Guide

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What is FACEBOOK
Facebook is a website that allows users, who sign-up for free profiles, to connect
with friends, work colleagues, or people they don’t know, online. It allows users to
share pictures, music, videos, and articles, as well as their own thoughts and
opinions with however many people they like.
Users send “friend requests” to people whom they may – or may not – know.
Facebook has 2,936 billion users
Once accepted, the two profiles are connected with both users able to see
whatever the other person posts. “Facebookers” can post almost anything to
their “timeline”, a snapshot of what is happening in their social circle at any given
time, and can also enter a private chat with other friends who are online.
People with profiles list information about themselves. Whether it be what they
work at, where they are studying, ages, or other personal details, many users
post lots of information that is easily accessible to their friends and others. On
top of this, users can “like” other pages which interest them. For example, a
Liverpool FC supporter can follow the club by linking up with its Facebook page.
There, the user can post comments and receive club updates, pictures, etc.

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Why is FACEBOOK so popular

For young people, who have grown up with technology, Facebook was once the
most popular website there is. However, many teens are migrating to other social
networking sites such as Instagram (which is owned by Facebook) and Snapchat.
Those who still use it, use it for social networking. Young people are natural born
multi-taskers, so using Facebook, as with any social networking website, is almost
second nature to many teens. Social networking websites allow young people to
experiment with who they are. They are popular because teens can find their
own, uninhibited voice online which they can share with friends. Some teens feel
they can express themselves easier online when compared to the real world
because perhaps they feel the virtual world is more secure.
Teenagers love Facebook because they can personalise their profile. In much the
same way that other generations may have plastered their bedroom walls with
posters of their favourite bands or soccer teams, young people now take part in
personalising their own space online with pictures, music, videos, and comments.
The site has made communicating much easier too. Rather than picking up the
telephone to ring your friend’s house, teens can instantly and directly
communicate with their friends on Facebook. Even email, another relatively new
technology, is of secondary importance to teens who use Facebook to do the
majority of their communicating.

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Why choose FACEBOOK

Gary Vaynerchuk said, “... you can’t be alive in
the game without a Facebook [and an
Instagram]. I genuinely believe that.”
Facebook marketing offers a versatile array of brand advertising tools in many
formats, f rom video streaming to community groups, to monetized live events. To
understand the full capacity and value that Facebook marketing can offer, it’s
important to look back through its history and development.
Following Facebook’s annual 12% growth to 2.74 billion monthly and 1.82 billion
daily active users, Facebook continues to dominate as one of the three most
visited websites on the internet. In 2019, Facebook received 21.18 billion site visits,
with Its only
contenders being Google and YouTube, at 63.14 and 25.19 billion site visits,
respectively. However, while Facebook had fewer domain visits, according to the
literature

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FACEBOOK STATISTICS

2,936 Billion active monthly users

No.1 Social Media Platform

No.3 World's most visited website

37% of all People on Earth use FB

60% of all People that use social media use FB

93% of Businesses are active on Facebook

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7,950 3,484 2,936

billion billion billion
total number of total number of total number of
world population social media Facebook
users users
Facebook marketing offers a versatile array of brand advertising tools in many
formats, from video streaming to community groups, to monetized live events.
To understand the full capacity and value that Facebook marketing can offer, it’s
important to look back through its history and development.
Following Facebook’s annual 12% growth to 2.74 billion monthly and 1.82 billion
daily active users, Facebook continues to dominate as one of the three most
visited websites on the internet. In 2019, Facebook received 21.18 billion site
visits, with Its only
contenders being Google and YouTube, at 63.14 and 25.19 billion site visits,
respectively.
Data strongly indicates an annual increase of not only Facebook users but active
high-earning users wishing to socially engage with brands in new ways, which
Facebook community groups, pages, stories, and events all endorse. With over
1.4 billion people actively using Facebook groups every month, building brand
awareness can coincide with advertising to one-third of the global population.

It’s easy to get started on Facebook because almost all content format works
great on Facebook — text, images, videos, live videos, and Stories. But note that
the Facebook algorithm prioritizes content that sparks conversations and
meaningful interactions between people, especially those from family and
friends.
Also, remember to optimize your content for mobile as 94 percent of Facebook’s
users access Facebook via the mobile app.

