During the current situation with the coronavirus, Facebook reported towards the end of March that they have seen a spike in usage across most countries. The company said, “The usage growth from COVID-19 is unprecedented across the industry, and we are experiencing new records in usage almost every day.”
This increased usage was identified as organic usage, not in ad revenue, as users are spending more time online and specifically for Facebook on Feeds, Pages, Messenger and WhatsApp. The trend that was reported for ad revenue was that a slight decrease had been seen, as businesses have been forced or decided to reduce spends or pursue more organic marketing. This has been a common trend across many digital platforms, with Twitter and Google also enjoying similar spikes in traffic or usage, but without additional revenue and in some cases drops.
If you are a business, now is the perfect time to invest in your digital marketing channels, as costs will be coming down and placing adverts will become less competitive. If for your business, increasing advertising revenue isn’t possible at this time, keeping a presence with a basic spend whilst being active on social media organically is the next best option. With the reported increase in usage, keeping a conversation with your target audience is vital. It is important to continue putting your message out there, remaining in the mind of your audience and potentially being a source of support.
In the aftermath of COVID-19, Facebook, like many other digital businesses, is positioned to benefit from the increased usage, engagement and reliance on their platform. If Facebook habits remain the same, there is likely to be a record ad spend from pent-up advertisers rushing to re-launch and start generating revenue which may have halted or slowed during this period.
If you need any more information or advice on your digital marketing campaigns, need some guidance on where to start or are looking for an agency which can manage yours for you, get in touch today.