Facebook, with more than 50 million active business pages on its platform, is ensuring that its services lure these businesses to advertise heavily on its network. The company recently launched a “Lookalike” tool to allow businesses to reach people in new countries who are similar to their existing customers. According to the company, more than 1 billion people on Facebook are connected to at least one business in a foreign country. This tool will allow small businesses on Facebook to go truly “global” by identifying best value customers for their products across the world. We believe Facebook is looking to make small businesses completely reliant on its platform to conduct their business and eventually turn them into advertisers. Through Facebook, the company hopes, small businesses will communication with, and sell to, their customers. The ability to target international customers at a small price through Facebook will be tempting solution for small businesses. As such, this feature can increase advertising revenues for the company in the long term.
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