Speculation over whether or not Facebook – with over 1 billion registered accounts – has hit saturation point – has been raised since the turn of the year after a report by SocialBakers indicated that it lost 600,000 UK users during December.
Speaking with Marketing Week on the sidelines of Advertising Week Europe D’Arcy – who works directly with the network’s top 150 advertisers – highlighted how brands are not doubting its ability to reach users.
“I’ve never had those questions [from brands] such as ‘why should I spend time with this and not this?,”’ he said, when asked if brands are increasingly using other social networks – such as Twitter – to communicate their messaging.
“I think there’s lots of different [social] companies doing different things, some of which are building on our platform where there’s interesting integration,” he said.
D’Arcy added: “I don’t think we’re myopic in saying ‘we’re the only interesting conversation you can have’ but I do think [Facebook has] one differentiation – particularly for large marketers – scale.”
D’Arcy, who is now based out of the social network’s London office, also urged brands not to forget the fundamentals of marketing during his Advertising Week keynote presentation.
Speaking with Marketing Week, he said: “”With a lot of clients – there’s a tendency to think that because this [social] is a relatively new platform that it takes a radical reinvention [of their marketing strategy].
“But this doesn’t mean that great work like photography and copywriting doesn’t matter any more. Again, the efficacy of great work is just as, if not as more important as ever.”