Your Guide to Digital Marketing: Let’s Talk Facebook
I’ve always been intrigued by the inner workings behind each social media platform and what makes them tick. In this installment of Your Guide to Digital Marketing, let’s talk about Facebook and why it’s so useful for so many businesses.
Why Facebook Matters
As of 2021, there are 2.7 billion active users on Facebook, which means it’s the most popular social media platform in the world. To put this value in perspective, here are the numbers for the other major social media platforms:
Twitter: 199 million
Instagram: 1 billion
TikTok: 1.1 billion
As you can see, the popularity of Facebook dwarfs these other platforms. Here’s the rub: if your business doesn’t already have a Facebook page, it’s time to change that, because it can be a game-changer for your marketing.
Facebook has billions of active users, so when you launch a paid campaign, your content will be pushed out to significantly more people compared to other social media platforms. In terms of impressions, reactions, and new followers, Facebook campaigns give you a lot of bang for your buck. If you’ve never utilized their paid advertising solution before, it might feel overwhelming at first. Here’s a simplified overview of the campaign creation process:
Goal: With regard to your campaign objective, there are quite a few options to choose from. From generating likes and identifying leads to driving more website traffic and connecting with customers in your area, there’s a solution out there to suit virtually every business.
Ad Creative: Since humans are visual creatures, the first step to grabbing the attention of potential customers is choosing the right visual elements. If you’re having a hard time deciding on a single photo or video, Facebook conveniently allows you to choose up to 5 photos and/or videos to include in a carousel layout. In addition to choosing a photo, you’ll need to create a short, concise caption that will ideally prompt action from viewers. For instance, you can include a call to action, like “Contact Us” or “Get Started,” to get the ball rolling.
Audience: For the targeting, you get to select gender, age, location, demographics (for example: education level, relationship status, and job title), interests, and more. Once you input your desired qualities, Facebook will give you an estimate of the number of people your advertisement will reach.
Duration: You can choose to run your campaign indefinitely or set an exact start and end date.
Daily Budget: Facebook lets you set a daily budget, but includes a warning that the actual amount spent per day may exceed this number by up to 25 percent. Why the price increase? If Facebook finds a promising opportunity to push your advertisement to a new audience, they will pursue this avenue in hopes that it will generate interest in your business. If this budget uncertainty frightens you, I recommend advertising on LinkedIn or Twitter, which allow for more control over your budget.
Types of Content to Post
For some platforms, determining the type of content to post is simple and straightforward. For example, Twitter heavily favors text-only posts, and Instagram is all about the photos and videos. But what about Facebook? Here are my recommendations for creating posts that perform:
Photos are a necessity: Compared to text-only posts, ones featuring photos received 37 percent higher engagement. The next time you type up a post, make sure to include a stunning photo that will catch the attention of users.
Ask the right questions: If your post engagement is low, try adding a relevant question! Facebook posts featuring questions received a staggering 162 percent increase in engagement. It’s time to start incorporating thought-provoking questions into your social media. Your followers will love the chance to voice their opinions, and it will help increase engagement with your brand.
Feature videos: Posts that feature videos do extremely well on Facebook. On average, posts with videos receive 59 percent more engagement. If you’re interested in creating your own video content, contact Parklife today! We plan, produce, and promote video content that will effectively communicate your brand message.
When it comes to creating engaging, high-performing content, you need to take a different approach for each social media platform. If you haven’t read our previous articles detailing the ins and outs of LinkedIn and Twitter, be sure to check them out.
Tune in next week for the fourth installment of this series, where we’ll dive into the beautiful, fast-paced world of Instagram.