True or false: if you want to drive engagement and leads, your brand needs to be on every major social media channel out there.
The answer? Not necessarily.
A solid social media strategy isn’t just about finding the perfect posting cadence or crafting the best hashtags. It’s also about knowing where your target audience is already active and tailoring your content to each platform. That might mean embracing LinkedIn over Facebook, or TikTok over X (formerly Twitter). It may mean posting job openings on one channel and short-form videos on another.
But where does your brand belong among the 10+ social media platforms that are competing for your attention? This article series will break down five of the most popular channels to help you decide where to build your brand’s social media presence.
In our first installment, we’re going back to the beginning with the platform that shaped social media as we know it today.
Before you roll your eyes and say that Facebook is dead, think again: according to a 2022 fact sheet from the Pew Research Center, 70% of adults still use Facebook regularly. That’s a sizable chunk of the population that still turns to Facebook for news, entertainment, and social connection.
That said, you’re likely to gain more traction on this platform if your target audience skews slightly older. Hootsuite’s 2022 Digital Marketing Trends report says that Facebook is the top network for men and women aged 35-44 and is least popular among women aged 16-24. You can also expect to reach 73% of people aged 50-64 on this platform, compared to only 29% on Instagram and 18% on Twitter (Pew Research, 2021).
Facebook’s advertising audience also skews male (56.6%), according to Hootsuite. So, if your brand’s target audience is older and more male-dominant, Facebook may be the platform for you.
But don’t rush to set up your company page just yet: Another key feature of Facebook is its B2C focus. If you’re targeting decision-makers or other professionals in a B2B capacity, then this platform probably won’t yield the response you’re hoping for. However, if your primary or secondary audience includes consumers, then Facebook likely belongs in your social media strategy.
When creating content for Facebook, aim for a more informal tone to suit the B2C setting. For example, you can leverage Reels (Facebook’s short-form video format) to cultivate a more genuine and approachable image (not to mention reach a broader audience). You might introduce a new employee via a 60-second interview or showcase a behind-the-scenes moment with your team. Resist the temptation to make these videos super polished; the goal on Facebook is authenticity, not perfection.
Remember, too, that almost one-third of US adults regularly get their news from Facebook (Pew Research, 2022). So, don’t be afraid to sprinkle in a few curated articles and thought leadership pieces about your field/industry to make your page even more valuable.
Facebook hasn’t lost its relevance in 2023, but its ROI depends largely on whether your brand’s audience skews older, male, and B2C. If your brand is ready to build a presence on Facebook, now’s the time to conduct a competitor analysis and establish your posting cadence and content themes. Atomic Idea’s team of specialists will help you craft a customized Facebook strategy that will strengthen your brand, foster a sense of community, and differentiate you from your competitors.
If Facebook doesn’t seem like the right fit for you, don’t stress: this series will explore four other social channels that cater to different age brackets, gender breakdowns, and content themes. Stay tuned for our next article all about Instagram!