Why Facebook?
- The platform has 1.13 billion daily active users on average
- Everyone on FB is connected to one another by an average of 3.57 degrees of separation
- 82% of 18–29 year olds and 56% of 65+ year olds online in the US use FB
- Nearly 85% of FBs daily active users are outside the US/Canada
- FB accounts for 1 in every 6 minutes spent online
- People spend more than 20 minutes a day on FB
- The site tallies 8 billion daily video views
- 32% of FB users engage with brands (business) regularly
The potential reach is huge, globally and the ability to narrow down your search is incredible.
For example, you could search for: 18–29 year olds, living in West London, who like Software Development, are part of C# Software groups, have liked pages about Computer science and have a degree from UCL, Oxford, Kings College, ONLY. You can then make your advert target specifically them and no one else.
Candidates are sick of being contacted on LinkedIn, this is a passive way to generate interest and engagement with your band and a particular job.
What is FB Paid Advertising?
Similar to the model used by Indeed, it works on a sort of ‘pay-as-you-go’ system as opposed to a one-off payment used by most job boards. I’m sure you’ve seen these adverts live as you browse Facebook, they appear on the sides, or in your newsfeed.
How best to use it:
- Images are responsible for 70% — 90% of an ads performance, so pick something relevant, different and unique, to represent your company
- The most effective length for an ad title is four words and 15 words for a link description, keep it short and sweet
- Most people watch videos with the sound off — so keep it visually appealing
- Test out different combinations of text, image, colour, filter, time of posting etc until you find what works best for your target audience. Facebook has a handy metrics dashboard too.
What’s the cost?
You control your budget, its entirely up to you if you wish to spend £1, £10 or £100 per day reaching your audience! The more you spend the more visible and more people it will reach, you can focus your adverts to go for views or clicks or likes or other types of engagement. Try them out, test them, see what produces good statistical returns. Facebook also recommends budgets based on your selected audience.
FB is a great platform to advertise on, as opposed to being active and headhunting you are passively presenting opportunities to people on a platform that on average spend 1/6th of their time online with.
I advise always tracking your results and conducting weekly analyses and testing, to see if you can make an ad more cost-effective and efficient.
Tej Singh
@exacity | 02078 460 294 | tej@exacityrs.com
