You may already know that Facebook is the world’s most frequently used social media platform and favoured by advertisers to reach the most people that area already interested in your service or product offering for the lowest cost. What you may not know is that facebook is currently considered by most professionals as “pay-to-play” meaning that the old days of being able to access your audience for free are gone. The likelihood of having your content, including social media videos, go viral is very low. To reach your desired audience and in particular new audiences on the platform you’ll have to pay to reach them Facebook advertisements utilising Facebook’s business manager platform have the greatest potential to reach Australian internet users, with access to 15 million users, followed by Instagram (which is owned by Facebook and uses the same Business Manager platform to create and manage advertising campaigns ) at 9.7 million YouTube and Facebook are the most used social platforms, with penetration of 80% (for both platforms) of Australian internet users, followed by Instagram at 53%