Social Media Marketing
Social platforms offer an ideal way for brands to connect with consumers. In research by Influencer Marketing Hub, when asked why brands use social media, 69% of respondent stated they use it for brand awareness. Additional reasons include:
- 52% – Increasing web traffic
- 46% – Growing the brand’s audience
- 44% – Promoting content
- 43% – Increasing community engagement
According to consumers, 57% follow brands to learn about new products or services. Other reasons include:
- 47% – To stay up-to-date on company news
- 40% – To learn about promotions or discounts
- 40% – To be entertained
- 34% – To be educated
Facebook Remains Top Social Platform
Facebook continues to be the top social platform for marketers. 2.74 billion people log into Facebook every month.
With such a massive number of users, it’s safe to say that many of your customers and prospects can be found on the platform. In fact, 95% of social media marketers say Facebook delivers the best ROI.
Here are some additional stats on Facebook every marketer should know:
Facebook reaches 59% of the world’s social networking population
It’s the only social platform to reach more than half of all social media users. (Hootsuite)
Facebook is the world’s third-most visited website (Hootsuite)
It’s outranked only by Google and YouTube.
Who’s using Facebook?
35% of Facebook’s ad audience is under 25, and 30% of its ad audience is aged 25 through 34.
78% of American consumers have discovered retail products to buy on Facebook.
Facebook is the top platform for both B2B and B2C businesses
98 percent of the B2C businesses surveyed in Hootsuite’s 2018 Global Barometer Report use Facebook, while 89 percent of the B2B companies do. For B2B marketers, LinkedIn’s popularity fell from 37 to 28 percent.
30% of marketers think Facebook offers the highest digital ad ROI
Although Google came out on top overall, Facebook beat other social platforms such as Instagram, YouTube and Twitter.
An average Facebook user clicks on 8 ads per month
This breaks down to about 10 ads for women and 7 for men.
Mobile-optimized Facebook video lifts brand awareness to 67% percent.
Facebook Business Followers
39% of Facebook users say that they follow Facebook Business Pages because they want to receive special offers. (SocialMediaToday)
57% of consumers say that social media influences their shopping.
Out of that 57%, 44% said that Facebook was most influential platform. (Hootsuite)
Ad Clicks and Purchases
26% of Facebook users who clicked on ads reported making purchases in one survey.
- 18.3% of U.S. adults made a purchase through Facebook in the last year
Compare that to 11.1% for Instagram and 2.9% for Pinterest. (Hootsuite)
Getting Started with Facebook Advertising
There is still some confusion in the marketplace about how to most effectively advertise on Facebook, you may recall that in early 2018, Facebook turned off access to third-party data in the platform for advertising purposes.
As a result, marketers were left with a gap in their strategy without access to Facebook audience strategy. Many businesses today work with third party data vendors to help build audiences for upload into Facebook.
For example, a furniture retailer may want to customize an offer for consumers who have recently moved or who are most likely to be in market for furniture. The retailer may also want to send offers to their own customer base who have purchased from them in the past. To do so, the furniture brand can work with a third party to build audiences of new movers, their own first party customer data, modeled audiences based on their best customer profile, and so on.
Removing Core Targeting Options
Facebook is also removing some of its targeting capabilities. In 2018, Facebook removed over 5,000 targeting options to reduce discrimination mostly based on ethnicity and religion. And then in August of 2020, Facebook removed over 1,000 targeting options due to low usage.
As Facebook works to stay compliant with federal regulations, more targeting options are slated to be removed this year.
V12AudienceLink Facebook Advertising Solution
To help clients better target their audience, V12 offers V12AudienceLink, a social media marketing solution.
Target Acquisition Audiences Based on Your Best Customer Profile
Based upon your best customer profile, we will create a look-alike acquisition audience using our third-party data sets. Using AI and machine learning algorithms, we combine over 1,000+ attributes to create a custom audience.
Target Your First-Party Audiences and Look-Alike Audiences on Facebook
Target your customers and prospects using your internal customer list. Using your data, V12 verifies and appends email addresses and phone numbers to help you achieve a higher match rate to Facebook’s member base.
Clients can also add additional attributes including demographic, behavioral and lifestyle selects such as age, income, interests, personality data, in-purchase indicators, vehicle information and more.
Incorporate Video Ads
There are several types of ad formats that can be used in Facebook. The type of ad you choose will depend on your advertising objective. You can check out a beginner’s guide to ad format types on Facebook – https://www.facebook.com/business/help/1263626780415224.
However, one type of ad reigns supreme above all others and that’s video.
According to Statista, video posts on Facebook get more engagement than other post types.
Facebook video ads are the best way to ensure people remember your brand and come back to your site. Video isn’t just trending on Facebook, it’s a strategy that works to engage and convert website visitors, to push leads down the funnel in email marketing campaigns, and to fuel engagement across multiple channels.
Interested in learning more about our Facebook and social media advertising solutions? Click here for additional information.
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