3 Facebook Facts You Need to Know
for your clinical research site
1. The Biggest and Badest
You may have heard of other social networks like Twitter, Snapchat, and Instagram, but Facebook is the biggest, baddest social network out there. With 3.4 billion internet users in the world, over 2 billion of them have Facebook accounts!
Not only does Facebook have a high volume of members, but it also has the most engagement out of any platform. On average Facebook users sign-on to their account 8 times a day per day, 15 days out of the month. That equates to around 20,000 users every second. Kinda hard to beat those kinds of numbers.
2. Content is King
If you’re one of the 2 billion on Facebook, you know the importance of making your posts count. Nowadays, Facebook is prioritizing video above all other media types. On average, videos get 62% more engagement than photos, while currently only making up 3% of total content.
After analyzing 72,194 Facebook Pages over the course of a month, research by Quintly found that videos averaged 2,183 interactions, compared with 1,358 for photos!
3. Who is Logging-on?
What types of people are on Facebook, you ask? While social media is typically thought of as a young-person’s arena, a significant amount of users are now over the age of 50. If fact, according to a recent study, while 82% of people from 18-29 are on Facebook, 79% between 30-49 and 64% of people between 50-64 are joining the fun.
Additionally, across income, ethnicity, education, and other factors, there is a sub-10% difference between ‘types’ of users (i.e. those making over $75,000/year vs those making less than $30,000/year ; people living in urban vs rural areas, etc.).
What Does this Mean for Your Site?
Sure, this information is all well and good but how does it impact your research site?
There are a few takeaways you should keep in mind now that you know some insider information on Facebook.
- Don’t be afraid to use it. Many research sites still swear by the tried-and-true method of traditional media (print advertisements, radio commercials, etc.) for getting their name out there. While there is still a place for these methods of outreach, it is quickly being eclipsed by the power of social media.
- Use video content. Pictures and text are definitely easier to generate and, by no means are we saying that you shouldn’t use them. However, with the power of video and its potential to maximize reach and engagement, be sure to include that in your repertoire as often as possible.
- Don’t underestimate its reach. We’ve heard it said again and again that certain types of people aren’t on social media. With nearly the entire Internet using population Facebook, there are very few populations, demographics, etc. that cannot be found through that platform.
The moral of this story: When it comes to social media, Facebook is king with by far the most users and the most equitable use across a variety of demographics. So get out there, build your page, and start posting – and when you do, make sure it’s a video.
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