Facebook has had a tough year so far. Their public perception temporary nosedived following the highly-covered Cambridge Analytica data scandal. Though the outrage from the event has grown more silent, the concern regarding Facebook’s actions with personal information is still a great and justified concern. Too often in situations where scandal suddenly breaks blame is quickly assigned and generalizations are candidly made. Facebook’s relationship with Cambridge Analytica was undoubtedly dubious and wrong, but there should be no confusion between the scandal and the regular advertising that fuels the free platform.
Advertisements on the platform are practically unavoidable to users scrolling through their bottomless feeds, but gone are days where advertisements do not pertain to the viewer. As the years have passed refinements have been made; Facebook advertising is now synonymous with precision and detailed customer targeting. Advertisers can target specific audiences down to the most nuanced location, demographic, or preference, but the reason Facebook will stay relevant in the advertising world is not the functionality, it is the user base. No social platform compares in popularity to Facebook. No matter how niche an audience is, they are likely on Facebook.
Yes, Facebook advertising will surely drive traffic to your website, but it would be unwise to invest solely in one outlet for your message. Younger social media platforms like Instagram and Snapchat have both seen their market share grow since their introductions. Instagram, which is owned by Facebook, offers deep customer targeting, and Snapchat, despite its limitations in ad offerings, dominates market share for teenagers and younger generations.
Finding your audience is essential, and while they are definitely on Facebook, do not neglect the other platforms available. Social media is not going anywhere: its pervasiveness in society is visible in every environment. It only makes sense to put your ads where people are looking. No mediums for advertising combine repetitive exposure and targeted audiences more than the social media behemoths of the world.