According to the Content Marketing Institute, Facebook is becoming old news.
Liking, sharing and tagging just aren’t enough to satisfy hungry marketers with an appetite for promotion and spreading content instantaneously, to a mass audience. Perhaps this is the reason that in this year’s ‘Benchmarks, Budgets and Trends’ report, Facebook was rated only 29% effective for marketers, despite its 69% usage.
So why is the social media revolutionary (a network that continues to attract 24 million UK users to the site each day) losing its appeal for marketers? Let’s take a look at the good, the bad, and the not-so promising future of Facebook…
The good for social media marketing
Facebook strategy for content marketing does have its perks. Most obviously, its something almost everyone and their granny (literally) are playing with on a daily basis. It’s less formal than LinkedIn, and is rarely confused as an entirely different concept by an unknowing audience (we’re looking at you ‘tweetering’).
So let’s take a look at what Facebook does do well:
Posting images and videos
Though video content is the heartland of Youtube, Facebook posts aren’t restricted to a character count and frequently reappear on the news feed as they continue to be liked and commented on.
Video ‘views’ and ‘share’ counts spread content virally as users are intrigued to join in en mass trending videos.
Adverts allow you to directly engage with the types of people you wish to reach and have your content delivered to them. Facebook research location, demographics, connections and the interests and behaviours of users to establish which content should be focused in their directions.
Insights provides information regarding the performance of company pages, revealing engagement, number of likes and public reach, to specifically design future content for the right audience, and track the response to it.
The bad for social media marketing
Rather than highlighting the ‘flaws’ of Facebook, let’s compare it to the platforms that are becoming more popular, according to CMI:
Twitter: Facebook’s younger and abbreviated rival offers users real-time news that is more consistent and accessible, as well as boasting a proven engagement rate with promoted tweets of 1-3%.
Youtube is the go-to site for video content, and thanks to its subscription system, can alert users of new content along with providing an archive of previous videos, ideal for consistent branding.
Google+ utilise webinars through Google Hangouts, a communication tool that have become an essential accessory in business for engaging with clients, allowing conversations between two or more users.
The founder of Facebook, Mark Zuckerberg, is determined to keep his site steadily progressing. With 1.44 billion users currently using Facebook, his target to double the user base by 2020 may be realised. He intends to do so through shifting the focus of the social media site to video over the next 5 years.
However Facebook evolves, one thing is for sure: thanks to Zuckerberg’s creation social media is here to stay. And while the popularity of individual platforms may fluctuate, the power of social media marketing in general has never been greater.