Look I know people under the age of 30 years old for the most part are down on Facebook. People tend to frequent Instagram, Pinterest, and up until late Snapchat. For those that don’t know Snapchat has taken a hit in popularity lately. The redesigning decision they made didn’t make it’s current users happy, to say the least. And Kylie Jenner’s tweet about hardly using Snapchat anymore, has taken her fame from celebrity blogs to Wall street. Since these incidents there has been conflicting reports about it’s usage and people continuing to sign up. Now you have Vero thrown in the fray, taking the number one slot on Apple’s App store amid controversy. But let me tell you, don’t act like you too good for Facebook because of the competition that’s out there, here’s why?
There’s Something About Facebook…
A common thread for most businesses is that their target market isn’t only people under 25. I could take this moment to point out the economical reasons for that but I won’t. Instead i’ll just say this, people under 25 for the most part are broke. Businesses typically like to target those who have the most discretionary income, and if they’re able to get some dollars from someone under 25, that’s great. Even a lot of Millennials are attached to Boomers financially one way or another.
The fact is Facebook has just about 2 Billion users, 1.83 billion the last I checked. None of the other social media platforms I mentioned are messing with that. According to Statista, Facebook has 58.3 million users just between the ages of 25 and 34. And 42.4 million users between 35 and 44 years of age. That’s a little over 100 million users right there, between the ages of 25 and 44, without going into the numbers for the 45 and older crowd. Keep these numbers in mind the next time you find yourself getting too big for Facebook.
Fake news and Algorithms…
Facebook has changed it’s algorithms to give friends and family preferential treatment on your content feed. This change occurred in the later months of 2017 because of the negative feedback about “fake news” manipulating Facebook’s algorithm. So in an effort to lessen the chances they still get manipulated by “fake news” creators, they decided not to let you see as many posts in your Facebook news feed.
Everything I’ve read about Facebook’s algorithm changes to eliminate fake news doesn’t bother me, and it shouldn’t bother you. Especially, if your a startup or small business, this algorithm change is to your benefit. It’s really meant to hone in on big companies with substantial marketing budgets, so they can’t just make it rain on advertisements and lessen the viewership of your content.
Forbes did an interview with the CEO of Ranker, Clark Benson. Somethings he spoke about should shed some light on Facebook’s relevancy. The Ranker CEO said in the interview that he gets 40 million viewers from Facebook. And that’s since the algorithm changes. On top of that, he said his organic traffic grew on Facebook to 40 percent just last year.
Dark traffic and the data inaccuracies that it creates for businesses, means companies have trouble tracking where their traffic actually comes from. Ranker has done that, the reason they are able to truly analyze where their traffic comes from, is because they actually have a license to the software that does the analyzing. And they are currently selling it to those who have to pay for it, according to the interview with Forbes.
This is important because it reinforces what I’ve been saying about Facebook still being relevant when it comes to marketing. Furthermore, in this same interview Mr. Benson went on to admit that his best-performing content is detailed articles. Because it keeps viewers of his content from going right back to Facebook to look for other content.
Ranker has done the marketing research work already. All we have to do is follow the blueprint of what they discovered works best. Similar to what the best do in their professions, emulate what works and let go of what doesn’t. I talk about the importance of putting out great content in most of my post regardless of what topic because I recognized that it was most effective for past my past clients.
Clark Benson went on to say in this interview, that “Facebook’s algorithm is this big black box”. I like the fact that he said this because nobody knows what to expect from algorithm changes when they occur. You have to have a hurry-up, wait and see type of approach, which is annoying to most business owners. Dark-traffic is a big reason many small business owners who can just throw money at social media, because they think money solves everything. That’s only part true, because money can push the ad but it can’t get viewers to click-thru it and spend time reading the content. So, you can’t judge it the same way you do other things you spend money on when it comes to business. Great content takes research, not just experience, viewers want to know what your saying is relevant, not just appealing.
You can’t be afraid to advertise your business on Facebook because of an algorithm change. When it comes to any of these social media platforms and search engines, they’re algorithms will change. And if it hasn’t it’s because it’s not popular enough yet. If push comes to shove, there’s no rule that says you can’t redistribute the content you believe got overlooked because of the changes to the algorithm, right?
Shareaholic did a new report recently that showed where websites were deriving most of their traffic nowadays. Any guesses?…
The answer is search engines, Shareaholic’s report discovered search engines accounted for 35% of the traffic websites are getting. The report also showed that social media garnered just 26% of traffic for websites. Google, blew out all other search engines in this regard getting 36.82% of the visits by search engine. Social media was led by Facebook, drawing 18.6% of the traffic coming from social media, second was Pinterest at 7.53%. Following Pinterest was Instagram(0.73%), Twitter(0.74%), and Youtube(0.17%). I don’t think I need to pick those numbers apart, it’s pretty evident where everyone is at. But what should all these numbers be telling you?
It’s Google, Facebook, Pinterest, and everyone else.
Putting more effort into getting your business recognized on Google should be top priority. People are taking their search for content into their own hands by using Google. As seen in commercials people don’t just say a businesses name, they ask Google questions. Find a way for your business to answer the questions people are asking pertaining to your product or service. Once you discover the right questions, answer them and the viewers comments should give you that snowball effect of questions to answer.
Go with video…
Another thing you should take from this is that Facebook is still top dog in social media, It’s hard to not be with 2 billion users. Now since users aren’t staying on that platform too long lately, you have to go with what works to capitalize on the time and money you’ll spend on advertising. According to this report seems to be video, so, go with video advertising since it’s holding people’s attention. I recommend making sure the content gives value and maintains a natural element or quality to it. I still believe images are great, because even though that’s not what users check out Facebook to view anymore, they still allow it. Plus that form of marketing can be cost-effective, lending itself to being utilized on Pinterest and Instagram. With that being said, if your active on Pinterest you mine as well be on Instagram too.
Speaking of Pinterest, keep in mind the first and second thing you usually do on this platform. First, you pin an image you like to one of your boards, the second thing you do normally is click-thru to see where the content came from. That’s crazy! It’s almost a given your going to a website, the only other thing you can do is comment on an image. There’s no real person to person communication. Pinterest has well over 200 million users that search more than 2 billion times a month. That’s a lot of opportunity for your brand to get seen.