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Top 5 Facebook Trends & How to Implement Them

It seems like every time you check the news, there’s something new going on at Facebook. It can be challenging to keep up with all the latest changes and updates. But we’ve got you covered with a few of the latest Facebook trends we’ve seen.

These Facebook trends aren’t the shiny new features that may or may not take off. Instead, they’re trends that we see brands using on Facebook to reach new audiences and set themselves apart from the crowd. So here are our top five Facebook trends and how you can implement them into your own social media strategy:

1. Facebook Live

Facebook Live is currently only available for verified brand Pages and public figures using Mentions.

One of the larger advantages of using Facebook Live as compared to Instagram is the ability for the brand to keep the video as a post on their Page. Even after a Live video ends, the content lives on, helping you reach even more people.

Global Web Index found in 2016 that 20% of Facebook users watched a Live video within the last month. It’s important to also note that Live videos are considered a separate content type from normal videos, ranking them higher in the News Feed while they’re live.

Incorporating Live videos into your marketing strategy could prove useful, especially if you are still hesitant at investing in normal video content.

How to Execute a Successful Facebook Live Video

Preparation is key. Before launching the Live video, put together a strategy for promotion. If Facebook is a major social media channel for you, promote this in other channels too, to bring in a larger audience.

Be sure you understand the controls of launching Live and what you’ll write to accompany the launch. You don’t want to end the stream before it gets to the main event. To avoid technical issues and poor lighting, set up the space ahead of time and plan for the best camera angles. You could also consider using a tripod.

During the event, give some time for your fans to trickle in. Have someone monitoring the comments and jotting down the questions that can be relayed over to the person in front of the camera.

There are many ways to use Facebook Live for your brand:

  • Host a Q&A session
  • Introduce a new product
  • Conduct a behind-the-scenes tour
  • Gather customer feedback
  • Partner up with a like-minded brand to co-create content

Take a look at the partnership of BuzzFeed Animals and Subaru.

Sephora teamed up with the Tatcha founder to talk through a skin prep tutorial.

2. Investing More in Paid Advertising

According to a 2016 Content Marketing Institute survey of content marketers, 61% used promoted posts as a paid advertising method, up 14 percentage points from the previous year. In addition, the marketers found that promoted posts were 76% effective and social ads were 74% effective.

While it is easy to say you should invest more in paid advertising, we also encourage you to invest smarter.

How to Invest Smarter in Paid Advertising

Facebook’s advertising features are robust and new ones are being added each month. Most recently, GIFs were added as an option to be used within an ad. Like videos, GIFs will auto-play and loop in the News Feed, which can grab a fan’s attention better than a photo.

Utilize retargeting features like uploading a customer list or inserting a Facebook pixel onto your website to target the customers who are already interested in your business. For example, if a customer visits a denim retailer online, but doesn’t buy anything, the business could promote an ad that features a third-party denim review to the potential customer.

3. Establishing a Distinct Brand Voice

Really good content (whatever that means for your business) will stand out in your fans’ feeds. Some brands like Arby’s have embraced a certain humor that resonates with their customers.


For the Art Institute of Chicago, successful posts buck the short caption recommendations. Instead, their posts are filled with interesting historical knowledge about the art pieces.


How to Execute Your Own Unique Brand Voice

We’ve written a useful how-to guide on creating a brand voice here.

The most important points are:

  • Have a strategy in place by documenting vocabulary and personality traits
  • Be consistent across all the channels: newsletters, website copy and social media
  • Reinforce the company values

Don’t be afraid to put a little fun weirdness into your posts. Embrace the personality traits that make up your company.


Once you have voice attributes in place, be open to adjusting it to customer feedback.

4. Adding Integrations & Customizations to Your Page

Are you a venue or a cafe? Do you only sell online or do you keep retail hours? Gone are the days when every Facebook Page looked the same. With ready-made templates and a wide selection of categories, you now have the option to customize many components of your Page.