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94%
Key Features of Facebook

Here are a few features that make Facebook so popular:

Facebook allows you to maintain a friends list and choose privacy settings
to tailor who can see content on your prole.
Facebook allows you to upload photos and maintain photo albums that can
be shared with your friends.
Facebook supports interactive online chat and the ability to comment on
your friend's prole pages to keep in touch, share information or to say "hi“.
Facebook supports group pages, fan pages, and business pages that let
businesses use Facebook as a vehicle for social media marketing.
Facebook's developer network delivers advanced functionality and
monetization options.
You can stream video live using Facebook Live. Chat with Facebook friends
and family members, or auto-display Facebook pictures with the Facebook
Portal device.

Facebook Users Access

Facebook via Mobile

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FACEBOOK FOR BUSINESS

Facebook Markeng Plan

1. Define Your Audience

How old are they? Where do they live? What kind of jobs do they have? What are
their challenges and problems? How and when do they use Facebook? You’ll
also need to get familiar with Facebook demographics. Once you know who
uses the platform and how that maps back to your target customer, and
information on things like age, gender, education, relationship status, location,
language, Facebook usage, and even past purchase activity.

CONTENT
STRATEGY
GOLDEN RULE

Content of Self
interest Promotion

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2. Create Facebook Business Page, Set Goals with a Content Strategy

Creating Business Page is easy, it's more important to focus on your Content
Strategy Plan. Remember that using Facebook for business is about building
relationships, and self-promotion is not a great way to do that. But if you
provide enough value, your audience will be open to learning about your
products and services. If you follow the 80-20 rule, you’ll use 80% of your
Facebook posts to inform, educate, and entertain, and the other 20% to
promote your brand. The social media rule of thirds also prescribes a good mix
of valuable content vs. promotional posts. That is, one-third of your content
should share ideas and stories, one-third should involve personal interactions
with your followers, and the remaining third can promote your business. Either
way, the goal is to provide more value than promotional material to keep
followers engaged. Facebook’s algorithm will always penalize brands that push
sales too hard. The final part of your plan is to determine when and how often
to post. Even though the algorithm means posts don’t appear in chronological
order, you have the best chance of making it to the top of the pile if you post
when your audience is most active on the network.

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3. Posting Strategy - Different types of Content you can post on

Facebook:

Facebook Text Post

- It can be anything: statement, question, link, blog, repurposed content from
other platforms (LinkedIn, Twitter), curated content, repurposing other people's
content, etc.

Facebook Photo Post

- It can be any image, like an infographic, illustration, or other visual.

Facebook Video Post

- It can be a short or long Video remember it should be directly posted on
Facebook, not as a link. The best performing content on Facebook is videos and
80% of the content is watched without volume so is advisable for your videos to
be with captions, to use slide videos (turn the presentation into a slide video),
etc.

Facebook Live Post

- Facebook Live video is a video broadcast live on Facebook. It can be a great way
to interact with followers or give them a behind-the-scenes look at your
company, your product, or the personalities behind your brand. It’s also a great
format to share announcements in real-time.

Linked Content Post

- A post that links to content outside of Facebook, like your website or blog.

Pinned Post
- A pinned post is simply a regular post that you “pin” to the top of your Facebook
Page so it isn’t bumped down when you post new content.

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Create Facebook Group

- Creating your own Facebook Group can be an effective way to gather your fans
in one place and encourage them to interact with one another. Build an active
community of people talking about your business. It’s a great way to gather
customer intelligence. Whether you’re an entrepreneur, a small local business, or
a big corporation, Facebook is a powerful marketing tool – it’s a great space to
keep customers informed, develop brand identity, and broaden your reach.

Making the Most of Your Facebook Business Page

A Facebook page is a great free marketing tool for businesses. These pages let
businesses identify themselves – not just through listing product offerings and
services, but also by sharing links, images, and posts on a customizable page to
give a better sense of a business’s personality and character. Your Facebook
business page is a great spot to develop your brand identity and show your
human side. Facebook is where you can loosen the tie a bit – don’t be afraid to
be funny. Ultimately you should consider what your key audience would want to
see. Share social media images, links, videos, anything, as long as it is connected
to your business and it seems like something your target audience would enjoy. A
nice mix of humor, educational resources, and posts about your store updates is
ideal.

