Another year is coming to an end, the second decade of the golden millennium is coming to an end. Entering 2021, will there be breakthrough changes in Facebook Marketing activities, or will it remain the same old ways but with changes in form and tools. Here are some keywords that I think are the most important that businesses need to pay attention to in the coming year.
This is not all that matters of Facebook Marketing. I only list things that I think are or are about to change. As for things that have appeared for a long time and are still true in the distant future, I will not mention. For example, content, mobile, automation…
There are 2 types of trends: 1 is the trend of reading for fun, usually a new trend in the World, this type you Google thousands of results. 2 is a trend that directly affects the market. This article has only category 2.
6 Facebook Marketing trends that businesses should know in 2021
1. Facebook Stories
You may be surprised by these numbers. Currently, Facebook Stories has over 500 million users and 1 billion daily posts. Although most businesses haven’t noticed, Mark Zuckerberg thinks Facebook Stories will play an important role in the future of Social Media. There are many reasons for Mark to make this statement, but we can focus on two bullet points:
- The ability to update quickly: the sharing on the Newsfeed was so cramped that users did not feel they were interested. When posting an information to Stories, it will be updated almost immediately to friends who are online. Users tend to consider Stories as a second Newsfeed to continuously update daily life.
- Transient: the fact that many users like that their posts don’t last long, through which they can show off the very small corners of their lives. A feeling, a thought is only true for a certain period of time. If you post it to the newsfeed, users will have to review the silly things they post for a long time.
Please pay attention to Facebook Stories when administrating Fanpage. There are a few things that need to be planned specifically:
- Post something?
- Posting frequency
- Creative ideas you want to try
- What budget can you spend on this new activity
Some of the types of content you should try in Facebook Stories:
- Behind-the-scenes content
- Product manual
- Narrative of events
- Image product
- Customer photo
- Storytelling with a series of photos
Remember that people share Stories to express themselves in everyday life. Same goes for a brand, make sure you post a variety of content between your Newsfeed and Stories. For those who do not know, please refer to stories ads (Instagram).
2. Interactive Livestream
The story of livestream is nothing new, it’s an irresistible trend. But the story of 2021 will be pure Livestream combined with interactive technology. Currently, there are many tools to help you live stream more professionally. You can organize minigames, quizzes, lucky spins, live votes, interviews, multiple choice questions… a lot of things right on Livestream, users are interested in immediately interacting with the program. To make it easier to imagine, it will be almost like the popular Facebook Confetti last year.
3. Good profit
To be able to understand in a farmer’s way, I divide 2 cases like this:
– If you sell a product to many people, each of you earns a little profit, that is a good profit.
– If you sell a product to a few people, each of you earns a high profit, that is a bad profit.
Although in both cases, from a business point of view, 2 sellers can earn the same profit, it is clear that customer satisfaction is different. In the case of bad profits, to Selling high-priced goods, the seller had to take a large part of the revenue to pay for selling expenses, marketing and advertising costs. In fact, no customer wants to buy a product that costs much more than it’s worth. Customers won’t be happy knowing that 30-50% of the item’s price is paid for in the process of getting it into their hands.
By now you can see that the bad profit model is the one that has been circulating on Facebook for many years. Sellers import unique goods (also known as trending goods) at cheap prices, and then multiply 5-10 times into the selling price. Most of the cost is not in the cost of goods imported, but in the cost of advertising. The bad profit model does not come from the mind of the seller, here we are not talking about ethics. Bad profits appear when businesses have difficulty finding customers. Suppose there is a way to make it easier for businesses to reach customers, even customers who search for businesses themselves. Sales and Marketing costs are very, very low, only a few percent. Does that way exist?
My answer is always yes, that is the operating model of e-commerce platforms. With the floor model, businesses do not compete with each other by advertising. Enterprises compete by price, product quality, customer care ability. Businesses can only make tens of thousands of profits per order, but can sell thousands of orders every day. All selling/delivery costs are optimized thanks to the large scale. Customers buying on the floor will benefit because the price is extremely close to the real value of the product. I temporarily call it a good profit. The current exchanges have stable loyal traffic, especially amazon and ebay. It is increasingly common for customers to see products on Facebook, then go to the floor to buy. Although the problem of shoddy goods and the fake review industry is still a problem, those difficulties can’t stop the e-commerce platform from becoming the king of sales. Facebook will increasingly return to its true value as a social network, a place where brands communicate with customers, not a shopping place like now.
