The daily reach of Facebook surpasses network television among 18 to 24-year-olds, placing brands in a competition for spots on Facebook feeds. Since Facebook pulled the biggest bait-and-switch in marketing history (encouraging brands to build online communities before charging them for access), the dynamics have changed. For example CPG brands which have traditionally struggled to create authentic engagement on social media, have been able to increase their engagement to become the second-best category after Watches & Jewelry. Traditionally CPG brands have relied on like-baiting tactics such as coupons and samples to grow their pages, but are now demonstrating their skills at Facebook ads. Enterprises such as L’Oreal Groupe, Unilever and Procter & Gamble are leveraging their large ad budgets to use Facebook to compliment their television ads.
Dove, featured in L2’s Intelligence Report: Social Platforms, used Facebook’s targeted reach to promote a New York event as part of its campaign for Pitticure. L’Oréal used Facebook as part of its Women of Worth campaign, which awards $10,000 to a women contributing towards social change.