Exhibit 20.1 Netflix’s miniseries “The Queen’s Gambit” keeps audiences engaged
via video snippets on Facebook.on Facebook.
Consumers are increasingly creating and sharing content
on various online media platforms. Social networking sites like Facebook, microblogging services
like Twitter, content sharing services like YouTube and Instagram, and LinkedIn, the business
and employment-oriented networking site, are now the go-to places for people to connect with
friends and expand their network. These platforms provide a variety of facilities and features
that make it easy for users to engage with each other and create viral marketing opportunities
for businesses.
For consumer marketers, social media is an important channel for engaging with
their target audience since it is where they are spending their time. The networks offer
numerous means for engaging with consumers, and this chapter focuses on Facebook, one of the
most popular social networks.
The following chapters explore Twitter, Instagram, YouTube, and LinkedIn, each
offering a unique perspective on social media. Together, these platforms provide a diverse
range of options for businesses to engage with their target audience.
This chapter on Facebook marketing covers topics such as organic reach and
advertising options and formats on the network. The chapter uses case examples to provide
guidance on how to market products effectively on Facebook.
Facebook is a popular social networking site that enables
people to connect with each other. The following statistics for 2022, sourced from various sites,
demonstrate the platform’s scale and diversity:
- Monthly Active Users (MAU): 2.93 billion as of 2022.
- Daily Active Users (DAU): 1.96 billion as of 2022.
- Gender: Male 56.5%, Female 43.4%.
- Internet users:
- Male, 25-34: 15.9%
- Male, 35-44: 17.7%
- Female, 35-44: 15.7%
- Female users, 45-54: 18%
- Facebook is the favourite social network among the 35-44 age group.
- It is declining amongst teenagers and young adults as Instagram takes the top spot
for users under 25, and YouTube and Snapchat gain share of these users.
- Seniors are fastest growing group. (75+ born 1945 or earlier)
- Highest traffic occurs mid-week (Wednesday and Thursday) between 11am and 2 pm.
- Average time spent per Facebook visit (session) is 4.8 minutes. Total time
spent per day is 33 minutes.
- Mobile represents 94% of Facebook’s ad revenue (2020).
Given Facebook’s enormous reach, it is no surprise that most businesses use the
network to market their products and services. For instance, Netflix has 87.5 million followers
(as of April 2023) on its Facebook page and effectively uses it to promote upcoming movies and
TV shows. Programmes such as Netflix’s miniseries
“The Queen’s Gambit”
have their own Facebook pages that keep audiences engaged through video snippets such as the one
shown in Exhibit 20.1.
To demonstrate how Facebook is used as a marketing tool, the following sections
examine the Facebook pages of Vegemite and Singer Sewing Company.
