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Marketers Turn to Facebook and Instagram to Build Brand Awareness



Last week, we ran a few polls in the newsletter to learn more about how marketing goals vary between social media platforms. You may use a platform to accomplish many goals, but there is most likely one goal that you both have invested in and have consistently seen a great return on that investment. 

We selected four common social media marketing goals to focus on:

  1. Brand Awareness
  2. Lead Generation & Sales
  3. Customer Service
  4. Community Engagement

Instagram and Facebook were the first two platforms we selected for the polls. Given the immense user-base of both platforms, plus the diversity of interests and communities found on each, it’s not a huge shock that brand awareness took the lead in both of these polls. 

For Instagram, brand awareness took the lead with 39% of participants claiming this to be their primary goal on the platform. This could be an indicator that Instagram is a great place to launch a new brand on social and get noticed. 

Social Media Today newsletter

Once again, brand awareness took the lead on Facebook with 30% of the majority vote. Next, with 26% of the vote came generation and sales. Following close after with 24% was community engagement.

Social Media Today newsletter

It’s also not a huge surprise that these two polls shared similar results with brand awareness leading and customer service coming in last. Many marketers link their Instagram and Facebook accounts, adjusting their approach slightly for each, but there is still a connection between the two.

We will continue to run polls to learn more about social media marketing behavior in our community. You can participate by answering any of the future polls in our daily newsletter.



Meta Announces 2022 Facebook Communities Summit Event



Meta Announces 2022 Facebook Communities Summit Event

Meta has announced the date for its 2022 Facebook Communities Summit, with a virtual event scheduled for October 21st, in which Meta will bring together moderators from various Facebook groups to provide key insights and tips, while also sharing previews of upcoming groups tools and features.

As per Meta:

The Facebook Communities Summit is back. Join us virtually to celebrate inspiring community builders, hear from Facebook leaders, and learn about a number of new products and features to help you build, grow, and support your groups.”

Previous Communities Summit events have seen the launch of various new tools and updates, so it could well be worth tuning in if you’re looking to stay up with the latest group moderation options that could help to maximize your Facebook community.

Facebook Groups remain a key element of the broader Facebook experience. Despite the app, overall, losing engagement, groups are a key interaction space for many people, on many, many niche topics, and with the main feed becoming so divisive and political, many users have switched to groups to avoid the drama, and engage with like-minded people in a more private, enclosed way.

Indeed, Meta itself has repeatedly noted that Facebook users are sick of the politically divisive content in the app, and groups offers some respite from this. And with almost 2 billion people still logging onto Facebook every day, it can be an important connective consideration, and a good alternative for building community.

Which is also a consideration for brands, either by creating your own groups for fans/customers, or by seeking out groups related to your niche, and working to build connections within these communities.


Meta has also been working to add in more monetization options for groups, which could also provide new considerations in seeking to meet your target audience where they’re spending their time.

As such, it could be worth tuning into the Communities Summit later this month to get the latest info on Facebook Groups, and where things are headed.

You can learn more about 2022 Facebook’s Communities Summit, and sign-up to attend, here.

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