Facebook Advertising Strategy – Older Fans Are More Valuable

I observed an interesting trend in commercials during a recent episode of 30 Rock.  A majority of advertisements now direct viewers to the company’s Facebook page rather than the brand’s home page.  This isn’t necessarily a good strategy, but it does say a lot about the importance of Facebook in integrated marketing communications.

Brands realize that millions of people are spending hours on Facebook every month and they want a piece of that.   But who are the best types of people to engage on Facebook?  More importantly, if you’re buying ads on Facebook, who do you want to target?

This awesome widget from Forrester shows that Social websites are the domain of younger generations.  Older consumers are joining Facebook, but not at the scale of younger people.

Fewer Facebook Friends = More Real Estate for Your Brand

It is exactly this reason you should target your ads to older demographics.  Because there are fewer older people on Facebook, your message is more likely to show up on their news feed.

Sure, your brand’s Facebook application is pretty nice, but the first thing you see when you login to Facebook is the news feed.  This ability to get your brand’s message right next to baby photos and funny links is what makes engagement on Facebook so valuable.

A simple example:   An older user with 50 friends will see your message more than a younger user with 500 friends.

Fewer Friends - More Real Estate

Be careful…you don’t want to overdo it and annoy your fans.  I like traffic from Facebook because visitors typically stay longer and visit more pages.  So, it’s tempting to post LOTS of messages.

If you do so, the graphic above would be ALL green, and your precious fans won’t see any updates from their friends and family and could hide or unlike you.

Posted on May 3, 2010 at 9:46 pm by benphoster · Permalink
In: Facebook, Strategy

One Response

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  1. Written by Ed Kohler
    on May 4, 2010 at 4:46 pm
    Permalink

    That's an excellent point. A person who joins Facebook and happens to friend up a really chatty Facebooker will have a very strange first impression of the service. Grouping fans by friend volume and sending different messages based on that metric may help you hit an appropriate message tolerance.

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