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Facebook Advertising

Classic Ads - Facebook offers its own form of advertising with Facebook ads, which
appear in the side columns of the Facebook site. These classic ads are referred to
more specifically as Marketplace Ads. They include a headline with copy, an image,
and a click-through link to either a Facebook page, a Facebook app, or an outside
website. Implementing Facebook advertising into your Facebook marketing
strategy is one possible technique for increasing likes or driving website clicks.

Facebook advertising features include:

Demographic targeting by Facebook user data on age, location, education,
and interests. (It is very important to do the targeting right so your ad will be
shown to your potential clients)
The ability to set ad budgets.
Ad testing, in which multiple ad versions can be run simultaneously in order to
compare ad designs and setup.
Built-in ad performance measurement tools. Using Facebook advertising to
increase your “Likes” can be very beneficial – once a user likes your page, they
essentially become followers of your business page, and your posts will appear
on their Facebook news feed.
This results in more users interacting with you and your brand, forming
relationships that may end up translating to conversions in the future.

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Hosting Facebook Contests

Running Facebook contests, sweepstakes, or promotions is another Facebook

marketing tactic that can increase fans and brand awareness. When conducting a
Facebook contest, be aware that contests can’t be hosted through Facebook itself
(meaning you can’t ask for likes as entries, have people write answers in the
comments, etc.) Businesses must use a third-party app for creating their
Facebook contest, then direct users to the app from their Facebook page. There
are plenty of paid tools to help you do this, as well as some free ones. Shortstack
offers a number of free contest templates, so long as your page has under 2,000
likes. Pagemodo also has a free option. Many third-party Facebook contest apps
offer free versions, but your options with them are limited.

Facebook Promoted Posts

Facebook Promoted Posts let Facebook page owners pay a at rate in order to
have their individual Facebook posts reach a certain number of users, increasing a
specic post’s reach and impressions. If a fan of yours happens to be looking at
their news feed when you post your story, they are likely to see it, but even then
there is no guarantee if their news feed is swamped by other posts. That’s where
Promoted Posts comes in – it ups your chances of being seen on a user’s news
feed. Facebook Promoted Posts are shown to existing fans, with an added option
to reach friends of fans. Promoted Posts are easy to set up – just click the button
beneath any of your page posts. While the at rate simplies the process, Promoted
Posts lack the targeting options offered by other Facebook ads.

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Sponsored Stories

Sponsored Stories are a type of Facebook ad that shows a user’s interactions,

such as a Facebook like, to the user’s friends. Sponsored Stories seeks to
capitalize on the “word of mouth” marketing concept. If a user sees that three of
his friends like a certain page, he is more inclined to pay attention. The goal of
Sponsored Stories is to have a user take the same action as their friends.
Advertisers can choose to show friends “likes” if they want more page likes, show
friends who have “claimed this offer” if a business wants more users to claim
offers, etc.
Sponsored Stories get preferred positioning, capable of appearing in news feeds
and the right side bar. Sponsored Stories is also the only ad format available on
mobile devices. Sponsored Stories don’t only apply to likes or offers – they can
be used with any Facebook Open Graph app. If a friend has just installed
Scramble With Friends on Facebook, Sponsored Stories can show users that
their friend has just played the Scramble game, with an invite to “challenge
them,” “play with them,” or any similar variation. Facebook claims that Sponsored
Stories have 46% higher CTRs and 20% lower CPCs than regular Facebook ads,
making them a very serious strategy for marketing on Facebook. Facebook
Sponsored Stories can be created easily through the Facebook ad create ow.
Open Graph Sponsored Stories with a customized call to action require
advertisers to use a third-party provider.

