How Social Marketers Expand Their Content Reach on Facebook – Trends, Data, & Statistics

A recent Bizible study identified that  83.2% of Marketers use Social Media for promoting their business or products. These Social Marketers, therefore, make it the #2 most active channel of digital marketing. It beat out marketing channels like Search Engine Optimization, Content Marketing, Paid Search and Retargeting Advertising, among others. So the question becomes: How are they using Social Media to promote themselves?

Rather than try to encompass the entirety of social media statistics in one post, today we’re just going to focus on the data of Facebook, the undisputed top social media platform or people and businesses worldwide. In future posts, we’ll discuss other platforms like Twitter or Instagram (which is owned by Facebook), but let’s start with the top for today.

Statistics To Know

  • 72% of adult internet users use Facebook. (Pew Research Center, 2015)
  • Only 45% of marketers think that their Facebook efforts are effective. (Social Media Examiner, 2015)
  • Facebook posts with images see 2.3X more engagement than those without images. (Buzzsumo, 2015)
  • Facebook continues to have the most engaged users — 70% log on daily, including 43% who do so several times a day. (Pew Research Center, 2015)
  • Facebook sends 82% of social media traffic to longer stories and 84% of social traffic to shorter news articles. (Pew Research Center, 2016)
  • 63% of Facebook and Twitter users say each platform serves as a source for news about events and issues outside the realm of friends and family. (Pew Research Center, 2015)
  • 74% of people say they use Facebook for professional purposes. (HubSpot, 2017)
  • In the past two years, content consumption on Facebook has increased 57%. (HubSpot, 2016)
  • 76% of people use their Facebook feed to find interesting content. (HubSpot, 2016)
  • Facebook has 1.13 billion daily active users. (Statista, 2016)

What This Means for Your Business

Any objective assessment of Facebook from people would indicate that Facebook is a behemoth. Facebook is a method of communication, a mechanism of interaction, a monster of engagement. It’s up to Social Marketers to take advantage of Facebook’s strengths to get their brands and/or content in front of people that are using the platform. This is the exact same premise as Search Engine Optimization–getting the right information in front of the right user on the right platform.

The steps to ensuring the proper promotion on Social Media (specifically Facebook in this case) are as follows:

  1. Set up your Facebook Page for your company, brand, and/or product.
  2. Create the page layout and graphics that will best exemplify your identity.
  3. Create content that will attract visitors to your Facebook Page, and ultimately your website.
  4. Communicate directly with your fans, whether through Messenger, Q&As you post, or commenting back on posts or reviews.

Step #3 is where the ongoing work really steps in. You can actively incorporate content marketing practices into your Social Marketer protocols. The content you create can be Facebook specific posts, event invites, or video media published to Facebook. It can also be linking to content that comes from your company blog.

If you need help with any of these steps, we’re only a phone call or email away. Our digital marketing firm regularly blends the practices of different types of Marketers for different company needs.

Author: Rob Sloan

Rob Sloan is an experienced marketer and content strategist with more than a decade of digital marketing, content strategy, and video production experience under his belt. He founded The Contemporary to work with small businesses that needed help breaking into the online marketing world.

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