Oh does it ever end? Social media changes, I mean... No, it doesn't. I know for most business owners and marketers this is frustrating, but the constant updates and upgrades of how social media works help the best and most innovative shine.
That being said, you've probably seen some of the recent cosmetic changes on most big social media channels. But have you analysed what this really means for your business and marketing strategy? And more so, are social media changes in 2020, just a few new tweaks on the appearance or do they change the game entirely?
Let's start with the giant. The changes Facebook has been planning since the beginning of 2019 are finally being rolled out to most users. The menu got a complete makeover and instead of a list of options and shortcuts you now have buttons. In a way this makes navigation easier, but it does require a couple of days to get used to the new look.
Now, the more important change relates to the new feature of deleting your browsing history. You are probably aware that Facebook uses the data website cookies collect for retargeting ads. This was a great help for marketers and increased conversion rates for many paid ads on both Facebook and Instagram.
What does that really mean to you if you heavily rely on Facebook ads for retargeting? Well, it is unlikely that the effect will be massive in the near future, because the feature was globally released only recently. However, in the long run, if the majority of Facebook users decide to clear their browsing history, your Facebook pixel practically becomes irrelevant.
Change of strategy? Oh, yes! A good Facebook funnel so far was traffic ads, followed by conversion ads. Now, that may no longer work if a large number of Facebook users decide to use the new feature. What's your option then?
Instead of sending people to your website and getting the data from there, focus on building custom audience and warming it up by getting them to perform actions on Facebook. These could be video views, engagements on your posts, page likes, event responses, sending messages and so on. You've got to know Facebook was always going to try to keep everyone on the platform and penalise in some way every attempt to send people elsewhere.
Messenger also got a revamp. At the bottom of the app you only have two buttons - chats and people. Your filtered messages are stored in a spam folder and when you receive a message request from a person who is not connected with you on Facebook it now appears as a notification on your profile picture on Messenger. That's a good change because it decreases a chance of y