As soon as Facebook launched, many leading brands in the world can recognize the potential of this social network. However, Coca-Cola, Red Bull and Heineken tend to turn their backs to Facebook Like. Matthew Burns, the co-founder of eBench, will give out some explanations for this issue.
At this time, Red Bull’s official page on Facebook has about 44 million fans. This number seems so huge but the statistics shows that only 330,000 interactions were done in the previous month. Ostensibly, there is less than 1 interaction in 100 fans every month.
Meanwhile, the official site of Coca-Cola has up to 84 million fans but the level of interaction is even much lower than Red Bull – about 20 times lower. MAC, one of the top technology brands in the world, this number is only 1 of 500 fans every month. This is also the problem of Heineken – a famous beer brand of the world, the percentage is just 1/180.
The big brands are the first ones to recognize the potential power of Facebook but they soon realize its limits: “Why do you have to pay for Facebook in order to reach and meet our fans because you can manage it much simpler with other free social network?”
In fact, the brands began to approach free recipes on social networks: MAC and Red Bull are penetrating Youtube with no purchase of view.
Searching for alternative solutions
Coca-Cola is speedily becoming the leader on Twitter, attracting ¼ subcribers in the non-alcoholic industry. Red Bull dominates the energy drinking section on Youtube and Instagram. MAC creates a portfolio to do the approaching really on social networks then this works on well on Instagram, Pinterest and Youtube.
Additionally, we should think about the case of Burberry, which was organized for Facebook only a few years ago. They have reached 2 times more interactions on Instagram than on Facebook despite the fact that the number of fans if 7 times smaller.
With the growth of social networks, the recent researchs show that many brands are feeling ‘bored’ with Facebook.
If your brand pays for Facebook to attract fans, purchase views on Youtube or experience on other platforms, this will be an out of date media campaign, just be called as social network recycling.
Today, the brands want to focus on developing great content firstly then deploy it on many different platforms. For them, Facebook is just one in many platforms. This helps them to search more customers buts has higher costs than other free platforms.
While Facebook is growing profitably, the analysis shows that profits do not come from the leaders in digital. Instead, based on the brand’s Facebook community development in other platforms of social networks, and in those markets where Facebook is still a giant irreplaceable.
A tool “hybrid” between classic advertising and social media like Facebook is still competitive, thanks to billions users. However, this social network is struggling to compete with other free platforms.
The brand is giving up Facebook and trusting other platforms to enhance its advantages: Reach fans with powerful content and of course totally free.
While other platforms are proving themselves more attractive, Facebook needs to show that the combination of access to potential customers and media giant free is always better than choosing traditional paid media. If not, Facebook will soon be trademark estrangement.