[SMK] Social Media Knowledge


Facebook Digital Advertising: The Near Future

At the recent Facebook F8 conference, Mark Zuckerberg unveiled Facebook's 10 year plan which clearly laid out how Facebook's own properties and acquisitions are going to be steered in the coming months and years.

Instead of competing with each other as they are today, Facebooks' Family of Apps will each be fulfilling their own unique purpose in the larger Facebook ecosystem:

* WhatsApp: One to One

* Messenger: Small Groups

* Facebook: Friends

* Groups: Community

* Instagram: World

The evolution of Native

So why does it matter that Facebook will soon have different purposes for each of its platforms?

Consider Snapchat today. Unlike traditional display advertising, one can't simply take an existing ad, resize it to account for different ad specs then post it on Snapchat. Snapchat ads are native.

And not just native spec. Brands that want to advertise on Snapchat really need to understand the medium, how users engage with it, then tailor ads specifically for Snapchat.

The same can also be said for Instagram advertising today – one can't simply take a Display Network ad then post it on Instagram.

In 2015, Native meant customised ad specs per platform. Today, Native means customised ad strategy per platform.

Moving forward, marketers can be sure that as Facebook starts slotting each platform into place, the algorithm for each platform will inevitably favour ad content designed specifically for that platform and heavily penalise anything else.

On each platform, 'the rich will get richer and the poor will get poorer'.

Choose your beachhead

Even though the digital landscape is getting exponentially more complicated, marketers still have one constraint that remains constant: time.  

It is inevitable that we will not be able to come up with a Native Ad Strategy on every platform for every campaign we want to execute.

In such an environment, it would be wise for brands to begin planning choose one, maybe two, 'beachheads' within Facebook's Ecosystem and then win that platform.

* Are you a brand best shared with friends? Then win Facebook.

* Are you more personal and one-to-one? Win WhatsApp.

* Or are you more geared towards specific online tribes and communities? Win Groups.

Now, more than ever, we as marketers will have to get better and better at moving away from being a jack of all trades to becoming a master of few, if not, one.

Adam Sugihto is founder of specialist, Melbourne based Pay Per Click agency and Google Certified Partner, Intentional. Since 2009, the Intentional team have driven online advertising for companies in global markets such as Prague, Paris, Tokyo, London, Shanghai, Bangkok, New York and LA; as well as being digital advisor and partner in the Australian domestic market for numerous household brands and NFPs.

Learn with SMK through August 2022

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

August SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Techical Labs: LinkedIn Pages, Ads, Campaign Manager, Pixel Tracking, & More on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Ecommerce & Social Commerce Essentials on Thursdays from 10 am – 12 pm AEST

  • Module One: 2022 Ecommerce and social trends, tools, challenges and opportunities
  • Module Two: Driving high-quality traffic to your online store that converts via Search, social, email and more
  • Module Three: Harnessing the power of Customer Relationship Management (CRM) to boost ROI
  • Module Four: Maximising social commerce opportunities within Facebook, Instagram, TikTok & YouTube

2022 Facebook Marketing Masterclass on Fridays from 11 am – 1 pm AEST

  • Module 1: Facebook Marketing trends, benchmarks & opportunities
  • Module 2: Engaging Facebook users within the News Feeds & beyond
  • Module 3: Creating high-performing Facebook Ads campaigns
  • Module 4: Messaging, Events, Influencers, Groups & Commerce

Leave a Comment