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With organic search declining, marketers are finding Facebook Groups an ever-more indispensable tool. Groups allow brands to engage with specific niche communities, building solid trust relationships with those groups. Once rapport is established, brands can launch discussions, offer product updates and support customers in myriad ways. Marketers can also tap Facebook Groups to plumb customer wants and needs. Facebook Groups’ qualities as a lead-generation tool are virtually endless. That’s helped convince many marketers it’s among the social media platform’s best values.
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Brands that market via Facebook Messenger generate anywhere from 10 to 80 percent more engagement than they do via organic posts or Facebook newsfeed. Messenger has almost 1 billion monthly active users, many using the app to communicate with favored brands. Some 82 percent of U.S. adults report Messenger is their most regularly-used messaging app. These numbers suggest there’s a staggeringly huge population of potential customers marketers can actively engage with, and to whom they can target ads.
Facebook has consistently unveiled new means of brand engagement. Let’s move now from Groups and Messenger to Facebook Shops, Facebook Reels and other tools.
- Facebook Shops. Now improved to make shopping easier, Facebook Shops allows each brand to set up an online store to serve Facebook and Instagram-using customers. The brand chooses the products it wants to feature from its catalog and customizes its store.
- Facebook Reels. Earlier this year, in response to TikTok, Facebook launched Reels in more than 150 countries, and made it simple for businesses to monetize the tool. Reels allows brands to reshare their Instagram videos, helping extend those videos’ reach.
- Facebook Subscriptions. Creators can now benefit from recurrent payments from subscribed audiences. Premium members support Pages they love, enabling creators to reap profits from dedicated users in return for providing exclusive content and personal interactions.
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