Social media. People seem to either love it or hate it. But with the statistics on how many people are on social, it’s a very hard arena to ignore. Check out these stats:
As of 2019,
Facebook has 2.41 billion monthly active users
71% of American adults use Facebook
74% of Facebook users log in daily
Facebook is the world’s third-most visited website, outranked only by Google and YouTube
Instagram has over 1 billion monthly users and growing
Instagram users spend an average of 53 minutes per day on the platform
83% of Instagram users discover new products and services on Instagram
And here’s a good one:
94% of Facebook’s advertising revenue comes from mobile—just 6% on desktop! For all of you hobbling along with websites that look horrible on mobile, pay attention!
(Taken from "33 Facebook Stats That Matter to Marketers in 2020", Hootsuite, Nov 2019 and “Important Instagram Stats You Need to Know for 2020”, Sprout Social.)
There are plenty of reasons to be on Facebook and Instagram. But for the small business owner, how much of this activity equates to new sales or clients?
Facebook & Organic Reach
The chances of someone finding you through Facebook is pretty slim. There’s just too much going on. Nowadays, your fans are the people who already know you. But that doesn’t mean you shouldn’t be there. Why? People want to know you’re there. They like the validation that you are visible on a social platform. Truth be told, anyone can set up a website and let it sit in the ether. When people don’t know you, they will most likely look for you on social to confirm that you’re an active, operating company or professional.
That’s why I have Facebook, Instagram and LinkedIn in the Marketing Foundation category. Chances are, clients will hear about you through some other means and validate you on social. This is where having a filled out business page with a link to your website and some consistent posting is key. By the time they’re coming to you on one of these social channels, what they’re really shopping is your company’s personality, recent activity and news through your posts.
Client: Livermore Valley Education Foundation
Facebook has an incredible ad platform anyone with a Facebook account can use. These are paid-for advertisements on Facebook's (and Instagram's) platform. There’s no denying the magnitude and reach of Facebook, which becomes incredibly apparent when you sit down to design and post an ad. Facebook Ads is a great promotion strategy to try if you are truly committed to a marketing budget, have your Marketing Foundation in place, and are able to scale.
Instagram originally started as beautiful collections of carefully curated photos and images. Now, with over one billion monthly users, anything goes.
Instagram really works for businesses who:
Deal with anything beautiful/handsome, pretty, esthetic or nostalgic, or have any beautiful assets or photos to share
Have an active blog and community
Connect with a modern, “hippie” or millennial crowd
Have an online or downloadable product
Many practitioners choose Instagram not because they have beautiful images to share, but because there is a large community of people with interests all across the board.
Client: Michelle Walker | Creative Healing Center
LinkedIn is the professional industry’s answer to being “social”, and you may well want to represent yourself there. This is more of a platform where your experience and achievements are highlighted. If you’re interested in being a thought leader or connecting with people who are, you would be well advised to make a profile on LinkedIn.
There are of course, many other social platforms to choose from, including Twitter and Pinterest. Which you choose truly depends on you and your business and where your community is hanging out.