WHY IS FACEBOOK THE LARGEST AD PLATFORM IN SA AND INTERNATIONALLY?

Many of us feel as though Facebook is a tool used to share unsolicited opinions on issues that make no sense, and prompt pointless conversations with people you haven’t seen in years or worse – haven’t even met. This is probably the reason why businesses are seeing advertising and marketing their brand on Facebook as a futile exercise. Or at least that’s what we thought till we read the stats.

More than 1.4 billion people use Facebook to connect with what matters to them, and more than 900 million visit the site every day. These different individuals have specific interests which translate into the pages they follow and links they share. What then makes Facebook the largest advertising platform in South Africa, and across the world? One word, targeting. With Facebook Adverts, you choose the type of people you want to reach and Facebook delivers your adverts to them. This makes your adverts more relevant for the people who see them, and brings real results.

The tools that Facebook uses within its targeting approach are things such as an individual’s location, age, gender, interests, online behaviour and they also use something called partner categories which allows them to reach Facebook users on different platforms and offline, without even being logged onto Facebook.

The other thing that makes Facebook such a large advertising platform is that it is super easy to create an advert which is really convenient for large –and small- organisations. Facebook Ads also make the audience feel as though brands are speaking directly to them and not just doing random ‘spray and pray’ with their adverts hoping for a good response.

Facebook is also accessible everywhere.you.go. which means the adverts placed on Facebook will reach the right audience –through targeting tools- and at any time of the day. Facebook Ads feature on your feed along with the stories of your friends and family, which makes the viewers more likely to see your ad and take action. Facebook Ads also has a nifty little tracking tool called the ‘Adverts Manager’, which actively updates you on how your Facebook Adverts perform and how your budget is spent. You can also visit the Facebook Adverts Manager to manage your adverts and check their performance, which makes it much easier to tell that one sceptical CEO of a brand who isn’t ‘seeing results quickly enough’, that the budget for Facebook advertising is actually worth it.

But hey, we’re just a digital marketing agency, what do we know right?

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