I recently sat in a webinar about Facebook. Having had a Facebook account for many years and running several business pages for clients, I was interested to see how this social media platform has developed, especially in light of the recent media attention.
With some 1.15 billion daily active users, and 2.20 billion users per month, which increases approximately 13% year on year, it’s impact cannot be ignored.
One of the most surprising statistics I found was the main audience that it now appeals to has really grown up! The largest audience is now aged 25-35-year-olds. This is closely followed by the 35-55-year-old group. The youngest audience of 13-17-year olds is now the lowest user age group on Facebook, using it even less than those aged 65+.
As marketers, we should be looking at creating the most suitable content for the age group. But as people say, ‘age is just a number’ and there are lots of other numbers to consider when planning your Facebook posts.
The highest traffic on Facebook occurs mid-week between 1300 and 1500. Facebook also reports that on average, posts sent at 1900 will result in more clicks than those sent at 2000 as people are often more engaged in the evening when they don’t have as many time constraints. Articles which are posted on a Thursday or Friday, on average have an 18% higher engagement than those earlier in the week. For many of our clients, their Facebook page has a global audience, which makes factoring these statistics even more fun, but it means sometimes you have to plan around the time zone of their key market. Hitting the prime time could mean the potential to reach more consumers and drive more traffic to a site.
On a daily basis, 4.75 billion pieces of content are shared and 300 million photographs are uploaded. That is a lot of information all competing for the audience’s attention.
Most users take approximately 20 minutes to browse the Facebook site, so to make sure you capture your audience, posts need to be engaging, relevant and worthwhile. There are five new profiles created every second and interestingly there is not much difference in the gender gap, although there are slightly more female profiles than male.
And a final word to the wise is that there are approximately 83 million fake profiles on Facebook. Be careful out there!
So, what can we learn? It’s not just about putting any content up online. Post wisely and you can reach a wide, ever increasing audience. Time your posts and look at your insights to tailor them to appeal most to your target audience and you can achieve success with Facebook marketing.