Facebook this week held its annual developer conference, the F8. In this issue, 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 changes its image completely
The most remarkable thing, as a great novelty, is that Facebook announced at the event the total redesign of its user interface. The social network website will have a new look, whiter and with more space between elements. So many things have 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 had previously explained that they wanted to take the weight off News Feed, their “timeline” of publications of friends, pages and brands. In recent years we have seen how Facebook has been taking weight off the publications as such, first prioritizing the videos and then the Stories. With the new redesign, the trend is confirmed: Stories have their own space very prominent above all else, while the contact bar and groups is larger than ever. The publications are still there, but they occupy a smaller space. It is very likely that Facebook’s intention is 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 already available on mobile phones, through its iOS and Android applications, while the web version will arrive in the coming months.
Facebook Messenger and WhatsApp will have more options for businesses.
Facebook’s instant messaging platform will also receive several changes this year. First, it will be redesigned from scratch, making it faster and lighter. Second, it will reach 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.
The most interesting thing for advertisers is the creation of lead generation ad templates. Facebook has designed several that will be available in its Ads Manager and will allow companies to easily know more about their customers and consumers through a questionnaire that can be filled out as a chat in Facebook Messenger. On the other hand, there is also the option of booking time to car mechanics, stylists or cleaning services directly from a Messenger conversation. Interesting the new power of Facebook, isn’t it?
On the other hand, WhatsApp will allow companies to create a catalog of products so that customers can, from WhatsApp’s own chat, discover what they offer. This functionality is added to existing WhatsApp Business functionality such as commercial profiles or message statistics. Soon, the application will also allow the option of making payments through the app, although at the moment, this seems to be designed for private use but could very well come for business use.
Instagram Shopping available for creators.
Instagram Shopping has revolutionized digital shopping within the photography application. At the moment it was only available for brands but now it is also open to creators. For example, when a musical artist wears a t-shirt of a brand or a group he likes, he can directly label 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 will be able to search for the specific model in the brand’s profile or website, so the purchase can be made in a couple of clicks. However, the company in question must have activated the beta of Instagram Checkout, currently available only for specific companies.