With initial 2020
marketing planning discussions in motion, it’s important to look at industry
trends that may impact your social media marketing strategies and tactics.
Given Facebook is still a priority channel for many brands, we
wanted to share 3 main trends we’re seeing that could have a big impact on
social media strategies for next year.
Inventory on Facebook (particularly
Facebook newsfeed) is increasingly competitive, which is why many Facebook
representatives this year have heavily encouraged media buyers to move toward four
While we’ve seen this move rewarded
with media efficiencies in CPC or CPM, we have noticed engagement can suffer,
as some placements (like Marketplace
ads or right-hand rail placements) are not as conducive to engagement as
This move – combined with the
announcement of Campaign Budget Optimization makes one trend very clear:
Facebook is going to increasingly push agencies toward multiple placements and
automatic buying features in the new year. This will allow the system to
maximize its ad inventory to meet the demands of marketers, which may reduce
costs in the short-term. We believe social media marketers should be wary and
keep a close eye on overall performance.
As you we’ve
increasingly noticed over the past year or more, Facebook is increasingly
moving away from ad offerings that drive engagement on the platform and is focused
more on ad offerings that can drive website traffic and conversion.
This shift in focus will have a
trickle-down effect to brands that may have previously developed
engagement-based objectives for social efforts or enjoyed high engagement on
Facebook and Instagram. When goal setting for the upcoming year, brands should ensure
objectives and strategies keep this gradual shift in mind.
This year, Facebook has made several
announcements to show that it is taking private messaging and Groups seriously.
The simplification of privacy settings on Facebook Groups and features to help
aid in the visibility of Group engagement are all moves from the network to
encourage users and brands to join or create groups.
This combined with new Messenger ad opportunities
and rumblings of Facebook creating a new private sharing app, Threads show us
that the network sees potential in private engagement.
Looking to next year, brands should consider
the role Groups play in their social media marketing strategies and also keep
an eye on testing and learning new private messaging opportunities as they roll
Finally, we encourage you to pull recent audience data to
ensure that your focus on Facebook or the family of Facebook platforms is
adjusted accordingly. Given Facebook has remained in the privacy
hotseat for most of this year, we anticipate many users and brands will
look to diversify channel strategies.
Want to learn more? Sign up for our upcoming webinar where we will discuss Facebook Groups for Brands and provide information to consider in your 2020 planning.
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