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Facebook Open Graph

Facebook Open Graph lets businesses label a user’s action with their app. Billions
of interactions are posted with Facebook Open Graph every day. Businesses can
create third-party apps that connect to a user and post a notice on Facebook
when a user performs a specific action with the app. Facebook’s Open Graph
allows for creative interactive options outside of the standard “like” and
“comment.” Posts can suggest that users “listen,” “taste,” and “read,” – it’s up to
businesses to get creative. Virtually any time a site or app prompts users to sign in
to Facebook, it has something to do with connecting the user with the Facebook
Open Graph. Spotify is a great example of how Facebook Open Graph becomes a
powerful Facebook marketing tool. Users are given a variety of options – they can
like the song their friend is listening to, listen to the song themselves, or star it as
a favorite in Spotify. Open graph actions like these are unique enough to stand
out from the cluttered craziness of a user’s news feed.
Many Facebook games make frequent use of Facebook open graph actions,
posting a notice when a user has completed a level or won an achievement. Open
graph actions are being categorized as a new type of consumer story, taking
advantage of the word of mouth phenomenon. Open graph posts are more
meaningful to users because they are being generated by a familiar friend, not
simply a brand, making them the latest and greatest of Facebook marketing tools.
Facebook Exchange (FBX)

Facebook Exchange lets advertisers take advantage of ad retargeting on Facebook

through real-time bidding. Advertisers can target audiences based on web history
data – when a user visits a product page on a retailer’s website but fails to make a
purchase, the retailer can then display an ad for that same product on Facebook
with FBX. While Facebook retargeting ads were only relegated to the side columns,
recently these ads have been allowed to appear in news feeds, the most valuable
Facebook real-estate. This is great news for FBX advertisers since response rates for
news feed ads are 10 to 50 times higher than that of ad placements in the right
column.

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UNIVERSAL LAWS THAT YOU SHOULD ALWAYS

OBEY WITH FACEBOOK IF YOU WANT TO SUCCEED

SET CLEAR & CONCISE GOALS

FOR YOUR FACEBOOK PAGE
If you have a Facebook page for your business just because
you feel like you should, I’m going to recommend some
personal reflection. Ask yourself the following questions:

What do I want to achieve through Facebook? For example, do you want to

increase your sales by 15% over the next 3 months?
Do you want to increase your followers by 10% this month? Write down your
goals. Make them measurable, and give yourself a reasonable timeline.
What do I want the people on my Facebook page to do? Let’s say your goal is
to increase sales.
This doesn’t have to be a direct route. Do you want Facebook users to sign
up for your newsletter, where you will then ask them to buy, or do you want
them to go directly to your sales page and buy? Write down the action and
make it clear.

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YOU MUST BE CONSISTENT

No matter what your Facebook marketing goals are, you
need to be consistent with your posting.

Research suggests that users check their Facebook more than 25 times a week!
That is, over 25 times, you can be getting your product or business in front of
potential customers. You should post one to two times a day. Although you want
to post frequently, you don’t want to overwhelm people. Flooding their newsfeed
is a sure-fire way to lose a friend. In fact, companies with 10,000 followers or less
that post more than 60 times a month (about 3x a day) have 60% less
engagement.
Quality is better than quantity! Post one to two times every day and mix up your
posts with text, pictures, and videos.

MIX UP YOUR POST TYPES

A variety of different posts using various types of media will
give you better insight into what performs best if you are
starting out. Keep your posts interesting to keep people
engaged.

Like we discussed in Law 2, users can become overwhelmed if you post too
much, and this is especially true if you are posting the same thing again and again.
Videos are an incredibly effective way to get organic views. Videos are much more
likely to be shared when compared to text or image- based posts. These videos do
not have to be long, highly edited, and professional. In fact, raw, unedited footage
is what users are looking for. We can see with the success of TikTok and Instagram
reels that short videos that are less than one minute are high in demand. Short
entertaining or educational clips perform best!

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TIMELY ENGAGEMENT & RESPONSE RATES

Although Bill Gates had said “content is king,” in 2020, it’s
engagement that’s king. Engagement is everything and is
missed way too often. Whenever someone comments on a
post or sends you a message, you should reply and do it as
quickly as possible. When you post something on Facebook,
monitor the post for engagement.

When someone comments, try to respond immediately with a personal, genuine

remark. An emoji is fine, but always replying with a heart or smiley will not build
relationships.
You want to build personal connections that will create a sense of loyalty to you
and your business. Sometimes replying to every comment right away isn’t
possible. Try to respond to comments and messages within 24hrs. Engage and
respond to all comments and Facebook
messages within 24 hours.

