As Facebook usage peaks globally, marketers are increasingly using Facebook as a platform to connect their brands with consumers.
Branded websites have been replaced with Facebook logos displayed in television ads, billboards and magazine advertisements, as brands encourage consumers to ‘like’ them.
The fan numbers for a brand’s Facebook Page might appear impressive, but the reality for marketers is that it is more than just a numbers game.
A recent report from GlobalWebIndex showed key segments displayed a large decline in active participation on social media. Facebook users are becoming passive to the social network’s activities, such as downloading Apps, uploading images or joining a group.
Instead, consumers worldwide are now spending more time consuming rich video content and utilising alternative devices – smartphones, tablets and games consoles.
The report also found that while mobile internet usage incorporates large amounts of time on social networks, increased mobile usage can transform the behaviours and purchasing decisions of consumers.
Consumer behaviour has also become more fragmented online and it is the responsibility of marketers to establish a deeper understanding of their consumers and trends. One solution is for brands to embrace the power of social networking on mobiles – this platform focuses more on content sharing and encourages the use of applications, which are usually professionally created.
The GlobalWebIndex report also discovered that 45% of consumers like a brand to entertain them, suggesting a demand for branded content.
For brands, this means that social media should become a vital branded distribution channel and not just a space for conservation.
