capture the attention of consumers.

In 2016, when Vodafone launched 4G SuperNet, they ran an ad campaign and had a collaboration with Facebook. Here, they used the lookalike audience feature of the social media to find a new audience, who are interested in your products and are quite similar to the existing consumers of the product. This ad campaign consists of a pug, the Vodafone mascot, and a little Indian boy in some different short videos.

facebook case studies

Raymond 72 Hrs. Express Tailoring Campaign

Raymond Express Tailoring Campaign

Raymond, the Indian-based fashion brand is famous for dealing with tailoring suits. Raymond's Facebook ad campaign is stated as one of the most popular and successful ones. Such is the effect of that campaign that it boosts up the sales of four outlets of Raymond. It was a three-week Facebook ad campaign in 2016, where Raymond uses Facebook to target customers who can increase the sale of specific selected stores.

Through Facebook, Raymond targeted men who got married, engaged, or just got a new job and pursue them to invest in tailoring suits by stating in the ad that they are launching 72 hrs. express tailoring service, the ad was a call to action statement. Those who showed interest they had to register to book their appointment and get the service.

Tata Housing Goa Campaign

Tata Housing Goa Campaign

Tata Housing is a subsidiary of the Tata group that deals with housing development. It is famous for building houses that have top-class designs and finishing. Tata housing was the first property developer that used Facebook for selling houses. It sold houses with the help of social media without using any other media.

Some short videos were created and were used as ads on Facebook and life in Goa was shown. This online house buying campaign was started on Facebook by Tata housing and thus was a huge success. Those videos guided viewers to property pages to get more details about it. Almost 250 houses were sold because of that campaign.

Domino’s Pizza Think Oven Campaign

Dominos Think Oven campaign

There would be very few people who don’t like Pizza, and Domino’s pizza is the hot favorite amongst people. The ‘Think Oven’ campaign was a very successful campaign of Domino’s Pizza.

Here, the campaign was set in such a way that they are able to interact with customers very well and customers were able to give out their suggestions as well to Domino’s ongoing projects and also submit some new ideas. The new ideas include new items in the menu and all. This resulted in a good interaction of the company with its customers and somehow increased their website traffic .

facebook case studies

L'Oréal Paris

It is one of the most popular Makeups, Hair, and skincare products brand and its advertisements have always been striking. The beauty brands try their level best to introduce new types of campaigns to catch the attention of people to build their brands.

L'Oréal Paris used Facebook for its ad campaign to create a sensation amongst the users. It launched a #lorealparislive in 2014, in here they asked beauty experts and models to create some great red carpet level looks and use them as gifs on Facebook to give tips to users get the same looks for themselves.

In a world where digital marketing is an inevitable technique for the survival of the business, marketing with the help of Facebook is probably one of the best methods for making people aware of your brand.

Although, the ads have to be striking enough, to touch the audience's heart and for that proper planning is needed, these above campaigns are some of the best ones and have become an example in the business world for others to follow.

Which Facebook Ads are most Effective?

The carousel ad is the most effective ad format in Facebook.

Are Facebook Ads worth it in 2021?

Facebook ads are still worth it in 2021, in fact, they have become one of a most used methods for digital marketing.

Which campaign objective is best for Facebook ads?

Conversions is one of the most effective Facebook objective as it is optimized to deliver you new leads or purchases.

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Unlocking Emotional Intelligence: Must-Read Books for Your Personal Growth

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Gov. Dunleavy points to national study in his push to expand Alaska charter schools. It’s drawing scrutiny from lawmakers and school officials.

facebook case studies

As legislators start closed-door negotiations over an education package, Republican Alaska Gov. Mike Dunleavy speaks in support of expanding charter schools and paying bonuses to teachers during a media conference in Juneau on Wednesday, Feb. 7, 2024. (Sean Maguire/ADN)

As Alaska lawmakers continue to deliberate on how best to fund the state’s public schools, Gov. Mike Dunleavy has repeatedly touted a national study published last fall that ranks Alaska’s charter schools as No. 1 in the nation, in contrast to other public schools in the state.

