tHOUGHTS ON LOCAL DIGITAL
Some of my clients are concerned that the younger audience is abandoning Facebook for other platforms like Snapchat and Instagram. While those platforms are growing, Facebook still has significant reach with the 18-34 year old crowd. In a recent paper, Comscore provides the data (Cross Platform Study 2016) In fact - take a look at this chart:
Facebook is still reaching almost all people 18-34, who are spending significant amount of time - vs the other platforms. Taking a look at the 35+ demographics, we see a similar trend:
So if you are a business owner spending money and time on Facebook and Facebook ads to promote your business - rest assured - your money is being well spent to reach both young and older demographics. In fact, young people spend more time on Facebook than the 35+ audience- over 35 minutes a day. If you were looking for additional channels, I would focus on Instagram and Twitter, and for a more challenging marketing experience, Snapchat.
I recently started working for a firm that specializes in social media marketing, http://dreamlocal.com/. So finding this article - http://www.emarketer.com/Articles/Print.aspx?R=1013722 definately reinforced my decision. Ar Dream Local Digital - every social media package we sell - whether it's for Facebook, Instagram, Twitter, etc - has a paid ad strategy already built in. This is important for a few reasons. For Facebook is is vitally important. Starting about 18 months ago, Facebook started dialling back the organic (free) reach of business pages. Where before if you posted a status update it might reach 60% of your fan base, currently it might only reach 2%. So a paid ad strategy is very important now.
The other important stat in this article is the growth in video advertising. My background is in television, so I know the power of a good video ad. Thanks to the increase of bandwidth and smartphones, video ads for digital are exploding. This graphic provides more detail:
After I have time to analyze I will make some more comments, but I wanted to share this today.