The last 14 months have been unlike any other time we can remember. The pandemic has changed how we live, how we work, and how we interact with others. The pandemic has also changed how people behave online.
With people working from home, going to school virtually, and having virtual Happy Hours with friends, we have been online more than ever. The average amount of time people spent on social media per day doubled soon after the start of the pandemic.
With the increased amount of time people spent online, less time was spent scrolling through newsfeeds. Between doing everything virtually and the angry discourse that has become all too common, people were developing social media fatigue. People were no longer spending extra time online. They were going online to take care of specific things or interact with specific people.
How is this affecting Facebook and conversions?
It is essential to know what the marketing goals of Facebook and other social media platforms are. The main benefit of social media has always been branding, trust-building, and outreach.
For many people, their first introduction to a brand is through social media. Social media is at the top of the funnel. With the basic advertising concepts of Reach and Frequency, we know that you need to reach a large portion of your target audience (reach). You need to get your message out to them about 12 times (frequency) before they will feel comfortable enough to call you or buy your product. The issue is that those 12 touchpoints cannot all be from the same place. You want those touchpoints to come from places such as your Facebook ads, your website, your business card, brochures, traditional advertising, and Google Ads.
Facebook ads were also reaching people who were already further down the funnel. These are people who know who you are, having visited your website and started to develop recognition or interest in your product.
Thanks to social media fatigue and people going online for specific reasons, Facebook ads were not having the same impact on an audience that previous ads did. People were not going out of their way to learn about new brands. People were not moving down the funnel, so as those at the bottom of the funnel converted into customers, no one could replace them. New people remained at the top of the funnel.
The people at the top of the funnel need more effort to move closer to a sale. Your marketing plan has to extend past social media and include other areas to create the touchpoints required to move people down the funnel. Marketing plans that include several avenues, such as a blog, email marketing, Google advertising, and third-party review sites such as Yelp, or specialty sites like Avvo for attorneys all help to expand your reach and give you the frequency you need to move people down the funnel and convert them into clients or customers. It’s time to think creatively about your marketing plan. For now, you can’t solely rely on Facebook Advertising to cover the whole marketing funnel. You cannot fix the issue by simply throwing more money at it.