In this blog, we will cover the following updates, what they are and what they mean for marketing:
- Broadcast channels
- New ad placements and Meta placements
- API and page insights
Broadcast Channels
Facebook is introducing broadcast channels, which are available to Facebook business channels.
A broadcast channel is a one-to-many platform where you can share one-way messages that appear like direct messages once you subscribe to certain profiles. Viewers can only like and interact with emojis and cannot respond to this content.
This update is being rolled out to Facebook business pages with at least 10,000 followers.
In addition, this update can allow for collaboration with your social media pages. If you have created a Facebook and Instagram broadcast channel, you can now share channel messages from Instagram to Facebook. You can connect your pages and have the content automatically come over.
Broadcast channels are effective if you have regular updates that you want to broadcast to your most dedicated fans or customers.
By encouraging subscribers to your broadcast channel, you could make it work as an extension or supplement of your email newsletters.
We can also see this being effective for eCommerce, where new product launches or limited-time-only product launches have high demand.
New Ad Placements and Meta Placements
Meta has confirmed that it is testing a change to the current ad placement. Facebook is also testing putting ads into users’ notifications lists.
These ads will be integrated with your normal notifications but will say sponsored underneath to make you aware that they are ads.
These ads will be interactive, where you can click on them and be taken to the appropriate website.
Facebook is developing this new ad placement to maximise businesses’ reach. This benefits companies as placing ads in different locations means consumers haven’t developed banner blindness to this new location yet. This can suggest that consumers are more likely to take notice of the ad and potentially interact with it.
However, this can also confuse consumers based on the clarity of the ad. Many consumers may question why they see updates for a business or company that they do not follow; however, it is just an ad that causes confusion from a lack of clarity.
Another testing for ad placements has been speculated. This new placement involves finding ads in people’s profiles. Although not confirmed, this may be something to watch out for!
The second unconfirmed test is introducing clear mode on reels and videos.
Clear mode allows the users to change their screen settings when watching videos on Facebook to remove all the information and text surrounding the video, allowing for a more seamless viewing experience.
Remember that if you post content for your business with this new feature, you won’t be able to include some call-to-action elements, such as “tap the like button on the lower right corner” when scripting your videos.
API and Page Insights
Meta is beginning to roll out an API allowing multiple computer programs to interact, which is important for anyone using third-party tools to boost posts.
This API is called the Instagram Boost Signal Project, and advertisers use it to understand whether their posting content is eligible for a boosted ad.
This can provide clearer information regarding your content and advertising campaigns.
However, Facebook is also getting rid of some of the page insights and metrics that are part of its API, which is sent to third-party tools.
This is due to Facebook removing the old platform and page experience. Officially, it will be completely gone starting on September 16th, 2024.
To Sum Up
Facebook is known for being one of the biggest global platforms and the most popular and widely used type of social media. This can make it clear as to why Meta wants to update the current features.
Operating on such a big platform can be an easy way for your business to reach your target audience.
Meta is always looking for ways to capitalise and make more money and changes to their site.
Do you think these updates could be beneficial to you and your business? Contact ExtraDigital today for help growing your business through social media!