Dunleavy has used that study to back his education priorities: Asked last week during a news conference what it would take for him to pass an education funding package, Dunleavy said, “We’re going to support things that work well, like charter schools.”

Charter schools are tuition-free, independently run but publicly-funded schools that families choose, often through a lottery process with lengthy waitlists. In Alaska, there are 31 charter schools, mostly in the state’s urban areas. They operate under a contract with a local school board.

The governor has previously said he would veto any education bill passed by the Legislature that simply increases public school funding and doesn’t include a plan to establish more charter schools, among other provisions. He has also said that Alaska charter schools “crushed” other local public schools in test scores.

In his State of the State speech last month, Dunleavy said, “This past November, research from Harvard confirmed that Alaska’s charter school system is the best in the country. That’s right. You heard correctly. Alaska’s charter school system is leading the nation. This fact should be a cause for celebration.”

But the study, published in November, is drawing scrutiny from Alaska lawmakers, school officials and researchers — including many who are pushing to increase the state’s Base Student Allocation — who expressed concern that that national study could have an outsized impact on state education policy despite its small sample size and other limitations.

[ Legislators begin negotiations on education package as Dunleavy pushes for more charter schools ]

“I am concerned that we overreach on this conclusion that charter schools are the solution for improving school performance, rather than taking a hard look at why” some schools are performing so well, said Diane Hirshberg, director of the Alaska Institute of Social and Economic Research.

The study tracks how a relatively small number of students performed on one test over a decade — a little over 2,400 students who took the National Assessment of Educational Progress, or NAEP, between 2009 and 2019. Alaska student scores account for less than 2% of the study’s data.

In interviews this week, researchers and school officials pointed out the uniqueness of Alaska’s charter school students compared to Lower 48 peers, which they say makes apples-to-apples comparisons between states difficult.

They also noted demographic differences in Alaska’s broader student population when compared to charter school students, and described in-state barriers to accessing charter schools: In Anchorage, for example, no public buses transport students to schools, while some don’t offer free or reduced-cost school lunches.

Study author questioned by lawmakers

Paul Peterson, who teaches government and public policy at Harvard, traveled to Alaska last week to testify before members of the Alaska Legislature about his research.

Peterson said during committee hearings Wednesday that Alaska’s charter school results surprised him: Some of the other top performers in the study — New Hampshire, Massachusetts, New York and Florida — are known for having among the best charter schools in the country, he said, but not Alaska.

The results were stunning from a statistical standpoint, Peterson told the House Education Committee: The average performance of an Alaska charter school student was one year’s worth of learning higher than the average U.S. charter school student.

In contrast, Alaska’s non-charter public schools rank low overall — “more or less the bottom” of the pack, he said. That disparity stood out to him.

“Usually when you do research, you get what you expected, any you don’t do anything more than confirm the obvious. This is not that,” he said.

But Peterson faced questions Wednesday from legislators who asked why his study’s results don’t align with other national rankings of state-by-state charter school performance, and whether it’s possible to draw conclusions based on such a small sampling of student scores.

Kenai Peninsula Republican Sen. Jesse Bjorkman wondered about the sample size of the students who take the national test each year included in the study.

“From my experience teaching middle school, a very small group of students at a school each semester takes (that) test, if any,” he said.

facebook case studies

Sen. Jesse Bjorkman, R-Nikiski, on Friday, Jan. 20, 2023 at the Alaska State Capitol in Juneau. (Loren Holmes / ADN)

Bethel Democratic Rep. CJ McCormick wondered if the author had considered Alaska’s geography and the relative concentration of charter schools in urban areas, raising the issue of access and equity.

“There’s only two charter schools in all of the Bush,” he said. “I’m just curious if that factored at all into the research that you did.”

Anchorage Democratic Sen. Löki Tobin, who chairs the Senate Education Committee, questioned the conclusions Peterson was drawing about students of color in Alaska given the limitations of the study’s data.

