Marketing Beyond Facebook

Facebook has become a behemoth of marketing. Bit by bit, it has permeated brands and businesses in a way that we hadn’t totally appreciated – until the lights went out at Facebook HQ at the start of October 2021.

Suddenly, massive advertising campaigns that had been scheduled to hit didn’t land anywhere. For big businesses, it was a bit of a slap in the face as they registered that they’d lost an entire channel that did quite a lot of hard work for them. Facebook has become the go-to live problem-solver, replacing email as the key way to get in touch with their audiences.

Popping a post up is the work of minutes and it will reach an engaged audience – but how do you tell your clients that you won’t be on Facebook because Facebook is down?

Well, it seems that you tell them on Twitter. If you’re on Twitter, that is.

When Facebook goes down, it takes Instagram and WhatsApp with it. The communications issues are huge with few emerging completely unscathed.

While Facebook and Instagram are important to the big brands, for many small and micro businesses – especially lifestyle businesses – it is everything. Entrepreneurs across the world use Facebook and Instagram to reach out to their audience and bring new followers on board. 

They use imagery, short attention catching videos, and they share links to their online events, which they then post online the social media channels after the fact. That’s quite a few bites of the cherry with the click of just a few buttons. It’s easy to see why its a marketing platform for so many.

It offers a ‘free’ way of advertising your brand, but if you can’t reach your people then you’re not making your sales – and that’s what keeps you afloat.

It seems so simple; just stick to a couple of social media channels and you’re quids in. Until you’re not. While the Facebook rebrand to Meta seemed to come from nowhere in October 2021. It may have been connected to the widely publicised whistleblowing that was taking place on both sides of the Atlantic. It may not… However, it would be fool-hardy to assume that things will always stay as they are. Meta is labelled as a technology company, an advertising company and a social technology company, all within one quick Google search. What does it mean for Facebook, though? Was the outage a blip or was it a timely warning for businesses everywhere?

Still putting all your eggs in one basket?
Did you breathe a sigh of relief and double up on posts for a few days after the great ‘lights out’ – or did you take the chance to reappraise your marketing strategy? Yes, Facebook can be free but it is also outside your control and could lead you to build a robust communications outlet on a foundation of sand.

Moving Forward
Whether you’re an SME or a start up, an established micro brand with a strong following or just taking your first steps in your own side hustle, there are measures you can put in place that will ensure your voice, your messaging and your call to action can always be heard. We can talk you through your options and make sure that you’re ready when or if the worst happens.

Give us a call to see how you can make the most of your marketing without blowing your budget – however big or small it might be.