In this day and age, people think that only Instagram and TikTok exist as online promotion tools. Nothing could be more wrong! Facebook still represents an important showcase for any company that wants to raise brand awareness, particularly if it aims to address a very specific target group.
In a constantly evolving online environment, it is therefore important to be aware of the potential of this platform in order to structure an appropriate strategy. So what are the current trends on Facebook that we will carry with us into 2023? Let’s find out together.
More content from ‘strangers’ on the feed
Also on Facebook (as has already happened on Instagram in the wake of the success of TikTok) more and more content from users we don’t even follow will appear. Facebook has already confirmed its intention to double the flow of news within the Home section, with content in line with our preferences based on our likes, comments and interactions. However, the classic Feed section will remain unchanged, with our friends’ posts, photos and videos in chronological order.
Officially, the aim is to foster new connections and move communities, which will come into contact in this way with new content. For the rest, the direction is clear: even Facebook is trying to follow the new trend of which TikTok was the forerunner (and which Instagram is riding on with an algorithm that increasingly favours Reel creation).
The role of videos
The previous point has as a natural consequence the importance in the immediate future of creating video content, which will help brands to make themselves known thanks to an algorithm that will tend increasingly (and massively) to push short informative clips onto the platform. Today’s users have an increasingly low level of attention: a video of a few seconds is therefore an excellent tool to immediately and effectively capture their attention.
What has been said so far will therefore have a strong impact on publishers: on users’ feeds there will be less and less recommended content-links (e.g. newspaper or blog articles) and more and more videos. The way forward for brands therefore seems to be already mapped out and is that of video marketing.
Facebook Live
With the pandemic, we have seen a real boom in live streaming on Facebook (but also on Instagram), a tool that has allowed companies to tell their story without filters and to show what is actually happening inside.
Through the tool of live streams you can create an immediate and very personal connection with your audience, giving your current and potential customers the opportunity to interact with you through reactions, emoji and comments in real time.
Augmented reality at the centre
With the birth and development of the Metaverse, Mark Zuckerberg has sought to push the online experience of users into as yet unexplored territories, creating a true virtual reality where one can move and interact from one’s avatar.
Data provided by Spark AR Studio, Facebook’s Augmented Reality-based software, give us a complete picture of the situation. Virtual Reality and Augmented Reality will certainly be the two main Facebook trends to watch in 2022 and 2023: in fact, it appears that in 2020 Augmented Reality involved half a million creators worldwide, for a total of (at least) 1.2 million created contents. Furthermore, in Q3 2020 alone, content generated with Spark AR effects generated more than one billion views. Numbers, it seems, set to increase in the next two years as well.
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