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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

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.