Social Media Means
Social Media Means
Photo: Juan Pablo Serrano Arenas
Overall, 2022 Facebook trends are all about social commerce and social responsibility—making it easier for brands to connect with consumers, for consumers to connect with brands, and for all users to have a more robust and positive experience on the app.
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Read More »Facebook’s frequent updates, algorithm changes and new features can be tough to keep up with. But with 2.91 billion users, each spending an average of 19.6 hours a month reading, watching, liking, scrolling and commenting, it’s stuff you need to know. Download our Social Trends report to get all the data you need to plan a relevant social strategy and set yourself up for success on social in 2023.
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Read More »Why does that matter? Gen Z’s buying power is growing, and they’re predicted to be the largest consumer base in the U.S by 2026. In order to tap into that audience, brands will need to keep their socials active and updated. For Facebook, that means creating a business page (here’s how to do it) and optimizing it to be informative and user-friendly. Not only are consumers turning to social media for brand information: they’re also using it for quick communication. No more emailing info@verycoolpants.com when you’re wondering about whether or not the working conditions in their factory are also very cool. Instead, you can shoot them a direct message. According to Facebook, consumers say that being able to message a business makes them feel more confident about the brand. Messaging is a timely and personal way to connect with a business, and aligns that business more with the “social” world than the business world—you’re communicating using the same platform you use for casual chats with friends, instead of sending an email or going into a store. And while Messenger is really convenient for customers, it can be a hassle for businesses—if you can’t keep up with your DMs, it’s easy for messages to get lost or ignored accidentally. Tools like Hootsuite can help with that. Hootsuite’s Inbox gathers all of your company’s comments and DMs in one place (and it’s not just for Facebook–our inbox can also be used for Instagram, Linkedin and Twitter. You won’t have to search through your profile or use Facebook’s built-in inbox for answering customer questions: Hootsuite rounds ‘em up for you. Another useful platform to add to your messaging arsenal is Heyday. Heyday’s conversational AI platform has a Facebook Messenger integration, meaning you can use Heyday’s very smart, automatic messaging system to communicate with consumers without having to answer every DM individually. Think of it like a slow cooker: turn it on, let it do the work and check back in to find… meatballs! (Or, you know, a sale.) Since the introduction of Facebook Shops in 2020 (towards the beginning of the COVID-19 pandemic, when many physical stores around the world were closed) big and small businesses have had an official method of selling on the platform. By June 2021, Facebook Shops had one million monthly global users and 250 million active stores worldwide. So, the social commerce side of Facebook continues to grow. Some brands report that sales are 66% higher on Facebook Shops than on their own sites. You can even use Facebook to send and accept payment (hello, Facebook Pay) for your business, and to send money to friends or charitable causes.
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Read More »Facebook Live isn’t just for shopping, of course. Especially during the COVID-19 pandemic, the platform’s live videos allowed folks to broadcast news, events, and even concerts safely from home. And even with the pandemic sitch improving and the return of in-person events, many folks continue to turn to Facebook for live, virtual videos. As fun and uplifting as social media can be, there’s always trolls, bots, and that aunt you try not to talk to at family dinners. (Yikes—who knew a Minion meme could be so inflammatory?) In Q4 of 2021, the company took action on 4 million pieces of drug content (up from 2.7 million in Q3), 1.5 million pieces of firearm-related content (up from 1.1 million) and 1.2 billion pieces of spam content (up from 777 million). Facebook also reported a teeny-tiny decrease in hate speech between 2021 and the previous year (don’t let this extreme-looking graph fool you—the scale is very small). This is in part due to advances in artificial intelligence—a reinforced integrity optimizer, improved personalization and the Meta-AI Few Shot learner. The company’s seemingly tough policy on harmful posts is far from perfect, though. For example, Facebook notes that its “smart” technology flagged a ton of content centered around Breast Cancer Awareness Month in 2020. The 2021 report says that Facebook is “working to improve the accuracy of enforcement on health content, including content related to breast cancer and surgeries” and that there was “significantly less overenforcement during last year’s [2021’s] Breast Cancer Awareness Month.” As of January 2022, Facebook marketplace ads could reach a potential 562.1 million people—that’s a lot of online shoppers. And while Marketplace is often used by individuals to sell used furniture or ill-fitting clothes bought in a much-regretted online shopping spree, it’s also a great platform for U.S. businesses selling new products (and can be used for auto and real estate in certain countries). So what’s the difference between Facebook Marketplace and Facebook Shops? Really, it comes down to location—in general, consumers are searching Marketplace for items available in a certain geographic area. Most marketplace transactions involve the consumer picking up the item in-person, which is not as common in the kind of e-commerce transactions made through Facebook Shops. In other words, if you’re looking to shop local, Marketplace is a good place to start. Overall, 2022 Facebook trends are all about social commerce and social responsibility—making it easier for brands to connect with consumers, for consumers to connect with brands, and for all users to have a more robust and positive experience on the app. Advances in AI technology are making the virtual world more and more like the real world. So meta. Manage your Facebook presence alongside your other social media channels using Hootsuite. From a single dashboard, you can schedule brand posts, share video, engage your audience, and measure the impact of your efforts. Try it free today.
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