One integration example is the Shop feature. It can work by itself or with the Shopify integration, which will lead to more customers buying directly through Facebook. If you add the integration to Facebook, you’ll also have the option to tag your products in your posts.

Francesca’s uses their Shop feature by tagging outfit components in their photos.

How to Customize Your Facebook Page

Your options vary depending on the business category that you select. In your Page Settings, you can change your template to one that better fits your needs. Some of these Tabs can be added, removed, rearranged or customized.

Anthropologie operates in many retail locations but they also offer services in personal styling and home styling. Adding this Tab to their Page is a no-brainer.

For The Met, you’re able to see vital information on their Page. Location hours and popular times are easily accessed without any scrolling.

Introducing integrations and customizations into your Facebook Page is another way to help you stand out from other businesses.

Facebook CTA GIF

5. Using Messenger Chatbots

One of the newest Facebook trends to emerge is the use of Messenger chatbots. Chatbots are a fun way to add more interaction with your customers as long as they are executed well. They can do anything from answer basic customer service questions to providing entertainment to ordering food.

ChefSteps’ chatbot lets you ask questions about their Joule product and general sous vide techniques.

The Denver Broncos’ chatbot helps answer your pressing questions on their rosters and playing schedule.

How to Use Messenger Bots for Your Business

First, you’ll need to decide the main purpose of the bot. Will it answer common questions about products? Will it send blog posts to help customers understand your company better? Or perhaps it can tell fun jokes?

Next, you can use tools like Botsify, OnSequel and Chatfuel to create your own Messenger bot without needing any prior programming knowledge.

And finally, be sure to test the chatbot out thoroughly before launching it live.

As you go through the process of creating your own chatbot, keep in mind that it does not excuse you from checking your Messages. Not every question can be easily answered by a bot and it’s a good idea to keep an eye on any Message that comes through.

The 1–800-Flowers.com chatbot will help you order flowers without ever leaving Facebook.

As with any new trend that you incorporate into your strategy, we encourage you to keep track of key Facebook analytics before and after implementing the features. Don’t be afraid to ask for feedback and adjust accordingly.

With 50 million small business Pages, it’s important to keep track of trends that will help your business stand out from the crowd. Not all trends are equal and from experimentation and analytics, you’ll be able to find the ones that are best for you.

Is there a Facebook trend that you’re excited about? Leave us a tip in the comments below!

This post Top 5 Facebook Trends & How to Implement Them originally appeared on Sprout Social.

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5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews

Hand holding one of five white stars image.

Hand holding one of five white stars image.

What’s in a review?

With the right client testimonials and customer reviews, B2B brands can increase trust and loyalty in uncertain times while strengthening existing connections and fostering new ones. Your brand may even be sitting on a goldmine of evergreen trust-building user-generated content.

Let’s take a look at 20+ tips to invigorate and expand your B2B marketing toolkit with a smart customer review and testimonial strategy.

Making The Statistical Case For Testimonials & Reviews

With some surveys showing that  90 percent of adult Internet users rely on reviews before making purchases, and others placing the figure even higher at nearly 99 percent, it’s important for B2B brands to make sure they feature the reviews and testimonials their customers have taken the time to write and share online.

Despite their unique power to build brand trust, just 43 percent of B2B businesses use reviews in their marketing toolkit.

Conversion rates can skyrocket by as much as 270 percent when online reviews are smartly incorporated, however, as shown in the Website Builder Expert data below.

Website Builder Expert Image

Some 30 percent of businesses said that customer reviews had a major impact on their overall success, and just over 26 percent said reviews also had a major impact on profitability, as shown in the following chart from a recent ZenBusiness survey.

ZenBusiness Chart

The same survey revealed that 52.2 percent of older businesses monitor online reviews weekly and 18.5 percent do so daily, while 47 percent of newer firms monitor weekly, and 39.3 percent monitor daily, suggesting that more established brands have settled into a weekly cadence, while younger firms tend to keep a more frequent watch over reviews.

