Facebook Marketing Know-How for Brands

How brands can best use Facebook to reach their target audiences.

With 2.9 billion monthly active users, Facebook is still the most widely used social media platform worldwide. For brands whose target audience is over 30, Facebook is still an extremely relevant platform to reach and engage customers. Let’s take a look at Facebook marketing, demographics, advertising, best practices and insights about how brands can best use Facebook to reach their target audiences.

Facebook’s Demographics

Around 1.91 billion people access Facebook every day through the main Facebook app, Facebook Messenger or the Facebook website. According to an October 2022 report from Statista, Facebook users between 25 to 34 years of age make up the social network’s largest audience (23.6%) in the United States, with an equal gender split. Although Facebook initially attracted younger users, today Instagram, Snapchat and TikTok have become the new hangouts for teenagers. In order to retain a hold on other age groups, Facebook acquired Instagram in 2012 for $1 billion, WhatsApp in 2014 for $16 billion and Oculus for $2 billion in 2014. 

Global Facebook Users

 Age Bracket Percentage of Users 
 13-17 5.9% 
 18-24 23.8%
 25-34 31.6% 
 35-44 16.9%
 45-54 10.5%
 55-64 6.4% 
 65+ 4.9% 

Lane Gregory, CEO and founder of CrowdShare, a social media branding platform provider, told CMSWire that although it’s no secret that Facebook’s user base is a little older, this crowd is also a demographic with the most disposable income. “Facebook and Instagram users typically purchase higher ticket items like homes, cars and vacations, while users of TikTok and Snapchat are more interested in lifestyle brands. Facebook is the top dog in the market,” said Gregory. “However, brands need to focus on building fandom online. They need to focus on building digital street teams through their employees, friends, family, customers and even small market influencers so they can have an effective digital presence.”

Related Article: How Facebook’s Thinking About Its War With TikTok

Facebook Audience Insights

Brands that already have a Facebook business page are able to gain demographic insights about their audience using Facebook’s Audience Insights tool. It provides details about two groups of people: people connected to the brand’s Page and people on Facebook. These insights enable brands to create content that resonates and allows them to find more people similar to those in their current audience.

Brands are able to filter their audience based on the following:

  • Location
  • Interests
  • Age and Gender
  • Page Connections
  • Demographics and Behaviors

By using the filters, a business could find people who are female, between the ages of 25 and 35, single, college educated, in IT and Technical services, and who have “liked” Shopify. This enables brands to locate and market to a very narrow niche audience. 

Silvana Massolo, CEO and strategy director at The Bloom Agency, a social media marketing agency, told CMSWire that Facebook offers incredible targeting options and allows brands to run campaigns at one of the lowest costs per click and cost per thousand impressions. “Facebook will automatically show your ads to people who are most likely to find your ads relevant,” said Massolo. “You can further target your ad delivery with three audience selection tools: core audiences, custom audiences and lookalike audiences.”

Massolo explained that core audiences define an audience based on age, interests, geography, etc., custom audiences get back in touch with people who have engaged with your business and lookalike audiences reach new people whose interests are similar to those of your best customers. Along with paid media, Massolo suggested that ecommerce brands create and grow a Facebook group where their audience can find common interests to stay entertained and engaged, and that brands should emphasize how they add value to their customers’ lives as opposed to just shilling products.

“Know your target audience, be honest with yourself, set realistic goals, and invest in a professional shoot of your products,” said Massolo. “Remember that people are visual creatures; photos or videos will be the selling point and make sure you put your best foot forward to have a healthy ROI on your Facebook media investments.”

Related Article: Deciding on the Best Social Media Platforms for Customer Connection

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