This past month, Facebook released yet another update affecting the News Feed, which allows users much more control over the people and content that they wish to see first. Pagemodo has comprised a list of 10 trends from research conducted throughout this year on Facebook.
I've added some commentary on why you should be aware of it with your social media marketing efforts.
- Facebook Video Domination – While video is skyrocketing on Facebook, be aware of the fine print. Facebook counts a view as watching 5 seconds of an auto-play video with or without sound. Youtube has a much more strict interpretation of engagement. No doubt video is taking off, but don't be too shocked if you're not getting the same results.
- Rise of the Social Wallet – More and more people are going to be comfortable sending money or buying directly via Facebook, it's just a matter of time before it becomes a trusted platform for commerce and more and more people click the Facebook Buy Button.
- Reallocation of Paid Ad Budgets – If you haven't, you must begin to utilize Facebook to promote the content that drives awareness, consideration and purchase of your products and services on Facebook. Highly targeted advertising puts you directly on the mobile or desktop page feed of the companies or individuals you'd like to do business with.
- Skyrocketing Mobile Growth – Mobile users of social media engage with events and venues, share and promote with their friends, and make an incredible real-time, word-of-mouth network. What are you doing to take advantage of these social, local and mobile trends?
- B2C Outpacing B2B – Not surprisingly, B2B marketing lags on Facebook when compared to platforms like LinkedIn that focus on business-to-business relationships. Keep in mind, though, if you're not seeing your competitors interacting on Facebook… perhaps that's an opportunity for you to pass them by.
- Continued Survival with Youths – There's a lot of talk about kids not wanting to be on their parents' social network so they've gravitated to other platforms like Instagram and Snapchat. But that doesn't mean there's not interaction. Facebook is still loaded and 43% of youths use Facebook more than the alternatives.
- Social Login Supremacy – Consumers and businesses are weary of logins and logging in with Facebook makes it easy. For businesses, it also provides access to data and user information at the click of a button. How can you integrate social logins with your business?
- Facebook App Diversification – Facebook continues to expand offerings with Messenger, WhatsApp, and Instagram. Don't be surprised to see more applications on the way (Ecommerce, Geographic, Wearables, IoT, etc.) that take a chunk of other key mobile app verticals.
- More Devices, More Problems Push notifications and devices like the Apple Watch are both filtering and targeting notifications for users. This creates higher engagement with a select target market that appreciate local and behavioral based offerings.
- A Premium on Privacy – Privacy is a double-edged sword. It's also a means for Facebook to own your audience and/or community. My advice would be to continue using the network to drive engagement directly to your brand via registration or subscription… but to avoid relocating your marketing efforts into a platform you have no control over.