Why do I need Facebook when I can just focus on Instagram? This is a common misconception that many clients come to us with. If you are someone who believes that Facebook is dead, we are here to tell you that it is not. In fact, you should start reviewing your Facebook strategy now.
Did you know that 60% of Australia’s population are active users on Facebook? With 50% logging on at least once a day? What might shock you, is that Facebook has 17,000,000 monthly active Australian users, in comparison to Instagram which has 9,000,000*. Facebook holds a much broader range of users across various ages, hence the large amount users on the platform. With such a broad audience to market to, Facebook is a platform that you should strive to have a presence on.
Sense of Community
While Instagram is all about the visual aesthetic of your brand, Facebook has a community presence like no other. You can create and engage in Facebook groups, and pages that are like your business, while interacting and reaching new audiences in a collaborative way. Actions by fans on Facebook are more visible whereas Instagram is very one to one. So, if you haven’t already, look for groups and pages that you can join and engage with.
In Depth Communication
Facebook allows for more in depth, video, and written content. Allowing you to showcase your expertise at a deeper level. By showcasing your brand in an educational, and informative way, you are creating a level of trust with your audience, positioning yourself as an industry leader. It is not to say that you can’t share educational content on Instagram, it is just that Facebook allows for more to be said and explained.
Effective Targeting
Facebook allows you to create targeted advertising campaigns for specific demographics. You can target users by gender, age, region, social activity, and almost anything else that you can think of. You can even target your competitors’ fans and followers. The quality of your targeted audience is more important than the size, and Facebook allows you to narrow down exactly who you want to focus on. Not only is the targeting effective, but so is the reporting and analytics that comes from it. In Ads Manager, you are provided with an overview of how your Ad is performing, so you will never have to guess what is and isn’t working.
Drives Website Traffic
A strength of using Facebook is that you can drive traffic directly to your website, and the individual pages on it. When sharing a link, you are provided with a full-width thumbnail (if linked to your website correctly), which has a high chance of being clicked. Or, you can add the link in a post that has an image or video attached. As a result of this, you can easily add links from blogs, articles, or other pages across your website.
We are in no way saying that Facebook is the superior platform, as generally, a combination of both Instagram and Facebook, or Facebook and LinkedIn is the key to success. What we would like you to take away from this, is that Facebook is not dead. Facebook should be an essential part of your social strategy, and if you aren’t maximising it, you could be missing out. If you want to learn more about incorporating Facebook into your social strategy, get in touch with our team.
*Statistics provided by Social Media News – Social Media Statistics Australia August 2021 Report.
