If you’re actively engaged in law firm marketing, you should already know that Facebook has some staggering stats when it comes to audience and reach:
- 2 billion monthly active users worldwide (that’s 27% of all people on the planet)
- 83% of women and 78% of men use Facebook; by age the breakdown is:
- 88% of those 18-29
- 84% of those 30-49
- 72% for those 50-64
- 62% for those 65+
- Average time spent on Facebook daily per person is 35 minutes
There are also some less common Facebook stats you need to be aware of when you are developing your law firm marketing social media strategy:
3.5 Degrees of Separation
You are familiar with the theory that everyone in the world is no more than six degrees separated — which means that you can connect any two people in the world through six other people. Well, according to Facebook research, everyone on Facebook is no more than 3.5 degrees separated. What this means for marketers is that it is relatively easy to extend your organic reach on Facebook by asking people to share and like your content.
19% of all Mobile Use is on Facebook
The average consumer spends five hours every day on his or her mobile device. Research by Flurry Analytics and comScore shows that the #1 use is Facebook — 19% of an average consumer’s daily mobile use is on the Facebook app. This is yet another reason why you have to have a seamless mobile experience across all your online properties.
Facebook Gets 8 Billion Daily Video Views — 85% are Watched with the Sound OFF
This statistic proves that putting your videos on Facebook’s platform can be a great way to boost organic engagement. But realize that, according to Facebook research, 85% of users watch videos with the sound off. And they hate auto-play sound. If you are putting your videos on Facebook, make sure they are captioned. And be sure they are optimized for mobile viewing.
Images Drive Effective Facebook Ads
In a test of 100,000 Facebook ads, Consumer Acquisition found that, when done correctly, Facebook ads and traffic quality now rival Google’s. Their tips for creating an effective Facebook ad:
- Choosing the right image is critical — stock photos don’t work
- Optimize your ad copy — the most effective length is 4 words for a title and 15 words for the link description
- Be bold with your branding
According to Wordstream data, the average cost per click for the legal industry is $1.32. If you’re paying more, it’s a sign that you may need to tweak your campaign.
The average click-through rate for legal industry ads on Facebook is 1.61% — the highest among all industries. Conversely, the average click-through rate for Google ads is only .35% for the legal industry. This can be attributed to the competitive environment on each platform — your ad is one of many on Google when someone searches for a lawyer, but is likely to be the only one in that prospect’s social media feed.
Time Your Organic Posts Properly
According to SproutSocial data, the optimal times for businesses to post on Facebook are:
- Thursdayis the most recommended day to post
- 1 p.m. on Thursdayis the most active time
- Relatively safe to post any day between 9 a.m. to 3 p.m.
- Early mornings and late nightsare the least optimal posting times
- Wednesday through Sundayare the strongest days to post
Your posts should be short and sweet — no more than 50 characters for optimal engagement.
Want to learn more about leveraging social media as part of your law firm marketing program? Attend a Rainmaker Retreat! Click here for more information on upcoming sessions.