Why Facebook For Marketers Is Not What You Think It Is

Facebook and marketing are two words that go together like, well, peanut butter and jelly. Or black and white? I mean, Facebook has been around for more than ten years now, which is enough time to help us understand just how much the site can do for marketers. 

Even if you’re not a marketer yourself even if you don’t use Facebook at all what the site has done revolutionized how people get customers. And though it may not be easy to see from the outside looking in their model isn’t what you think it is. Let me explain.

Do You Actually Need Facebook for Your Marketing?
1. Facebook marketing requires a nuanced approach and deeper understanding of its complexities.
2. Avoid common misconceptions and delve into the true potential of Facebook as a marketing platform.
3. Scrutinize the effectiveness of Facebook advertising for your specific business goals.
4. Innovative strategies may be needed to promote products that don’t have immediate appeal.
5. Consider advanced marketing research to gain insights into consumer behavior and preferences.

1. It’s All About The Numbers

Facebook is a numbers game. If you’re not growing your audience, then no one will see your posts. No one will see the content that you’re creating, and therefore, it won’t be effective for sales or leads.

Facebook is a platform where you have to compete with everyone else. If you don’t have an audience on Facebook, then no one will see your posts about how great your product or service is.

Facebook is a platform where you have to build your community. The only way that anyone can engage with your brand on Facebook (and Instagram) is if they’re already following/subscribed/interested in what it has to offer this means building awareness and engaging with people who are already interested in what YOU have to offer!

Facebook is a platform where you have to build your brand (and business). How do people find out about the things that YOU do? This can only happen through consistent engagement across all social platforms which includes the use of paid advertising when necessary!

Building a successful Facebook marketing strategy requires a deep understanding of the platform’s nuances. In our article on why Facebook for marketers is not what you think it is, we delve into the hidden complexities that every marketer should consider.

2. The World Is Not At Your Fingertips

There are other ways to reach people.

Facebook is not the only social network, and it’s certainly not the only social media marketing channel.

Sure, you can use Facebook to market your business, but that doesn’t mean you should rely on it exclusively. With so many other platforms available (and more being released every day), why would you want to?

For example: Instagram has over 1 billion users worldwide and is gaining popularity quickly a trend which will continue as long as they don’t mess up their algorithm again (which they might).

It’s also an excellent place for influencer marketing campaigns when used alongside YouTube or any livestreaming platform like Twitch and Periscope.

3. The World Is Not Your Target Market

It’s not even close to being your target market.

You can’t sell something to everyone, and you don’t want to try. Your brand has a special place in the hearts of people who share certain values or interests. You need to find those people and communicate with them in a way that resonates with them specifically. 

If you do this well enough, they will become enthusiastic fans who trust you, believe in what you’re doing, and reward your efforts by buying from or supporting your business through other means (like sharing links on social media). 

The fact that they share certain values or interests with each other doesn’t mean they all think exactly alike people who like Harry Potter also like Star Wars, but there are still plenty of differences between them! 

Having different opinions makes a community more interesting and valuable to advertisers because it allows for more specific targeting options down the road once those relationships have been established over time through consistent engagement between consumers/supporters/followers and brands/businesses alike

Avoiding common mistakes is crucial when it comes to Facebook ads. Learn from the top 29 Facebook ads mistakes to improve your ad campaigns and achieve better results this year.

4. If You Can’t Measure It, Why Bother

It’s easy to get caught up in the excitement of something new, but it’s important to remember that the only way for you to improve on a campaign is if you can measure it. Without measurement, there is no learning and improvement.

Also, keep in mind that just because something seems like a good idea doesn’t mean it will work for your business or brand. By measuring every aspect of your campaigns and making adjustments based on those measurements, you can ensure your efforts are always moving forward in the right direction.

5. Liking Is Not Enough – Make Them Take An Action

Let’s face it, you are trying to get people to do something and there’s a lot of competition out there. So what can you do? Make sure that your ad is relevant to your target audience (i.e., don’t try and sell pet care products on Facebook if your demographic is 18-24 year olds). 

Give them a reason or an excuse for engaging with your ad; this could be anything from offering something free or exclusive for a limited period of time, giving away some bonus material related to the product/service advertised, or simply pointing out how good the product/service looks compared to other options available in their price range.

