Why Do We Still Flock to Facebook in 2021? (Part 1)
Whether or not you’ve seen the 2010 film, The Social Network, you probably know plenty about the success story of Mark Zuckerberg, who created Facebook in 2004 as a networking platform for college students. At that time, MySpace, AOL, Friendster, and LiveJournal were all storming the Internet. Still, Zuckerberg saw a purpose for Facebook – although it goes without saying that the site has evolved from those original intentions.
Soon after it launched Facebook began serving ads – called Facebook Flyers – although they were nothing like what we have plastered all over the Web today. Small businesses would send their flyer to the nearest college campus to be featured on the homepage, targeting just that school’s students. Sounds archaic, right? Although Zuckerberg seemed to be against these ads in a lot of ways, he admitted that they were necessary, and things began to evolve. Ads migrated from their original position on the side of the page to more strategic locations adjacent to the content. Targeted advertising also began, and social media advertising continues to evolve.
One thing that’s clearly changed, though, is the amount of traffic to the original heavy hitters. It’s dwindling, if not already gone:
MySpace: 5.7 million daily visits
LiveJournal: 82 million daily visits
Friendster: closed in 2013
Facebook: 22 billion daily visits
*Pulled from SimilarWeb, January 27, 2021.
I broke this down into daily visits because users are only vital if they are “active,” which is a give-or-take metric. Facebook has become a powerhouse, if not a monopoly. Because it owns Instagram and WhatsApp, Facebook is more than just a common household name. Amongst the current ranks are the likes of TikTok, Twitter, Pinterest, Instagram, LinkedIn, and Snapchat. For honorable mention, I have included Reddit, Tapebook, and Tumblr. Over the years, apps have come and gone (R.I.P. Vine). So, with so many out there, why should businesses maintain a presence on Facebook?
Why Does Facebook Still Work Today?
There are two key reasons why Facebook is the answer for most businesses: popularity and familiarity. The automatic question is: “Does familiarity make it the better option?” Avoiding change is human nature – maybe even more so when it comes to running a business. Switching platforms could create tremors within any business plan:
“How do I learn a whole new platform in 24 hours?”
“I can’t switch from Apple to Samsung. I flat out refuse!”
“TikTok is for children!”
And that’s just a few of the many common reasons people don’t leave Facebook. Today, you’re viewed as an outsider if you are 20–28 and don’t have a Facebook account. Since it’s viewed as the popular option, organic posting on Facebook must be the correct option for any business, right?
Wrong! The answer is intent, intent, and more intent. The decision maker has to think of the who, what, when, where, why, and how of not just the business plan/goal but the Facebook user pool as well. The goal of organic posting is engagement. Period. Can organic posts be used to generate traffic to the website? Of course. However, that’s better done through a boosted post with a call to action.
The issue with Facebook is, quite simply, consistency. For a business to have a successful organic presence they need the following: daily personable posts, immediate engagement, stories and videos, and influencers/representation. Most businesses don’t have one, let alone all four. In my experience, the best engagement I see is from startups selling a smaller product or platform (e.g., custom coffee houses, soap brands, custom jewelry, photographers, dog influencers, comics, etc.).
Social media specialists like me are constantly being asked, “How do I improve engagement?” My answer is that you can improve engagement by improving your engagement. The more you engage, the more they engage. Keep in mind why any given person is on Facebook. Facebook is not Amazon. People run to Facebook for a platform to escape reality or enrich their minds with news and articles. Yes, there is Facebook Marketplace, but the best-performing Marketplace postings are from people themselves, not companies. (One exception to this rule would be used vehicle postings, as they do have some pull on Facebook.) You can hire an agency to assist with this, but it still leaves a hole in your business plan. As mentioned, users want to hear from YOU, not from a robot.
Next week, we’ll look at some specific social media strategies you can use to build your business in 2021.
Written by: Taylor Crow