The social media landscape is continuously changing. That’s why you need to know the latest marketing trends and features on social media, especially on the world’s largest social networking site ‒ Facebook, of course.
After all, there are approximately 2.32 billion monthly active users on the platform. But is scrolling on feeds and catching up with the latest news enough? Well, chances are you have to do more behind the scenes if you want to build a successful Facebook page.
In this post, we’ll look at some of the latest Facebook updates you need to get acquainted with this year:
1. Augmented Reality Ads
Augmented reality (AR) and virtual reality (VR) experiences are no longer just buzzwords in the industry. While VR gets the most buzz these days, AR has the power to layer digital experiences in the real world and offers the most potential for social media marketers.
For instance, Augmented Reality Ads on Facebook make it more convenient for brands to forge deeper connections with their audience as users interact and visualize new products and experiences. AR is forecasted to hit approximately $36.4 billion by 2023.
Aside from that, the ever-evolving capabilities of smartphones give users the opportunity to become augmented reality creators.
2. Facebook Stories Ads
In the past, posts usually ruled social media. However, stories are now gaining more and more power. In their most basic forms, stories are vertically oriented slideshows that aren’t permanent, and they usually consist of various photos and images.
The good news is they’re growing 15x faster than news feeds on social media, and have approximately 300 million daily users on Facebook and Facebook Messenger Stories. They allow brands to create new and exciting experiences through the social media Stories option.
3. Shopping on the Facebook Stories Feature
One thing that’s quite troubling in social media channels is that it’s quite difficult to shop with them. However, that’s finally changing. Social media channels like Facebook added features aim to please both customers and brands.
Nowadays, it’s more convenient to find, save, and buy something, and everything is intended to make the blossoming e-commerce industry more effective. They’re also more likely to focus on the experience during the rest of the year.
Take Facebook Stories ‒ you can now create a more interactive shopping experience by adding product stickers. That way, when prospects view products, it’s easier for them to get the details and other relevant information. There’s also a greater chance that users will visit your website to buy something they like.
4. Playable Ads
Facebook’s playable ads are excellent interactive video ads that allow your audience to “try it on” before they make a purchase. As a result, there’s a higher intent for installation from those who have experienced the app before using it. It also leads to greater customer loyalty in the long run.
5. Facebook Page Recommendations
You’ve probably noticed this at one point, and yes, Facebook Page Reviews has now been updated to Recommendations. The recent update is expected to help users gain a better insight into the customer experience with your brand. Aside from that, it also increases your brand visibility within the local community if you’re getting positive recommendations from previous clients.
6. Redesigned Pages on Mobile
This is another feature that you have probably been using in the past. However, just recently, Facebook Brand Pages has been specifically designed for mobile. According to Facebook, this update makes it easier for users to navigate and drive more action.
7. Video Metrics Updates
If you’re not aware of it, the platform has updated its video ad metrics, allowing advertisers to measure true brand engagement, optimize the video creative based on consumer behavior, and on how the audience will consume the content.
8. Self-Serve Brand Lift in Test and Learn
Just recently, Facebook has also enforced self-serve ways that focus on testing and gaining insight on how a Facebook Ad campaign can directly impact the way users perceive your brand.
9. Video Creation Kit
Are you thinking about creating a video creative for your brand? Well, the platform has introduced a new Video Creation Kit. This tool allows you to put the existing photos into a mobile-optimized video. Moreover, this easy to use template will enable you to add text on it, too.
10. Value-Based Lookalike Audiences
We know that Lookalike Audiences are cool. However, what if we told you that you can now identify and target people that are quite similar to your customers, based on both their online and offline behaviors? Through this feature, it’s now entirely possible!
11. Value Optimization Even With The Lowest ROAS Bidding
Did you know that Facebook is allowing you to better understand the value a campaign produces? That’s good news for advertisers because it’s a great way to optimize marketing campaigns. But how does this happen exactly? Well, by allowing you to set the minimum acceptable return on your ad spend. The platform’s system aims to match or exceed that value.
Wrapping It Up
As we’ve previously mentioned, billions of people are using Facebook daily. But can you stop for a while and think back on how you used the social media site yesterday, the week before that, or months ago?
Facebook has been around for approximately a decade, but some marketers are still using only the standard features. So, if the tactics you’ve been using haven’t been updated, it’s time to make a change. By following these 11 smart updates that Facebook has released, you’ll be better equipped and stand a better chance at winning.
From actively targeting Value-Based Lookalike Audiences, to including product stickers on the platform’s Stories feature, Facebook is continuously evolving in various aspects, all to create a more engaging experience. Think about it ‒ at the end of the day, everything revolves around the user. So, which of these features are you most excited to try?
Author’s bio: Kevin Urrutia is the founder of Voy Media, a Facebook Ads Agency based in New York. Voy Media believes in the power of Facebook advertising in helping businesses boost their sales and improve their conversions. Voy Media helps businesses convey the right message to the right audience in order to deliver the desired outcomes.