The “social network for local businesses” polled more than 1,200 of its users to find out how they use Facebook for marketing, limiting participants to those from businesses in North America with fewer than 50 employees, and split evenly between business-to-business and business-to-consumer.
Other findings from Alignable included:
- 50 percent of SMBs relied solely on organic reach through Facebook.
- 61 percent of those that do pay for advertising spend less than $50 per month.
- 63 percent of local businesses primarily use Facebook via desktop, compared with 37 percent for mobile.
- 6 percent of respondents have begun testing paid ads on Instagram.
- 38 percent uploaded videos to Facebook during the first quarter of 2016, and 69 percent said they were likely or somewhat likely to do so during the second quarter.
Alignable also provided the following takeaways for SMBs on Facebook:
- Mobile, video and Instagram are substantial areas of growth.
- With further education, local businesses are likely to test and/or increase existing efforts regarding Facebook ads.
- There is significant opportunity to increase usage and spend on Facebook through local-focused education and dedicated programs.
Readers: Did any of the findings by Alignable surprise you?
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