These days, when it comes to social media marketing, platforms and formats like TikTok, Reels, and Threads seem to get all the attention. You might be wondering if Facebook, the oldest social platform, still remains a valuable space to market your brand in 2024. If so, you're in the right place! In this blog, we're diving deep into all things Facebook. So if you're questioning whether posting on Facebook is still worth it in today's social media landscape, keep reading as we walk you through the good, the bad, and the unexpected of Facebook marketing.
The History of Facebook
Facebook was launched in 2004, initially as a platform for university and college students. What started as a niche social network for academic institutions quickly evolved into a global phenomenon. In just a few years, Facebook opened its doors to the public, transforming the way people connect, communicate, and share online. It soon became the blueprint for the modern social media landscape we know today. Facebook not only popularized the concept of a digital "newsfeed," but also introduced features like groups, pages, and events, which revolutionized online community building and brand marketing. From connecting friends and family to helping businesses reach wider audiences, Facebook’s influence paved the way for nearly every social platform that followed.
Is Facebook Still Relevant in 2024?
The introduction of newer platforms has led to a decline in Facebook’s popularity, especially among younger generations who favor platforms like TikTok and Instagram. A recent report by The Social Media Examiner found that since 2018, there has been a steady decline in marketers focusing on Facebook. For example:
- Only 44% of marketers now consider Facebook their primary platform, compared to 67% in 2018.
- 12% of marketers have indicated they plan to decrease their organic marketing efforts on Facebook.
- Just 35% of marketers plan to increase their organic activities on the platform.
Marketers are diversifying to other platforms, which makes sense given the variety of different options available today. However, don’t write Facebook off just yet! While its popularity isn’t what it once was, Facebook remains the most popular social media platform globally, with around 3 billion users in 2024. That’s more than TikTok and Instagram combined!* With such a massive audience, Facebook still offers a lot of potential for businesses looking to connect with their target markets. Next, let's explore if Facebook is the right fit for your brand.
* Source: Search Logistics
Should I Use Facebook for My Brand?
The million-dollar question! When deciding whether Facebook is the right place to market your brand, consider the following:
- Is your target market on Facebook? If you're aiming to reach Gen Z, Facebook might not be the best option (TikTok and Instagram could be more effective!). However, if your audience includes older generations, Facebook could be a goldmine for your brand.
- Does Facebook align with your broader marketing strategy? For instance, if you're using it to drive traffic to your website or engage with customers, Facebook can still play a crucial role.
- Do you post on Instagram? If so, cross-posting to Facebook can be a time-saving solution to share your content on both platforms.
- Do you have the resources to market on multiple platforms? If you're a solo marketer or working with a small team, focusing on one or two platforms that best align with your audience might be a smarter move than spreading yourself too thin.
Ultimately, your decision to use Facebook depends on your audience and marketing objectives. If older adults are part of your customer base, Facebook remains a prime channel for reaching them.
Effective Facebook Strategies That Work in 2024
In 2024, success on Facebook requires keeping up to date with its evolving algorithms and user preferences. Paid advertising is still essential, with Facebook Ads Manager offering powerful targeting tools to reach specific audiences. Don’t forget to leverage Facebook’s shopping features, allowing you to integrate product catalogs and offer seamless shopping experiences directly on the platform.
What works on Facebook in 2024? Here's what to keep in mind, especially when cross-posting:
- Video - Facebook has followed suit with TikTok and Instagram by making short-form video a focus on the app. Reels officially landed on Facebook globally in 2022 so investing in short, engaging clips can be great for boosting engagement.
- Links – Unlike Instagram, Facebook allows clickable links in captions, so make the most of it! Skip the "link in bio" tactic here and add the link directly to your caption.
- Hashtags – While hashtags exist on Facebook, they aren't as impactful as they are on Instagram. A few relevant ones will do, but avoid overloading your posts with them.
- Facebook Groups – Facebook has also shifted its focus towards fostering meaningful interactions, making groups and community-building efforts more important than ever. Groups remain one of Facebook's most powerful features, enabling you to share content with niche audiences. Join and engage in groups related to your industry for better visibility.
- Facebook Ads – If you have the budget, Facebook ads are highly effective. With robust targeting options based on demographics, interests, and behaviors, they offer immense value for brands looking to expand their reach.
- Shopping - Don’t forget to leverage Facebook’s shopping features, allowing you to integrate product catalogs and offer seamless shopping experiences directly on the platform.
Another Facebook feature posting on Facebook is the ability to cross-post with Instagram. If you set up the ability to share to both platforms in your Accounts Centre, you will be able to post across both platforms in one go! There are a few things to consider here however, which we will talk about next!
Rules for Cross-posting to Facebook
Meta gives you the ability to cross-post, meaning you can post something on Instagram, and it will automatically post to your connected Facebook account too. Sounds a real time-saver, right? It definitely streamlines your social media efforts, but it is also important to tailor your content to Facebook’s style and audience and remember that what performs well on Instagram or Instagram may not always resonate as well on Facebook. When cross-posting, make sure to adjust the format of your visuals, text, and calls to action accordingly. Remember that Facebook allows links in your captions so you can edit your “Head to the link in bio” and add your links! Posting times also matter—ensure you’re sharing content when your Facebook audience is most active to optimize engagement.
Pro tip: With Rapidely, you can easily duplicate your posts to schedule on Facebook and customize the captions and content to better fit the platform and its audience. Plus, our "rewrite" tool automatically refines your captions, tailoring them specifically for Facebook users.
Conclusion
Facebook remains a key player in social media marketing, especially for brands targeting a diverse or older audience. While it may not be the hottest or trendiest platform on the block, its massive user base, powerful ad tools, and community-driven features make it an powerful tool for marketers. By focusing on video content, building strong communities, and adapting cross-platform strategies, your brand can still thrive on Facebook. If used strategically, Facebook offers valuable marketing opportunities to help you stay relevant and engage meaningfully with your target audience.
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