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What Facebook’s vision to create a “private social platform” means for small business
August 9, 2019
At the recent F8 developer conference Facebook announced a number of changes to its platform. These changes put privacy front and centre with Mark Zuckerberg vowing to do a better job in protecting its users. Privacy issues aside, Zuckerberg highlighted Facebook’s push to create a “private social platform” across all of its apps, including WhatsApp, Messenger, Instagram, and Facebook. We cover the top updates and what these might mean for small businesses.
Facebook is being redesigned around stories, groups and events
Facebook unveiled a simpler, faster, more immersive interface which revolves around Stories, Groups, and Events. The new look puts Stories at the forefront and features a prominent Groups tab with a personalised activity feed with updates from all of your groups that you’ve joined. The mobile app will see the more immediate changes, with the desktop site getting a revamp in the coming months. Zuckerberg made no mention of business pages, so it’s unclear at this stage whether business page updates will continue to run in the News Feed or whether these will become part of the ‘Groups’ architecture.
Introduction of new Messenger mobile app and desktop site with new business tools
Facebook is re-engineering the architecture of the platform from the ground up to be faster and lighter. The stripped-down version of Messenger will focus on chat, highlight your “close friends,” and feature video co-watching capabilities. The redesigned Messenger experience will roll out to mobile later this year, with an updated desktop site to follow soon.
Along with the revamped interface, Messenger is providing a new set of plug-and-play solutions aimed at making it easier for businesses to drive in-store traffic, generate leads, and provide customer care. These include an appointment-booking function, a lead generation template built directly into Ads Manager, and easy authentication [1].
Page admins can now change their display name and photo on messenger
Facebook now allows page admins to select their display name and photo when they use Messenger on behalf of their page or business. This is particularly interesting for small businesses who offer instant messaging with potential customers. Customers like to put a face to the name and this also helps to create that all important trust that’s needed when dealing and buying from a business online.
Instagram has given key influencers the ability to add shopping tags to their images
Instagram continues to push into the shopping market via a new tagging tool, which allows influencers to promote a particular product, giving the user the ability to shop and buy products direct from their Instagram accounts, all without having to leave the app. Testing for this tool is already underway with a small group on influencers and it’s hoped that this feature will roll out globally, making this an exciting update for businesses with cool, trendy products.
Whats App will let businesses display an entire business catalogue on their profile
Businesses using Whats App can already have their own profiles with business descriptions and contact information, but Whats App will now let businesses display entire product catalogues directly on their profiles within the app that customers can browse through. This means that Whats App users will be able to easily locate key information on products and services and the change could serve to shorten the buying cycle and turn browsers into buyers. Whats App also plans to expand in-app payments and introduce ads to the platform in the near future.
So there you have it, our top 5 highlights from the recent announcements, which demonstrate the continued investment from Facebook to create a private social platform for all.
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