Why You Should Invest in Facebook and Instagram Ads
Photo by William Krause
As social media plays an ever-increasing role in global commerce, now is the best time to invest in Facebook and Instagram ads. The impact of COVID-19 has meant a user is spending about 7 hours a day on connected devices (and a third of that screen time is dedicated to social media accounts).
The average internet user has about 8-9 accounts, but these two platforms are key to achieving higher growth.
Below, we’ll outline why investing in Facebook and Instagram ads is the right step for your business.
- Huge audience
It’s simple – Facebook and Instagram have more active users on a monthly basis compared to any other social media platform in the world.
Facebook reported 1.84 billion daily active users (an increase in 11% year-over-year) and 2.8 billion monthly active users in December 2020 (a 12% increase year-over-year).
Meanwhile, Instagram boasted 1 billion users using the much-loved app every month.
This surpasses other platforms like TikTok, Twitter, Snapchat, Pinterest and LinkedIn.
Because Facebook and Instagram have more users, it goes without saying that they attract greater levels of investment in marketing.
Facebook (despite what others may say) is still a young person’s platform – but now with a growing number of boomers.
The largest age group using Facebook are those aged 25-34. But with a growing number of older people (who have money) using the platform, it’s easy to see why it’s an excellent place to run your ads.
Meanwhile, Instagram ‘s largest age group is also aged 25-34. The introduction of ‘Reels’ demonstrates their intention to compete with TikTok.
But Instagram is still a young person’s game – over half of its monthly active users are under the age of 35. If your product is targeting the younger generation, Instagram is a must for your marketing.
Both Facebook and Instagram have amazing targeting capabilities. You can target your audience based on their interests, habits, behaviours, age ranges, geographical locations and their languages spoken.
For example, you can target a user based on their favourite apps and their engagement with other ads on the platform.
You can also target based on a user’s behaviour, such as what their favourite things are to do online and what they are buying online.
These platforms allow you to dig deep so that you remove the people who won’t be interested in your product from the equation – and focus all your energy on those who will.
- Cost-effective marketing options
Facebook and Instagram have excellent paid marketing opportunities.
This is because you set your budget in the beginning, and you’ll easily see once you’ve reached that limit.
It’s theoretically possible to spend only $5 but reach thousands of people.
On both Facebook and Instagram, all ads are charged on a “cost-per-thousand-impressions” basis – an impression being when your content (either a post or a story) is shown to users.
- Lack of organic reach
On Facebook, hardly any of your company’s followers will actually see what you post. This is because Facebook priorities posts from friends and family.
Put it in this perspective – organic reach on Facebook fell from 16% in 2012 down to 2.27% in 2015 – and it’s only falling further.
It’s the same with Instagram – who are using an algorithm that’s killing organic reach.
This is why having a solid paid marketing campaign will pay dividends – rather than struggling with free posts that go nowhere.
As we said in point #4, it’s lucky that both Instagram and Facebook have such great marketing options.
Questions about investing in Facebook and Instagram ads?
Dimension Digital can help you seize the power of social media marketing. We can help you understand who your audience is, optimise your targeting and develop solid lead generation to grow your business online.
Both Facebook and Instagram ads have so much potential to energise your internet presence and help your business exceed its financial goals.
Contact us today to find out how to do it.