Social Media Game Has Changed:
Five Important Features You Should Embrace.


We all agree with the fact that the world of social media marketing is evolving at a rapid speed and that there is a great need for us to change our marketing strategies as well. But, I see a lot of small businesses not embracing the change and adapting to the new behavior of social media channels.

In this blog post, Iโ€™ll cover social media features you should leverage to keep up with the changing game.

  1. Messenger Chatbot
  2. Stories
  3. Video
  4. Facebook Groups
  5. Content


5 features to keep the changing social media game


#1 Messenger Chatbot

Facebook introduced the ability to build a chatbot on Messenger in the year 2016. Facebook observed that the users prefer to have a one on one conversation with businesses on messenger.ย 

Both businesses and users adopted Messenger marketing very quickly that it grew 3 times within a year.

๐Ÿ“ There were about 100,000 monthly active bots built on Messenger in 2017.

๐Ÿ“ The number of Messenger chatbots grew to 300,000 in 2018.

While there are different chatbots and platforms to use like Freshchat, Intercom, and Drift, why I want you to consider Facebook Messenger to build your chatbot?

๐Ÿ“ Firstly, we cannot deny the power of Facebook- the largest social network.ย 

๐Ÿ“ Facebook Messenger alone has about 1.3 Billion monthly active users.

๐Ÿ“ If we look at the user growth of Facebook Messenger โ€“ it is one of the fastest.

๐Ÿ“ Facebook newsfeed is cluttered, and there is a drastic drop in the organic reach. Having usersย  ย  ย  ย  ย  subscribed to your chatbots will build this gap.

๐Ÿ“ People give more attention to a messenger chat notification than a Facebook notification onย  ย  ย  ย  ย  ย  ย  their mobiles.

๐Ÿ“ With a chatbot, you can assure personal attention. Without you feeling overwhelmed with beingย  ย  ย  there 24*7

These are just a few reasons to convince you to consider integrating Facebook Messenger chatbot in your marketing strategies. Donโ€™t be late for the show!

If you are looking forward to learning more about it and build one on your own, I can help you. You can connect with me through my chatbotย ย 

#2 Stories

That feature which Facebook scrapped from Snapchat and introduced on all its family of products.ย 

Stories feature is now available onย 





What are Stories?

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ย  ย  ย  ย  ย  ย  ย  ย  ย ย 

๐Ÿ“ 6 to 15-sec visual content addressing the short attention spans

๐Ÿ“ Vertical format addressing the needs of mobile viewers

๐Ÿ“ Limited to only 24 hours of visibility creating the urgency among the users to consume content.

๐Ÿ“ Why you should be using stories?

๐Ÿ“ Replying to a story brings in one on one conversations

๐Ÿ“ Additional features of stories as well bring in a lot of engagement

๐Ÿ“ One of the cheapest ad placement

๐Ÿ“ Their quick, short, and visual format make it easier to consume content.

Here is an example of how you can tell a story in stories:

#3 Video

If you are not yet leveraging video in your marketing, it is the high time you should start.

๐Ÿ“ย 2015 and 2016 were the years, Live streaming and video started picking up rapidly that
we are now into vertical video as well.

๐Ÿ“ย Video Will Account for 79% of Global Internet Traffic by 2020 โ€“ this is from forecast research done by Cisco VNI.

We are seeing the shift in the way we are consuming video content everywhere. Facebook, Instagram, Youtube, the number of forwards we get on WhatsApp, the video search results we get on Google is the proof.

I urge you to start leveraging video in your marketing. Here are a few tips:ย 

๐Ÿ“ Video length matters. But, it should not be the starting point when you are planning a video. Though there are a few platforms which restrict on length of the video, a good thumb rule is to keep them as much as it is required to provide value.

๐Ÿ“ย The opening or the first 3 to 10 seconds of the video are important. That is what help people decide to watch more.

