How do business decision makers engage with content on Facebook?
Once you’ve gotten a glimpse of your coworker’s laptop screen and you see that blue Facebook bar, there’s a natural question that follows: what are they looking at? How do they spend their time on Facebook?
The first thing to note is that BDMs are likely to have more friends than the average Facebooker. In fact, they are 40% more likely to have more than 200 friends. It’s no wonder that they are so deeply (and frequently) engaged on the platform. This shows that this group builds bigger networks on Facebook and engages more deeply on the platform.
This trend of deeper engagement is also true in regards to content. Business decision makers don’t just use Facebook more often; they engage with different types of content.
Business decision makers frequently engage on Facebook
Compared to other platforms1, BDM on Facebook are:2
1.6Xmore likely to watch long-form videos
1.7Xmore likely to watch short video clips
1.3Xmore likely to watch product info
1.5Xmore likely to watch product demos
It's not just that business decision makers are engaging on Facebook alone; 58% of this group say they use Messenger at least once a day, and 40% say they use it to message their co-workers. It may be that the co-worker from earlier isn’t looking at their favorite cat video; they may be messaging your other colleagues about who's going to lead tomorrow's meeting.
What it means for marketers
Remove friction in the customer journey.
Business decision makers use various resources to inform their purchase decisions and digital media plays a significant role, particularly for product/service reviews and recommendations, education and connecting with salespeople and consultants. Experiment with different creative formats and marketing tactics such as short- and long form-video, Lead Ads and immersive experiences using Canvas ads and 360 video. Leverage your own customer data to build lookalike audiences to ensure you’re reaching the right people with the right message at the right time.