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Social media is constantly changing, as is the way users interact with it. As a marketer, it’s critical to keep up with the ever-changing ways social platforms allow you to reach your audience.
On Facebook, new features are rolled out frequently, adding more functionality for users and creators on the platform. Last year, it made numerous feature updates with marketers in mind. These updates make it easier than ever for marketers to use Facebook to run successful campaigns, engage with audiences, and analyze the results of their efforts.
As Facebook continues to improve usability, it’s also adding new features that make marketers’ lives a little easier. Here are some ways Facebook is making marketing on the platform more accessible.
Using a call to action can increase conversions and encourage your audience to engage with your brand. You can now create specific call to action buttons for your Facebook Page to prompt visitors to take a specific action.
To add a CTA, click the “edit” button below your cover photo and select which CTA button to add. You can choose the button that best suits your business and customize that button based on where you want to send visitors. The CTA will encourage people to take direct action once they’re on your Page.
Below are some examples of CTAs you can include:
Facebook has added thousands of royalty-free songs and music collections to its Creator Studio. You can access this music when creating video content directly on Facebook. This feature will save you time searching for royalty-free music on your own. You also won’t have to deal with Facebook banning your videos due to copyright infringement. This makes creating video content on Facebook much easier and encourages marketers to create and edit their videos directly within the platform. You can access this new sound library in your Facebook publishing tools.
Facebook Pages can now broadcast live directly from their Pages. Previously, only personal profiles could post to Facebook. Page owners can also test their live events through a new rehearsal feature. This feature allows Pages to broadcast live to admins and moderators as they test new features and practice for the live event. This update can help Page owners avoid those dreaded technical difficulties and resolve any issues before the actual event.
Facebook Watch Parties son proyecciones en vivo de videos pre-grabados que las páginas de Facebook pueden albergar para facilitar las conversaciones sobre el contenido. Las páginas ahora pueden programar una Watch Party con anticipación, lo que le permite comercializarla y publicitarla con anticipación. La actualización también admite repeticiones de video de Watch Party para cualquier persona que no pueda asistir y quiera acceder a una grabación del video y la conversación. Los anfitriones de Watch Party ahora también pueden compartir sus comentarios a través de una función de chat durante la Watch Party.
The platform also made some major updates to Creator Studio. Creator Studio is what creators use to manage and publish free content and ads on Facebook and Instagram. These updates include new analytics to highlight loyal followers and repeat visitors, as well as improved in-app messaging capabilities to connect with these audiences. Insights into video content have also been improved, including average watch minutes and video retention rates.
Creator Studio now also supports automatic subtitles in 13 new languages, including Chinese, German, Arabic, Italian, Malay, Hindi, and more.
Facebook’s Pages to Watch feature lets you track competitors’ Pages to see how your brand is performing.
To set up a Page to monitor, click “Insights” from your Facebook Page. At the bottom of the Page, you can add the competitor Pages you want to track. You’ll be able to see their metrics, such as engagement rates, Page Likes, and how many times they post per week. If you add multiple competitors to monitor, you can see all their analytics side-by-side.
This feature is incredibly useful for marketers who want to get a quick rundown of how other brands in their industry are doing on Facebook. You can see which of their posts are generating the most engagement and incorporate some of these strategies into your Facebook marketing campaigns, or you can delve deeper into competitive analysis across networks with a tool like Sprout Social.
Facebook Insights now lets you export all your analytics data so you can review it and find trends.
To download your Facebook Page report, go to the Insights tab on your Facebook Page. Click “Export Data” and select “Page Data” to download a spreadsheet of the information collected from your Facebook Page. You can choose a date range you want to analyze and only export data from that range.
If you need a more complete view of how this data compares to your presence on other social platforms, using a social media management tool like Sprout Social can help you better understand your Facebook analytics.
Facebook has emphasized its commitment to fostering community on the platform. Users are increasingly joining public and private Facebook groups to interact with people with shared interests. Businesses are turning to Facebook Groups to create private communities for their audiences to interact with and with each other. With its latest redesign, Facebook put more emphasis on Groups by adding a dedicated Groups tab to the home page. This tab is separate from the default timeline and makes it easier to find and interact with your groups because you can access them all in one place. Users can also now more easily share Newsfeed posts to their public and private groups.
Facebook attracts millions of users every day, making it one of the most lucrative platforms for marketers to reach their audiences. While many of these updates were made with improved user experience in mind, this has also made it easier for marketers to manage their Facebook presence. Improvements to creator-focused tools are simplifying the ways brands market to their audiences on Facebook.
