Summer hits are playing on the radio and the stores are already carrying fall clothes. Each new season brings a new list of trends. If you haven’t heard floral prints are in this summer, for both guys and gals. But to be honest, those aren’t the kinds of trends we’re interested in. Halfway through 2017 these are the 6 Facebook Business Trends that you should be implementing.
Retargeting
Retargeting is one of the most profitable forms of online advertising. Retargeting allows you to advertise to people who have already visited your website. To get started simply install Facebook’s tracking pixel on your website, and wait for visitors. Once you get started you’ll see how retargeting offers reduced cost per impression, better conversion rates, improved ROI, precise targeting, and cost-effective branding.
Related to retargeting is creating your custom audience. If you have a large email list, you need to upload it to Facebook. Once it’s loaded, you’ll be able to advertise to email addresses that are associated with a Facebook account. The more ways you can reach your audience the better.
Social Messaging
More than 1/3 of users prefer social media interaction over a phone call for customer service. Now part of Facebook Messenger through the Discover tab and Chat Extensions, chatbots are helping businesses communicate with their users. In fact, chatbots are already helping businesses improve customer service by quickly responding to their comments and questions.
With over 100,000 chatbots already on Facebook Messenger it is expected that this tool will only become more popular as Facebook seeks to keep users on their platform, instead of having them navigate away to a business website.
Facebook recently announced that brands will be able to buy Newsfeed ads that direct users to Messenger and also re-engage users through Sponsored Messages. However, businesses won’t be able to send a Message to threads that weren’t previously opened by users
Mobile Advertising
With lower organic reach, if you want to be heard on Facebook, you have to pay to play. Facebook ads allow you to choose from a wide range of options with mobile ads at the forefront. Last year more than 80% of Facebook ad revenues came from mobile ads. The majority of active Facebook users interact with the platform only through mobile. With feed algorithmic changes that prioritize content from friends and family over brands, mobile advertising will grow more competitive. Brands will need to create visually engaging ads to get noticed.
Shop on Facebook
Over half of consumers say they follow brands on social media to browse products for sale. On Facebook, brands can add a ‘Shop Now’ call to action button on their adds. Brands can also add shop sections to their Pages where they have the ability to set up mini e-commerce stores. These buttons allow consumers to browse through the catalog and purchase products they like all from within Facebook.
Video
Facebook has emerged as YouTube’s largest contender for video uploads. Video posts are dominating social media. Facebook reports that users watch an average of 100 million hours of video on the platform every day, mostly on mobile devices. Video content is a great medium for storytelling and engagement.
Videos continue to get the biggest organic reach. And live videos get 10 times more comments that regular videos. Live video content is still on the rise with more marketers expected to use interactive video this year. Recently Facebook has rolled out mid-roll advertisements in News Feed videos. And, new initiatives have been announced to put more ad breaks into live videos as well.
Another video tool is to add captioning to your videos. 90% of viewers on Facebook watch video without sound. Facebook’s testing showed that captioned video ads increased video view by time 12%. Originally placed on ads, all Pages will have access to automated captions for any video they post. Once captions are added you have the ability to edit them.
Other Forms of Reality
Snapchat and Pokemon Go brought augmented reality to the mainstream. With the acquisition of Masquerade, a live filter and selfie app for live streaming video, Facebook is making waves with augmented reality.
Facebook’s new camera effects incorporate precision location data and object recognition software among other advancements into AR. By knowing where you are and what you’re looking at Facebook can customize your AR options. If you’re at a restaurant you could leave an AR note on the menu. If you’re looking at a wine glass, Facebook will be able to detect that specific object and serve up different effects based on that knowledge. Augmented reality creates new opportunities for brands to connect with their audience.
Facebook has been making steps to create an overall more immersive experience on the platform, from their purchase of Oculus Rift to the 360-degree photos and videos. While still new to the marketing scene, virtual reality creates a memorable experience unlike any other medium and brands are recognizing that value.
While that summer hit on the radio might be fleeting, these Facebook business trends are not. Make sure that you are staying ahead of the curve by implementing these 2017 trends.
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