In August 2020, I did a 1-day conference of 9600 people just to talk about this topic, so it is difficult to explain in a few short lines. In summary, there are two focuses here:
- Learn about trading on the exchange early, find ways to integrate it with the existing business model.
- Don’t try to sell expensive to a few people, try to sell cheap to many people.
Note: Don’t be mistaken that selling at a high price is a bad profit. High price due to brand value + accompanying values are ok, high price but not expensive.
4.The AI era and the advertiser’s mission.
Artificial intelligence (AI) technology and machine learning (Machine Learning) have changed the way we do advertising. If you’ve gone through several stages of the evolution of advertising technology, you’ll find that advertisers are much more relaxed today than they were just four or five years ago. Platforms are trying to constantly come up with updates to minimize the technicality of ads. Before Facebook ads had to watch to adjust the budget, now there is a set rule feature to automatically adjust the campaign. Before having to split test styles, create dozens of campaigns to compare, now there is “DYNAMIC CONTENT ALlocation”, self-split test, self-budget allocation. Before having to target in detail, Facebook now analyzes keywords and finds audiences interested in the topic in real time.
Not only Facebook, Google is also speeding up in the AI race. Currently, in many cases, Smart Bidding and CPA optimization are much more effective than traditional Bidding, but much more leisurely. With a terrible data collection rate like today, the time AI replacing humans in the technical stage is near. Advertisers only need to set goals, the rest is for AI to take care of, to do other things, to cover jobs.
Well, what’s the other thing?
That is content production. Advertisers will have to spend most of their time on this. Content diversification is key to reaching more customers and increasing the persuasiveness of your ads.
Content diversification includes:
– Content to convey (The core information you want to convey)
Content format (video, photo, slideshow, web article, …)
– Communication language (How you use words to convey the above information)
Thus, we understand the essence is that there is no way that advertisers will leave everything to AI later. In essence, their work shifts from technical to thinking. More issues now will be thinking about Content, whoever creates better content wins, technology has become secondary. Besides, advertisers also have to pay attention to the “personalization” of content, which I will talk about below.
Let’s say, you are looking to buy a robot vacuum cleaner for your apartment building. Would you rather read an advertisement like “A robot vacuum cleaner for apartment dwellers” or an advertisement for a generic vacuum cleaner??? Let’s say, you are sick, you will want to drink a product made for specifically for people who are sick for 2-3 years, or a generic product??? That’s the problem, in an age of information saturation, it’s easy for customers to ignore generic information that is everywhere, customers Customers always want to read what they feel is unique to them. So, instead of just focusing on describing the product, how good and good it is, focus on saying how it is suitable for each customer group.
A product can have many use groups and target groups. Let’s break those down and build each content route separately. If you sell a book on Marketing, make 2 websites. One that makes it clear why beginners or students should read this book. It is clear that this book will add to the knowledge of those who are doing marketing. And of course, each website will have to reach different target groups.
This is just a small, understandable part of personalization. But you can see that this term is also very close and applicable, not distant things / To learn about this keyword definitely needs more time than tinkering. However, as I said, I only put keywords.
6. Facebook Watch – Tiktok – Pocket Video
We’ve been talking about the rise of Video for a long time. In 2020, with updates on Facebook Watch, Video has affirmed its No. 1 position in the sea of content. A part of users has a habit of browsing FB Watch more than Newsfeed. Besides, Tiktok has created a new trend for short video format. With tools for technical support and ideation, anyone can become a VIDEO CREATOR.
Tiktok ads, although newly discovered, have received very positive feedback from advertisers around the world. In my opinion, in some ways, Tiktok ads are more accessible than FB ads. Since it’s simpler and has fewer features than FB ads, it’s also easier to use. This advertising platform is forecasted to explode in 2020. Some industries suitable for Tik tok ads are: fashion, beauty, home appliances, technology, … especially trending items.
Pocket videos are short video formats. Many brands produce one for 30-60 seconds, then run it directly on Facebook. In those cases, the efficiency is very low. Because users simply have too many good videos to watch, 30 seconds is a very long time, not many people want to spend that much time watching ads. So pay attention to minimizing video content to better suit the social networking environment.
Actually, there is no standard how much is short and how much is long. It is important that when producing a video, you must control the emotional flow of the viewer throughout the video. No matter how good a video is, there are parts that are low, boring, confusing, users will next right away. In short, it is not allowed to break the emotions of the viewer. Emotions are well maintained, 10p videos they also watch, that’s all.
The above are some of my personal predictions about the important trends of Facebook in particular and Social Media in general in 2021. Looking forward to receiving comments and predictions from everyone.