Dear Facebook, We Need to Talk: A Break-Up Letter from Marketers
Dear Facebook,
This is not easy to say, but we think we need some time apart.
We have been together for a long time. You were one of the first social media platforms that showed businesses just how powerful digital marketing could be. You helped brands find customers, build communities and start conversations online.
For years, businesses asked the same question: “Should we be on Facebook?”
The answer was almost always yes.
But things have changed. Social media has changed. Customers have changed. And marketers have changed too.
So, Facebook, we think it is time to look at some alternatives.
It’s Not You. It’s the Way Things Have Changed.
We are not saying you are bad for businesses. Far from it.
Facebook still has a huge audience, and its advertising tools are useful for many businesses. It can still be an important part of a digital marketing strategy.
The problem is that relying on just one platform can be risky.
Algorithms change. Advertising costs change. People change the way they use social media. New platforms appear, and customers move between them.
As marketers, we have started asking ourselves whether Facebook should really be the centre of every social media strategy.
Maybe it should not.
We Started Looking Around
Once we started looking beyond Facebook, we found a much bigger social media world.
There are platforms being developed outside the United States that offer different ideas about how social media should work. Some focus on communities. Some focus on visual content. Others focus on events, privacy or more authentic communication.
They may not have Facebook's enormous audience, but that does not mean they should be ignored.
After all, good marketing has never been about reaching everyone.
It is about reaching the right people.
Then We Met Mastodon
Mastodon is a social media platform developed in Germany. It works differently from Facebook because it uses a decentralised model made up of different communities and servers.
It feels less like walking into a giant shopping centre and more like joining a smaller community where people share common interests.
For marketers, this means the approach needs to be different.
Instead of simply trying to reach as many people as possible, businesses can focus on conversations, useful information and building relationships.
Facebook, you taught us the importance of social media communities.
Mastodon is reminding us that smaller communities can matter too.
And Then There Was Pixelfed
We also found Pixelfed.
Pixelfed is a photo-sharing platform that uses decentralised technology. It offers an alternative for businesses that depend heavily on visual content.
Think about a Perth restaurant sharing photos of its food, a local fashion brand showing its latest collection or a Western Australian tourism business showing off beautiful local destinations.
Not every business needs millions of followers.
Sometimes, a smaller audience that actually cares about your content can be much more valuable.
We Started Seeing Other People
Then we discovered Mobilizon.
Mobilizon is a platform from France that focuses on events and groups. It offers another way for people and organisations to connect around activities and shared interests.
This made us realise something important.
Maybe we have been expecting social media platforms to do too much.
Why should one platform have to handle advertising, events, communities, photos, videos and everything else?
Different platforms can have different purposes.
And that is something marketers need to understand.
We Wanted Something More Real
Then came BeReal.
BeReal, developed in France, became known for its focus on everyday and less polished content.
This caught our attention because modern social media can sometimes feel very perfect.
Perfect photos. Perfect offices. Perfect products. Perfect people.
But customers do not always want perfect.
Sometimes they want real.
For a business, that could mean showing the people behind the brand, sharing behind-the-scenes moments or giving customers a more natural look at the business.
It is a useful reminder that authenticity can be powerful in social media marketing.
And There Are New Platforms on the Way
We have also started noticing newer platforms such as Monnett, based in Luxembourg.
Platforms like this are exploring different ideas about how social media should work, including how users see and interact with content.
They are still developing, and they may not become the next Facebook.
But that is not really the point.
The point is that the social media landscape is changing.
And future marketers need to be ready for that change.
Facebook, We Are Not Deleting Your Number
Before you get worried, Facebook, this is not a complete goodbye.
We know you still have a lot to offer.
For many Australian businesses, Facebook remains an important marketing channel. Its large audience and advertising tools can help businesses reach specific customer groups.
We simply do not think businesses should put all their eggs in one basket.
A smart social media strategy might use Facebook for advertising, another platform for community building and another for visual content.
The right choice depends on the business and its audience.
So What Does This Mean for Marketing Students?
If you are studying marketing, there is a bigger lesson here.
Do not automatically choose the platform with the most users.
Instead, think about your target audience. Think about where they spend their time. Think about the type of content they enjoy. Think about how the platform makes money and how it uses customer data.
Most importantly, think about whether the platform matches the brand.
The best social media strategy is not about being everywhere.
It is about being where your customers are.
So, Facebook… This Is Goodbye. For Now.
We have had some good times.
You helped create modern social media marketing. You gave businesses a way to communicate directly with customers. You gave marketers a whole new industry to learn.
But the relationship has changed.
There are more options now. There are new ideas, new platforms and new ways to connect with customers.
So we are not saying goodbye forever.
We are simply saying:
It is time to see what else is out there.
And who knows, Facebook? Maybe taking a little time apart will make our relationship healthier in the long run.
Take care,
The Modern Marketer
P.S. If your business is still using the same social media strategy it used five years ago, it might be time for a change.
At The Digital Marketing Crew, we help businesses create practical digital marketing strategies that connect with the right people. If you are a Perth business looking for a fresh approach to social media marketing and digital marketing, we would love to have a conversation.
Because sometimes, the best marketing move is knowing when it is time to try something new.
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