We recently launched our FaceBook page. It’s nothing fancy – somewhere to house and share our blog post links, Instagram posts, current news, and soon, our live events.

To be honest, we were hesitant to launch a FaceBook page, and, well, you could say we’ve waited a lifetime (in social terms) to do so, only going live after 14 months of launching the How Far From Home brand.

We also recently received a message from someone saying “Welcome to Facebook 🙂 You call yourselves marketing people and you only joined now. Tisk tisk. Lol.”

Or something like that.

Perhaps all the poop scooping and unplugging got to our heads Mr Lol, but in what marketing text book (do those still exist?) or how-to-create-a-successful-brand-for-dummies handbook or wiki page does it state that every brand needs a Facebook page? And needs to launch one from day one?

Ok, let’s take a step back.

I love the power of social media; I love how marketing has evolved over the last decade into a two-way conversation between brand and customer; and I love how easy (or maybe sometimes not so easy) it is to grow a loyal community around your brand.

Yes, you can enjoy all those things using the largest social media network in the world. But you can, without a doubt, enjoy all those benefits by choosing a different platform too.

Let’s use our brand as a case study for a second.

We, for the most part of the last 14 months, have documented our journey on Instagram. We both love photography, we love the Instagram concept, we love the Iike-minded people you meet through Instagram, and we love how you can tell carefully planned and carefully curated visual stories. It was perfect for us and our mission (to count the kilometers traveled and track the journey through a series of photographs). We decided, from the beginning, to put all our time, energy, effort, and social media know-how into building a community on Instagram because it was perfect for us. We specifically said that we weren’t going to dilute our efforts by launching a million platform pages, especially not a Facebook page.

After growing a community that is now global and 117k strong, one could say we made a good call.

And if we look at fellow Instagrammers Murad Osmann, The Dogist, Maddie and Theron of This Wild Idea, or  Youtubers Casey Neistat and Felix Kjellberg of PewDiePie, and Vine superstar Zach King (I’m sure there’s many more examples – these are just off the top of my head), we are building up a good case for why putting time and effort into one platform that suits your needs and your skills, is worth all the Facebook ads in gold.

We’re all different, so why should we all follow one social strategy that states you simply have to be on X platforms posting X many times a day?

“So if you feel so strongly about only being on one platform Chanel, why have you launched a Facebook page now?” you’re probably thinking.

Well, for a couple reasons.

1. Facebook has undoubtedly the largest social community on the planet, so for us, it means spreading the word of How Far From Home (which is now clear and concise due to our hard work on Instagram) to a wider audience. It’s not that we don’t believe in using the power of Facebook – we simply had to be ready for it.

2. Facebook’s investment and plans to head towards broadcast (using Facebook Live) excites us. We’ll be able to share our explorations in real time, with timely and instant interactions with our viewers, and no limitations on video length (for the most part). If you have no idea what we’re talking about, click here.

3. Now that we are aiming to turn this crazy adventure into a lifestyle (and not simply a year off from reality), our priorities are changing, and Facebook can assist us in reaching our brand’s objectives.

So please don’t take this post as a favoritism towards Instagram and a bashing of Facebook. Every platform has its purpose and its place, and it’s up to each brand to decide what they are trying to achieve, and what is the best platform for those goals and objectives to be met. This may change over time, as the brand evolves or priorities change, or it may be influenced by the time you launch your brand and what platform is “on trend” or where your market is, so it’s important to review your marketing plans and social strategy often. Our only rules are: don’t spread yourself too thin, and be true to you(r brand).


If you had to critically look at your social media strategy (because everyone with the hope of marketing their brand should have one), which platforms would you cut out, and which would you put all your efforts into?

  • Duncan
    Posted at 20:34h, 25 April


    It was good meeting you guys this weekend at the #LifeOnEarthWWIM_ZA instameet. I love this post and how it is true to you. I’m finding myself in the same boat at the moment and realising that it’s ok not to be on all social platforms.

    I think building up a great Instagram and Snapchat community is probably a prudent way to go for me and my needs, I find them super simple to use and easy to connect with others on. I know that there are many ways to connect all of one’s social media to upload the same post from one another, but it might bring across a ‘disgenuiness’ to ones followers. So uploading from Instagram for example and connecting Facebook and twitter and Tumblr and so on but never actually being on that social platform, do you guys think it creates a gap between one and ones followers?

    • howfarfromhomeblog@gmail.com
      Posted at 06:57h, 26 April

      Hey Duncan!

      Yeah awesome to meet fellow life-loving, adventure-hungry photographers. What an awesome event!

      To answer your question – we don’t hate the idea of linking posts eg sharing an IG post and having it come through on Twitter and Facebook, but if that’s the only thing you’re doing on Facebook & Twitter then yes, you’re probably doing your community an injustice. Let it be additional content to your feed, not the sole provider.

      It’s also how you do it – we for example use IFTTT to post our IG pics to Twitter, because then the actual image shows up in the feed, and not a link, so the content feels native to the app.

      Hope that helps! Hopefully see you again somewhere in the world 🙂

  • fbsux
    Posted at 17:06h, 26 April

    fb sucks, plain and simple. it’s trying to eat the open internet and should not be supported or assisted with that in any way.

    btw- instagram is owned by fb. this fact has somehow escaped lots of people, who still don’t realize it. also that they bought whatsapp, too.

    everything and anything fb “offers” can be done on other service providers, with open formats and protocols and with proper encryption where there is no third- and fourth parties reading all the data & especially metadata.

    live streaming has always been possible with various means. of course, a few years ago mobile apps made it even easier. see eg. qik, which was promptly bought by skype. (which in turn is owned and spied by micro$oft)
    there is also the youtube live option.

    and for starters- for messaging and calls: signal.

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