Let’s talk the social media giant…. Facebook.
It is clear that Facebook has a huge potential for marketers to harness its reach and produce a great ROI. Here are some hard numbers from impactbnd.com:
- 76% of users look for interesting content on Facebook and content consumption on Facebook has increased 57% since 2014.
- 66% of social media users log on to learn about new products and services.
- Customers who like a business on Facebook are 79% more likely to make a new purchase than non-fans.
- A 2015 study found that 52% of consumers were influenced by Facebook when making both online and offline purchases—and rising.
Because of this, businesses using Facebook to market to their audiences are in a good position.
There are two types of social media ads. The first is organic. Meaning a business will post information regarding themselves on a regular basis. They rely on their audience to view it, and hopefully engage with it in some way such as reactions and clicks. “Using free tools provided by each social network to build a social community and interact with it, sharing posts and responding to customer comments.” Secondly, an ad can be purchased through Facebook. This is content a business pays for to target a certain demographic. https://www.smartinsights.com/social-media-marketing/social-media-strategy/understanding-role-organic-paid-social-media/)
When I see ads on my Facebook feed, they are mostly things I have searched for or even spoken about. Even though this can feel a bit creepy, at least I am not bombarded with ads for things I don’t care about at all. I will even hide ads that I don’t feel are relevant to me almost 100 percent of the time. Ads that are relevant to me, I will look at and possibly even click on. These are very targeted ads and most of them are sponsored.
I think both types of marketing on social media is important. Your audience doesn’t want to feel like you are always after something from them. Customers want value and they want relationships with those they purchase from. Providing content that gives them that extra value beyond what they buy from you is imperative.
(Marketing – 355 blog post 2)
Bullock, L., & Chaffey, D. (2019, October 25). Understanding the role of organic vs paid social media. Retrieved from https://www.smartinsights.com/social-media-marketing/social-media-strategy/understanding-role-organic-paid-social-media/.
Parmelee, A. (2018, September 28). How Effective is Facebook Advertising? The Truth About Facebook ROI. Retrieved from https://www.impactbnd.com/blog/how-effective-is-facebook-advertising-the-truth-about-facebook-roi.