What Changed for Your Facebook Marketing in 2016

What Changed for Your Facebook Marketing in 2016

Things change fast in the world of social media…blink and you will likely miss something. Well, here at KE, we’ve been staying on top of all the major changes and we aren’t going to let you miss out on any of them. Facebook, in particular, changed a lot this year. With more than 60 million businesses using Facebook, you need to know how to get the most out of your page. Below we will look at some of the bigger changes made to Facebook throughout 2016, how they affect your business, and how to use them.

Facebook Live

Facebook began prioritizing live videos in people’s news feeds in March. With a new Facebook Live button, it allows people to easily “go live” with their mobile phone camera and see reactions in real time.

Been seeing a lot more live video lately? Facebook concluded that viewers watch live video three times longer than posted video, and thus gave it priority in users’ feeds. Recent research from Brightcove showed that “74% of consumers say there is a connection between watching a video on social media and their purchasing decision-making process.” The same research stated videos on social media in 2016 got 1200% more interactions than words, text or photos. In a nutshell – videos live longer than any other post and continue to keep working for you. Live videos are even better because they get more attention in followers’ news feeds and continue to gain attention days and weeks later.

This is a great tool for businesses because you get sent to the top of news feeds without paying for ads. It also gives important information that one cannot get from a static post. For instance, if a realtor is giving a live walkthrough of a property, viewers can continue liking and reacting to the video as they watch it. So, if most people are reacting to entryway at the beginning of the video and the swimming pool at the end of the video, the realtor will know to highlight these aspects more. Some other ways to use Facebook Live for you business are:

  • Unveil a project or product to their followers, and give a live walkthrough
  • Show off your philanthropic side with live video of a charity event
  • Go “Behind the scenes” of your business to places where the general public doesn’t get to see
  • Announce promotions and giveaways
  • Livestream events

Local Recommendations

People use Facebook to get recommendations from family or friends for anything and everything. If you have asked for a recommendation for a restaurant this year, you might have noticed how much information you get in return. Now, Facebook recognizes when users are asking for a recommendation in your status update, and then filters the responses with links and maps. The good news for business owners is that it takes no action on your part; it’s already built into the algorithms of users’ status updates. If you have a business page, make sure all of your information is filled out in your “About” section so people can easily find your page through when someone recommends it to them.

Dynamic Ads

This year, Facebook has made it easier for users to conduct their business directly on Facebook, without clicking through to an outside site. Now, people can see a product, its local availability, and a map of where to find it; or they can buy it directly over Facebook and have it delivered. Adspresso broke down numbers on how dynaimc ads are converting into real sales for the biggest retailers in America:

  • John Boris, CMO at Shutterfly, saw a 20%+ increase in click through rates.
  • Kristi Argylian, Senior Vice President at Target, reports that these ads have resulted in a 20% increase in conversions compared to other Facebook ads.
  • The Honest Company saw a “34% increase in click through rates AND a 38% reduction in cost per purchase.”

Learn more about setting up your own dynamic ads here, or get someone at KreativElement to set it up for you!

Organic Audience Optimization

In the past, it was more difficult for businesses to reach users “organically,” or without paying for ads. Now, you can set parameters like specific interests, age, or geographic location so your content shows up on more people’s pages with shared interests. With a potential audience of hundreds of millions, this makes it much easier for businesses to reach their desired audience on Facebook. Here are a few simple steps to set up this important feature:

  1. Go to your Page.
  2. Click ‘Settings’ in the top right corner.
  3. Click ‘General’ in the tab column on the left side of the page.
  4. Find the row labeled ‘Audience Optimization for Posts’ in the middle of the page and click ‘Edit.’
  5. Check off the box that that allows you to begin using the feature.

Read more about setting up your OAO here.

Calls to Action

You can now not only direct people to your website but with several new call-to-action (CTA) buttons, customers can complete a series of transactions directly on Facebook. Most of these CTAs use a third-party services like Microsoft Bookings and Ticketmaster. You can learn more about those third-party services here, or use the options below that will take people directly to your website:

  1. Get Quote – Fill out a small, standard form for a quote for your services
  2. Request Time – Schedule appointments and make reservations
  3. Shop Now – Showcase products and let people make purchases from the Shop section

This is great for businesses because it gives your customers fewer links and clicks to interact with you or buy your products. Rather than clicking a link and navigating through your website, customers can find what they are looking for directly on Facebook. CTAs also give you, as the business, more control over what you want your Facebook followers to do with the information you give them. Here is a step-by-step guide for setting up CTAs on your page.

New Year’s Resolutions

Now that you know many of the features that have changed on Facebook this year, it’s time to take advantage. If you haven’t already started using these features, make a resolution to teach yourself one per month. You can start with a New Year’s Facebook Live video for your followers, continue with your organic audience optimization, and finish with calls to action and dynamic ads. Don’t have the time to convert your Facebook followers into real sales and foot traffic? Perhaps your New Year’s resolution ought be to enlist the help of someone like KreativElement.

All photos from Facebook.com

Molly Mullen
molly@kreativelement.com
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