Fun fact. Here’s two things I legitimately witnessed people say on the interwebs this week:
When chatting about a new business their friend has just started: ‘You should start a Facebook page! Free advertising!’
In a (oh god, it pains me to say this) COMMUNITY MANAGERS forum: ‘So is anyone else seeing some skewed results with their like attrition campaigns at the moment?’
*sighs* It’s been a bad week for my profession. I mean, I get that I spend all day, every day living in Mark Zuckerberg’s little world, but what really does surprise me is how little most of us actually really know about the platform we spend around 30% of our online time perusing…
It goes both ways. So many marketers switching it up to some newer, sparklier, trendier, social media network, looking for the holy grail of consumers who will engage, dammit. Everyone seems to be either stuck in Facebook circa 2011, or writing it off altogether. But Facebook is a growing, ever changing beast. Why aren’t we keeping up?
Here’s the thing. It’s not going anywhere. And neither should your marketing dollars. You do absolutely need to shift up your strategy, and definitely change the way that you think about Zuckerberg Land – and if you’re not convinced just yet, lemme present you with three really, super, watertight, persuasive, don’t-even-think-about-arguing-with-me reasons why Facebook should still be holding court in your digital marketing mix. (Thank me later.)
It’s currently the most effective form of digital media you can buy. True story.
Most people (barring those alumni of Zuck) are celebrating roughly their 7th or 8th anniversary with the social juggernaut. And let’s just take a moment to think about what we’ve been doing for the past 7 or 8 years. Setting up a profile with all of your information – birthday, location age, gender, preferences. Liking things that take your fancy. Hiding those that don’t. Commenting on brand pages, sharing images, uploading pieces of your life that matter to you. You’ve checked in, you’ve contributed to conversations and you’ve given the Facebook overlords approximately 95,478,362* TB of data about you.
There in lies the brilliance. Facebook can offer marketers stats, demographics and effective targeting that no other digital media platform can. (Including Google, though they did try their very best hardest with that red hot social mess, Google+) Want to target people who were born in 1967, who hate rabbits and have never watched Star Wars? Done. The sheer volume of information we have voluntarily supplied to Zuck and his cronies over the last 8 or so years is beyond comprehension; and in 2015 where data has just nudged out oil for the world’s most valuable resource, we can literally target down as ridiculously specific as we want. All thanks to the generation who shall henceforth be known as Tech Oversharers. (or Digitally Slutty. I haven’t decided which hashtag I’m trade marking juuuuust yet.)
And the best part? Unlike
all most (conceding that somewhere, there might be a website who’s not trying to sell me an Everything Including An Annoying Pop Up That Everyone Will Hate advertising package. I just haven’t met them yet.), there is literally no cost barrier to entry. You don’t need $20k to sink into the minimum buy. You don’t need to rely on someone else’s (sometimes questionable) figures to reassure you that you’re totes hitting the guaranteed views. You can literally roll up with $200 dollars, and start getting your brand’s content right in front of the eyeballs of new potential customers. (oh and see the results in real time so you can make changes to optimise the best performing content on the fly for maximum bang for buck…but you smart cookies totally already knew that, right?)
Don’t want to be confrontational, folks, but if you’re a digital marketer and you’re not using Facebook in your paid media play – you’re a fool.
1.49 billion people. You show me a media platform that can boast those sorts of reach numbers and I’ll show you a liar.
How many times have you sat in a meeting, looking at the glossy presentation, with some eager beaver digi sales person trying to show you lots of pretty graphs, full of all the amazing numbers their blog/news site/rainbow pony review forum receives each month? (If you work in digi marketing, probs a lot)
Well, stop being distracted by the pretty Powerpoint. Those numbers are ants, ANTS I TELLS YOU, compared to the great big avalanche of traffic our Book Face friend is delivering, because I can basically guarantee you that no-one has a graph that needs a BILLIONS section.
That’s a whole lotta people.
I work in fashion/retail, and (yes, please don’t mock me folks, I realise these change literally daily, but just bare with me, orright?) at the mo’, the current CPM is around $0.36. While it’s not fool proof maths – as a really super rough bench mark, I can assume to reach those 1.49 billion peeps for around a budget of $536,000. Two thirds of whom log in daily, so if I’m extra tricky with my buy, I could potentially reach them within the next 24 hours. (And yes, I’m sure the reality is that I’d have to bid more than $0.36 CPM to ensure such quick results…)
Let’s look at current king of the Aussie numbers crop, news.com.au (who just cracked the 4 million a month audience mark, am sure to much applause, parades and champagne) for a wee bit of perspective on JUST HOW RIDICULOUSLY AMAZING THIS IS. In order to assume the same numbers from a news.com.au campaign, you would need to be able to buy a complete take-over for around $1440 a month. (oh, and you’d need a fecking lot of content, because everyone’s going to see your banner ads 372-odd times) And while I can hand-on-my-heart say that I’ve actually never bought a news.com.au takeover, I’m thinkin’ our mate Rupert is gonna want a little bit more dosh than that. (Oh, and you’ve just bought 31 years worth of media, btw…)
Content is king. Facebook shows it a little bit o’ the respect it deserves.
Here’s the thing, folks. 2015 is all about the content marketers. (yes, it’s been a little bit about them for the last few years, but in 2015 they well and truly got that spotlight all to their little diva selves). Just take one look at the rise of the Insta-famous folk, and it’s not hard to figure out that pretty pictures sell. (But not just any pretty pictures. The ones that don’t look like they’re advertising to you, this fashion blogger just happened to be sitting on the side of that gorgeous pool wearing the shoes you happen to sell. But I digress…)
100 images. That’s how far you can scroll back in your feed on Instagram. After that, your hard earned fans have to literally search and visit your profile to find your latest 1084 x 1084px masterpiece. And ain’t no-body got time for that. (Truthfully. Do you have any idea how depressing the ‘people who visit your profile after following you’ stat is??)
Twitter boasts an even worse content lifespan. 20 minutes. Twenty minutes and then that carefully crafted and witty tweet with all the right hashtags is gone into the Graveyard of the Fail Whale. Can you honestly name a tweet (barring those who were screen-capped and splashed across the news.com.au homepage, because #journalism) that have lasted beyond the time it took you to finish that glass of wine? Thought not.
Facebook’s algorithms work a little bit differently, folks. If it’s relevant and popular, you can keep seeing that cute cat video for the next couple of days…and if you’re the maker of said video, a little bit of cash will ensure that the lol’s continue to roll for the next few weeks. When it comes to getting lifespan bang for your content’s buck, Twitter and Instagram are merely just bridesmaids at Facebook’s big day.
(And yes, I am willing to concede that Instagram are trying to come to the party with the keys to the advertising castle finally opening up in the last few weeks, but it’s still so disposable. Watch this space, but I’m not planning the retraction anytime soon…)
Are you still using Facebook?
*Totally made that number up. It seemed more impressive than ‘huge’, right?