Lots of social networking platforms have emerged in recent years. TikTok is perfect example alongside Snapchat of having a unique angle for users to enjoy and while some platforms inevitably disappear, despite much malignment recently, Facebook continues its dominance of social platforms in terms of audience size.
For years users and marketers alike have branched out onto other platforms to market to new audiences, and declared Facebook an unused and out of date platform. Recent news over Facebook’s ban of news in Australia indeed reinforces the platform’s move from social network to publishing platform.
It’s marketing capabilities remain as strong as ever with a base free-to-use point of contact with an audience that allows for multimedia promotion with built-in, site-tailored analytics. 1/3rd of the global population are connected to the platform offering a market of unprecedented size to engage with. Buying out competitors like Instagram & WhatsApp means the tech giant can gather more information about its audience to aid businesses in their marketing, while providing new features to users, such as WhatsApp’s end to end encryption and Instagram’s visual aesthetic.
It is still considered common practise for even globally known brands (coca-cola, nike etc) to maintain a professional and active feed on the platform. I believe for the foreseeable of future it will remain this way. A businesses digital professionalism will be based not on which platform they choose to market on but instead how many platforms they can successfully market on.
Going forward Facebook will always be there in the background as the foundation of social media and will remain a cornerstone of successful company digital marketing strategy.
Defiant Media & Marketing 