Big brands are migrating from Facebook

Red Bull, Heineken and Coca-Cola were among the first brands to realize the power of Facebook; and now they have millions of followers on this platform, but it does not mean a high level of interaction.These giants are moving away from this platform, according to Matthew Burns, co-founder of eBench. “Big brands were quick to appreciate the strengths of Facebook, but now are the first also in taking care of their limitations: Why pay Facebook to reach and engage fans if they can achieve similar goals, mostly for free, on other networks?” Burns added.In fact, many of these brands prefer free approach when it comes to social media strategies: MAC and Red Bull lead in YouTube without buying views. Similarly, Coca-Cola is fast becoming a leader on Twitter.As a result of these strengths on other platforms, the research of eBench shows that these digitally smart brands are much less likely to sponsor messages on Facebook than their competitors less digitally advanced.Digital leading brands are focused primarily on developing great content and deployment across multiple platforms. Therefore, Facebook is one of the existing platforms that can reach many people, but at a significantly higher cost.Finally, the analysis of eBench highlights if Facebook’s revenue is growing is not due to digital pioneers.