As a digital advertising platform, Facebook has three key advantages over their competition. First, it’s a true and comprehensive social network where continual group and individual socializing is the key element, as opposed to the professional nature of LinkedIn, the image-based visual nature of Instagram, the short-lived broadcast nature of Snapchat, and the broadcast-with-limited-interaction feel of YouTube.
Second, its massive user base provides brands with a plethora of segmentation opportunities. This is partially because Facebook probably has more broad-based, narrow-based, and community-based targeting data than any other advertising platform, including Google. It’s also because Facebook users are so willing to provide these massive amounts of data with their posts, comments, and general viewing behaviors.
Finally, Facebook has the resources and the boldness to continue buying up platforms that reach toward younger and younger segments. Their Instagram acquisition did this extremely well, and they’re poised to do this with any other successful entrants to the social media marketplace. This means, that like it or not, Facebook will likely be a part of any B2C digital advertising program for many years to come. It also illustrates the principle that “Those who control the data, also control the marketplace.”
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