Sam Bettis Explains How Small Business Owners Can Benefit from Facebook’s New Features After F8 Conference
The recent Facebook F8 conference in California brought exciting updates to the platform, and there are some key takeaways that small business owners should be paying attention to. Mark Zuckerberg and the team at Facebook highlighted several new features that are set to change how we connect, play, and engage on the platform, with a special focus on gaming, video chat, and even dating.
After the Cambridge Analytica scandal, Facebook has been making a strong effort to regain user trust by prioritizing transparency. Looking back at F8, there were three major announcements that could impact brands and marketers.
1. Clear History: A Game Changer for Ad Strategies
One of the biggest announcements was Clear History. This feature gives users more control by allowing them to delete the history Facebook tracks about them with just one click. While this is great for users, it could shake up ad strategies, especially those that rely on web retargeting. Marketers who’ve relied on tracking users’ web visits to serve targeted ads might lose out on some of their audience. While we don’t know yet how many users will actually take advantage of this feature, it’s definitely a change we need to prepare for.
However, just as GDPR was once seen as a challenge but later turned into an opportunity for marketers to create more compelling calls to action, Clear History could push brands to rethink their approach. Instead of focusing solely on retargeting ads and chasing numbers, this could be a chance for brands to foster customer loyalty through meaningful conversations and content. It’s time for us to think beyond the lazy “quick win” tactics and focus on adding real value to the customer experience.
2. Virtual Reality (VR) Has Arrived
Virtual Reality (VR) has been in the works for a while, but it’s now entering a more accessible phase. Oculus, a major player in the VR market, has launched the Oculus Go, which starts at just $199. It’s an all-in-one VR headset with its own app store, making it much easier for people to get into VR without needing additional tech like phones or computers.
With VR now more affordable and accessible, it’s time for businesses to think about how they can leverage this technology. Imagine creating virtual stores or interactive showrooms, like the Mazda virtual showroom created using the Oculus Rift. VR can help businesses engage their audiences by offering immersive experiences that are both educational and entertaining. Think about how you could use VR to address customer pain points and deliver experiences that add value to their journey.
3. Messenger and Augmented Reality (AR) Integration
Messenger is becoming an even bigger part of the customer journey. Did you know that 80% of adults use a messaging app every day and that 53% are more likely to purchase from a brand they’ve messaged? Messenger bots are also helping to streamline the customer journey, while fun features like stickers can create delightful moments.
Another exciting announcement from F8 is the integration of Augmented Reality (AR) with Messenger. This means customers can now get a closer look at your products before they buy them, making the experience more interactive and enjoyable. With a 90% open rate for broadcast messages, brands now have the opportunity to engage customers in a way that’s much more direct and snackable compared to traditional email marketing.
Summary
Facebook is making moves toward creating more user-centric experiences, aiming to build meaningful connections and foster useful innovation. As marketers, we now have the chance to follow this path by creating micro-moments that truly add value to the customer journey. With new tools and creative ways to engage with customers, it’s up to brands to make the most of this opportunity.
FAQs
Q1: How does Clear History affect Facebook advertising?
Clear History gives users the ability to delete their tracking history on Facebook, which may impact retargeting ads. Marketers might lose some targeting options, so it’s essential to adapt and focus on creating stronger customer relationships.
Q2: What is the Oculus Go and how does it affect businesses?
The Oculus Go is an affordable VR headset that allows users to experience VR without needing a phone or computer. For businesses, it presents an opportunity to create immersive experiences like virtual showrooms or interactive product demos.
Q3: How can Messenger help my business?
Messenger is becoming a crucial tool for businesses, with features like bots streamlining the customer journey. Additionally, Messenger’s high open rates and integration with AR allow brands to engage customers in a more interactive and personalized way.
Q4: What is the benefit of AR in Messenger?
The AR integration in Messenger allows customers to interact with products before purchasing them, offering an immersive and engaging experience that increases the likelihood of conversion.
Conclusion
Facebook’s latest updates present exciting opportunities for small business owners to engage customers in new, innovative ways. From Clear History pushing us to rethink ad strategies, to VR and AR offering new ways to interact with customers, the platform is evolving in ways that can greatly benefit brands. It’s time for marketers to embrace these changes and create meaningful, customer-first experiences that stand out in the crowded digital space.