Are you among those wondering if Facebook is still a platform not to be neglected in your marketing strategies?
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With over 2.963 billion monthly active users in 2023, Facebook remains the most widely used social network in the world.
However, many question its algorithm changes, increasing advertising costs, and the emergence of Meta in recent times.
Let's zoom in on the advantages and disadvantages of this platform.
Advantages
- SEO, search engine optimisation
While it is true that organic reach has significantly declined in recent years, Facebook is still a platform that offers a broad reach compared to other social networks. With relevant content, a business can still stand out.
- Targeting
With its variety of advanced targeting options, you can precisely reach your target audience using relevant criteria such as geography, interests, occupation, and age.
In this regard, Facebook is part of the Meta family that has changed its advertising strategy by focusing more on targeted and personalized advertising. This approach allows advertisers to better reach their target audience!
- Analytics
Facebook also offers sophisticated analysis tools to measure the performance of ads and organic posts, which improves efficiency and reduces costs.
- Community
Facebook also enables the creation of engaged and connected communities. Several tools are available to showcase your products and services, answer customer questions, and gather reviews and feedback.
While we're talking about Facebook, with Meta's acquisition of Instagram, the two platforms are now more interconnected than ever. This affiliation allows for connecting with a broader audience and working with similar targets.
Moreover, Meta/Facebook has expanded its product family to include Instagram, WhatsApp, and Oculus VR in the 3D virtual space. Not to mention future solutions that can certainly contribute to campaigns that are currently unimaginable.
Disadvantages
As for disadvantages, it is worth noting that organic reach has unfortunately declined over the years, which implies increased advertising expenses.
Additionally, the competition is fierce, with businesses on the platform vying with over 200 million other organizations.
Finally, it should be noted that Facebook is not always the most used platform among young people. At least, it is not always considered the trendiest, although a recent report from data.ai* confirms that Gen Z is still active on Facebook.
Some strategies to maximize your use of Facebook as a business
- Be responsive and engaged
To maximize the impact of your business on Facebook, it is important to be responsive and engaged, whether it's with your online community, messaging, or campaign monitoring. Be present!
- Monitor your data
With data directly available on Facebook or centralized in a dashboard, observe the status of your organic and paid results and readjust accordingly: change your target audience, modify your content. Take the time to understand what's happening before making changes to your strategies.
- Create interesting and engaging content
To maximize the organic reach of your business on Facebook, it is important to create interesting and engaging content for your target audience: regular posts, attractive images and videos, contests, and even surveys.
- Remember that Facebook is part of an overall strategy!
Facebook is a tool to develop within a digital strategy; it is not the strategy itself. Think more holistically and ensure you allocate your efforts according to your business objectives and personas.
Summary
In summary, Facebook remains a preferred platform for businesses looking to reach their target audience.
Despite the changes in the algorithm and increased competition, the advantages of organic reach, precise targeting, sophisticated analytics, community building, and integration with Instagram and other Meta products offer unique opportunities for businesses.
By adopting a clear strategy and using Facebook tools effectively, you can maximize your return on investment and achieve your goals!