Is Facebook Marketing Old News?
In my business, I often find myself having conversations with people regarding whether Facebook is still a valuable place to spend advertising dollars. Since some feel fewer people are using the platform, they question whether the impact is as good as it once was. I wanted to share some recent data gathered from the Pew Research Center that details exactly how Americans are using Facebook in 2019.
I should start by differentiating the cost of getting results on Facebook from whether the platform is still effective. The cost is based on how many people are advertising. The more people advertising, the more it will cost to get the same results. So, your ad budget might be getting fewer results because the cost has risen. That is not an indicator that fewer people are using the platform. It merely means you now have to spend more to reach the same number of people.
Three Facts about Facebook in 2019
- Around 7 in 10 Adults in the US Use Facebook – A full 69% of adults in the United States use Facebook. The interesting thing – this is unchanged from 2016. So, the actual data doesn’t indicate fewer adult people are using the platform. Since most people reading this have businesses that sell to adults, this indicates Facebook is still a primary place to advertise as 7 out of 10 of your potential customers are on it. That being said, over 50% of U.S. teens still use it.
- These Users Are Active on the Platform – If you think that maybe the people with accounts has stayed the same but they are not visiting it as much anymore, the data does not support that. According to a 2019 survey, 74% of the users on the platform use it at least once per day.
- Facebook is Popular with All Demographic Groups – The facts show Facebook is popular among all demographic groups. Some adults are more likely to use it than others. For example, 75% of women use Facebook compared to only 63% of men. 74% of its users have a college degree while the user rate among those with a high school diploma or less is only 61%. Finally, nearly eight in ten 18-29 year olds use the platform, while only 46% of users are 65 years old or older. However, the use among people 65 years old or older has more than doubled in the past 7 years.
I hope these facts demonstrate that Facebook is still an important place for most businesses to market their products or services. Sure, it will cost you more to get the same results in 2019 than it did in 2016, which is a result of more people advertising, not less. Overall, used properly, Facebook will still provide strong results at a relatively low cost. As a result, we still strongly suggest that Facebook is a foundational marketing piece to most small business owners in the United States.