There is a fundamental misnomer attached to the paid placements employed by brands on Facebook. The platform itself has contributed healthily to this misnomer’s errant drift into the lingua franca of social media managers the world over. Facebook Ads, as they are called, do little to live up to the name. The problem is a bifurcated one of what I’ll call New Puppy Syndrome and an almost-global misunderstanding of how to make Facebook’s paid placements actually work.
First consider this: no-one is on Facebook to connect with your brand. People are on Facebook to connect with other Facebookers. Those might be long-lost friends, classmates from days-of-old, co-workers and even the person sitting across the room from them. No-one is on Facebook because they are dying to know what Starbucks has to say, or because they simply must have more Target in their lives. This isn’t a guess, nor is it an opinion. This is fact. This is truth. Pandemic Labs’ own proprietary analytics tool – Watchtower – maps Facebook user behavior down to individual hours of the day. The hours people are most actively engaging on Facebook don’t correlate with peak shopping hours or flash-sale dates. Nope. They correlate with things like “breakfast” and “the weekend” or “after the kids are asleep”.