By Zaine Wilson-Hoyle (SponsoredLinX)
Facebook has emerged as one of the biggest platforms to engage with internet users, and as the brand continues to change, we as marketers must ensure we adapt; developing new strategies for audience engagement. These days, companies are spending more than ever in their attempts to capitalise on the power of Facebook marketing – for brand awareness, sales, leads and so much more!
So what are some of the biggest Facebook marketing trends to look out for in 2017?
Redirecting Your Landing Page Approach
In 2017, it’s likely we’ll see a shift away from Facebook-to-website landing pages, in favour of Messenger redirects. For example, instead of having a user click on a Facebook ad and be diverted to a website, marketers are now re-directing users straight through to their Facebook Messenger. This new marketing direction is becoming increasingly favourable amongst advertisers, as they look for ways to engage potential customers and ensure they have the prime information needed to convert. It also allows businesses to more efficiently track leads and answer queries.
The Continued Rise of Video Advertising
Did you know that 90% of internet users rate product videos as being an important and helpful part of their purchase decision-making process? Video content is the future, and it’s not going anywhere!
This is particularly true for Facebook, whose users watch an average of 100 million hours of video daily! As a result, Facebook is always looking for new ways to help marketers capitalise on this trend, releasing advertising formats in the last year such as Video Carousel and Slideshow ads. Given that it was discussed last year but has not yet been released, I also believe it’s highly likely we will see the inclusion of ads during Facebook Live broadcasts.
With the way things are going, I have little doubt that Facebook video advertising will continue its global takeover in 2017. Don’t believe me? Just think about this: in the past year alone, the average number of daily Facebook video views has increased from one to eight billion (Social Beat, 2016).
The Future of Digital Marketing
We’ve said it before, and we’ll say it again – much like video content, digital chatbots are here to stay! Designed to simulate the intelligence of a human being, Facebook businesses are increasingly using Messenger chatbots to assist with customers – and they’re becoming more intelligent all the time! As well as giving simple automated answers, chatbots (such as Zoey, from Automated.ai) can even analyse your digital campaigns through Facebook Messenger!
In this way, it’s likely they will continue to become more popular in the year ahead, as companies search for ways to provide 24/7 customer service!
With incredible advancements and trends such as these, it’s fair to say that 2017 will be an exciting year!