On February 4, 2004, the American social networking site Facebook was officially launched. According to the design of the main founder Mark Zuckerberg, users can communicate and interact with friends on the platform, browse news and other information content, and publish their own life dynamics.
At present, Facebook has developed into the world’s largest social networking service platform. According to relevant statistics, by the end of 2015, Facebook’s monthly active users had reached 1.59 billion, exceeding the user scale of all other social networking sites. By 2016, 189 countries had already used Facebook. The Alexa website conducted a survey on the use of Facebook in more than 130 countries, among which more than 90% of the countries have already widely used Facebook.
Since Facebook’s influence in the field of Internet social networking cannot be ignored, Facebook marketing has also become an important way of SNS marketing. In recent years, many domestic cross-border e-commerce operators have begun to use Facebook for off-site promotion and have achieved good marketing results. However, for most domestic cross-border e-commerce operators, especially new entrepreneurs, Facebook marketing for cross-border e-commerce is still a relatively unfamiliar field.
The purpose of cross-border e-commerce operators to conduct marketing through Facebook is mainly reflected in two aspects:
First, to shape the corporate and brand image, attract more fans, and then convert fans’ attention into corporate sales.
Second, to use Facebook as one of the corporate advertising platforms and reasonably utilize Facebook’s advertising functions to attract more users and improve the company’s return on investment.