Facebook has 1.86 billion monthly active users. The average Facebook users logs on 15 times a day and spends 20 minutes browsing, watching videos and interacting with relevant and interesting content! For U.S. users, it’s 40 minutes!
HOWEVER, according to the 2016 Content Marketing Benchmark Report by the Content Marketing Institute, the top three paid advertising methods used by B2B marketers to promote/distribute content are: Search Engine Marketing (66 percent); Print or Other Offline Promotion (57 percent); Traditional Online Banner Ads (55 percent).
This means, for the small business, there is a significant opportunity for the small business to reach their consumers at a discounted rate. That’s because the larger corporations have still not begun to direct a larger percentage of their advertising budgets to Facebook and raise the cost of ads.
Important facts relative to Facebook ads:
- Facebook has a massive data mining operation. They collect something like 10,000 data points on each user. As a result, the FB advertising model looks nothing like the traditional shotgun approaches we are used to. Marketers can target their consumer with pinpoint accuracy.
- They have essentially erased traditional B-2-B advertising by allowing the marketer to target the decision maker while he/she sits in their car at the stop light, the waiting room or their home.
- Organic reach has declined from 16 percent in 2012 to 2 percent. This is a measure of the number of people who will see your post in their NewsFeed without any paid placement.
- In June of 2014, Facebook introduced an algorithm that puts what it thinks the user would most want to see at the top of their NewsFeed. Everything else is effectively buried. It’s much like being on page five of a Google search. As a result, paid advertising has become the way to make sure Facebook users see your content.