A few months ago TikTok announced they’d recently hit one billion users, remarkable progress for a platform that only launched five years ago. It’s following hot on the heels of Instagram which is approaching 1.4 billion users and also shows no sign of slowing. Both outlets are reaping in subscribers from the young adult market, with those aged between 13 and 30 consuming the photo and video-friendly content voraciously.
Where then does this leave the granddaddy of them all? It’s had a lot of bad press, its founder has been hauled in front of the US Congress and the recent rebranding of its parent company to ‘Meta’ was met with confusion. Surely the dinosaur of social media must be starting to slip behind the competition? No chance. Facebook sits proudly on almost 2.9 billion users, more than both of the other platforms combined, and continues to expand.
There are many reasons for Facebook’s monolithic size that aren’t pertinent to this blog. What is relevant though is the fact that if you want to market on social media then Facebook will give you the widest reach of all. More importantly for dental marketing specifically is Facebook’s demographic. Whilst the 25-34 age bracket is still it’s largest group, no other platform has more of the 35+ age groups. These are the people you really want to speak to. They have the financial means to purchase those key, high-end treatments and they also have the need for them.
Facebook has plenty of ways you can directly advertise to its users, most obviously Facebook Ads provide direct, targeted advertising in much the same way that Google ads do for Google. If you want more leads from social media it’s a solid place to start. However, social media has always been about building a following. If you have the time and inclination then building your practice’s Facebook page, posting regular and relevant content, and interacting with your ‘audience’ can pay huge dividends down the line. There are more ‘shares’ on Facebook than anywhere else, so a simple post about whitening or implants could bring in more leads than an entire month’s Google Ads budget.
The biggest turn off for practice owners when it comes to social media marketing is time. Sometimes you feel like you’re putting hours into it and getting very little back. However, most dental marketing agencies will now have social media specialists who can do the work for you, and whilst the initial costs may seem discouraging, the potential long-term return on investment can be fantastic. And with almost 3 billion people to pitch to, you’ll never be without an audience.