Facebook held its annual developer conference this week, F8. In this edition, Mark Zuckerberg and his team have announced drastic changes that will redesign the platform and give it a new focus: privacy, messaging and groups of friends. How will all these changes affect advertisers? In this article we tell you all the news.
Facebook is completely redesigned
One of the most outstanding news that Facebook announced at the event it was the total redesign of its user interface. The website of the social network will have a new look, whiter and with more space between elements. So much has changed that even the Facebook logo is new. But, without a doubt, the most groundbreaking aspect of the new design is that stories, events and groups become much more important, to the detriment of the well-known News Feed.
Mark Zuckerberg’s company had previously explained that they wanted take weight off the News Feed, your “timeline” of publications of friends, pages and brands. In recent years we have seen how Facebook has been taking weight away from publications as such, first prioritizing videos and then Stories. With the new redesign, the trend is confirmed: Stories have their own very prominent space on top of everything, while the contact and group bar is bigger than ever. The publications are still there, but they occupy a smaller space. It is very likely that advertisers and brands will have to focus their campaigns on Stories, or even through chatbots, available in the contact bar.
The new Facebook design, known internally as “FB5”, is now available on mobile phones, through its iOS and Android applications, while the web version will arrive in the coming months.
Facebook Messenger and WhatsApp: more options for businesses
The Facebook’s instant messaging platform will also receive several changes throughout this year. First, it will be redesigned from scratch, making it faster and lighter. Second, it will come to MacOS and Windows computers. And third, it will incorporate new functionalities, such as the option to watch videos of creators and brands simultaneously with friends.
One of the novelties that will most interest youAdvertisers is creating lead generation ad templates. Facebook has designed several that will be available in its Ads Manager and that will allow companies to easily find out more about their customers and consumers through a questionnaire that they can fill out as a chat on Facebook Messenger. On the other hand, there is also the option of reserving time for car mechanics, stylists or cleaning services directly from a Messenger conversation.
Finally, the other Facebook messaging application, WhatsApp, will allow companies to create a product catalog so that customers can, from their own WhatsApp chat, discover what they offer. This functionality is added to the existing WhatsApp Business such as business profiles or message statistics. Coming soon, the app too will allow the option of making payments through the app, although at the moment it seems designed for private use.
Instagram Shopping available for creators
Instagram Shopping has revolutionized digital in-app purchases of photography. At the moment it was only available for brands but now it is also open to creators. For example, when a music artist wears a branded t-shirt, he can directly tag the piece of clothing he is wearing and his followers can buy it instantly.
“Instagram Shopping for Creators”Opens up new promotional options for companies and influencers. Instead of the influencer having to mention the brand, and the user searching for the specific model on the brand’s profile or website, now the purchase can be made in a couple of clicks. Of course, the company in question must have the Instagram Checkout beta activated, currently available only for specific companies.