For Facebook and the brand that uses its platform for marketing, 2018 is the iconic year.
At the beginning of 2018, Facebook ‘s main algorithm changed, and then more than 5,000 ad targeting options were removed at the end of the summer, making it difficult for many brands to get attention and participation on the platform.
Finally, in the second half of 2018, Facebook exposed some video statistics. This news is particularly frustrating for marketers who rely on Facebook Insights to develop content plans and advertising budgets.
This article will look at the main directions in which marketers should optimize their 2019 Facebook marketing strategy and learn how to use the four simple Tips listed below to create a brighter future for your brand on Facebook.
1. Balance short video and other content representations to ensure content diversity
Data from the past few years have shown that brands should not give up other types of content because of the popularity of short videos.
From the rise of short videos from 2016 to 2017, some brands believe that consumers only need short videos without any written content, so they publish more and more short video content on Facebook.
Even brands such as MTV and Vice Media cut writers and tried to replace written content with short videos.
The trend of short videos has become so popular that the promotion of major platforms/platforms should “turn to video.” Hundreds of journalists lost their jobs in the hype, but in the end such a transformation failed.
The Mic website lost millions of readers because of the transition to pure video content.
Publishers who have invested in all of the video trends have been shocked to see that their website traffic has been reduced by at least 60% in the process of converting all of their content into video content.
At the end of 2018, people explained why so many companies invested so much in video content and why the consequences were devastating. Facebook’s statistical analysis of the popularity of video has been biased because the statistics only consider videos that have been viewed for at least 2-3 seconds.
To some extent, this erroneous measure has had a huge impact on advertisers who rely on and trust Facebook Insight. When marketers use the data analysis of the reference platform, they also need to think more and be cautious and cautious, instead of blindly following blind obedience.
Some external research shows that video is not the best way to foster user engagement on Facebook. The study analyzed data from 43 million Facebook posts and found that image posts performed better on Facebook than video.
Following trends and data can often be successful on social media. However, it is very important for marketers to judge and test, measure and evaluate the results of marketing work through common sense.
When preparing to plan the 2019 Facebook marketing strategy, please consider maintaining the healthy balance and diversification of the advertising/post content, rather than “full effort” of the new trend, resulting in visual fatigue.
2. Guarantee update frequency and increase Facebook participation rate
Has your Facebook homepage rate dropped this year? If this is the case, don’t worry, not only do you find this happening alone.
In a 2018 research report co-authored by Buffer and Buzzsumo, the overall participation of brands using the Facebook page continued to decline. The survey results show that the 2017 homepage participation rate dropped by 50% in 18 months from 2017 to 2018. The same study also found that the average participation rate per post fell by 65% during the same time period.
So how does your brand increase the engagement of social media platforms in 2019? Here are some tips to help increase your participation rate in 2019.
The most successful brands posted 4-5 posts a day , but their participation rate dropped significantly after the posting frequency was adjusted to 1 post per day.
Therefore, if you can’t post 4-5 times a day, then publish no more than once a day to take advantage of higher participation rates.
The chart below shows that the top 20,000 Facebook page continues to increase the average number of daily Facebook posts in 2018.
By the end of the second quarter, successful Facebook advertisers posted about 4 posts a day.
Ideally, marketers can consider posting 5 posts a day and start testing at that frequency. Or, if you can’t provide 5 high-quality content every day, don’t post more than once a week.
Post short videos to increase post engagement
According to the same study mentioned above, the ideal video length for Facebook users is between 30-120 seconds. Less than 2 minutes of video gained the highest level of participation in Facebook in 2018.
With the launch of Instagram’s IGTV in 2018, the popularity of vertical video continues to increase . More than 95% of Facebook users access social media platforms on mobile devices, and vertical video is a natural expression. The user can watch the video without flipping the device, which makes it easier for the viewer to choose to watch.
Nearly 80% of users who are exposed to vertical video say the format is more attractive, and in almost all cases, they prefer this format.
At the same time, 65% of users believe that the vertical format of the brand in the ad is “more innovative” after just touching the vertical video. When scheduling 2019 video content, consider trying to use vertical video formats in Facebook content marketing.
3. Enhance user experience with innovative AR tools
Earlier this year, Facebook began testing augmented reality AR tools for individual advertisers in News Feed ads. Although some of Facebook’s augmented reality tools have been launched since 2017, this year’s AR ads on Facebook have been launched to better enhance the user experience.
Now viewers can try out wearable products like glasses and cosmetics in ads in the News Feed without having to launch other apps.
This year, brands such as Nike, Sephora and Asus have also begun to test augmented reality in Facebook Messenger.
Facebook’s 2019 work plan includes the ability to create virtual locker rooms using its AR tools.
This will open up Facebook’s “dressing room” gameplay for more different types of fashion brands. Facebook hopes to continue to develop its AR tools so that users can scan their own body measurements to show the real experience of the product wearing on the user.
Of course, the sense of augmented reality is not limited to fashion brands. For example, Kia allows users to customize a personalized KIA Stinger car in Facebook Messenger.
Asus is another example of using AR tools. They use AR Messenger ads creatively to promote their Zenphone 5, allowing users to virtually test new phones.
In 2019, brands should expect to see more powerful AR tools that are easy to incorporate into Facebook ads. Think about how your brand uses AR tools to enhance realism, even if you are not a fashion brand.
4. Summarize and analyze year-end data, clarify marketing objectives, and optimize advertising strategies
remember! The popularity on social media is not always equal to profit. As always, you should have a clear goal of defining KPIs and profit paths (ie sales funnels) to guide Facebook marketing strategies.
Before starting online marketing in 2019, ask yourself the following questions:
· What is the purpose of our brand’s marketing tools on Facebook?
· What key performance indicators will we use to track the success of our ads?
· How do we track Facebook’s ROI?
If you know what you want to get from your audience and develop a marketing strategy accordingly, then marketing on Facebook in 2019 will definitely be successful.
With the end of 2018, you need to spend some time evaluating the effectiveness and data of this year’s advertising campaigns. Combining the Facebook Overseas Marketing Guide with the Tips in this article will help keep your Facebook marketing on the right track. Improve your brand’s chances of success in the new year.