Communicating with customers about products, services and company overall is an important part of every business. Nowadays this process became easier with development of Internet and social media. It simplified the communication processes and reaching the target audiences. It’s understandable that many companies, starting for start-ups and finishing with corporations, use online advertising as the significant part of their marketing strategies.

However, online advertising has so many options to promote your business, that sometimes it becomes very confusing which media is better and how to start advertising online.

Undoubtedly, Facebook is the biggest social media platform with great options for advertising your business. Therefore, its obvious that many people are wondering if it is worth investing in Facebook advertising.

Millions of people are using Facebook for communication, entertainment, information search. With the creation of social networks users are able to join groups of interest, exchange opinions, share photos etc. It seems that creating a Page for your business would already bring benefits for you. However, under the conditions of fierce competition and a huge number of groups and communities it is not enough. Moreover, the decline of organic reach and the development of more robust options for advertisers put a lot of pressure on brands and businesses. However, it is still an important channel for small and medium-sized businesses to market and advertise their products and services.

As with any advertising, Facebook ads have its advantages and limitations that should be considered before starting using Facebook as your SMM platform.


Wide audience

For most businesses the most important part is reaching their customers. Obviously, it is better to look for customers somewhere, where is the biggest concentration of people. Facebook is the most popular social media network with 1.49 billion monthly active users, which gives you and your business good scope for potential clients.

Targeting options

Reaching customers is easier through targeting. This means that you don’t need to waste your time and money on advertising to everyone, you focus just on those people who are potentially interested in you. Facebook has a great variety of targeting options. You can choose the location, age group, gender, hobbies and interests, marital status and many more specific points that you might need according to the uniqueness of your business. The greatest aspect of that is that this allows users to target the specific group of people, who will be most likely interested in your posts and your business.

Low minimum costs

Traditional forms of advertising such as television and radio require substantial budget, which many companies cannot afford spending on marketing. The benefit of Facebook is that the minimum required daily budget is $1, which means that you can advertise with minimum investments and still getting good results.

Customer loyalty

Today’s consumers have access to enormous amount of information, making it more challenging for businesses to persuade them to stay with you. When customers feel taken care of they are more inclined to buy from you. The benefit of Facebook is that it allows you to build relationships with your fans, interact with them, which helps to build brand image and customer loyalty.


Facebook offers image-based ads and additional character length for ad descriptions, which gives you a better flexibility for ad creation. Moreover, Facebook can track behaviour across mobile devices, where cookies don’t work, and allow advertisers to understand offline behaviour.

Ease of use

The great point of advertising on Facebook is that you don’t need to be a professional advertiser in order to get benefits for your business. Facebook is structured in a way that any user can start advertising and reaching goals without the knowledge of special programs.


Facebook Team constantly develops the platform, trying to ease users experience and improve the opportunities for businesses. Therefore, by advertising on Facebook you can be sure that you and your business never miss a trick.


Lack of Organic views

Facebook algorithm limits the visibility of brand messages.  This means that in many cases only about 8% of your fan base is going to see your posts. That becomes very disappointing, especially because not that long time ago the exposure was bigger and what is more important, it was free. It is understandable that users get frustrated, as no one wants to pay for something that they used to get for free.


Although it is possible to advertise with a small budget, you still need some money in order to advertise on Facebook. And the negative side here is that many businesses on Facebook have very limited budgeting options, which makes it difficult to believe in the power of Facebook marketing.

Lots of commitment and time consuming

A business Facebook page is not something that you can create and forget. It requires someone who will be committed in updating regular business updates and other important contents. Also you will be required to monitor your Facebook page on a daily basis, which takes time and money.

Overall, Facebook is a great place for your business promotion and marketing. As any platform, it has its pros and cons. Nevertheless, Facebook provides with better understanding of interactions with ads and customers, it is quite easy in use and very affordable for any business. The remarkable thing about Facebook is that it’s “all-in-one” place for entertainment, communication, and sharing of information with others, making business, advertising, networking etc. It is always preferable to work with such systems, where you do not need to learn about different programmes and schemes and trying to adjust it somehow to the requirements of different platforms. Facebook gives you an opportunity to work in one platform and having all the needed tools for the successful business.