Facebook Marketing Predictions for 2017 From the Pros Part 2

#6: Facebook Live Embraces Advanced Third-party Tools

Kim Garst

Facebook Live is about to grow up. More advanced third-party tools will evolve to improve the quality of shows, integrate marketing functionality such as calls to action, and allow better community engagement opportunities.

Additionally, Facebook has announced that monetization of live video is coming! This means ads will be integrated into live video just as they are on YouTube, giving marketers an opportunity to monetize streams.

Kim Garst, co-founder and CEO of Boom!, is a bestselling author of Will the Real You Please Stand Up: Show Up, Be Authentic and Prosper in Social Media.

#7: Facebook Ad Targeting Deepens

Andrea Vahl

Facebook advertising is going to get increasingly granular with regard to whom you can target and retarget on Facebook.

Take for example the new Engagement feature for Facebook custom audiences. Using this feature, you’ll be able to target people who’ve interacted with your page in any way, or in a specific way, over the past 365 days.

Create a custom audience of people who have engaged with your page on Facebook.

The granular segments help you save money by delivering a specific message to only those who are already familiar with your brand.

Create a custom audience of people who have engaged with you via your page or Messenger.

As Facebook continues to lead social media sites in terms of advertising features, businesses that know how to use these features well will benefit with lower advertising costs and better ROI. Marketers can adapt to the changing advertising landscape on Facebook by:

• Making sure they’re tracking their conversions with Facebook pixels and optimizing their ads around their true goals
• Testing different techniques
• Watching the keywords and types of ads that work for them

Andrea Vahl is a social media coach, speaker, and strategist and is co-author of Facebook Marketing All-in-One for Dummies.

#8: Facebook Video Analytics Become Crucial

Nick Cicero

In 2017, we’ll see marketers demand greater transparency around their Facebook video and live video analytics.

With more brands paying to advertise, produce, and distribute video, it’s time for platforms, agencies, publishers, and influencers alike to start sharing more data.

Nick Cicero is the founder and CEO of Delmondo, a creative studio and technology company working with brands like L’Oreal, Red Bull, MTV, AT&T, and Lowe’s to produce and measure content on Snapchat.

#9: Facebook Improves Workplace Tools, Extends Search

Heidi Cohen

In 2016, Facebook and Google dominated 75% to 85% of the digital media advertising market. Furthermore, Facebook is positioned to be WPP’s second largest media supplier in 2017 (after Google) according to CEO Martin Sorrell.

To increase its profitable revenues, Facebook will look beyond increased video consumption in 2017. Specifically, Facebook will:

Facebook will improve workplace tools.

• Improve direct-to-purchase functionality. This will help it more effectively compete against Google and Amazon.
• Expand and enhance its workplace tools and functionality. This would help Facebook build the B2B side of their advertising business since roughly a third of workers use social media for a mental break.
• Extend search functionality beyond people and places.

Heidi Cohen is the chief content officer of Actionable Marketing Guide, where she provides marketing insights on social media, content marketing, and mobile.

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