“I have a difficult time understanding how you might be able to make that presumption when even (the National Assessment of Educational Progress) itself as a statewide test doesn’t have data on Black student performance, because the sample size is not significant enough,” she said.

facebook case studies

Sen. Löki Tobin, D-Anchorage, on Tuesday, Jan. 17, 2023 at the Alaska State Capitol in Juneau. (Loren Holmes / ADN)

Peterson said the results were adjusted for demographic differences including race and ethnicity, and that they appeared to be consistent for most students.

“I am showing that it is a more general phenomenon than what some people might want to say would be the explanation,” he said.

When asked by legislators how to interpret or apply the results of his study in Alaska, Peterson repeatedly said that was up to Alaska public officials and lawmakers, not him.

“The work we’ve done here is to show that there’s a level of performance in Alaska that’s not been recognized previously, and there’s something about the Alaska charter sector that’s worth thinking about. But why exactly that is, that is something that requires more study,” he said.

Difficult comparisons

Hirshberg, ISER director and a professor of education policy at the University of Alaska Anchorage, said in an interview she thinks drawing conclusions about student performance is complicated by the makeup of Alaska’s charter schools, which are unique from other states.

The small proportion of Alaska students who attend charter schools “are likely not representative of the broader population,” she said. Many schools have student bodies that skew wealthier and white. The several Alaska charter schools that serve mostly lower-income students are “Indigenous-run,” Hirshberg said — which also sets them apart from schools in the Lower 48 that don’t have similar schools, and makes it harder to compare them.

Those schools “are grounded in Indigenous ways of teaching and learning” — including the Ayaprun Elitnaurvik Yup’ik Immersion school in Bethel — “using place-based methodologies and strategies grounded in the culture of the children,” which could be why those schools are so successful, she said.

She said it’s also generally difficult to compare students of similar demographics who opt in to charter schools because of the level of parental commitment the schools require.

There are also “vast swaths of the state where students have absolutely no choice” in where they go to school, she said, noting that for much of rural Alaska, the only options are attending a local village school or getting home-schooled.

The majority of Alaska’s charter schools are located in urban centers, and even those families have fewer options than students in the Lower 48, who often attend private schools if that’s within reach.

In Anchorage, school board member Kelly Lessens noted that the makeup of the city’s charter schools generally skews less diverse than the overall student body.

facebook case studies

Anchorage School Board member Kelly Lessens listens to public testimony on Tuesday, Feb. 6, 2024. (Bill Roth / ADN)

In 2017 , white students made up about 42% of the district’s student body — but accounted for 62% of all charter school students in Anchorage at the time, according to district data. By 2023, those proportions had barely changed: This school year, white students made up 40% of the school district but 60% of the district’s charter schools.

Lessens and Hirshberg both noted that Alaska’s charter school demographics differ from much of the Lower 48. In Alaska, 64% of the state’s nearly 8,000 charter school students were white, according to data from the National Alliance for Public Charter Schools .

Looking at charter schools around the country those numbers were nearly reversed — just 29% of charter school students nationwide are white: “This report, in my opinion, compares Alaska’s apples to the rest of the nation’s oranges,” Lessens said.

Lessens said she believed that in Anchorage, some disparities in who attends charter schools can be explained by access issues.

“I’m aware that there are barriers to participating in our public schools. One is that (school bus) transportation is not provided,” she said. “Some of our (charter) schools do not have kitchens, so they can’t access free or reduced lunches, which can be a barrier.”

Grant Robinson, a spokesman for Dunleavy, said in an emailed statement that is up to local school boards to implement travel options and food programs for students.

He wrote that “there are many examples of charter schools that do offer transportation,” and at least one charter school in Anchorage — the Alaska Native Cultural Charter School — offers a food program.

“Right now, there is more demand from parents and students for charter schools than there is availability,” Robinson said. “Alaska must increase the availability of charter schools so that families can choose a public education pathway that will be the most effective for their children.”

Dunleavy said in his news conference last week he believed the claims about Alaska’s charter schools succeeding because they have more privileged students were unfounded.

“Our charter schools are actually doing better because of kids that aren’t white,” he said. “That’s what the research says.”

Lingering questions

The conversations around charter schools — which account for 30 of the state’s approximately 500 public schools — come at a time when school administrators across the state have said they are facing a budget crisis.

