Created in 2004 by Mark Zuckerberg, Facebook immediately won the hearts of Internet users thanks to the features it offers. Its greatest success? Satisfying individuals by letting them express themselves freely and connecting them to their loved ones. But not only that! The platform also provided the opportunity for merchants and different companies from various sectors of activity to promote their products and services. Very quickly, Facebook became a powerful tool for digital marketing… But 20 years later, is Facebook still as relevant?

A massive audience on the social network

With billions of monthly users worldwide, Facebook makes it easy for digital marketers to find their target audience to promote their services and products. This massive audience has undeniable advantages in terms of digital marketing.

First of all, a wide range of customers can be reached, regardless of their geographic location, age and gender or even their interests. And this audience continues to grow, thus offering more opportunities to companies and merchants. It is now possible for them to gradually increase their customer database. Also, demographic diversity makes it possible to prospect a part of the audience according to the marketing objectives of an advertiser.

Of course, for digital marketers, it’s not the size of the audience that matters. They should consider the quality of their audience and their engagement with their content.

Precise targeting in digital marketing

To optimize Facebook marketing strategy, precise customer targeting is a key asset just like Facebook monitoring. Advertisers can consider various demographic data such as age and gender, marital status, geographic location, estimated income, household size, and even education level.

To further personalize their campaigns, they can track the behavior of social network users: the interactions and activities they perform online or their purchasing behavior. To do this, simply view the pages liked, the applications used and the content shared.

Facebook also gives advertisers the ability to create an audience with the same characteristics as the audience they are already targeting in order to reach and convert new users. Retargeting is also possible on Facebook so that users who have interacted with a business online or abandoned a shopping cart can increase their engagement from the platform.

A diversity of advertising formats

On Facebook, you can benefit from several formats via the Facebook advertising manager to broadcast your ads according to your objectives and needs. Among the most popular, we have:

  • Image ads: Choose an eye-catching image and add descriptions of your offer or product. Remember to add a link to your website;
  • Video ads: Share impactful videos to grab the attention of your target audience;
  • Carousels: Present your products one after the other, whether videos or images. The scrolling is done horizontally and highlights several offers at the same time;
  • Slideshow ads: Create a video-like experience by showing a series of static images and adding visual effects and transitions. This type of ad is light on data usage, making it ideal for users with limited internet connections;
  • Dynamic ads: User data is used to create an ad based on their browsing history, purchasing behavior, and interests;
  • Instant Ads: This format provides a seamless experience for mobile device users;
  • Messenger ads: This type of ad helps start conversations with users logged in on Messenger. In fact, they are great for generating leads, starting remarketing campaigns, and providing good customer service.

So you have the choice between various formats to create your advertising campaign on Facebook and monetize your Facebook page . And note that the social network offers supports to follow the performance of your campaigns, and this, in real time.

Ease of interaction with customers: an asset of Facebook in digital marketing

Facebook makes it easier to interact with your customers. Users can comment and react to your posts. You can then follow the evolution of reactions and respond to your audience in real time. You can also chat privately with your customers on Facebook to provide assistance or to show your responsiveness.

Facebook groups, events and business pages are also relevant spaces to promote your products and services and to interact with your target audience. You can also grow your community, run promotions and launch your products. Finally, share organic content to pique your audience’s interest: blog posts, photos, surveys, videos, contests, etc. This encourages interactions and engagement from your target audience with your brand.

As a result, despite the evolution of the various social networks, Facebook remains relevant in digital marketing from the height of its 20 years of existence! Do not hesitate to explore its various options for your social media strategy. Do not hesitate to train in community management to create an effective social media strategy. This training in communication management  prepares you to acquire the skills certified by the certification “Develop your activity with community management”.