Use calls-to-action (CTAs) such as buttons that say “Download Now” or “Learn More About Our Services Here!” so that users know exactly where they are directed when they click on these links. 

Also include clear instructions on how long the offer will last so that if someone misses out on it today they will know when another chance will arise tomorrow (if possible). 

Finally, use CTAs in conjunction with landing pages so that once someone clicks through from Facebook they land directly where they need them: at an online store with all their items ready for purchase instead of being redirected elsewhere like somewhere else in their browser window or back onto Facebook itself!

6. All Advertising Is Interruptive Advertising

Let’s talk about advertising.

Advertising is interruptive. It gets in the way of what you are doing and tries to change your mind about something. It’s not the same thing as social media, content marketing or brand awareness. 

Advertising isn’t even customer service (although customer service can be a part of great advertising). Advertising isn’t selling either – although it often does sell by convincing people they need whatever it is they’re selling.

While Facebook advertising can be effective, it’s essential to weigh its value for your business. Discover the reasons why Facebook advertising might not be the best fit for your business’s objectives and explore alternative strategies.

7. Keep It Simple (And Make It Relevant)

Make sure your ad is clear and relevant. Keep it short and sweet: no one wants to read through a wall of text on a Facebook platform. Make sure your ad is in line with your brand, consistent with your other marketing efforts, and not too salesy or promotional.

8. Marketing Requires Testing And Refinement – So Test Everything

When you run any kind of ad campaign, whether it’s a text ad or an image ad, you can’t know what will work until you test. You don’t even really know what won’t work or why until you test. The only way to get answers is by running tests and analyzing the results to find out which ads worked better than others.

And there are many ways to do this:

Run multiple variations of an ad (like two images with different headlines) and compare the performance of each one in terms of clicks, likes, shares and comments. If one performs better than the other then keep that one! If not then try another variation next time;

Run different ads on different parts of your audience – for example if one set performs best among men aged 18-24 then try running another ad set targeting women aged 25-34;

Use negative audiences such as people who live in California but aren’t interested in cars – this will stop your ads from showing up when someone who lives in California searches for “car.”

9. Get To Know The Different Types Of Ads Available And How They Work 

There are many different types of ads on Facebook, and boosting a post is just one of them. You can create ads for a specific audience, location, device and even interest.

For example, let’s say you’re running a restaurant in New York City and want to reach people interested in pizza. One way is to create an ad targeted at people who have liked the page “Pizza Hut” (which has over 50k likes). 

if you’re trying to target current customers only, then create an ad targeted at people who have previously engaged with your brand by liking or commenting on any posts within the past 30 days.

Pushing a product that lacks immediate appeal requires innovative tactics. Dive into strategies for promoting products like a pro in our article on how to push a product that no one wants and uncover ways to generate interest.

10. It’s Not About Your Brand Or What You’re Advertising

You don’t need to re-create the wheel when it comes to Facebook advertising. There are many resources online that will provide you with templates and best practices for creating effective ads, which can help you get started quickly.

But as we discussed earlier, what makes a great ad isn’t just about creating something beautiful and posting it on Facebook; it’s about understanding your audience and speaking their language. If you’re not focusing on what matters most, then the money and time spent on Facebook will be wasted and who wants that?

Here are some important things to keep in mind when crafting your next ad campaign:

Focus on people’s needs (what they’re looking for) rather than their wants (what they want). If someone wanted an ice cream sundae but couldn’t have one because of diet restrictions then maybe they wouldn’t be interested in seeing an ice cream sundae ad.

11. Facebook Is A Social Network, But Not For Casual Socializing

Facebook, as a social network, is not like all the others. It’s not a place to be social and chat with friends. It’s a place where people are expressing themselves creatively and sharing their thoughts with the world.

Facebook is an open platform for you to post content that connects with your audience in a way that builds trust, loyalty and brand awareness among them. 

When you share something personal on Facebook it will get seen by more people who aren’t already connected to each other through mutual friends or groups than if someone shared only privately within an existing group or conversation thread.

So when marketing on Facebook it’s important for marketers to remember that they’re entering into an environment where their target audience isn’t necessarily looking for product information from them at least not yet.

Instead they’re looking for engagement from businesses through things like comments on posts or videos shared by brands (and even less commonly actually clicking through links shared by companies).

12. Today’s Fan Does Not Equal Tomorrow’s Fan (Or Customer)

This is the most important point of all.