Businesses tend to monitor a multitude of online review platforms for reviews, with 67.6 percent using Google, 55.1 percent Facebook, and 46.3 percent Yelp, followed by others as shown below.

ZenBusiness Chart

Only 11.9 percent of businesses said that they respond to every review left for them, while 60 percent said that they interact with either some or most reviews they receive, the same survey noted.

Younger B2B buyers are increasingly looking for reviews and testimonials to be delivered to them in methods that differ from those of older buyers, creating an opportunity for some brands looking to connect with younger audiences.

“Sixty-one percent of Millennial buyer decisions are influenced by user reviews that they trust,” Brian Fanzo recently noted in “Meet The Millennials: How Marketers Can Effectively Connect With The New B2B Buyer,” urging smart B2B marketers to not rely solely on traditional websites, and to instead “bring the testimonials — the trusted user reviews — to the buyer.”

Brian was one of the 13 B2B social media marketing leaders offering trends and predictions in our "13 Top B2B Social Media Marketing Trends & Predictions for 2020."

His sentiments are largely echoed in report data recently examined by Social Media Today.

[bctt tweet="“In 2020 social media marketing will shift from vanity metrics to transparent and authentic channels to focus on real-time customer engagement.” @iSocialFanz" username="toprank"]

You May Already Have a Goldmine of Testimonials

Many established B2B brands may already have a fantastic cache of glowing testimonials from clients, however because some firms don't have any established practice for gathering, collecting, and most importantly utilizing them in marketing efforts, they remain mostly hidden.

Gathering existing reviews and testimonials can be a great way to get new insight into your most loyal customers, unearth any points of customer dissatisfaction, and to build new mechanisms for improving communication with your customers.

“Your offerings should be so attractive to your loyalists that they have no reason to look elsewhere for additional products or services,” Rob Markey wrote in an insightful Harvard Business Review look at how to “Make It Easier for Happy Customers to Buy More.”

Client and customer kudos today comes from more channels than ever, which can make it challenging to gather and compile into a dedicated testimonials file. A list of only a few of the digital channels to search for possible existing testimonials includes:

  • Email Correspondence
  • Online Collaboration Tool Chat History
  • Private Social Media Posts
  • Public Social Media Posts
  • Mobile Device Text Message History
  • Voicemail Transcripts

Whether it's each quarter, weekly, or every day, taking the time to mine testimonials from each of the channels your firm user is a great way to unearth potentially powerful customer and client testimonials.

Tactfully encouraging clients to consider leaving a review or testimonial is a nuanced process best customized on a per-client basis, however there are also some universal methods to help guide a good strategy, such as those outlined in “14 Proven Ways to Encourage Customers to Write Reviews.”

Social media and search engine firms have also done their part to try boosting the visibility of customer reviews, such as Google adding highlighted business reviews in Google Posts.

[bctt tweet="“Whether it's each quarter, weekly, or every day, taking the time to mine testimonials from each of the channels your firm user is a great way to unearth potentially powerful customer and client testimonials.” — Lane R. Ellis @lanerellis" username="toprank"]

Testimonials & Reviews Increase Trust & Loyalty

Trust is paramount as B2B marketers seek to attract, engage, and convert new clients, and testimonials and reviews from satisfied existing customers are among the most powerful forms of messaging when it comes to earning the business of potential new clients.

It's no secret that for many years study after study has shown that testimonials and reviews hold the power to build trust, and ultimately help persuade people to engage your company's services.

Some 90 percent of B2B buyers said that they are more likely to complete a purchase after seeing a positive review.

[bctt tweet="“High rates of loyalty are a huge asset in business. They provide a necessary foundation for profitable growth.” — Rob Markey @rgmarkey" username="toprank"]

The earned power of trust becomes even more apparent when paired with survey data showing that globally 54 percent of consumers would still buy from a brand even after a negative product experience if they felt that a firm hadn’t broken trust.