The state’s per-pupil education funding formula, called the Base Student Allocation, has not been substantially raised since 2017. Education advocates say a $350-million-per-year increase is needed to make up for losses from inflation.

At his news conference last week, Dunleavy said he believed that the Harvard study was a cause for celebration, and that increasing the number of charter schools in Alaska was an answer to the state’s education woes.

“You would think you would hear parade music and people dancing in the streets,” he said.

Dunleavy has backed a House Republican proposal that has drawn intense pushback from education advocates that would give the power to authorize new charter schools to a statewide board appointed solely by the governor, in addition to local school districts.

In a lengthy statement emailed Thursday, NEA-Alaska president Tom Klaameyer, speaking for the union representing Alaska educators, criticized Dunleavy’s support of that proposal and focus on the Harvard study.

“Gov. Dunleavy used his press release to sing the praises of a single study and to promote his plans for a charter school takeover in Alaska,” he wrote. “I share Governor Dunleavy’s excitement about Alaska’s charter school students receiving top ranking among all states for their performance; however, I believe that if something is working well, don’t alter the very mechanisms that allow it to perform.”

Others involved in Alaska education said they were heartened by the results of the Harvard study, too — but that they hoped more work would be done to determine why the state’s charter schools were performing so well before any major education policy decisions were made based on its findings.

“I welcome the questions that get raised by this,” said Hirshberg. “What concerns me is when we jump to conclusions based on partial information that’s in that study, rather than following the author’s own suggestions that more research needs to be done.”

In a statement, Dunleavy spokesman Robinson disagreed.

“Waiting to increase access to charter schools until more studies are completed is nonsensical and only harms children currently in Alaska’s schools,” he said.

Annie Berman

Annie Berman is a reporter covering health care, education and general assignments for the Anchorage Daily News. She previously reported for Mission Local and KQED in San Francisco before joining ADN in 2020. Contact her at [email protected].

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When an abuser’s rights overshadow a victim’s

Sometimes it feels like we’ve made enormous progress when it comes to protecting victims of domestic abuse. And sometimes it feels like 1950.

Sometimes it feels like we’ve made enormous progress when it comes to protecting victims of domestic abuse. And sometimes it feels like 1950.

Put this story in the second category.

In November 2022, Framingham District Court Judge David W. Cunis found that a woman appearing in his court seeking an extension of a restraining order was credible when she said she was afraid her ex-boyfriend would harm her. Cunis said the woman’s fear of imminent serious harm was “quite palpable. I can see it in her face and in her testimony.”

And she plainly had reason to be afraid, after the man she’d broken up with two years earlier renewed contact through Instagram, making threats, calling repeatedly, and saying he was headed to her house.


“Don’t play games with me. I will absolutely dismantle anything and everything does that make sense? Are you registering everything I’m saying,” he wrote, according to screenshots provided to the court.

His words hit home because of his history. In high school and college, he had hit her, smashed her phone, and tried to control her with threats, the woman said.

She was convinced she was in imminent danger, and the judge was persuaded she was telling the truth. But he rejected her plea for an extended protective order that would impose criminal penalties if her ex approached her again.

Why? The judge was worried about the harm it might do to her ex.

“Sometimes we have to look at it as, has the lesson been learned by the fact that he’s for the first time in his life in a courtroom?” Cunis said.

The man had no criminal history, the judge noted. His attorney said he was drunk and not thinking straight when he sent the messages, and that a restraining order would make it hard for him to work as a youth hockey coach.

“This kid’s got a future,” the attorney argued. “He’s a graduate of college.” As if that automatically made him less likely to be dangerous. Haven’t we learned enough in recent decades to understand that none of that matters — that domestic violence can happen everywhere, no matter the class, address, or education levels of those involved?

Apparently not. Not with his future at stake.

But what about hers? What about the fear that follows her and determines where she goes, whom she sees, what route she takes every time she leaves the house?

