Facebook and Instagram are two of the largest social networking sites to date. These platforms provide everything from personal communications to entertainment. Whether users are talking with friends, reading news or watching cat videos, these sites see daily visits from the average user.
So where do social media users go when Facebook and Instagram have scheduled maintenance or are seemingly down for no reason? And from a digital marketing perspective, how do brands interact with their consumers when social media isn’t an option?
Where Consumers Go During Facebook/Instagram Downtime
Consumers Resort To Twitter For Endless Feeds.
While Facebook and Instagram may be your brand’s primary focus when it comes to social media marketing, it’s important to maintain a presence on Twitter, as this is where most consumers go when Facebook and Instagram are down, according to Forbes.
When Facebook and Instagram go dark, Twitter sees an uptick in traffic. Many users tweeted the hashtag #FacebookDown during the last occurrence. In fact, when Facebook is down, even Facebook posts status updates on Twitter.
Consumers Move To Telegram For One-To-One Messaging.
About a month ago, when Facebook was down, more than 3 million users turned to Telegram, and made new accounts.
Telegram, a messaging app focused on “speed and security,” has 200 million monthly active users and offers secure file transfers and data encryption.
In just 24 hours, Telegram grew significantly, welcoming in users who were looking to communicate on a new social media platform while Facebook was un-useable. Telegram even confirmed that Facebook’s downtime was most likely the cause of the sudden spike in Telegram’s use.
Consumers Search For News Sites.
While Facebook is down, consumers also turn to direct news sites for their current events upkeep. During a 2018 outage, traffic to publishers’ websites increased 11% and traffic to news sites’ mobile apps increased 22%. Search referral traffic was up 8% to news publishers’ sites during Facebook and Instagram’s downtime.
How Brands Can Interact With Consumers, Despite Social Media Downtime
Create A Multi-Channel Marketing Strategy.
Maintain a multi-channel marketing strategy that includes numerous social media platforms, so your brand can consistently reach consumers. Don’t put all your eggs in one basket in case one platform goes down.
Organize Email Marketing Campaigns.
Brands should be sure to maintain compelling email marketing campaigns so they can still reach their consumer bases even if they can’t post on Instagram or Facebook. With email marketing, brands can segment and personalize their content to better resonate with specific audiences.
Maintain A Branded Website.
Brands can consistently update and maintain their websites, treating them as central hubs for their companies. If consumers can’t find brands on social media because of site downtime, they are likely to turn to Google search and look for brand websites.
Mobile-Optimize Marketing Initiatives.
Because consumers increasingly consume content and shop on mobile devices, instead of desktop, it’s important for brands to mobile-optimize all of their marketing communications. From email to website copy to shopping carts, everything should be easily digestible in both desktop and mobile formats.