When trust has been lost, however, some 82 percent said that they would not purchase again from the brand, highlighting the importance of building brand trust — something reviews and testimonials excel at.

Testimonials & Reviews Strengthen Existing Connections & Foster New Ones

Testimonials and reviews showcase the ability of your business to provide best-answer solutions so well that people take the time to personally write appreciative messages sharing their gratitude.

Testimonials and reviews also take good business partnerships and strengthen them, and help bring B2B relationships to new levels of commitment and trust.

62 percent of consumers leave positive reviews in order to help others in making buying decisions, while 52 percent say they leave negative reviews to warn others, as shown below.

Website Builder Expert Image

The connections forged through testimonials and reviews makes the relationship between your business and your clients stronger, and also serve as an important and visible example for potential new clients who are looking for information about your company.

More firms are also making it easy for customers to leave video feedback, such as a method Airbnb has implemented that mimics the ease of use users have come to expect for sharing videos on YouTube or Instagram.

The video review format has led some customers to share lengthier and more precise feedback, which in turn allows businesses greater insight into their customers.

“Videos can be richly emotional — offering the real voice and face of the customer. That emotion, transmitted directly to front-line employees and leaders, often generates the sort of empathy that inspires and motivates thoughtful action,” Rob Markey has noted.

By making video reviews a simple and optional part of customer feedback surveys, brands can have the best of both traditional text-based input and — for those who choose — the advantages of video reviews.

“If they say yes, then we've incorporated a video widget into the survey where they can just turn the camera on on their phone or computer and leave a response,” Airbnb customer insights manager Raj Sivasubramanian has said.

“The customers that chose that option really embraced it. And we actually had a lot of customers tell us in the video, ‘This is really cool. I love the fact that I can do this,’” Sivasubramanian added.

B2B firms can also utilize more formal video testimonials into their feedback efforts, as Business 2 Community explored in a helpful how-to guide, “How to Shoot the Perfect Video Testimonial.

[bctt tweet="“Testimonials and reviews take good business partnerships and strengthen them, and help bring B2B relationships to new levels of commitment and trust.” — Lane R. Ellis @lanerellis" username="toprank"]

The Challenge of Combating Inauthentic Reviews

While no firm wants poor reviews, they are nonetheless important in their own way to consumers. 62 percent of U.S. consumers found that negative reviews were just as important as positive ones when it came time to make purchasing decisions.

Customers have grown to be suspicious of businesses that have conspicuously uniform five-star reviews, however, and more now say that they look to utilize multiple sources of reviews when researching a firm.

Despite this, 65 percent of U.S. adult consumers believe the reviews they read are generally accurate, however.

Recent survey data has also shown that 55 percent of consumers see the biggest red flag with reviews that use the same wording, while 35 percent view an overwhelming number of positive reviews to be indicative of inauthentic reviews, as shown below.

Bazaarvoice Chart

Testimonials & Reviews Are Evergreen

Most testimonials focus on the things that a client or customer loved about working with your team, and these are also largely the type of praise that isn't particularly directed at a specific time, which makes testimonials excellent sources of evergreen content that can often remain relevant and convincing for years.

HubSpot has compiled an extensive list of good examples of testimonial pages that can serve as inspiration, in Lindsay Kolowich’s “14 Testimonial Page Examples You'll Want to Copy,” showing how to implement quotes, video, audio, case study, customer interview and other types of testimonials.

To help you along your path to building more powerful testimonials and reviews into your current strategy, or to begin implementing your first such plan, here are several additional recent resources that have been published:

Reinvigorate Your B2B Marketing Testimonial Strategy

We hope this introductory look at the power of client testimonials and customer reviews to help B2B brands boost trust and loyalty and strengthen connections has been helpful, and that the tips and statistics we’ve shared will help make your marketing testimonial strategy more robust and successful.

The post 5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews appeared first on Online Marketing Blog - TopRank®.

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