Social media plays an integral role in any modern company’s digital marketing plan, with Facebook still reigning supreme as an essential platform. Facebook dominates the social landscape as the most widely used platform in America: 68% of U.S. adults today are users. Despite the rise of Snapchat and Instagram among the younger generation, Facebook continues to be a mainstay across a wide range of demographics and age groups.
Why is it that people can’t get enough of Facebook? Look into the average user’s psyche for answers – five of them, to be exact.
With more than one billion active users, Facebook provides an unparalleled resource for research. The platform has a wealth of information that could be of use for research purposes across almost any subject, for laymen and for professionals. Recruitment for studies and surveys is easy via Facebook and can provide an immense amount of data collection. The widespread use of Facebook provides valuable information about the behaviors, desires, and purchasing habits of users.
Facebook is the number one social media marketing channel for small businesses. The platform itself is free, and advertising can be low-cost and easy to use. This can be an easy way for businesses to boost their marketing potential.
Insights is an incredibly useful tool on Facebook. Retailers and businesses can use Facebook Insights to gain valuable demographic information on their customers. It can also be used to see how many page views a business has, what their reach is, and how effective their Facebook marketing pages are. Using this information, businesses can then tailor their advertising to specific demographic or interest groups among their customer base, maybe even targeting multiple audience groups with different ads.
Facebook has become so much more than just a platform for sharing social aspirations. It’s a place users can go to get the latest national news, to read how-to blog posts, and for new dinner recipes. Education has become a major reason why people continue logging on. About 75% of Facebook users say that they log in daily. One of the drivers of such active usage is the belief that the platform will have new information each and every day.
Facebook has replaced news stations for many users. In 2017, 67% (two-thirds) of Americans admitted that they get at least part of their news from social media sites. Two in 10 respondents say they do this often. This was an increase from 62% of users in 2016. It isn’t just the younger population who does this – about 55% of users ages 50 and older also say they get their news from social media sites. Education about current events, tricks and tips, and facts about each other have become main reasons why people can’t get enough of Facebook.
Research and education are significant drivers of active Facebook users, but marketers can’t ignore the fact that the social platform remains at its core an entertainment hub. Every day, hundreds of thousands of new pieces of content flood users’ newsfeeds. A large portion of this content is for entertainment purposes; videos, photographs, and memes. Entertainment and arts have long been staples of the Facebook platform, but today it’s grown to almost frenzied proportions.
Facebook has become a multimedia entertainment center, with users playing games, streaming videos, and using millions of apps. Every day, millions of users log on to escape from their daily lives, procrastinate with entertaining content, and to divert others with their posts. For content to go viral on Facebook, it must entertain the masses. Many users check Facebook more than once per day, for the main purpose of being entertained. The incredible swell of video and photograph content on Facebook is a testament to users’ desire for distractions and diversions. Marketers can use this fact to create more engaging content for consumers.
For many users, Facebook is still an outlet for connecting with others. This was, after all, the original purpose of Facebook. It’s a place for reconnecting with old friends, keeping up with long-distance family members, and strengthening business relationships. Humans are social beings at their cores. Facebook fills the need for self-presentation and to belong. It’s a place where even non-social users can feel like part of a group, connecting with like-minded individuals from hundreds of miles away.
Facebook continues to expand its platform to facilitate user connections, adding features such as Facebook Messenger, more ways to react to others’ posts, and Facebook Stories. There are more ways than ever to make connections with friends and followers on the platform. In many ways, despite all the changes Facebook has undergone since its creation in 2004, it has remained true to its fundamental goal – to help people connect.
Finally, people use Facebook to share. A primary element in the psychology of Facebook is the fact that the platform triggers the brain’s reward center, or the nucleus accumbens. Facebook feeds this part of the brain through social acceptance. Sharing information, photos, and posts with others for positive feedback triggers a reward response in the brain. This is at the very heart of why millions of people continue to come back to Facebook again and again.
Every post, like, comment, and share brings users closer to Facebook. They want to share others’ content and they want others to share their content. Facebook makes it easy to share opinions and moments with other users on the platform. In just one click, a user can give a nod to someone else – a sign that he or she agrees or sympathizes. Sharing thoughts and feelings has never been easier than from behind the protection of a keyboard.
Facebook invited the world to share. The world responded with greater enthusiasm than even Mark Zuckerberg could have ever predicted. With these five central themes gluing people to their screens, it seems Facebook will reign King for the foreseeable future. Individuals, professionals, and businesses alike can use this fact to inform marketing strategies for years to come.
Need more information about using social media for your strategy? Connect with LotVantage today.