When Facebook started way back in 2004, it was one of the first social media sites in the game. But just because it’s nearly two decades old doesn’t mean it’s losing relevance. In fact, it remains the largest social network worldwide, with 2.45 billion monthly active users.
All this to say that Facebook is still an integral part of any business’s marketing strategy. If you’re not thinking about how to use organic and paid tactics on Facebook, you’re missing out on the opportunity to reach a huge audience.
But what worked on Facebook back in 2004 won’t necessarily be effective in 2020. And while we’re covering 2020 marketing trends, we definitely can’t leave this one out of the mix!
Let’s walk through what you need to know about Facebook marketing in 2020.
Facebook’s Demographics Have Shifted
Facebook began as a network for college students. For the first few years, you had to have a college email address to register for the platform.
Now, however, anyone with a valid email address can join the network. And it seems that most people are on the social platform. According to surveys from Pew Research Center, Facebook is the second most popular social channel, coming in slightly behind YouTube. Facebook also has a wide appeal, with everyone from teens to senior citizens creating profiles on the network.
However, the younger generations are also more likely to sign up for other social networks, like Instagram, Snapchat, and even up-and-comers like TikTok. Those 55 and older are less likely to broaden their horizons; for the most part, Facebook is the only social platform where these folks are active.
Video Content Wins
Video is becoming increasingly important across all marketing channels. Consumers want to interact with video content, and marketers are finding that video leads to conversions. Research has found that 76% of consumers reported making a purchase after watching a video online.
Facebook has made changes in recent years to embrace this video trend. It’s now possible to go live on Facebook, sharing video and interacting with your audience in real-time.
This is a great tool for marketers and business owners to take advantage of. Creating live webinars, Q&As, or AMAs (that stands for “Ask Me Anything) with the people behind your brand is an incredible way to boost engagement with your audience.
Facebook, since purchasing Instagram, has also incorporated stories (which can be either video or photos) into the platform. Plus, you can post pre-recorded video to your page and create video ads on Facebook as well. In short, Facebook has made it easier for marketers to embrace the video trend on the platform, and if you haven’t already, now is the time to start creating and sharing videos in all their forms on Facebook.
Facebook Messaging Isn’t Just for Chatting with Friends Anymore
Facebook Messenger started out as a great way to stay in touch with your friends and loved ones on the Facebook platform. But things have changed, and the messaging app has now become a way for brands to interact with their customers, too.
Each month, there are 20 billion messages sent between brands and individuals on the Facebook Messenger app. That’s a lot of chatting! And with 1.3 billion monthly active users on the Messenger app, it’s a great place for brands to go to communicate one-on-one with their followers and customers.
For businesses looking to harness the power of Facebook Messenger, a chatbot might just be the way to go. Setting up a Messenger chatbot can help you field questions from all prospects and customers. And the chatbot can handle most of your basic requests, freeing your sales and customer service teams up to focus on the complicated questions that require a little more attention.
Facebook Groups Build Community
Hopefully, one of the first steps you took in establishing a social media strategy for your brand was to claim your Facebook page. But now, if you want to take things a step further, consider setting up a Facebook group.
While your business page houses your contact information, hours, a link to your website, and information about your products and services, plus customer reviews, groups can offer you something different. By establishing a Facebook group for your existing fans and followers, you create a space for fans to get together, build community, and rave about your brand.
Let’s say you run a microbrewery. You sell your beer at some local grocery stores and restaurants and also have your brewery downtown where people can stop by and do tastings.
To build community and get your fans even more excited about what you do, maybe you start a Beer of the Month Club. As part of the membership, folks can stop by the brewery once a month to taste your latest beer, they receive a shipment of your seasonal six-pack, and they get invited to your exclusive, private Facebook group.
In the group, you provide them with a behind-the-scenes look at the brewing process. They get to watch a video of your brewers going to pick up ingredients for your newest beer from local farmers. They’re invited to participate in an AMA with your brewmaster. They even gain access to a video series that teaches them the basics of home-brewing.
Plus, they get to connect with other beer aficionados in your area, who also happen to share a love of your brand. By fostering this online community, you become more than just a place that makes tasty beer. You become the heart of the local beer community.
Multiple Placements Matter
The marketing rule of seven has been around for years; it’s the concept that someone needs to interact with your brand seven times before they consider becoming a customer. When it comes to Facebook marketing, then, it’s not enough to rely on organic tactics.
If you’re only posting on your page, you’re showing up in followers’ newsfeeds regularly, but you’re not all over the screen. By incorporating Facebook advertising into the mix, you’re also showing up in postings on the right-hand margin of the page. Your organic content and paid content are showing up multiple times in your audience’s newsfeed, and you’re giving your brand a better chance at cutting through the newsfeed noise and getting seen by consumers.
Facebook marketing is a constantly evolving landscape. Things have changed a lot since the platform launched 16 years ago, and they’ll continue to shift as Facebook adds new features and users’ needs and expectations change. If you’re looking for help with your social media marketing efforts, check out our solutions.