Head of Social Media & Digital Transformation at Sunrise, Christoffer Kleding, has shed some light on some of the latest Facebook-trends and share his recommendations for what you should keep in mind when planning your 2019 Facebook strategy.

A lot is changing these days on the world’s most popular social media platform, Facebook, and the CMOs are having a lot on their agenda in 2018. Frequent updates and new features are transforming Facebook for both users and the companies who use the platform for marketing and branding.

Even though 2018 hasn’t been an easy year for Zuckerberg and co., Facebook seems to keep growing. In fact, Facebook recently announced that its services are being used by more than 2 billion people. Every. Single. Day.

There is no doubt that Facebook will continue to play an important role in companies’ marketing mix in 2019. Therefore, keep an eye out for when Facebook shares new insights and updates, as these new features can be integrated in your social media strategy. For example, Facebook recently launched a new attribution marketing tool, marking one of the biggest and most influential updates for marketers in 2018.

Trend #1 – New Facebook Attribution tool that tracks the customer journey

Is Customer Journey Mapping on the agenda at your company? Then you know how difficult it is to measure the effect of each channel.

When looking at the online customer journey, is it not enough to look at the ad that got the last click and led a customer to buy or download something on your website. If you do, you overlook posts, landing pages, ads, reviews and many other touchpoints that also played a role in leading the consumer from A to B.

Facebook recently launched a new attribution tool that can help you solve this challenge and measure the value of each channel. Both on and off Facebook.

Facebook Attribution is an advanced tool for marketers. It will take some time to get familiar with all the features, so you better get started now.

Facebook Attribution has already been called one of the biggest updates for companies in 2018 – and you can use the new tool for free. Find it in your Business Manager.

Trend #2 – Zuckerberg calls Stories “the future of social media”

Today, more than 1 billion Stories are shared daily on Facebook, Instagram and WhatsApp. In several countries, Stories on Facebook have overtaken the competitor Snapchat, who invented the feature where videos and pictures disappear after 24 hours.

On October 31st, 2018, Mark Zuckerberg posted an update on his own Facebook Page, where he let the world in on Facebook’s strategy. Zuckerberg shared his view on Stories, which he believes to be the future of social media. Why? Here are three reasons why Stories are so popular:

  • Stories are tailored to smartphone screens and are more “mobile-friendly”, compared to the news feed that was originally made for the desktop. An important factor, as mobile overhauls desktop.
  • Stories happen in real-time and allow users to share their everyday moments. The way we use the Facebook feed has changed, and Stories are often described as the ‘new news feed’
  • Stories suit users’ needs on social media, according to Zuckerberg. Users have become more private than before, which is why they prefer to share posts that disappear after 24 hours, over sharing a post that will continue to be accessible.

For companies, Stories are an interesting tool, because it is a relatively new and very popular format, that enables brands to be more innovative and creative in their communication. Moreover, Facebook allowed companies to use ads on Stories, which makes it an even more attractive tool for brands.

I’m convinced that we will see a lot of brands using Stories in new ways in the future. Facebook also recently announced that it is developing new updates for ads in Stories to make it an even more attractive for businesses.

Trend #3 – Forget the organic reach – but don’t forget the mindset

Many have declared that organic reach on Facebook is dead. This might just be the most significant trend of the year. Not just because the new algorithms are making it harder to reach your audience. Currently, it is being debated whether it is even profitable to reach a broad audience for free if it is possible to reach the right audience at the right time, by using ads.

The fact is that Facebook has become a paid platform. You have to finance the posts if you want your content to reach the right audience and generate effect.

However, it is an unfortunate trend that many brands tend to forget the valuable thoughts behind content creation for organic reach.

And that is a shame. Even though Facebook has become paid media for businesses, it is still social media for users. Therefore, it is still important to ask yourself: How can we create valuable content that people want in their news feed? How can we start conversations with them? Even if we use ads.

My humble recommendation is that you unify the thoughts behind the organic and paid mindset in your 2019 Facebook strategy. Create relevant content and expose it to the right people at the right time, using ads. Facebook has confirmed that the best results and the lowest prices are in the intersection between good content and targeted advertising. As a result, it can be very profitable to keep the organic mindset – even if you use paid reach.

I would also recommend you to download our latest CMO report for free in order to get more insights into the key agendas for CMOs in 2018. This study, conducted by Sunrise and UserTribe, investigates current top-of-mind-topics for CMOs in small and mid-sized B2B and B2C companies with marketing departments of 3-20 employees. NB: The report is written in Danish.

Have fun on Facebook in 2019. And don’t hesitate to contact me, Christoffer Kleding, on chk@sunrise.dk or +45 50 13 13 13 if you want to know more about social media and digital marketing.

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