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Newsflash: Facebook Isn’t Dead.

Image of a hand holding a phone - the screen has the Facebook logo on. Text overlay says "Facebook Isn't Dead."

Facebook isn’t dead

Carys, our Senior Account Manager, is here to convince you to resurrect that brand Facebook Page. 

TikTok, Threads, Reddit, X (??), Lemon8, WeAre8, WhoDoWeAppreci8….(ok, yeah, I made that last one up)

Being a social media manager now is more complex than ever before, with a myriad of channels and algorithms and asset sizes and rules. Oh, to be a marketing intern circa 2015 with a Facebook and maybe an Instagram account to manage. When you knew when to post because feeds were chronological and your main creative focus was an aesthetic grid with all assets in 1:1. (A note for any veterans of the industry who may be reading, I’m sure you still struggled with many a lot of stress during the early years but come on, looking back you must yearn for simplicity!)

As a 2023 SMM working agency-side I’ve conditioned myself to be doing the newest, sexiest thing. I was speaking to clients about TikTok pre-Covid. I was posting on Threads at 6am on launch day, I’ve got all the aforementioned newest platforms downloaded waiting for their chance to shine. And despite all of this, you know what my work recently has shown me? Despite most of us ignoring it for years in favour of it’s much cooler younger sibling Instagram, Facebook ain’t dead at all. 

 

Who uses Facebook?

Literally everyone. Ok, maybe it’s true that the youngest of the Gen Z’s haven’t adopted Facebook yet but depending on what you’re selling your market isn’t exclusively children. And if it is – ok yeah this blog isn’t the one for you. 

But your uni roommate, your wine-obsessed aunt, your embarrassing great-uncle, the friendly elderly volunteer at the local museum, your school crush, your childhood enemy – they likely are all on Facebook in some capacity. Not only that, Facebook is actually the most popular social media network for men and women aged 35-44* (older millennials hanging in there!) 

The difference is how they use it. 

 

How do they use it?

Funny you ask! Here at Puzzle we address this question on the reg. So much so that I have many slides prepared just for the occasion!

Understandably, the primary reason across all age demographics for using social media is to keep up with friends and family. Sorry brands, they’re not logging on everyday excited to be advertised to. Below that, they’re scrolling to fill the time, looking for content, and keeping up with what everyone else is talking about (think memes, the latest pop culture moment, the weather, yada yada).

And when it comes to functionality and the content offering for users, Facebook really is king. You’ve got Marketplace to scroll through like the world’s wackiest car boot; over 10 million Groups to join and connect in, covering everything from your neighbourhood watch to rate my plate to obscure meme pages for reality tv show; a Video feed recommending influencer Reels sandwiched between Netflix trailers and a poorly timed Oceangate BBC interview from 2022; not to mention Events, News, Messenger, all the content your friends are posting, and daily Memories where Zuck drags up your most embarrassing moments from the 2010s. 

As a brand, there are truly endless opportunities to get involved! Users are engaging by sharing, tagging, commenting, reacting, RSVPing, LOLing, and so much more. 

 

What brands are killing it on Facebook?

Ah yes, here’s where the next piece of my SEO pie comes in! Below is a list of interesting brands I think are killing it on Facebook – there’s some strong contenders that might have previously flown under your radar! 

 

Dunelm

A screenshot of a Facebook post from Dunelm. The caption says: "Forget dining out, we’re dining outside! Pick up a new set for a fraction of the cost: all these outdoor dining options are in our Big Summer Sale!" There are 4 images which show various outdoor dining tables and chairs.

A post from Dunelm's Facebook page. Caption says: 
“The airer you were meant to put away a week ago…” With a picture of Elton John with text overlayed that says “I’m still standing’ (yeah yeah yeah)”

A screenshot of one of Dunelm's Facebook posts. Caption says: "Me reaching for a sock under the bed... #Eurovision" Photo is of the Swedish Eurovision contestant laying down reaching outward.

Dunelm seamlessly blends memes, conversation starters, home inspo, and product-centric posts to curate a feed that gets their followers talking. Between UGC and un-branded memes and a tone of voice that aligns with their millennial -> elder millennial customer-base, their content flows naturally alongside the other posts on users feeds – think friend’s holiday photos -> gorgeous wisteria and outdoor patio. 