MONITOR FACEBOOK INSIGHTS & PIVOT AS NEEDED

Facebook insights will tell you who is following you, who is
engaging, liking, and clicking on your posts. It’s not going to
tell you exactly who, but it will break down the demographics
like age and location and highlight which posts performed the
best. Your job as a Facebook marketer is to look at these
insights and deliver more of what your demographic wants to
see.

For your top-performing posts, consider the content type, the day of the week, and
the time it was posted. You may see that videos posted in the evening get the most
likes, comments, and shares from your insights. With this information, you can
continue to post more videos in the evening!

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MONITOR FACEBOOK INSIGHTS & PIVOT AS NEEDED

Whenever you post, include a call-to-action (CTA). It doesn’t
have to be something as direct as Buy Now! It can be
something general, like “comment below and share your
favorite holiday meal!” or “drop a like if you love chocolate too.”
When you think of CTA’s, like subscribe, sign-up, or shop now,
you need to make sure it is accurate.
Your CTA must direct people to do what you ask of them; you cannot have a
misleading CTA on a Facebook ad. Facebook states that any information obtained
after a Facebook user clicks the CTA must only be used to provide the service
outlined with the CTA. For example, if your CTA was to sign-up for your newsletter
and then directed to a sales page – this would be considered misleading. (And
you don’t want to upset Facebook!)

FOLLOW AD POLICIES
Facebook writes and enforces the rules, and you can be
penalized if you don’t follow them - even have your page
taken down! Always read and follow Facebook rules for
posts, ads, contests, and giveaways. It can be a bit more
challenging to reach Facebook followers organically, which
means you may need to draw people in with paid ads.

The lists are long, and there’s a fair amount of information that you must read
and acknowledge, but you need to read it closely and not skip over the policies!
Here are just a few to note:
For every promotion, you must also inform participants that their entry
releases Facebook from liability. They have nothing to do with your promo.
You can’t ask people to tag a friend or share your post to enter into a contest
or giveaway.
When choosing a page name, don’t use profanity or generic terms (e.g.,
shoes) or locations (e.g., Barcelona).
If you mention Facebook in your ads, there are rules about using it, including
font size, style, capitalization, and logo use.

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ENGAGE WITH YOUR FANS

Your profile picture should be consistent with your brand and
be recognizable. An image that is vague or unclear means
people are less likely to click and engage. If you are your
business, a picture versus your logo will be more effective.
Users like to talk to people, not businesses. Keep this in mind
for your photos, as well as when you are writing on Facebook.

Your cover page should also be consistent with your brand, profile picture, and
website for a cohesive, complementary look. When you direct people to your
website from your Facebook page, it should have a similar look and feel. If it looks
too different, you’ll lose people quickly.

PROVIDE DETAILS
You want to provide people with everything they want to
know about your business. Make sure you fill in the About
section and include all contact details, including email and
website. You wouldn’t skip out on an About page on your
website, and it’s just as important on your Facebook page.

You should go through your Facebook page and try to look at it as a new visitor
and someone who isn’t familiar with you and your business and ask yourself the
following questions:
Can they easily find my website?
Do they know what my business does? What do I sell?
If they want to buy from me, is it easy to do?
Are my contact details easy to find?

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Specific nuances of Facebook marketing can change with the seasons, like the
colors in your photos and the time you should post. When planning your
Facebook content, it’s essential to consider these nuances and as well as these
universal laws. The universal laws of Facebook marketing for success will help
you reach your business goals and put together a marketing strategy that works!

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HOW THE FACEBOOK ALGORITHM WORKS (AND HOW TO

MAKE IT WORK FOR YOU)

Have you ever wondered how a Facebook video or post seemed to skyrocket
in popularity overnight? It’s not magic; it’s the Facebook algorithm hard at
work. While other factors do play into a brand or business’ success on the
platform, the Facebook algorithm is what looks at those factors and affects
engagement, views, comments, follows, and everything else.
Facebook’s algorithm is a mysterious thing; well, it used to be. The legendary
social media company has been slowly revealing the method to its algorithm
over the past few years. Now, in 2020, we’ve got it down to science. You don’t
have to spend your whole paycheck on ads and marketing just to get an
engagement boost. You do need to understand how the Facebook algorithm
works in 2020 and how to beat it.
Before you go diving into the depths of the Facebook algorithm, it might help
to know a few important stats first. Understanding the facts about what you
are working with will help your brand and business strategy excel rather than
getting sunk to the bottom.
Facebook has nearly 3 billion registered users.
Facebook is the third-most visited website.
About 75% of high-income earners are on Facebook.
86% of marketers use Facebook for advertising.
Users spend an average of 58.5 minutes a day on the platform.

