Now that my wife and I are empty-nesters, we’re trying to pare down. The Snap Circuit my son used once? Gone. My daughter’s junior prom dress? Adios. The Beats headphones none of my kids would be caught dead using because, GASP, they have a cord? Sold.
All of these items went to kind strangers I met on Facebook Marketplace. This e-commerce platform, accessed via the awning icon on the bottom-middle of your Facebook feed, is different from sites like Craigslist and eBay.
That’s because at the most basic level, Facebook Marketplace is not an auction site, nor does it charge a fee or facilitate delivery like eBay. Unlike Craigslist, FB Marketplace doesn’t include personal or job listings.
It opens to a filtered feed of items you can buy from your community. You can view the profiles of potential buyers and sellers so you know who you’re dealing with (plus, you can see how often they brag about their straight-A student).
Not only is Facebook Marketplace convenient for unloading unwanted things, it’s also great for a few lessons in advertising.
Shift to digital
Remember garage sales? Sifting through your neighbor’s Beanie Babies seems so outdated now that we have the option to search for exactly what we need from the comfort of our newly acquired couches.
A shift to digital ads has not only made it easier to have your ad seen everywhere, but it means that we have unprecedented amounts of information about click-through and engagement rates. You’ll know what’s working for your customers and what they want to see. Adapt accordingly.
Keep it local
The Facebook Marketplace allows you to adjust the region you’re searching in, but when it comes to lugging home that awesome armoire, you’re probably going to want to stay as close to home as possible, if only for the sake of convenience.
As it applies to us: to quote Adweek, “There’s a lot of money to be made in location-based advertising.”
Need I say more?
I will add that technologies are becoming more adept at targeting consumers so that the right people are hearing your message, so you can focus on your awe-inspiring content.
Cut the creepy
As I mentioned, you can check out peoples’ profiles before you decide to buy from or sell to them, so it minimizes the Potential Creep Factor™.
In light of recent data breaches, invasive ads that activate your virtual assistants, and hacked smart homes, it’s easy to stay in consumers’ good graces—don’t invade their privacy, and definitely don’t try to sell them an “Aristotle” for their kids’ rooms.
Have a first-rate, secondhand day, everyone!
– Your non-creepy friends at Brokaw.