 

Wendy’s 

A post from Wendy’s Facebook page. A bright red background with whimsical cartoons of unicorns. Caption overlaid says: “DEB,,,, YOURE POSTS RUIN MY DAY. THEY REALLY DO. WHEN I GET REALLY UPSET IT TAKE LIKE 1 OR 2 HOURS BEFORE I AM ABLE TO RESUME WHAT IM DOING. IM GOING TO CANCEL OUR FRIEND MEMBERSHIP,,HAVE A GREAT WEEKEND NJOY UR FROSTY” (The spelling errors are deliberate.)

 

A post from Wendy’s Facebook page. The copy says: “I AWLWAYS CARRY THESE IN MY PURSE FOR AFTER I EAT CHILI AND HAVE TO MEET PEOPLE LATER. PURCHASE NOW. SHIPS TO ME?” (The spelling errors are deliberate.) There is also a blurry photo of some strawberry chocolate/sweets wrapped up.

 

A post from Wendy’s Facebook page. The post is a background with various cartoon items, such as party hats, pizza slices and musical notes. The text overlay says “MY NIECE AND NEPHEW SAID HTEY WANT TO BE STREAMERS WHEN THEY GROW UP I THOUHGT STREAMERS WER FOR PARTIES”. (The spelling errors are deliberate.)

Wendy’s has long been famous for their Twitter approach, but have you checked on their Facebook recently? Clearly the brand has also realised that Facebook is still important! Their presence on the platform is completely different from its Twitter/X and Instagram-shaped counterparts (other than the fact that it’s all shitposting, of course). Gone is ‘roast me Wendy’s’, enter: posting on Facebook like a boomer. Is Wedndy old now, is that a joke? It’s a bold move to commit (so much so that they barely mention burgers at all) but consumers love it, and engagement (particularly shares, gold dust in the algorithm world) is high.

 

National Park Service

https://www.facebook.com/nationalparkservice

A Facebook post from the National Park Service. There is a carousel of several colourful poster-style images showcasing the national parks. The caption says:
Meet the parks! Parks are everything. They can be majestic, historic, mountainous, cavernous, wild, scenic and more .There’s even (Ken)ai Fjords. 
Come on, parkie! Let’s go journey! Each person has their own special connections with park places. What’s a place you discovered that surprised or inspired you? What’s a park you’d like to meet next?

 

A Facebook post from the National Park Service. Image is a screenshot of a tweet which says “Don’t go chasing waterfalls… cautiously approach and be careful of slippery conditions. In fact, you may just want to stick to the rivers and lakes that you’re used to.”
Caption says: Waterfalls in parks are popular places for viewing and taking photos. While beautiful to see, they can post risks to unprepared visitors.” The caption then goes onto describe safety advice for anyone visiting waterfalls in the parks.

 

A Facebook post from the National Park Service. There is a photo of a bear looking sleepy and grumpy. The copy says: 
“Having friends is cool, but have you ever cut everyone off and disappeared for six months? Bear: “Yes. Yes I have.” The bears are Katmal National Park and Preserve will soon retreat to their dens to bed down for the winter in a month of two. Bears south of Alaska usually enter their dens later and emerge sooner, but it all depends on winter conditions. They’ll stay there until the late spring when they’ll emerge thin and hungry. Bearly awake. It is a common misconception that bears hibernate during the winter .While bears tend to slow down during the winter, they are not true hibernators. Black bears, Grizzly bears and Brown bears do go into a deep sleep during the winter months, known as torpor. At times, they will wake up and move around their dens, check their email, and briefly scroll Instagram before settling down again. (Bear: I’m so tired. I should sleep.” Hours later > continues scrolling cat videos)

Saving the best for last! The National Parks Service in the US manages to perfectly blend informative and humorous content and wrap it up in a social-friendly bow on their Facebook. They have an incredibly engaged fan base on their page which consists of entirely positive sentiment – I mean who doesn’t love pretty scenic shots, right? Their unique TOV somehow straddles the line of targeting Gen Z whilst also satisfying Gen X and above, and they never sacrifice entertainment for education (or vice versa). Makes me want to go to a US national park real bad!

 

So, should your brand be on Facebook? 

It depends. Do you have customers who breathe and also access the internet on a regular basis? If so, yes.

Ok it’s not literally that simple – but it’s pretty much that simple. Like I keep mentioning, almost everyone is on Facebook and utilising it in some way, so it really should be a part of your social media strategy in some capacity – whether that’s running performance media in paid ads or posting memes. 

Interested in revamping your Facebook presence and gaining the attention of a new audience? Get in touch at hello@puzzlelondon.com with the subject line ‘Let’s talk Facebook.’

You can connect with Carys on LinkedIn here

*Hootsuite 2022 Digital Trends Report

 
Posted by

Ella Seasmith

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