Every day, it seems like new social media applications appear in the palms of our hands. Applications such as BeReal, Cappuccino, and the ever-so-popular TikTok have the ability to connect people on different levels and can be pretty powerful for marketing.
Then there is Facebook. Ever since its creation in 2004, Facebook has grown to become one of the social media “giants” in our world’s technological environment. It’s been a long and challenging road for Facebook over the past 18 years. Facebook became the “it” social media application to have as a means of communication between loved ones, a marketing tool for businesses, and a way to find true love through their dating service.
As a company, they have Instagram in their back pocket, another worldwide social media application that has millions of users. They have even rebranded their entire company name to Meta in hopes to deliver a promising new digital land called the metaverse. Meta still owns Facebook, the application. Their common theme over the past several years can be summed up in one word: change. With this change came a new name. It also comes with changing trends for their biggest social media application.
To keep up with the changing times, especially in the marketing world, here are some current trends to take note of when considering using Facebook for your marketing and/or communication needs.
1. Videos are (still) essential
If there is one thing that people cannot get enough of on social media, it would have to be videos. Sure, there is nothing wrong with graphics that display information in a fun, easy-to-read manner. However, it’s the power of a video that gives users the ability to truly engage and interact with not only each other, but with the video altogether.
With a simple photograph, there is only so much that a marketing team can fit into a small resolution frame. Companies and marketers alike need to aim for using videos in the near future when promoting a new service and/or product.
Here are some reasons why:
- Videos are known to better capture a viewer’s attention and keep it compared to pictures/graphics.
- Around 500 million Facebook users watch videos on a daily basis. Just don’t let them watch the same videos over and over again!
- Implementing in-stream advertisements into videos to generate easy monetization.
Sadly, the last reason comes with a hefty price for advertisers. Getting advertisements on Facebook has never been as expensive as they are today.
2. Increasing costs of Facebook ads
Though this trend is not necessarily a positive one for marketers and/or advertisers together, it is still one that is super important to pay attention to.
According to Wordstream, a company that analyzes the data behind social media applications, it was found that in 2021 the average cost-per-click (or simply put, CPC) was around $1.72. However, according to Revealbot, the average CPC was about $1.05.
This increase is one to take note of. If you are an online marketer and/or advertiser, it is essential to not overspend when it comes to your company’s advertisement presence on Facebook. If you are from a major corporation, then these increased costs shouldn’t hinder your presence, for you will most likely have the funds to pay for Facebook advertisements.
On the other hand, it may be harder for smaller businesses to break this increasing barrier of entry to increase their presence on Facebook. You should budget efficiently, and stay up-to-date with what customers want to see rather than dishing out ineffective, handfuls of advertisements that will garner no traction.
Wouldn’t it be nice if there was an easier way to create shorter, more user-friendly means of advertising to beat these increased CPCs on Facebook? Well, let me tell you about Facebook Stories.
3. Stories can bring success
One of the most beloved features that came to Facebook is the story. Snapchat first introduced its users to the story as a way to share what they were doing at the moment and share it with friends. Once a story is posted, it stays active for 24 hours. This lets users go back and re-watch their own or their friend’s stories throughout the entire day.
Over the course of a couple of years, Facebook and Instagram took their own approach to what a story can be. It still had the basics that Snapchat provided. However, as filters became increasingly popular, the story has transformed into a vital tool for marketers thanks to easy editing and a user-friendly canvas for content creators.
Meta says that about 300 million users on Facebook interact with and/or watch stories daily. This is huge for companies who wish to expand their creative landscape and provide a cheaper alternative to full-length videos. What I mean by this is that stories are meant to be made with the utmost creative drive possible in hopes of showing customers what the company is all about.
Stories also give companies the ability to embed website links into the story. This gives customers a direct line to your website, which in turn, will hopefully increase your conversions.
Most of the time, stories are crafted to be seen on mobile devices. Since 98.5% of Facebook users access the application via their cell phones, it is especially important to know how to tailor your stories to the small screen.
One way, according to Meta, is to make sure that your stories “leverage speed as a creative element to capture and keep attention.” Another would be to focus on branding, making sure that you use logos, taglines, jingles, or any other forms of imaging in your stories to make them a top performer.
There will always be new ways to market to your customers, and stories are one of the most creative ways companies are doing so nowadays. But what about the future? Will there be discoveries within the social media world that allow companies to be even more creative in their marketing?
If you’re already thinking there will be, well you would be correct, for Meta is ready to break the borders of reality with their venture into augmented and virtual reality.
4. The Metaverse: augmented and virtual reality
With Facebook changing its company name to Meta in recent months, comes new ways in which the company can conduct advertising and/or marketing.
There are still many unknowns when it comes to the Metaverse. Meta describes it as a “collective project that goes beyond a single company. It will be created by people all over the world, and open to everyone.”
There will be different ways to enter the Metaverse, though two of them are the most concrete: Augmented Reality (AR) and Virtual Reality (VR). In fact, it has been reported that these markets combined are set to be worth $296.9 billion in 2024. With this in mind, it’s understandable why Meta is so involved with their VR segment, Oculus, and their AR studios, Facebook Spark AR.
To tie this in with what has been previously mentioned, AR has made these stories as popular as they are thanks to filters. Over 200 million AR filters, such as ones that make your face look like an emoji, or perhaps a rainbow spewing out from your mouth when opened, have been created to enhance the story experience.
The Metaverse will change the landscape of digital interaction for millions of Facebook users. As marketers, it will be vital to understand why Meta is pouring their money into it and how it can make the marketing environment even more different than it ever has been before.
It is important to stay up to date with the ever-changing trends that are occurring in the marketing world, especially when Facebook is involved. Especially here at AEK, where we want to make sure your company has the most profound, engaging, and persuasive advertising in the game.
To wrap up, here are some ways that Meta insists will make your online presence on Facebook worthwhile:
Capture attention quickly – Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the video to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes, or a vivid background to spark interest.
Design for sound off – Since most videos in mobile feed are viewed without sound, it’s important to convey your message visually. Showing captions, logos, and products can help communicate your message, even in silence.
Frame your visual story – Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop, and overall visual composition to make sure your story presents well on a small screen.
Play around and learn what works -There’s no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing, and iterating to learn what works for your brand and audience.