Facebook is experiencing a shift that will steer a course in marketing that has been a long time coming. In the last few years, the shift has been growing in momentum and more marketers have started to alter the way they guide a business to success but it’s only the clever few that have really made the significant changes that need to happen. We know that content is no longer king, it’s a demigod. At the core of this is the fundamental human behavior that evolves around and within social media, communication. Pragmatic advertising is flawed because it can’t evolve as quickly as the nature of communication and language. As we see and hear the world around us, we change how we want to connect so that we can filter out what it is that bothers us. Social Media is not created by a big billion dollar company, its the product of human behavior and as we evolve within it, so does the machine.
So it’s of no surprise that Facebook announced it’s shift, seemingly as a way to avoid the constant threat of privacy breach or as a conduit for violent, aggressive behavior. Here is the announcement:
The newsfeed end is nigh
“There are tens of millions of active groups on Facebook. When people find the right one, it often becomes the most meaningful part of how they use Facebook. And today, more than 400 million people on Facebook belong to a group that they find meaningful,” said the company blog post.
“With this in mind, we’re rolling out a fresh new design for Facebook that’s simpler and puts your communities at the center. We’re also introducing new tools that will help make it easier for you to discover and engage with groups of people who share your interests.”
So while the newsfeed won’t disappear overnight or possibly ever, the shift will be less town cryer and more town meeting. Facebook intends to increase its focus on groups and events. This reflects a human desire to participate in a safe private environment, opposed to being openly judged.
So what does this mean for marketers? You can stop relying on one-dimensional advertising and heavily invest in smart conversations. The content demigod will be your sales pitch and needs to be fresh, consistent and multidimensional. This isn’t news to those who adopted a content strategy years ago, however, it’s a big shift for eCommerce, big brands, restaurants, retail, those who typically sell a place or product opposed to a service. How on earth do you produce consumable content and engage customers in conversation when you sell shoes. Marketers have relied on clever audience targeting and retargeting with images and videos that delight. This is far too one dimensional in the future.
“invest in technology solutions that automate and extend communication and in content”…..
Messenger announced this week that it was clamping down on broadcast messenger and it sent a ripple of serious discomfort for the uninitiated. Say what now? No more news feed? no more broadcast messenger? how do we reach the masses?
Omnichannel. When I first heard the word I may have eye rolled several times before I jumped on the bandwagon faster than a coyote chasing a road runner. Put simply the idea is to encourage people to purchase by connecting audiences to your brand across multiple channels simultaneously.
Invest in technical solutions that automate and extend communication and in content. In the next few days, I will share with our a case study from an eCommerce client that has been successfully growing their online store for over 7 years. They have boosted Facebook posts to cold and warm audiences with great success, until a few weeks ago. The success unceremoniously stopped. Yet a single organic post to a messenger bot keyword growth tool reached 20,000 people in 24hrs.
Key Changes to make in 2019
1. Reach cold audiences with content that engages and experiences that delight
2. Create a group to share special deals and content
3. Connect audiences to multiple channels via automated sequences in messenger & email
4. Onboard mobile wallets to share coupons