Oh no!!! Another post on the 11 Facebook trends for 2016

by bold-lichterman

Yes, obviously Facebook… how can we not talk about it in 2016 when you work in marketing and customer experience or even brand experience? Those who follow me know that I have never been a big fan of Facebook when it comes to the relationship with brands. Nevertheless, it must be recognized that they command respect and that they have imposed themselves in the West far ahead of any other competitor, even Google cannot compete on their ground. Even Facebook takes serious market share from Google …

At the same time and thanks to external growth (What’s app, Instagram, Oculus Rift in particular and many others), they have succeeded in integrating and transforming many product lines and thus to remain relevant over several generations of users. To do this, they evolve at high speed and it is not necessarily easy to follow them. My friend Michael created a presentation in order to browse the major trends that we can expect for 2016. I have selected 11 (so that it is not “the 10 trends …”!)

1. Carousel advertising is growing

Facebook advertising is gaining more and more acceptance – it’s certainly not the best way to use Facebook, but being able to push five products rather than just one is arguably the reason why the carousels have grown by 55 % each quarter of 2015 and Facebook sees all its interest.

2. Dynamic advertising (retargeting) will develop

You’ve already experienced it, you go to an ecommerce site and you end up with advertising for the product you just saw or its equivalent when you go to Facebook. Dynamic advertising which obviously has high relevance both for consumers (unless they have already bought elsewhere) and for brands since this little reminder allows high conversion rates.

3. Mobile, mobile, mobile

The movement is underway since the takeover of Instagram because Facebook had clearly missed the turn to mobile. Is it necessary to develop? For a while now, mobile has become the main platform for Facebook and elsewhere, mobile advertising represents 80% of Facebook’s revenues in the last quarter of 2015. This will have an impact on the design of the ad experience you’ll see on Facebook – If you’re creative, think about it!

4. Buy button

Facebook dreams of being a commerce platform (to collect your credit card numbers and get to know you even better and earn more money) and we all remember the f-commerce oven. It was too early, now the use is taking hold and Facebook should develop these buttons all over the world. They want and need to become a business platform, so count on them to push it.

5. Artificial intelligence with Messenger M

Ah, artificial intelligence … We read a lot of articles and we don’t see much if we are not particularly initiated. Siri was mostly received as a joke and Facebook could therefore be the first to give the general public a taste of artificial intelligence. The interaction is done by text (a bit like in the last Quartz application) and should allow you to book a restaurant or help you with your shopping. If the subject interests you, I invite you to read this paper on artificial intelligence if it is not already done.

6. Messenger at the heart of Facebook’s strategy?

Mark Zuckerberg put a lot of emphasis a year ago on showing everything that was going to be possible on Messenger. It looks like they’re just copying the Chinese model of WeChat which allows you to do a bit of everything through the app. E-commerce has already been integrated (rather than receiving a thousand emails and then looking for the customer relations contact… everything is managed on Messenger). Moreover, since mid-2015, it is now possible to have a messenger account without having a Facebook account. Logically therefore, contextualized advertising should arrive in Messenger.

7. We will finally stop counting “likes”

Ahhhh, vanity figures… they don’t serve much purpose but most brands follow them very carefully and love them: how many likes ??? Now, consumers are no longer limited to likes but can share many emotions from anger to love. It will undoubtedly be more interesting, a bit like an NPS score but it will nevertheless remain a simple indicator, not a KPI.

Facebook has filed a patent on transport sharing (a bit like Uber or Blablacar) – a priori a bit far from their core business, but they could integrate a service directly into events to enrich the user experience and why not put it in the names of the brands … hop and suddenly it makes sense.

9. Video and virtual reality

It’s no secret that Facebook is dumping video advertising to gain market share on the undisputed leader Youtube. With the acquisition of Occulus Rift, Facebook will necessarily go much further and we can expect that in 2016, the offensive on Youtube continues but that in addition to new formats are arriving such as 360 °, vertical videos ect… – still without sound. We expect a brand that will be smart enough to hack this missing sound like videos made up of texts for example. With video obviously come the different formats: animated GIFs, cinemagraphs, photos of video profiles and….

10. Facebook live: broadcast live and simply

We all remember when Louis Vuitton created the unthinkable: broadcast their parade live on Facebook. We were all very impressed then. With the advent of live streaming apps, it is becoming more classic and Facebook will obviously rush into this breach and all the more so with virtual reality even if there will necessarily be stages. In France Jean Louis Aubert makes intelligent use of it from home. We can be at events everywhere without really being invited. It has strong impacts in sectors such as fashion for example.

11. Quality vs quantity

Many brands have embarked on a wild race to create content by the kilo, the result has been inaudible noise for users. Brands are starting to understand that quality matters a lot more. Dior with his documentary Dior and I Understood it very well by the way – an excellent example of brand content perfectly led by the brand that sends you a message that no matter the designer and the glitter, what matters is that the teams behind do not change and that it is they who hold the know-how of the brand, the heritage!

Read also:

pouyGregory Pouy is the founder of LaMercatique, a digital transformation consulting firm focused on the marketing part. Based between New York and Paris, he is a marketing “expert” for Frenchweb.fr. To follow his writings and discuss with him:

His blog: http://www.gregorypouy.fr

His account on Twitter: @gregfromparis