Social Media Marketing

As of January 2024, the United Kingdom had approximately 56.2 million active social media users, representing 81.29% of the population (source Statista). Facebook has consistently been the largest social media platform in the UK, maintaining a significant lead over other platforms. As of November 2024, the United Kingdom had over 55.9 million Facebook users (source Statista), with Instagram being the next highest platform, with approximately 34.71 million users (source Statista). It is clear that the majority of social media users are active on Facebook, with a number also using Instagram. However, the number of users active solely on Instagram or other platforms remains relatively small, making Facebook the most effective way to reach the largest audience.

For any business, traditional Facebook metrics like likes, shares, and followers hold limited value. While it’s easy to get caught up in these numbers, they don’t directly indicate an increase in visibility, which is essential for increasing your customer base and driving meaningful business growth.

Let’s take a closer look at why reach outweighs these metrics when it comes to effective Facebook marketing.

The Limitations of Likes, Shares & Followers

Likes can feel like validation for your content, but they rarely represent meaningful growth. Your existing customers already know about your business, so their likes don’t necessarily help expand your customer base. While it’s always nice to have engagement from loyal customers, focusing on likes alone keeps your marketing efforts within the same circle.

Shares, on the other hand, can help expand your audience, but their impact depends on the size and relevance of the sharer’s network. A single share can have a far greater impact than multiple shares, especially if the sharer’s network is larger and aligns with your target audience. Therefore, the number of shares isn’t always directly proportional to the increase in your audience.

Followers represent individuals with an interest in your business. This group can include existing customers, past customers and potential leads. Typically, only 10%-30% of existing customers will choose to follow a business’s social media page. Any additional followers (if any) beyond that are likely to be past or potential customers. An increasing number of followers suggests growing awareness of your business, but it’s important to note that this increase in followers is often modest compared to actual business awareness and growth. To drive meaningful growth, it’s essential to consistently provide relevant content that encourages potential customers among your followers to take action, while also working consistently to increase your targetted reach to broaden your audience.

Why Reach is the Real Game-Changer for Business Growth

Reach is a measure of how many people see your post/advert, but when your goal is to increase your customer base and grow your business, it’s not just about expanding reach – it’s about reaching the right people and ensuring your content grabs their attention. Eye-catching, clearly branded graphics are essential to help your content stand out in a crowded space. Branded visuals not only enhance recognition but also consistently reinforce your business identity and awareness, building trust and leaving a lasting impression on your audience.

For businesses looking to increase their customer base and grow, it’s important to understand how Facebook metrics reflect your goals:

  • Likes and follows show loyalty but don’t expand your reach. Having followers doesn’t guarantee they will see your posts, as Facebook’s algorithm determines which content appears on their feeds.
  • Shares from followers can help, but their impact can be low, as it is dependent on how many people within their network are your target audience.
  • Reach, or more specifically targetted reach, is what truly matters, as this indicates how many people your message has reached. For local businesses, reaching a nationwide audience offers little value, as the probability of connecting with someone interested in your products or services who also lives within your local area is extremely low. Targeting local reach however increases the likelihood of reaching individuals who are more likely to become your customers, and both general and specific local reach can drive meaningful visibility and business growth.

Maximising your reach whilst targeting the right audience, creating eye-catching graphics and ensuring a consistent approach to social media marketing is where we can help.

We’ve Got You Covered

Managing your social media strategy can feel overwhelming, but you don’t have to do it alone. Acorn Web Design offers a comprehensive social media marketing service tailored for local businesses. From designing branded, eye-catching graphics to ensure your content stands out, to creating posts to inform and attract your audience, and strategically posting and sharing your message to reach the right audience, we can handle it all for you.

With our expertise, your business will be seen by the right people in the right places, helping you grow your customer base, build trust, and stay top-of-mind in your local area.

Ready to grow your business with effective social media marketing? Contact us today to discover how our tailored strategies can help you reach the right audience and drive growth.