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If you're a creative strategist of media buyer it's time to open up the old
I get asked all the time about TikTok and how it should factor in to marketing strategies. As an agency we often get asked about our capabilities with the platform. And I’m always very happy to talk about how for a solid weighting of our team, TikTok is their primary social channel of choice.
But no-one, and I mean no-one, has ever asked how Facebook should factor in.
And I don’t mean using Facebook as the broader term instead of Meta, I mean the specific publisher platform of facebook.com
Examining a series of accounts at random recently, it showed the following.
The average Facebook weighting is 41% for the whole year, with a huge range around it.
Even at the lower end of these accounts, 25% of spend over the last 12 months has been on Facebook.
In many months, Facebook has been the more efficient of those pairings.
In a no-targeting world, how to think about Facebook?
Hopefully, you’re not running any publisher targeting in Ads Manager. So long as you’ve got good data going in then there’s lots to trust in the auction.
But what does that mean for thinking about Facebook?
Over the last few years, we’ve seen many marketers of more senior stripes commit to spending regular time on TikTok so that they understand the platform better.
I’d urge the same commitment to Facebook.
Spend 10 minutes browsing through Facebook on both web and desktop.
Put on your creative strategist hat and consider the following:
What are the types of content that are organically appearing in my feed?
What’s the weighting of high production content vs low production?
What’s the vibe of that content?
What are the discussions going on in comments and threads and groups?
Almost every millennial I know is Instagram-first. But when we’ve got 41% of our spend heading to Facebook, it’s time to think about optimising towards this group too.
If Facebook skews older, that means demographics with more disposable income, more buying power, and more brand loyalty too.
I bet you might be sleeping on Facebook.