Facebook Marketers Focusing Their Attention Outside of Social Media

For a long time, Facebook and YouTube have ruled the digital kingdoms of marketing and advertising. With their enormous popularity, they have been easy and obvious venues for companies interested in getting their brands noticed. Experts are now saying, however, that the marketing game is changing again, as it is wont to do. Facebook is cracking down on pages that are “like” and “share” hoarding and companies are finding it’s more effective to point their visitors back to their websites.

Facebook and YouTube engagement down

Ewan Spence, a contributor to Forbes.com, found statistics recently released from the Jun Group which showed, “Between them, Facebook and YouTube accounted for a combined 69% of all actions taken after brand campaigns in 2012, but the corresponding figure for the end of 2013 has seen that engagement drop to 30%.” Marketers are no longer pushing consumers towards social media.

Landing pages gain popularity

Social networks are beginning to mature. There are fewer new users each year as many who are going to get profiles already have them and are entrenched in their ways. The younger generation is faced with such a proliferation of social media networks that as yet it’s difficult to say which one will rise in popularity in the coming years. Thus, marketers must look towards pushing users from Facebook to their landing pages.

Host websites provide consistent user experience

Mitchell Reichgut, the Jun Group’s CEO, explained, “As advertisers spend more developing branded content and digital experiences, they want to drive audiences directly to those destinations. At the same, time, social platforms have made it more complicated for brands to communicate with fans.” Instead of hosting their content and marketing on Facebook, marketers are choosing to advertise links to their own websites where they can better control the user experience.

Debra Aho Williamson, one of the principle analysts for Social Media at eMarketer pointed out how Facebook is facilitating this change. “Facebook has built a lot of ad products that are more direct-response in nature,” Williamson said, “and many of these ads can drive people directly to marketers’ own websites and landing pages.”

True loyalty isn’t “likes”

Organic posts are more effectively hosted on company websites, and provide more opportunities for site visitors to discover content of value to them. Brands have realized that likes and shares aren’t as valuable to their users who are wising up to what that game is all about. And while likes can create a bigger following base, they don’t gather email addresses or inspire true loyalty. Thus, a new chapter of brand marketing is beginning. And marketers who haven’t realized it yet soon will when their likes and shares dry up.

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