1. Advertising Changes

Facebook has run its own advertising exchange for several years. Now, it’s extending its coverage of mobile ads using LiveRail. The tool initially only showed video, but will now also show display ads, allowing another dimension of marketing through the same channel.

There’s another killer enhancement behind the scenes, too: access to the huge amounts of anonymised data that Facebook holds, which is gold dust for marketers looking to target particular demographics with their ads.

2. Mobile Developer Support

Facebook is going to put out a new analytics tool specifically for app developers, so they can see who’s using their apps, and how. The new tool will be free, and it will allow developers to segment their user base and see how particular groups behave. It calls these groups ‘cohorts’, and they make it easy to compare one set of users to another.

But there’s an even more interesting story behind this tool. It’s going to let developers track users across devices. Cross-device targeting is one of the hottest trends in marketing, and notoriously difficult to get right. It looks like Facebook could be a key enabler of this exciting new technology.

There’s another feature coming up that will benefit businesses with apps; Facebook’s launching a dedicated Invites pane, so people who like an app can invite a friend painlessly and quickly. Invites are sent privately, which avoids littering the news feed or timelines of the people who are invited. The social network hopes to increase engagement by encouraging genuine recommendations for apps, supported by its Android and iOS SDK.

3. Enhancements to Facebook Messenger

Facebook is looking at ways to open up the Messenger platform, and they want to make it more appealing to brands. Now, third parties will be able to hook into the Messenger platform and integrate more closely with apps.

If you have a Facebook business page, you’ll be pleased to know that the rather basic messaging functionality is changing too. Soon, you’ll be able to use Messenger to send communications like purchase updates, rather than sending them via email. Let’s hope Facebook improves the notification system, which can be rather hit-and-miss at the moment.

4. Video Embedding is Coming to Facebook

This announcement is such a no-brainer, you might be surprised when you realise that the feature doesn’t already exist. But for the first time, Facebook is giving people the chance to embed their video from Facebook to pages elsewhere on the web. That means a Facebook video could be used in a blog post, by copying and pasting a short snippet.

It’s a small change, but it brings its video service in closer alignment with mature competitors like YouTube, as well as helping small businesses to cut their admin time by using Facebook as its primary video storage site.

Making the Right Move

If you have a business app, and you need guidance to increase your user base, Ultimate can provide the expertise you need to leverage these new Facebook tools. Contact our corporate branding experts now, and find out how we can help to boost your visibility with a range of digital marketing solutions.

Written by Emma Puzylo May of 2016