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FACEBOOK AI

According to a survey by the Pew Research Center, 53% of adult Facebook users
do not understand how their news feed works. If
half of Facebook users don’t understand how something appears on their feed,
chances are they don’t know about the algorithm either.
From its inception until 2019, Facebook was carefully working behind the scenes
to create the user experience we know today. The developers always left this
curtain half-closed and half-open, revealing new updates that kept users
interested while guarding their all-knowing software’s inner workings.
Apparently, 2020 is the year of transparency for the social media platform. They
actually want users to be aware of their AI and data collection practices, so
everyone knows what’s happening. (Being aware- on our end- helps FB create
better software, so it works in their favor too.)
Facebook even went as far as surveying users in 2019 to get the bigger picture of
their platform experience. The responses were used as feedback to tweak the
algorithm for 2020 and add extra transparency.
Thus, we now have the “Why am I seeing this?” and “I do/do not want to see this
content.” icons aside from sponsored and suggested content. Just like any AI or
software program, the Facebook algorithm will always be a constant work in
progress. It is a (theoretical) living entity that morphs and adapts over time to
keep up with online trends & practices.

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HOW THE ALGORITHM WORKS

The first definition that you need to understand as a brand or business is ranking
signals. These “ranking signals” are data points that correspond to specific user
behavior. Each data point tells something about how you use the platform, and
then factored into what you see and how your content is ranked in search, news
feeds, etc.
For example, the post type (image, video, text) you interact with most often would
be a data point. Other data points (ranking signals) include how often you like
posts by x brand, if you watch videos at all, which group you interact with, how
often you make a post, and the list goes on and on.
Facebook’s algorithm takes in hundreds upon hundreds of data points about a
single user to create an individualized experience. It might sound crazy at first,
but it works out really well for the platform, and users don’t complain unless it’s
about an ad. After all, how exactly did the AI know you needed more Purina cat
food?
3 Primary Ranking Categories
Who you usually interact with and how often you interact.
The media format (video, link, image, text, etc.) you both engage with and
post.
How popular a specific post is, based on a combination of views, comments,
likes, and shares.

Dozens of factors are considered within each category. Meaningful experience

and predicted response are two critical factors that contribute to your ranking
score.
So, even if your post is getting lots of likes, is it also getting comments, and who is
commenting vs. just liking in your friend’s list? If you post a video, are people
watching it until the end or clicking X after 10 seconds? What emotional reaction
are your posts receiving? The layers of Facebook’s software get quite complex.
But, at least we know what’s happening behind the curtain so that we can use the
knowledge to our advantage as a brand or business.

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BEATING THE ALGORITHM

Remember, the #1 priority of the social media platform is to keep users engaged
& online for as long as possible. They want to give people a reason to come back
to the site every day. Learning how to beat the Facebook algorithm in 2020 is a
continual learning process. To truly beat the system, you’ll have to test what
works and ditch what doesn’t. Adapt, change, and go with the flow.
To start, let’s say you’ve posted the beach selfie of the century, but where are all
the likes? You thought for sure that the beautiful backdrop of Cancun would
pique interest. Well, fear not, content creator.
Here is our list of Facebook algorithm hacks for 2020 that can help you beat the
software. Say hello to boosted brand engagement. Since Instagram is also run by
Facebook, many of these hacks can be applied to that platform as well. However,
check out our post that goes in-depth about Instagram’s own algorithm.

Genuinely Post & Interact: AI heavily values meaningful content and

interactions. In fact, how meaningful a piece of content is perceived to be is
factored into those ranking signals we talked about earlier. So, when you post,
make it genuine.

