Most advertisers on Facebook are small businesses
A few years ago, Facebook changed the rules about what users will see in their feed. The result was that Facebook users will see less from businesses they ‘like’ or have engaged with and more from their friends and family (I’ve forgotten now what the scandal was that led to this change). This means if you do not pay to promote your posts, users won’t see them, which makes great businesses sense for Facebook but costs your business dearly.
The numbers in analytics speak for themselves, Facebook is still the most effective tool in the social media arsenal. The Facebook audience is getting older, great if you are marketing to older audiences but not if you are targeting a younger audience. However, to reach younger audiences using Facebook advertising then you can promote your company using Instagram.
What is good (and in some cases a little creepy) is the ability to target exactly who you want also known as ‘micro-targeting’. This does rely on Facebook users giving away their data but most users are more than happy to. At this year’s Nudgestock, a presentation by an ex Cambridge Analytica psychologist said, “if a Facebook user likes more than XX pages, then Facebook can know them better than their partner” (scary stuff).
To help reduce your Facebook ad bill, you can target Facebook users who have been to your website using the Facebook Pixel. This means Facebook can see which users have been to your website for targeting later.
We have managed hundreds of Facebook campaigns so, if you’d like some advice or for us to help, then let’s talk.