Facebook is absolutely massive in the advertising and marketing webspace. So much so that the number of features other platforms have dull in comparison to those offered by Facebook itself. The downside, of course, is that even experienced marketers are bound to find themselves missing out on features that could make all the difference.
Facebook Product Shops
A relatively recent addition to the list of Facebook features is Facebook Product Shops. This feature introduces a new way to sell products online while removing the inconvenience of dealing with companies like Shopify.
Using this feature, it’s possible to sell products right on your page. People can then pay directly on Facebook or integrate a third-party checkout. Any products purchased on the platform are paid for through a payment processor of your choice.
Selling on Facebook grants businesses direct access to existing customers and better analytics on products placed for sale on the platform. Combined with ads and the power of the Audience Insights Tool, you will have much greater exposure to current and potential customers.
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New Facebook Ads Features
Facebook may be one of the most detailed analytics platforms in the world, but there’s a lot more to the website than meets the eye. It offers several options aside from the traditional newsfeed that most people are used to.
The first is Facebook Messenger ads. These provide an opportunity to drop into a conversation with a prospective customer at any point. This enables you to tweak your sales funnel as you see fit. If you feel the need to add more information about the product or personalizing the experience, all the tools already exist within the Messenger app to do so.
The second of Facebook’s new ad features is in-stream video ads. As their name suggests, this feature provides businesses with prime advertising space right in the middle of a stream.
Videos can be 5-15 seconds long and can be placed on both live videos and those that already aired. If you happen to have a live video that went viral in the past, here’s an opportunity to monetize it at last.
New Video Publishing Tools
Going live for the first time is often frustrating and nerve-wracking. Without the right kind of assistance, it’s almost impossible to know what to expect on the technical side of things. Facebook’s answer to publishers’ complaints is Live Rehearsals. The gist of it is that publishers can now broadcast to page admins and editors only before they go live.
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Finally, viewers will be spared the harrowing minutes before anything happens at the beginning and end of live video replays. Publishers can now take advantage of the ‘trimming’ feature that enables them to cut out certain time frames from the beginning and ends of their recorded videos.
Facebook Live Marketing Features
Aside from pre-roll and in-video advertisement, Facebook also offers brand access to features to streamline its Facebook Live experience. Since the adoption of the feature is at an all-time high, the following tools might be useful for a business looking to take their marketing campaigns to the next level.
Pre-scheduling lets businesses set up when a Facebook live stream is going to be aired. This seeks to address the disadvantage of spontaneous live posts: even with notifications enabled, it’s still difficult for individuals to notice when a live stream has started.
For brands with a substantial following, it creates anticipation in viewers before the actual video is aired. It also addresses timing issues, where the videos are streamed later than they were intended to.
If you’ve set up a shop on your Facebook page, you can combine it with Facebook live to merge traditional and social media advertising. While introducing a new product, you can also provide details regarding how they are used and allows for live interaction with viewers that have questions.
This is reminiscent of old-school infomercials. You can also tag your products when you mention them in-stream so users can access them through an in-video link.
Keep Track of Competition with Pages to Watch
It’s possible to get detailed analytics on how detailed a competitor’s published posts are doing using Facebook’s Page Watch feature. Originally designed to help marketers find inspiration in data provided by leading innovative brands, it can be repurposed to anyone’s benefit.
Take advantage of the feature by navigating to Page Insights and scroll down till you find the ‘Pages to Watch’ feature. As long as you have a hundred or more fans, you will gain insight into data such as:
- The page’s total like count and the percentage change from the previous week.
- Total engagement metrics for the week.
- How many times the page has posted to Facebook during the week.
These are actionable insights that could potentially be used to change how your marketing operations are run.
Audience Insights Tool
Most business decisions made today are driven by the abundance of data. Facebook Audience Insights is a powerful analytics tool that gives access to demographic and behavioral data on both your audience and competitors.
Data that can be gleaned from this tool include demographics, past purchasing activity, location, and demographics. With all these in hand, you can narrow down your target audience so you know exactly where your ad dollars are going.
Conclusion
Facebook is a fast-changing platform. New features are introduced and old ones retired regularly, so it’s almost impossible to always be in the loop. However, some of these features are quite important and could be the difference between whether your next marketing campaign succeeds or fails.
Guest Post: About the Author
Becky Holton is a journalist and a blogger at Best Essay. She is interested in education technologies and is always ready to support informative speaking at writing service, Grabmyessay. Follow her on Twitter.