FACING THE DECLINE OF FACEBOOK USAGE
and what to do now…
Let’s face is, Facebook is getting old…fast! As a marketing professional, it’s so important for me to stay on top of the social trends and platform usages. I made a prediction months ago that Facebook would no longer be as strong of a marketing tool as it once was, and that prediction has officially come to pass.
It’s important to realize that what goes up, must come down. Sooner or later this simple fact is undeniable. All marketing professionals should be observant. I have been closely watching other marketers push Facebook advertisements as their bread and butter of marketing. I knew that this fad would be short lived, especially with the loose ends that Facebook has had with security, spam, political views and fake news. Because of this observation, I have hit the floor running with custom Instagram targeting for marketing, instead of Facebook.
Facebook usage has dropped from 67% of Americans ages 12 and older to 62% of that same audience, according to Edison and Triton’s survey of 2,000 randomly selected persons.
THE CAUSE OF THE DECLINE:
There are a lot of reasons why Facebook usage has been declining…but I’ll let you take a stab at those reasons yourself. Chances are, you’ve had a desire to delete your Facebook account or just stop logging on, for one reason or another.
Politics, fake news, and unpopular opinions have taken over our Facebook news feeds. Not to mention, that our private information has been leaked to outside sources on more than one occasion. These factors have created a huge mess for Facebook to clean up…and frankly, I find it hard to believe that Facebook will be able to clean up the impression that’s already been left in most of our minds about the platform.
Facebook has now been associated with DRAMA in our minds, and it’s very hard to wipe that association out. As humans, we’re seeking happiness, help, motivation, inspiration, and of course…pretty things. DUH! Facebook is now missing the mark in all of these areas, because it has allowed so many other things to clutter our feeds.
WHERE TO NOW?
Instagram is where you should focus your marketing efforts…for now.
I’d like to make it clear that Facebook owns Instagram (since 2012). However, this ownership does not effect the difference in functionality of the two platforms. Instagram is designed to use imagery to capture attention, and anything else associated with that imagery (captions, tags, mentions, etc.) works like a subliminal message to viewers.
The Retina (in our brains) is devoted to visual processing. The Retina also takes up 30% of the cortex. This is compared to only 8% of the cortex being used for touch and 3% for hearing.
The facts are pretty clear…we prefer IMAGES to learn and interact with. Instagram uses IMAGES as the backbone of it’s functionality. Therefore, using Instagram for marketing is a “no-brainer”, no pun intended. (Okay, maybe a little.)
WHAT TO DO NOW...
It’s time to use this knowledge to your advantage, and start marketing yourself, or your business (or both) on INSTAGRAM!
My personal page is devoted to detailing my personal journey, however it wasn’t always that way. I used to just post for fun, and I never really put much thought into my captions, or imagery. That all changed when I decided to use that personal page to funnel eyes over to my other business pages.
It’s important to understand that QUALITY Instagram growth does NOT happen overnight. There are many, many, many companies that will promise thousands of new followers in a short amount of time, however those “followers” are usually fake accounts, or people from other countries that cannot even properly engage on your posts or do not care to buy your products.
My targeting method is precise, and proven. My personal page started out at 2,000 followers and my posts were averaging 30-60 likes per image, with 1-5 comments. In just 4 short months, I have gained 7,100 REAL followers and my posts average 300-800 likes per image with 30-80 authentic comments on each image.
I use detailed and precise tracking, and targeting to amplify these results in a reasonable time frame, without risking the quality of my new followers or engagement.
I now use my personal posts as a funnel to get eyes back to my business pages. This tactic has been consistently helping my other pages grow as well. Making people aware of who you are, and the services you offer is the FIRST step to any marketing funnel. Sometimes a personal message or image gets someone’s attention a lot quicker, because people are nosey (lol, really though.) People want to know more about someone, on a personal level, to be able to feel truly connected.
It goes without saying that the growth on my personal page has far outweighed the growth on my business pages within the same time frame, and that is completely expected, for the reasons mentioned above. However, it’s clear that knowing this, and using it to your advantage can open doors to a more strategic and far-reached targeting plan.
I’m comfortable with the growth rate and engagement of my business pages, because I know that the people that ARE following those pages actually WANT to, and can benefit from my services. It’s not about quantity, it’s about QUALITY!
This targeting growth plan is a service that I offer to my clients. It is strategically tailored to each business or brand, to attract the eyes and attention of people that matter to that company’s growth and bottom line.
I encourage you to send me an email to discuss my reasonable monthly service rates of this IG growth plan.
THERE'S MORE TO IT...
There’s so much more to actually using your social media platforms to gain sales or awareness. I’ll be writing another blog about this topic next week. Sign up for my newsletter now to get a notification of when I hit “PUBLISH” on that blog.
I hope this information helped you gain a better understanding of which platform to focus your marketing attention on.
As a graphic designer, my goal is to use visuals as a means to produce ROI on marketing campaigns. So, having a strong foundation of marketing knowledge should be a must, to any graphic designer.