Facebook, one of the oldest modern social media platforms, is all grown up at 22 years old this month. One of the stalwarts of Meta’s stable of social media platforms, alongside Instagram, Messenger, Threads, and WhatsApp, Facebook is often a key part of an international digital marketing strategy, depending on your target market. How can you use Facebook to successfully grow your drinks brand in export markets though?
What is Facebook?
Facebook is a multifunctional social media platform with plenty of useful features for businesses. 2.34 billion people worldwide can be reached with its ads. 66% of users speak English with Spanish, Hindi, Arabic and French completing the Top 5 languages spoken. The average user spends just over an hour a day on the platform. The main uses are messaging friends and family and posting or sharing videos and images. It’s also the leading social media platform by far for driving website traffic from social media too. Facebook is known for having one of the best ad algorithms for effectively targeting users with paid ads. Make sure you have a Facebook Page set up for your business so you can use its features.
Who is using it?
As of October 2025 (We Are Social, Digital 2026 Global Overview Report) Facebook is skewed towards males with 25-44 years being the largest demographic. Over 40% of Facebook’s ads audience is Southern and South East Asia with India the single largest audience with over 403m total reach. The USA, Indonesia, Brazil and the Philippines complete the Top 5 largest audiences. Dhaka, Manila, Quezon City, Delhi and Cairo are the largest metropolitan areas that can be reached with Facebook ads. The only markets where Facebook usage is low are Russia, China, Japan and South Korea.
What about content?
Average page post engagement rate versus page followers is just 0.15% with organic engagement dropping the larger the page following. Facebook is very much a pay-to-play platform with organic reach very hard to achieve on its own.
Reels, photos and album posts are the types of content most engaged with by users so keep your posts visual.
Why should you use Facebook?
Your customers are there. They spend a lot of time on the platform, using the range of features available and looking for brands that interest them to engage with.
If you are a B2C business with an ads budget then you should definitely consider using the platform to achieve your overseas goals.
How can you be successful on Facebook?
Share value-adding content that educates and entertains your target audience. Don’t share click-bait or spammy content. Make your page somewhere that your target audience wants to hang out. Share serve ideas, drinking occasion ideas, behind-the-scenes Lives for launches and events and to host Q & A sessions.
Be social. Engage with your audience and respond to comments. Use the platform for customer service, responding promptly to customer messages.
Start conversations – ask for opinions and views. Involve your audience with your brand.
Use Facebook Groups that are appropriate to your target audience by adding value and answering questions. Set up your own to build your audience! Use it to build rapport through sharing promotions, recipes, access to VIP events etc to make them feel valued.
Use Facebook ads manager to set up ads to augment your organic posts and get in front of more of your target audience rather than use boosted posts. Test out all the targeting options available such as targeting by interests, location and other demographics. You can also retarget people who have previously interacted with your brand such as previous website visitors or social media followers. Use the AI functionality to help you to optimise.
Take a look at our blog on the difference between a boosted post and creating an ad in Facebook Ads Manager.
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