Dear DD, it's like I turn my back for a second and Facebook and Instagram have changed - what have I missed in 2020?
Doctor Digital Says
The one constant in social media marketing is that things are always changing, and this is especially true on the world's largest social networks, Facebook and Instagram. Given it’s parentage, these days is that when Facebook makes a change, there's a trickle-down effect to Instagram and vice versa, with rumors afoot that the whole Facebook/Instagram/Whatsapp gang will have a merged Messenger service sooner rather than later. Let’s take a look at some of the new features and updates are on these platforms in 2020 and how they can benefit your business.
- Shopping in Instagram and Facebook Stories
You can now create more interactive and engaging shopping experiences by adding product stickers to your Instagram Stories. Facebook Stories ads will also enable brands to create new experiences for via the platform's Stories option. Facebook Stories has a full-screen creative that is super popular for those who use it, and Facebook Stories ads provide options to reach people across both platforms. Users viewing your story will be able to get product details and other information, and they'll also have the ability to click through to your mobile site to make a purchase. Look out for Instagram stores making shopping via the app more accessible, and Facebook have also re-launched their virtual storefronts.
- Augmented Reality Ads
As augmented reality continues to be more and more accessible to developers and consumers, brands will be able to build deeper connection with users by helping them interact with, and visualise, different products and experiences within the Facebook platform using AR driven ads. This will allow for experiences like virtually trying on makeup or clothes and getting 360 degree views of products with a tap to try call to action.
- Playable Ads
If your product is a game app, Facebook recently added playable ads for game apps, which enable users to “try before they buy” – this should lead to higher intent installs from users who've had the opportunity to experience the app before installing it, removing barriers to downloads. Neat!
- Facebook Page Recommendations
Facebook page reviews have now been changed to Recommendations, the thinking behind this is to provide Page visitors with a better understanding of what they can expect on a page, based on previous customers' experiences, which adds an extra level of transparency to the feedback and eliminating overly pro or negative reviews that are designed to skew the businesses ranking.
- Pages on Mobile
Facebook has redesigned the way its Pages render on mobile devices, making them much more intuitive and user friendly.
- Video Creation Kit and Metrics
As video continues to dominate Facebook and Instagram, Facebook has recently launched its own video creation kit which enables you to turn existing photo assets into mobile-optimised videos. These easy-to-use templates include text options also and are an inhouse answer to the number of quick video making tools popping up everywhere. Facebook also recently updated its video ad metrics in order to help advertisers get a better handle on true video engagement, and optimise video creative based on those behaviours.
- Value-Based Lookalike Audiences
Lookalike Audiences are great, but Facebook has recognised that this function would be far more powerful if you could identify and target people similar to your customers based on online and offline behaviours. Lookalike Audiences 2.0 is how they combine the two and while it is a little complex to set up, if you are familiar with lookalikes it shouldn’t take you long to get the hang of this.
Facebook has also got a completely new look on its pages and is rolling that out currently. No doubt there will be a whole new set of changes in the blink of an eye, and we will be keeping you updated.