Facebook is known for its surprising updates, making online marketers constantly facing challenges. Just as you start to feel at ease and your page is running smoothly, there will be another change. Facebook updates the algorithm and marketers lag behind. By always keeping up to date with important Facebook updates, you make sure you don’t get any nasty surprises. These are the 4 most important Facebook updates of 2020.
Lead generation in Messenger
You can now create advertisements that link directly to Messenger. This creates a conversation between your brand and a potential customer. The lead will see a series of questions with pre-filled answer options or free text. You can integrate this feature with your CRM and track the interaction with qualified leads in the Pages inbox, the Manager app or via an external live chat provider. People who clicked on the ad but didn’t answer any questions will be reminded of this in a friendly way. Consumers are getting more and more accustomed to AI chat bots, which provide immediate answers or solutions to a routine problem. This new lead generation function of Facebook enables a faster follow-up of questions and requests.
Facebook Stories on Instagram
At the moment Facebook is testing the possibility to post your Facebook Stories on Instagram as well. It has been possible to share your Instagram Stories on Facebook for some time now. All you have to do is press the small Facebook logo. This way you don’t have to re-create the story on both platforms, saving you a lot of time. Until now, this feature only worked one way. However, Facebook is currently testing the option to create stories on Facebook and then post them on Instagram. Although this is not a groundbreaking change, it does potentially increase the convenience of brands and marketers.
Simplified feed overview
Earlier in 2019 Facebook introduced a custom design of the feed. The emphasis is on a ‘lighter’ look of the social platform and a stronger emphasis on privacy. As a result, the page messages and advertisements on mobile will be updated. The visible primary text is shortened from seven lines to three. To see more, people have to click. The maximum media height for videos and photos also goes from an aspect ratio of 2:3 to 4:5. This makes image and video even more important, a trend that has been going on for a long time. If you use video a lot, it is advisable to always subtitle it, because many users watch without sound.
Sophisticated targeting options
The nice thing about Facebook ads is that you can define the target audience very precisely. In 2020 Facebook offers even more sophisticated targeting options where you can define your target audience in detail. It is advisable to experiment with this and certainly not limit yourself to just demographics, but also focus on behavior and interests. Reaching a wide target group is not effective and costs a lot of money. In certain business industries, Facebook takes action against discriminatory advertising targeting, for example in the areas of credit, employment and housing. This is because some companies use these advertising opportunities to unfairly limit the target audience.