Most women in her position would walk away after such a defeat. Appealing a denial is challenging and costly, and it takes a long time. But the woman was determined to keep fighting. And because the judge was on the record crediting her fear of imminent harm but still prioritizing the defendant’s interests, her case was clearer cut than others, said her appeals attorney, Melissa A. Levine-Piro. She has seen judges show disproportionate concern for alleged abusers before, she said, but not this openly.

“Never does a judge say so much on the record to make a case so easily appealable,” said Levine-Piro, who has spent at least 50 hours on this case so far.

Finally, last month, an Appeals Court reversed Cunis’s decision. Three judges found that he had abused his discretion in denying the restraining order, also known as a 209A, after finding the woman credible.

“The judge improperly considered extraneous factors in deciding whether to issue the …order,” they wrote. “The effect a 209A order has on a defendant is not relevant to a judge’s assessment of whether to issue [it].”

The ruling, published last week, is enormously significant for those seeking restraining orders, providing clear guidance that judges should prioritize the credible fears of those seeking protection over the interests of their alleged abusers. It shouldn’t have taken this much time and pain to get here, but here we are.

Meantime, the woman in this case, now a 23-year-old graduate student, went more than a year without legal protection. And she and her attorney say she remains at risk. The appeals court directed that the restraining order be reissued temporarily, but she will have to go back to Framingham District Court on March 20 to argue again that it should be extended.

“I basically have to start over,” the woman said. “Two steps forward, and a giant step back.”

At least she’ll go before a different judge this time.

Globe columnist Yvonne Abraham can be reached at [email protected] . Follow her @GlobeAbraham .

A Perfect Storm of Extreme Weather and Demographics Threatens Older Adults

A confluence of circumstances is aligning to put more older US residents at risk of suffering and dying from extreme weather. Climate-related extreme weather events are increasing in frequency and severity just as the number of people most vulnerable to extreme weather is expanding rapidly. This concern is compounded by the fact that those who are 65 years and older tend to concentrate in regions most susceptible to extreme weather. Policymakers and emergency management professionals need to plan for the growing and particular needs of this segment of the population in order to save lives.

I led a team of CNA analysts that conducted a risk mapping and geospatial analysis to examine this issue. Our CNA report, The Impacts of Extreme Weather on Older Adults , examines how weather events affect the health, housing, and economic security of older residents in Arizona, California, Florida, and Missouri. We found a connection between the counties where climate-related extreme weather events occur and where older adults are concentrated. Our study also identified three policy issues:

  • Despite the dangers of extreme heat on older adults, it is not listed as a qualifying event in the statutory definition of major disasters.
  • Multiple factors disincentivize older adults from making home improvements to prepare for extreme weather.
  • Emergency management agencies could better identify the distinct needs of older adults for more inclusive disaster planning.

Growing Older Populations and High-Risk Counties

There are now more people over 65 than at any point in history , and the number of older adults in the US is  projected to nearly double from 56 million in 2020 to between 95 and 98 million in 2060. If current trends continue, these growing numbers will tend to be concentrated in counties at high risk of natural disasters . For example, according to the Federal Emergency Management Agency, counties along the Gulf Coast and southern Atlantic Coast—popular with retirees—are at the highest risk of natural hazards. The Villages, Florida, had both the fastest growth of any US metropolitan area between 2010 and 2020 and the oldest median age . In terms of readiness to protect residents from the health effects of climate change, other research shows Southern Florida has no counties categorized below moderate risk. During Florida’s Hurricane Ian in 2022, two-thirds of deaths were people age 65 and older. Households with older adults are more likely to lack transportation and face other barriers to evacuation.

In California, several counties with high wildfire risk are also home to older populations. The physical limitations of advanced age make it more difficult to escape disaster and also increase sensitivity to  smoke inhalation. The US Fire Administration estimates that older adults are more than twice as likely than the general population to die in fires. Following the 2018 Camp Fire in and around Paradise, California, 53 of the 69 bodies that were positively identified were over the age of 65.

