There’s been plenty of talk over the last few years about how users will soon tire of Facebook and how the next big equivalent is around the corner. Undoubtedly new social mediums are inevitable and also great as they provide individuals with different options. However Facebook has something that these new social mediums don’t – a history.
Facebook was launched in 2004 and as of September 2012 has over one billion active users. Now 9 years may not seem like a long time for a business to have a great deal of meaningful history, but Facebook is an exception. Users have heavily invested their time, energy and emotion into the platform. This is evident with the average user spending 46 minutes a day on Facebook, with this number increasing day by day.
During their time as Facebook members, users have made friends, uploaded/been tagged in photos, liked their interests and undertaken plenty of other activities. It is this invested time that willingly or unwillingly provides users with a sense of loyalty; which can be equated to traditional brand loyalty.
Some users openly love Facebook and wouldn’t leave it, others don’t have the time or effort to build another profile on a new social medium. Facebook is aware of this, and have cleverly played on this to reinforce users that they do have a history with the medium. Two tactics in which this has been accomplished is through:
- Facebook Timeline: launched in September 2011, the timeline changed the default profile from a list of your most recent updates to a complete summary of your entire life since birth. It includes photos, videos, status updates and locations you have visited. The timeline also uses an algorithm to assess the most important moments of your life.
- Old Status Updates: Facebook introduced the feature in 2011, which shows users old status updates, with the feature appearing as a small box in the right-hand column above the advertising.
Between both of these features we can see that Facebook is gently reminding users of the time they have spent on Facebook so they need not switch to another medium. Furthermore by showing users images/text of ‘old times’, nostalgia comes into play.
Nostalgia refers to a sentimental longing for the past, typically for a period or place with happy personal associations, and is a well known advertising strategy. Like anyone, looking through old photos can make you feel nostalgic, and bring up these happy associations. This emotion can be directly correlated to the platform that is being used – Facebook. Furthermore looking into the future, as we age our nostalgic yearnings grow, making us more receptive to the use of what researchers call “a longing for positive memories from the past.” These yearnings can easily be fulfilled through Facebook.
Where it gets even better for Facebook and your business is the link between nostalgia and brand loyalty. With increased familiarity a brand acquires sentimental attachments that arouse nostalgia, highlighting the importance and urgency for a business to enhance their familiarity on Facebook.
Now has never been a better time to build your Facebook Company history! Nostalgia and Brand Loyalty are on your side.
Talk to the team at Bang Online about how to enhance your brand loyalty through Facebook