Emotion → meaning → value → high importance

This is especially true for brands and businesses who want to beat the
algorithm. Business content is typically too salesy, which is what repels most
viewers. Try attaching a story to your next product feature so viewers can form
an emotional connection. Meaningfully interacting with your friends and fans is
equally important. Are you reacting or replying to comments? Do you leave an
emotional reaction to their response to your response?

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Go Live or Post a Story: If you actively use all of Facebook’s features, your
ranking score is likely to increase. So, utilize all of the features that Facebook
has to offer. Yes, the algorithm knows if you’ve been posting to your story or
not. Even if you only post a story or go live every now and then, showing some
activity is better than not showing any at all.
A great tip for brands and businesses is utilizing the story function to highlight
your most recent post. For businesses that sell products, go live to
demonstrate your product in all of its glory. This is
a fantastic way to boost activity, provide value, and generate engagement all in
one swoop.

Aim for Organic Reach, Then Market: Another top Facebook algorithm
hack for 2020 involves reach- organic reach, that is. Let’s say you made a post
with a clever caption + corresponding picture, and it really struck home with
your audience. Next thing you know, 15 likes has turned into 100, and there’s
nothing but praise in the comment section. Now, you didn’t spend a penny for
that engagement; it was all organic.
The algorithm is already favoring your post due to its organic reach, so why
not take that momentum and keep it going with an ad? You’ll pay less CPC
(cost per click), and since organic got results, an ad definitely will.

Know Your Audience: You really need to know who your audience is, not
just in 2020, but all the time. If you are a brand or a business, you must define
your target market before expecting a genuine connection. Think about who
you are as a business, what you represent, and the type of people who can
personally identify with your brand.
Also, pay attention to what your fans and friends like the most. Do they
respond well to short videos? Are they tuning in to your live sessions? What
type of pictures get the most reactions? The more you get to know your
audience, the better your posts will perform.

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Clickbait is a Huge No: Clickbait is the nuisance of the internet and the
destroyer of engagement for brands and businesses. No one wants to feel
tricked into doing something, even on Facebook.
The quickest way to receive disapproval from the Facebook algorithm is to bait
your audience to like, comment, share, or click a link. Engagement baiting
doesn’t fly. After all, if it doesn’t provide value to your fans and friends, why even
post it?
Now, we don’t think you’d
do this, but know that misinformation or harmful content will get you
downranked ASAP. This includes fake news, links to faulty websites, and
offensive content. No questions asked.

Reshare Old Content That Performed Well: Most brands and business
owners don’t realize that repurposing old content can be just as powerful as
creating new content. If you posted a certain style of photography that got great
engagement, chances are that your audience would love to see it again. Now,
that doesn’t mean reposting the exact same picture but posting something very
similar.
People are naturally drawn to what they enjoy. Beat Facebook’s algorithm
without even whipping up a new piece of content.

Make Use of Facebook Groups: A not-so-common Facebook algorithm hack

is taking advantage of groups. Joining groups that correspond to your brand’s
values could help you make genuine connections with people who could turn
into followers.
For instance, you might join a group for animal rights activists. Well, your brand
supports animal rights and sells 100% vegan products. This is a direct
connection between values and branding.
Don’t blatantly advertise your business in the group (it’s against some group’s
rules). Instead, share valuable information and find a subtle way to mention,
“Oh, by the way, my brand sells X. Any support is appreciated.”

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Facebook Statistics You Should Know in 2022

Facebook Marketing Statistics
Facebook is one of the best social media platforms to use for your social media
marketing strategy. Here are some insights to help you fine-tune your marketing
strategy:
• Fifteen percent of users used Facebook as a platform to find products they
could purchase online in 2019 (eMarketer, 2019).
Facebook marketing services are aware Facebook is becoming the go-to source
for everything eCommerce. Facebook stats show users are turning to the
platform to find new products to purchase. And with the launch of Facebook
Shops, it’s no surprise that Facebook will become a primary eCommerce platform
in the coming years.
• Seventy-eight percent of U.S. consumers have made purchases online thanks to
discoveries they made on Facebook (Kleiner Perkins, 2018).
A recent report released by Kleiner Perkins revealed some interesting Facebook
marketing statistics. It showed Facebook as a leading driver in product discovery
among 78 percent of U.S. adults between ages 18 to 34, quickly becoming a
driver for 55 percent of online purchases.
• Facebook Stories receive over 500 million views daily (TechCrunch, 2019).
Features like Facebook Stories are some of the many reasons companies rely on
Facebook for business success. Despite the short-term nature of interactions
made through Stories, it has appealed to a wide range of demographics, making
it a powerful tool in every business’s Facebook marketing strategy.
• About a third of Facebook users visit local business pages at least once a week
(Facebook, 2017).
Many local establishments use Facebook for business purposes – and for good
reason.
Facebook Pages are among the most popular business tools on Facebook,
according to Facebook stats 2022. A Facebook page lets your share all relevant
business information, like your store location, opening hours and contact details.
You can also regularly publish content, which can drive engagement and help you
connect with customers.

