With nearly 2.5 Billion monthly users, Facebook is hands down the largest social media site in the world. While that practically ensures at least some of your audience regularly uses the platform, it’s developed a somewhat negative reputation amongst younger users that are increasingly turning to other alternative sites.
Regardless, if your brand stands to benefit from sharing industry-related news, engaging (short-form) videos, graphics and other visually appealing content—especially if your primary audience is above the age of 30—then consider having a presence on Facebook. You might also consider leveraging Facebook groups to gather your customers or community in one place online. Facebook groups, unlike Facebook business pages, aren’t for advertising, but they can be helpful in creating conversation.
Who’s on Facebook (and Why): 68% of US adults report using Facebook, with 51% saying they’re active multiple times daily. Usage is spread pretty evenly amongst males and females, while users tend to get increasingly active as age increases (especially beyond the 40+ year old demographic).
The Content that Works Best on Facebook: The more interesting, engaging or even polarizing your content is, the more likely it is to go viral on Facebook. Lean heavily on short videos, eye-catching images and attention-grabbing headlines to attract an audience. For Facebook groups, interactive content and conversation-starters are the way to go. Consider live streams and polls.
You Should Prioritize Facebook if: You want to reach an audience of adults and have engaging visual (or video) content that can capture their attention, invoke an immediate emotional response and make them excited to share with their friends. Or if you want an easy way to create an online community around a topic or business.