Facebook Turns 21

posted in: Facebook, Facebook ads | 0

The popular social platform turned 21 in February.  How can you use Facebook to grow your drink brand in export markets though?

What is Facebook?

Owned by Meta, Facebook is a multi-functional social media platform with plenty of useful features for businesses to use, such as Pages, Messenger, Groups, Shops, Marketplace and Live. The average user spends a whopping 17 hours a month on the platform. It’s mainly used to message friends and family and post or share videos and images. Facebook also has one of the best ad algorithms for targeting users with paid ads, with which you can reach 2.28b people worldwide, a growth of over 4% in the last 12 months. It’s the leading social media platform for driving website traffic. Make sure that you have a Facebook Page set up for your business so that you can use the features.

Who is using it?

As of February 2025 (We Are Social, Digital 2025) Facebook is skewed towards use by males with 25-44 years being the largest demographics. 40% of Facebook’s audience for ads is in Southern and South East Asia with India the single largest market. The USA, Indonesia, Brazil and Mexico complete the Top 5 markets. Delhi, Dhaka, Manila, Quezon City and Bekasi are the largest metropolitan areas that can be reached with Facebook ads.

What about content? 

Link posts, photos and videos are the largest volume of post types used by Facebook pages.

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.

Video, reels and photos are the types of content most engaged with by users so keep your posts visual.

Why should you use Facebook?

Your customers are there, spending 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 but rather 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.

Use Facebook Groups that are appropriate to your target audience by adding value. Set up your own! Use it to build rapport with your audience 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. Test out all the targeting options such as targeting by interests, location and other demographics. You can also retarget people who have previously interacted with your brand such as previous visitors to your website or social media followers.

Use the power of Facebook to grow your drinks brand. Contact us to see how you can work with us here.

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