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Facebook Ads Statistics

Facebook is one of the largest ad publishers on the internet today and is second
only to Google in market share. Use our Facebook stats 2022 compilation below
for Facebook advertising company professionals to learn more about advertising
on Facebook:
• According to Facebook ads statistics, Facebook’s ad revenue reached a record-
high $27.2 billion in Q4 of 2020 (Facebook, 2021).
Facebook stats 2022 revealed a 28.1 percent increase from its advertising
revenue in Q3 of 2020 when it recorded a previous record of $21.2 billion. These
figures also correspond with a 1,945.67 percent increase from its ad revenue in
Q4 of 2012.
For any Facebook advertising agency worth its weight, it’s clear that Facebook is
now an essential channel for brand advertising and is not going away anytime
soon.
• The average cost-per-click on Facebook ads as of September 2021 is $0.96
across several industries and campaign objectives (Wordstream, 2021).
Analyzing Facebook by the numbers, we can see that cost per click (CPC) is 12
percent lower YoY. This shows Facebooks ads are relatively more cost-effective
than CPCs on LinkedIn ($5.26) and Instagram ($3.56).
• Facebook ads have the potential to reach over 2.18 billion people (Hootsuite,
2020).
One of the most significant advantages of using Facebook for Business is its
incredible ads reach. Although Twitter’s average CPC may be lower ($0.38) than
Facebook’s, Facebook still has the advantage in potential reach. With roughly 2.89
billion active users, Facebook advertising experts could tap into over 75 percent of
the platform’s audience with their ads.

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Facebook Video Statistics 2022

Whether you’re a Facebook advertising company gathering information on video
ads or a local business gathering information to guide your video marketing
strategy, there’s plenty of information you can use below:
• Facebook Watch has an audience of more than 1.2 billion users each month
(Facebook, 2020).
Facebook Watch is starting to become a powerful marketing tool that Facebook
marketing services shouldn’t ignore. Boasting an audience of over 1.2 billion users
each month, it’s a potential goldmine for all your marketing efforts:
• Facebook advertising experts will see more exposure for their video ads.
• Influencers will see more opportunities to increase engagements through video.
• Facebook Live promises to be more lucrative for eCommerce businesses.
• Video marketing content can see increased viewership through social video.
• The average Facebook video post has an engagement rate of 0.26 percent
(Hootsuite, 2020).
This may look a little small, but take into account that the average engagement rate
overall is 0.18 percent. That means video posts get 44.4 percent higher
engagement than the average Facebook post.
• Fifteen percent of all content on Facebook is made up of videos (Social Insider,
2021).
Video content now makes up a significant percentage of all content published on
Facebook, including native videos, live videos, video ads and Facebook Stories.
Although it’s still far from Mark Zuckerberg’s earlier prediction that Facebook will be
mostly video by 2021, it’s still a big step toward that goal, given that videos only
made up 11 percent of all Facebook content in 2018. This is a testament to video’s
growing popularity and value as a marketing and advertising tool. Facebook
advertising agency professionals and experts should take advantage of this
growing trend and leverage video ads.

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Conclusion
With billions of users logging in every day, Facebook is undoubtedly an
important marketing channel for every business and an excellent tool for every
Facebook marketing agency. But however essential it is, it’s evident from these
Facebook facts and figures that it’s constantly evolving as a social media
marketing channel. That makes it critical for your Facebook advertising company
to stay tuned into Facebook statistics and adjust its strategy accordingly.

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