Proven by results: Facebook facts every Maltese brand needs to know

By Maria Michela Azzopardi

Until quite recently, most businesses in Malta thought of Facebook as a popularity contest. It was all about attracting lots of ‘likes’ and having more followers on your page than rivals. If you were lagging behind the competition, you simply boosted a few posts every so often and it bumped up your likes.

But with the organic reach of business pages taking a hit because of changes to Facebook’s algorithm, those days are over. In fact, Facebook has made it more and more difficult for brands to get their content in front of their target audiences on their News Feeds.

To counteract this, many of Keen’s customers in Malta now allocate a monthly budget for promoting content to make sure their Facebook posts reach the right people at the right time.There are two ways of doing it, we can either boost your Facebook post or create a specific, targeted Facebook Ads campaign. 

What is a boosted post?

Boosts are easy because you don’t need to create anything new. You can take a post that has already been created, pick a target audience, choose your budget, and decide how long you want to run the ad. Boosted posts centre around page likes, comments and shares. One of Keen’s clients in the hospitality sector in Valletta wants to increase the number of followers on their business page to raise brand awareness. For them, boosting a post is a great way to get more likes and grow their audience. 

What are Facebook Ads?

Facebook Ads are the more sophisticated big sister of boosted posts. 

Are you looking to be extremely strategic and precise with your marketing, maximize your campaign objectives, have the ability to build hyper-targeted audiences, nurture leads, and build a huge Facebook following? Then Facebook Ads are the way to go.

They’re created through Ads Manager and offer more advanced customisation solutions to help you reach the audiences you care about most. Where a boosted post may initially optimise for likes, Facebook Ads can optimise for video views, website conversions, shop orders and more.

For example, one of our clients in the Maltese science and healthcare industry opted for a Facebook Ads campaign for the first time last month. The results, shown below from the Insights section of their Facebook page, speak for themselves. The company tells us it has been ‘inundated’ with customer enquiries ever since.

The bottom line? When it comes to boosting your current Facebook posts or creating Facebook Ads, choosing what is right for you will depend on your end goal to lay out a suitable strategy. 

Facebook facts you need to know

Advertising on Facebook is insanely cost-effective. Around the world, Facebook has 2.6 billion monthly active users, according to new figures for 2020. If that number doesn’t blow you away, it also has 1.73 billion users that are visiting the social networking site on a daily basis.

Here in Malta, a whopping 79% of people use social media every day. The latest Eurobarometer 2020 survey also shows that use of social media among businesses is highest in Malta at 84%, followed by Denmark on 75% and the Netherlands on 74%.

Facebook has reached such a massive audience in Malta that it’s become impossible for businesses to ignore. And since a large portion of Facebook users in Malta visit the site every day, it makes them a great potential audience.

Whether you’re a supermarket in Siggiewi, a boutique hotel in Gozo, a furniture store in Qormi or an accountancy firm in Mellieha, Facebook is a great place for your marketing efforts. 

Give your brand a louder voice!

Here at Keen, giving your brand a louder voice and creating a spark with your audience is what we do best. Our in-house specialists will help you define your digital marketing strategy, create and manage your social media campaigns, and deliver insights on your return on investment. Our team works with all of the major social media channels, including Facebook, Instagram, Twitter, LinkedIn and YouTube. 

Unleashing the power of these platforms, we design targeted campaigns to help you achieve your business goals, whether it’s increased revenue, event sign-ups or building brand awareness. If you’d like to speak to one of our expert team members on ways to social media work harder for you, please get in touch for a chat and a free marketing audit. We’re looking forward to hearing from you!