How Facebook Is Changing In 2019: Everything You Need To Know
Having a strong online presence is more important than ever. One way you can build your online visibility is to have active social media pages such as Facebook and Twitter. But as the ever-changing digital marketing scene continues to evolve, it’s important to stay up to date with how these social networking channels are transforming online advertising. Here at Absolute Digital Media, we’re taking a closer look at how Facebook is changing in 2019.
A Brief History Of Facebook
Facebook is one of the most popular social networks in the world, but how did it become so popular? Mark Zuckerberg founded Facebook in his Harvard dorm room in 2004 as a platform that would enable Ivy League students to share their lives, pictures and shopping experiences on one easy-to-use platform. Three years later in 2007 it became a publicly-traded company and launched the business page feature which enabled businesses to set-up ‘pages’ to boost their online visibility and generate leads.
In 2009, marketers were able to take their Facebook pages to the next level. Facebook began to offer advanced targeting options to advertisers including the ability to target people based on geographical data. Following the launch, Facebook announced that page owners could now create and manage their own ads, which was largely restricted before.
In 2014, Facebook rolled out its 3-level advertising campaign structure that allowed marketers to create ‘campaigns’ and ‘ad sets’. In the same year, ‘carousel ads’ were introduced. Due to the platforms advertising success, Facebook launched the ‘Facebook Pixel’ which enables users to better track the performance of their ads. It also offers marketers the chance to set up retargeting campaigns at the click of a button. It was only in 2017 that marketers could begin to split test their ads in order to identify the campaign that would perform the best.
Today, the social media networking site hosts more than 2.27 billion monthly active users, making it one of the largest social networking sites in the world.
So, How Is Facebook Changing In 2019?
As the use of social media for business continues to evolve, it’s likely that numerous changes will take place on one of the largest social media networking platforms in the world: Facebook. From Facebook making users their top priority, to fighting fake news in new ways, here’s what you need to be aware of:
Users Will Become Facebook’s First Priority
Following the Cambridge Analytica data scandal which took place at the start of 2018, Facebook has announced that it is planning to bring people closer together. In a Facebook Post Mark Zuckerberg Chief Executive Officer of Facebook stated that: “We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience.” Despite this, users have been warned that “it will take months for this new focus to make its way through all our products.”. “The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups.”
In the same Facebook post Zuckerberg confirmed what many marketers had already suspected: “As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
Despite this, businesses can still “encourage meaningful interactions between people” by being transparent with their target audience and investing in multiple digital platforms such as an AI chatbot to answer frequently asked questions.
Facebook Will Listen To Advertiser Feedback
While social media has changed the way customers consume content, Facebook has revolutionised the way marketers advertise. The first Facebook advertisement came about in 2006 when Facebook partnered with J.P. Morgan Chase who used the social media networking site to promote their credit card, which lead to the birth of banner ads. Just a year later in 2007, Facebook had collaborated with more than 40 partner websites and ‘Facebook Beacon’ was launched, allowing external websites to transfer data to the platform to better target users. Only in November 2007 were businesses able to create a Facebook page for their business.
Facebook now offers numerous advertising opportunities at all levels. Users can now set up an ad based on what they want to achieve whether that’s more traffic, engagement, app installs, video views, conversions or store visits – the list goes on! Once a user has determined their marketing objective, they can target their advertisement by gender, age, location and interests before setting a budget and schedule.
While it is unlikely that Facebook will launch any major changes in the immediate future, we have already seen numerous smaller changes take place such as the ability to create campaigns using ads that click to WhatsApp.
New ‘Clear History’ Tool
Earlier this month Facebook announced that it will finally be launching its ‘Clear History’ tool which will allow users to clear data that tracks a site they have visited. Clarifying the purpose of the tool, Mark Zuckerberg stated that: “In your web browser, you have a simple way to clear your cookies and history. The idea is a lot of sites need cookies to work, but you should still be able to flush your history whenever you want. We’re building a version of this for Facebook too. It will be a simple control to clear your browsing history on Facebook — what you’ve clicked on, websites you’ve visited, and so on,” While we still don’t know how the tool will work or what it will look like, it has been announced that the tool will be implemented on the platform this year.
More Will Be Done To Fight Fake News
While removing fake news from the internet is close to impossible, Facebook have pledged that it will continue to fight against fake news throughout 2019. At the start of 2018, more than 600 million fake account were removed from the social media networking site and in the last six months, an additional 1.5 billion fake accounts have been deactivated in a bid to crack down on the amount of misinformation shared on users feeds every minute.
As Facebook continues to fight fake news, users will begin to regain trust in the ads that appear on their timeline, helping to slowly boost conversion rates. To ensure your Facebook page is trusted by users across the globe, get your page verified by the social media networking site. There are two verification badges associated with Facebook: blue and gray. While the blue badge confirms that the page is authentic, the gray badge shows users that a business page is legitimate.
To ensure that your page remains trustworthy, be sure to keep up to date with Facebook’s latest advertising policies. Facebook state that:
“During the advert review process, we’ll check your advert’s images, text, targeting and positioning, in addition to the content on your advert’s landing page. Your advert may not be approved if the landing page content isn’t fully functional, doesn’t match the product/service promoted in your advert or doesn’t fully comply with our Advertising Policies.”
In the next couple of weeks Facebook will also be rolling out its new ad program ‘Showcase’ which will allow advertisers to target ‘the highest-quality videos’. Following the announcement, Facebook stated that: “Showcase can help advertisers reach younger-skewing audiences that are increasingly difficult to reach on TV. Over the past three months, 43% of people in the US who watched In-Stream Reserve-eligible content on Facebook were 18-34 years old, compared to 28% of TV viewers.” Advertisements that are purchased through the platform will appear in Facebook Watch which features some of the platforms top content.
With Facebook set to change in 2019, it’s important that you are aware of the coming updates and how these may impact your business. For more information about our social media management services, get in touch with a member of our expert team on 0800 088 6000, today.