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Facebook: Not a ‘Little Thing’ in Marketing

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Facebook: Not a ‘Little Thing’ in Marketing

As of the fourth quarter of 2017, Facebook had 2.2 billion monthly active users. Sounds like a great place to market your business. Maybe not…!

You can sit down, with a coffee, and create amazing content that you know your audience will be engaged in, will subscribe to, and will follow to keep up with all of your amazing future posts. Sit back, and watch your empire grow. If only it was that easy.

There are a lot of people out there now who just want to make everything as simple as possible for themselves, whilst still being successful. Social media makes this seem all too easy these days. There are literally billions, of active social media users across the world… where else can you reach so many people, unless maybe you can afford to advertise at the Superbowl?
No?! Didn’t think so.

As digital marketers, we take a holistic approach to a business’s online success. We would never suggest sticking to one area of marketing, or one platform to market your business. Maybe you think that makes us biased, but we have a very good reason for that.

 

The LittleThings Conundrum

Have you heard of an online business called LittleThings? They’re a New York-based women’s lifestyle publisher, who actually started out as PetFlow; a blog for an e-commerce pet food site. Doing this, they built up a following of over a million users which then turned into LittleThings in 2014 when they erupted into a viral content phenomenon, making them one of the largest lifestyle publishers online!

In 2017 it appeared that the company was in a slight bit of trouble when they put themselves up for sale. However, prospective buyers of LittleThings were scared away when, in August 2017, Facebook made some slight tweaks to their algorithms which caused the company to lose 40% of its monthly active users.

“This one particular change to Facebook’s algorithms meant that LittleThings lost a whopping 75% of their users.”

However, all was still good, they managed to quickly rebuild this, and salvage the company after the hit. This was until the January 2018 came around and Facebook announced a huge algorithm change that meant users would see more posts from their family and friends again, instead of publishers and brands.

LittleThings had put all of their marketing eggs in one basket, Facebook. They employed around 100 people, who all relied very heavily on Facebook to market the business. Therefore, this one particular change to Facebook’s algorithms meant that LittleThings lost a whopping 75% of their users.

75%!!!

By putting the future of their business, and their employees into the hands of a single social media platform, this meant that as of Wednesday (28th February 2018), LittleThings has now closed its doors (or so to speak), and those 100 employees are now probably left without jobs.

 

What should you do?

This is why, you should never (ever!) put all of your eggs in one basket when it comes to marketing, particularly online marketing.

I hear a lot of bad-mouthing of digital agencies, particularly SEO and digital marketing, but this is a prime example of why we’re here. As I said above, there needs to be a holistic approach to marketing for a business to be successful online. Even if you think one platform is working really well for your business, you should never solely rely on this to maintain and grow your business.

 

“You should never put all of your eggs in one basket when it comes to online marketing.”

 

Digital marketing should not be considered a quick fix, or a quick and easy way to make money online, it should be considered a long-term investment into your business, that will help to nurture and grow into something sustainable. LittleThings had grown very quickly into something you would probably strive to be, but by not fully understanding the power of social media, or branching out into different avenues of marketing, they have now become a company you never want to become.

Create a strong brand, and build a quality marketing strategy – Throughout the online and the offline world. Don’t settle for LittleThings for your business, create big things! (Pun fully intended!)


If you want to start building a brand and a digital marketing strategy, get in touch with our team today, who will start you off on your journey, and work with you along the way to grow your business online!

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