• Digital Marketer

Facebook Marketing

As of 2022, Facebook has nearly 3 billion users which makes it the most popular social media platform in the world. Having said that, this number engages people over 30 years of age making it a more mature audience engagement. While the younger audience prefers alternatives like TikTok and Snapchat.


Facebook Features


Facebook Profile is a place where the personal account holder updates their information. It is made available after creating an account.

It is available for both Public/Private Profiles

Though one may not be able to perform business activities along with advertising.

A personal profile is limited to 5000 members and also does not allow integration with third-party apps. The user has the provision to message friends from a personal account.


Facebook Posts are the content that is posted on Facebook which can be a photo, video, text, link, or poll.


Facebook Stories are content that appears at top of the news feed for 24 hours after which they disappear from your friend's view. They can be photos, videos, or images posted as a story. If your profile audience type is Public then you can see stories from friends, followers, and people who chatted through messenger, but only your friends can reply.


Facebook Reels are short-form videos. Users may opt to recommend Instagram reels on Facebook after which they may be viewed on Facebook.


Facebook Live is for real-time broadcasting of user videos. A recording is made available later. While users viewing streamed content are allowed to engage.


Facebook Newsfeed holds posts indefinitely until deleted while stories are held for 24 hours before they are removed automatically from your friend's view. The stories, posts, and actions are unique displays based on connections you have to people, pages, and groups while posts and actions are displayed on the newsfeed.


Facebook Page is a place that has followers instead of Friends.

The page can be used for running ads for promotion.

It is always associated with a Facebook profile and is publicly visible.

Events can be created using a page. A profile can also be converted to a page. To create a page you need to set up a business account.

Users cannot send direct messages to followers on a page.


Facebook Groups are created to build a community to share and discuss subjects of common interest. They are associated with a Facebook profile or page. They may or may not be associated with the brand. They can't be used for creating & running promotional ads. Groups may be public or private depending on the group admin. Groups help in business growth and are an exceptionally better way of networking.


Facebook Marketplace is a place where users are allowed to shop. It behaves similarly to a retail online store.


Facebook Account Types


The Facebook page is like a personal website on the Facebook platform.

Facebook has two account types personal and business. A general account is of a personal type and is also associated with a personal profile, whereas to set up a business page and launch advertising campaigns you will have to create a business account.

A business page is created for an organization, brand, business, and public figures. You need a personal account to create a business page. Multiple personal accounts can be associated with one business page.

While the Business Manager can handle business page creation and ad management, the Business Suite on the other hand manages all Facebook and Instagram accounts. Though Facebook provides a default Ad account during sign-up, for advertising through Ad Manager one needs to create a page and get associated with Business Manager or Business Suite depending on their requirement.


Facebook Owned Apps & Platforms


Messenger originally developed as Facebook chat is currently a dedicated service for sending messages and supporting video calling.


Instagram can now be accessed directly from Facebook. We also can market through Instagram.


WhatsApp which is a messaging app unlike messenger which does not rely on phone numbers is now a part of Facebook.


Oculus Quest is a virtual reality headset for playing games and running apps under an android operating system. This is also used with Facebook's new platform the Metaverse.


Giphy is a platform that uses animation deals not only in GIFs but also stickers, arcades, clips, and others. Facebook bought Giphy for a reported $400 million in 2020.


Masquerade is a face-swapping app that creates playful filters for your selfies. Facebook bought MSQRD in 2016 which stood a competition with Snapchat Lenses.


Facebook Metaverse is where your surrounding real world is recreated virtually which is called Horizon Home. Horizon Worlds is where you can create worlds and get into that. Metaverse holds a digital version of humans and you can perform your daily activities in the virtual world using Virtual Reality headsets. Seems like a game changer in the world of the internet for people who are remote and yet want to travel.


How should you market on Facebook?


Now that you have seen the bandwidth of Facebook now called Meta and what it covers under its umbrella it will be easier to understand its reach through marketing.

  • Due to its vast coverage through various apps and platforms, Facebook Algorithm can offer you a wide organic reach with a high converting audience.

  • By creating a business page you will get access to a variety of business tools that can help you promote your brand or service.

  • Talking of Facebook features, a personal profile audience who are more of friends and family would be interested in you as a person while a business page audience is always interested in "what you do?".

  • It would be tempting to spend on gaining followers, but with any changes to the Facebook algorithm the reach would decrease overnight wasting your time and money, instead, it's always encouraged to go for organic growth.

  • A Facebook business account provides options to create a custom audience who has visited your page, which can be used to reach this audience with your future content or tap into a similar audience. This is also useful during competitor analysis.

  • Facebook Insights can give a lot of information on your audience which can be used to your advantage.

  • Reaching out to Sponsors and Influencers can also prove beneficial.


Should you boost your post or not?


The best time to post is usually when the maximum number of your followers is active online. The location and online time of the audience decide the engagement trends. According to SproutSocial Research data, the best day to post on Facebook is Wednesday.


sproutsocial

Instead of spending on boosting your post which will gradually lose engagement, it is advisable to gain an engaging audience over time. Posts that are promotional and are meant to reach your target audience for a specific period and purpose can be boosted.


Should I use paid Ads?


Facebook is an ad network whose audience is large enough and caters to mostly earning and settled customer segments.

Facebook allows retargeting through pixels where the cookie follows users to another website to display the ads.

Facebook caters to outbound ads that require the right targeting audience which may be created through the custom audience option.

Along with targeted reach, you can also get organic reach with Facebook Ads.

Interacting with your ad audience is also possible.

A Call to Action can be set up while managing the audience to suit the AIDA funnel. All these features and more make Facebook Ads beneficial.


For more on marketing check other articles on digital marketing.

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