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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 are down ? And from a digital marketing perspective, how do brands interact with their consumers when social media isn’t an option?
Where People Go During Facebook/Instagram Downtime
Consumers Resort To Other Social Platforms.
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 additional social platforms, like Snapchat, TikTok and Twitter, 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.
Digital Media Solutions can help you build a presence across a variety of social platforms. Contact DMS to learn more.
Consumers Search 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 Multichannel Marketing Strategy.
Maintain a multichannel marketing strategy that includes email, SMS, push and a variety of 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.
DMS can help you expand your marketing efforts across more channels. Contact DMS to learn more.
Use Email Marketing Campaigns.
Make sure to maintain compelling email marketing campaigns so you can still reach your consumer base when a channel goes down. With email marketing, brands can segment and personalize their content to better resonate with specific audiences.
DMS can help you expand your email database with opted-in subscribers. Contact DMS to learn more.
Leverage Aimtell To Deliver Messages To Desktops.
Aimtell lets website owners segment audiences and place messages directly on the desktops of their audiences. Messages can be automated and trigger based or manual and deployed to take the place of what would have been posted on social accounts. Request an Aimtell demo today.
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. Blogs can be a great way of publishing timely content, and Aimtell can be used to inform people when new blogs are published.
Own Your Own Audience.
Facebook and Instagram will always be someone else's platform and someone else's audience. The very best way you can future-proof your marketing from social media downtime is by creating a first-party database and leveraging owned communications channels. Digital Media Solutions helps brands build their own first-party databases by directly connecting consumers with the brands that meet their needs.