Why Older People Are Vulnerable to Extreme Heat  

Extreme heat is the number one weather-related cause of death in the United States. It kills more people than hurricanes, floods, and tornadoes combined. Older adults, who have a higher incidence of cardiovascular and respiratory disorders, are particularly at risk. In July 2023, my own city of Phoenix, Arizona, broke extreme heat records with temperatures of 110 degrees or higher for 31 days in a row. Maricopa County, which includes Phoenix, has reported 579 heat-associated deaths , with a further 56 under investigation. And 61 percent of those deaths were people 50 and older—with more than half of those being 65 and older.

The housing situations of older adults contribute to the risks they face from extreme weather. They tend to have lived in their homes longer and have older homes, which may require maintenance and may lack modern climate-related features . Economic factors such as fixed incomes may prohibit them from making home improvements to meet modern standards and prepare for extreme weather. Of the heat-associated indoor deaths in Maricopa County in 2023, 85 percent were in homes with nonfunctioning air conditioners.

Despite the dangers of extreme heat on older adults, heat risks to human health are not often prioritized in climate mitigation and disaster plans. Extreme heat is not listed as a qualifying event in the statutory definition of major disasters, and communities may not be eligible for federal government assistance.

Older Adults Have Distinct Needs During Disasters

Older adults have distinct needs that should be considered but are often left out of disaster planning. The new CNA report includes 30 findings and 36 recommendations for federal, state, and local government emergency management agencies. Emergency management plans should include tailored interventions to support older adults. Older adults may need accommodations such as wheelchair-accessible vehicles and shelters, access to medication, or sign language services. Those who live alone and are electricity dependent have particular needs. For example, during a power outage, electrically powered assistive technology like ventilators and oxygen may not function properly .

The National Preparedness System is built around a whole-community approach to planning and preparedness. For effective planning, emergency management agencies must ensure they involve and plan with communities, not for them. And this includes older adults. Some state plans, such as the 2023 Missouri State Hazard Mitigation Plan, recommend including members of communities at greatest risk in planning and decision-making. But some other state plans do not mention older adults. States could move in the right direction by increasing investment in disaster research and technical assistance, reviewing accessibility compliance, and allocating funding to focus on gaps in response efforts for the aging and disability communities. The demographic trends and the changing climate make it clear that the time to prepare to protect vulnerable populations is now.

Leola A. Abraham is a program manager in CNA’s Center for Vulnerable Population Protection . She led the National Council on Disability report, The Impacts of Extreme Weather Events on People with Disabilities . She leads projects focused on climate change, emergency management, public health, and justice.

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Hastings teen appealing sentence in kidnapping case

Baby left outside for hours in freezing january weather.

Jozef McAllister

GRAND ISLAND, Neb. (KSNB) - A Hastings teenager convicted of leaving a baby outside of a farmhouse in freezing weather during a kidnapping is appealing his prison sentence to a state court.

Jozef McAllister, 18, was convicted in November on 10 related charges, nine of which are felonies.

Those charges are three counts of kidnapping, three counts of intentional child abuse, two counts of theft, one count of operating a motor vehicle to avoid arrest and a misdemeanor charge of obstructing a peace officer. On Jan. 4, District Judge Andrew Butler sentenced McAllister to at least 60 years in prison and no more than 132 years.

On Feb. 2, McAllister’s attorney filed a notice of appeal and on Feb. 6, the Nebraska Court of Appeals agreed to hear the case. In the notice, the attorney indicated that he would be appealing McAllister’s prison sentence. So far, he hasn’t filed a brief detailing the basis of the appeal.

McAllister was convicted in November as part of a plea bargain.

He was one of two teenagers arrested on Jan. 29, 2023 for stealing a car containing three Grand Island children at the time, who were ages 5, 1, and seven months old. Two of those children were later abandoned in a pickup truck and the third, the seven-month-old baby, was left on the deck of a rural Hall County farmhouse in freezing temperatures. The infant was found in time and has recovered.

The other teenager, 19-year-old Tate Wolfe of Kearney, pleaded no contest to the same crimes as McAllister.

Wolfe was sentenced in October, where Judge Patrick Lee gave him no less than 66 years and no more than 132 years behind bars. Late last year, Wolfe also appealed his sentenced to the higher court. But the appeals court Tuesday overruled the appeal and affirmed the sentence handed down to Wolfe.

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