๐Ÿ“ย Keep it real and interactive.ย 

๐Ÿ“ย Donโ€™t worry too much about the quality of the video or animation kind of thing. It is good if you can come up with super quality, else, it is fine until you provide value.

๐Ÿ“ย Practice! Practice! Practice!!

I would like to share a personal example here.

I did a #30Days30Videos November series in 2018 on Facebook. My goal was to come up with real, authentic short content and also to make myself comfortable with the video.

I speak too fast. I observed speaking very fast on the video is not helping much. So, I had to practice more to keep at the right pace. I challenged myself to do 30days30videos in November. I challenged myself to bring in the right content as well as fine-tune myself to present better.

It worked!ย 

Let me know if you want to leverage video but stuck with ideas or facing the camera? I will come up with a short challenge maybe a 5-day challenge where I will give you topics, content outline, and tips to make you comfortable with the camera and video. Let me know your interest in the comments.

#4 Facebook Groups

Groups feature rolled out on Facebook even before pages came in. It was one of the very initial features of Facebook.ย Later pages came in and businesses leveraged pages and Facebook too pursued pages more than groups.

In 2017-18 Facebook started to focus on groups and has come up with several decent changes and algorithmic updates giving them more importance.

If you observe yourself, your newsfeed will have more posts from the groups you interacted recently.ย That means, it is prioritizing the content based on your interests and interactions.

That also means, as a business owner, you need to think of bringing in more interactions. The very nature of groups being interactive makes it a lot easier to pull in engagement and enter users newsfeed.

When we talk about how a business should leverage groups, we have to talk about both the things

๐Ÿ“ A business owning a Facebook group

๐Ÿ“ A business leveraging other Facebook groups

Owning a Facebook Group:

As a business owner, you should understandย 

๐Ÿ“ Purpose of a group is very different from that of a page.

๐Ÿ“ How users behave in groups vs. with a business page.

๐Ÿ“ What does your target audience expect from your group?

๐Ÿ“ How to make it interactive and give a voice to your target audience.

๐Ÿ“ This will be a wonderful opportunity to do market research, understand what your target market needs, build or customize your services accordingly and serve them.

Leveraging Other Facebook Groups

As a business owner, you should understand

๐Ÿ“ In which groups your target audiences are

๐Ÿ“ If the group rules are aligned with your expectations

๐Ÿ“ Abide by the group rules

๐Ÿ“ Engage with group members and their posts

๐Ÿ“ Add value, showcase your expertise and build strong relations

I am part of quite a few Facebook groups and I run a Facebook group. The above tips came from my experience

I designed my Facebook group keeping my target audience in mind. I try to add value as well as bring in conversations and their participation. You are welcome to join my Facebook Group Community.

#5 Content

Undoubtedly, content is a very important element of marketing. But, we need to keep in mind, the platform structure and user behavior on the platform to come up with the right content formats.

Facebook, Instagram, Twitter, LinkedIn โ€“ Though they all are social media networks, they are different in terms of technology, features, and user behaviors.

For example, Video is the primary content format every platform favors, but, the time length and dimension changes.ย 

๐Ÿ“ Instagram feed permits video up to 1 min and in the square format.

๐Ÿ“ Facebook suggests a video to be at least 3 mins and 4:3 ratio.

๐Ÿ“ Twitter permits video up to 2 min 20 sec

๐Ÿ“ LinkedIn users behavior suggests having captions in the video.

It is not only about the video format. Instagram doesnโ€™t share links in the description. The only clickable link on Instagram is in your bio. With this, the whole behavior of users on Instagram change and so the marketing strategies should.ย 

What I recommend is

๐Ÿ“ Learn about the platform

๐Ÿ“ Repurpose your content accordingly

๐Ÿ“ Add value first and sell later

Over To You:ย 

Are you leveraging any of these features in your marketing? What do you think about their performance?

You can see how my chatbot interacts with you?

Join my Facebook group ADโ€™s Guide To Social Media Marketingย 

I am also available on Instagram, Twitter, and Facebook.

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