You are not going to arrive at a new ad strategy and magically start reaching more customers. You need to spend time and money on testing, optimizing, refining your targeting, messaging and landing pages until you’ve exhausted all possible combinations of what works best for your business.

And then you’ll have to do it again because there’s an ever-changing landscape that is always shifting based on who’s using Facebook today versus yesterday or tomorrow  all while you’re trying to reach a very specific audience with a very specific message at the right time in order to drive incremental conversions across multiple campaigns (which may include retargeting).

13. Facebook Insights Does Have Its Limitations

Facebook Insights is limited in its data, so it’s important to use other tools to get a more comprehensive overview of your page and fans’ activity.

Here are some tools you can use:

Facebook Ad Manager – This will show you how many people have clicked on your ads and the average cost per click of each ad campaign.

Google Analytics – You can use this tool to see an overview of all aspects for your Facebook page, including traffic sources (where are people coming from), engagement (how much time do they spend on the site), demographics (who is using the site), top posts/pages and more.

14. Fans Don’t Automatically Become Customers

Facebook ads are not a magic bullet. They are not a silver bullet. Facebook ads are not a cure all, nor are they a one-size-fits-all solution to every marketing problem you face.

It’s important to understand that Facebook is just one part of your overall marketing strategy and that it shouldn’t be viewed as the end goal in itself. You won’t see huge gains from your ad campaign if you don’t have an optimized store presence or business website to back up your efforts on social media.

Advancing your knowledge in marketing research can be a game-changer. Explore insights into the decision to pursue a master’s degree in marketing research in our article on why I decided to pursue a Master’s in marketing research, and learn about the potential benefits for your career.


There are definitely some challenges with using Facebook for marketing. But if you keep in mind the things discussed in this article and remember that Facebook is about people, not about brands, then you can use Facebook to your advantage when it comes to growing your business.

Further Reading

Here are some additional resources that can provide further insights into Facebook marketing advantages and effective strategies:

Advantages of Facebook Marketing: Explore the benefits of utilizing Facebook as a powerful marketing platform.

Why Facebook is the Most Effective Social Media Marketing Tool: Discover nine compelling reasons why Facebook stands out as a highly effective tool for social media marketing.

Mastering Facebook Marketing: 15 Tips to Avoid Common Mistakes: Learn valuable tips to excel in your Facebook marketing endeavors while avoiding common pitfalls.


How does Facebook marketing benefit businesses?

Facebook marketing offers businesses a vast audience reach, allowing them to connect with their target customers and build brand awareness effectively.

What makes Facebook an effective social media marketing tool?

Facebook’s extensive user base, diverse ad formats, and precise targeting options contribute to its effectiveness as a social media marketing tool.

How can I avoid common mistakes in Facebook marketing?

To avoid common Facebook marketing mistakes, focus on setting clear goals, crafting engaging content, and refining your targeting strategies.

What role does audience engagement play in Facebook marketing?

Audience engagement is crucial in Facebook marketing as it enhances your brand’s visibility, builds a loyal following, and encourages interactions that can lead to conversions.

What are some best practices for successful Facebook marketing campaigns?

Successful Facebook marketing campaigns involve understanding your audience, creating compelling content, using visuals effectively, and analyzing campaign performance to optimize results.

Why Should I Use Facebook For Marketing?

Facebook is the world’s largest social network with more than 1.6 billion users and over $5 billion spent on ads. 

Advertisers can target their audience by age, location, gender, interests, behaviors and much more across Facebook’s many ad formats: desktop news feed ads, mobile in-app and mobile News Feed ads (including Carousel ads), Instagram and Audience Network mobile app installs/engagement/conversions.

How Do I Set Up My Facebook Page For Marketing?

First you need a company page or personal profile on Facebook if you don’t already have one. 

If your business already has a page it’s important to update it regularly with relevant content that will help drive traffic back to your website(s) or landing pages where people can sign up for something like an email list or opt-in offer. 

How Often Do You Post? 

Ideally at least once a day but 3-5x per week is even better! Use hashtags (#) responsibly as they’re searchable keywords that people type when looking for more information about something specific related to what they’re interested in learning more about at any given moment (e.g., “#marketing”). 

When posting videos make sure they are relevant too with titles such as “One Minute Marketing Tip” since no one wants videos titled simply “Video” clogging up their feeds.”