Latest Facebook updates for Business Pages shift the focus to utility

  • Rhea
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  • Published Date : 6 August , 2018
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  • Updated Date : 7 March , 2019
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    • 2 min read

In the last two years, Facebook has become immensely crucial for business owners. Small businesses, in particular, largely depend on Facebook for promotions and customer acquisition. However, as the number of businesses on Facebook increase, the total space available on the platform is diminishing. Organic reach on Facebook is at an all-time low, virtually eliminating the possibility of a customer becoming aware of your brand on Facebook without promotions. To compensate for the falling reach, Facebook has now redesigned their Business Pages. These pages will no longer be just a marketing tool, but a place for customers to gain actual utility from.

Here are the top changes you can expect to see in your Business Page.

1. User-oriented Business Pages

 Stressing on its commitment to providing audiences with greater utility, Facebook will now include use-specific options on a Business Page. A restaurant page, for example, will have an option for users to see the menu or make a reservation. A beauty salon could have a CTA to make an appointment on their page. To give audiences a more reliable idea of a business, Facebook is also going to showcase recommendations made by users on the Business Page. When users write reviews on the page, it will now be limited to 25 characters to improve clarity.

2. Stories enabled for Business Pages

Ephemeral content that contributed to Snapchat’s success has become immensely popular and a social media commandment brands swear by. Facebook has utilised this previously through Instagram and Facebook Stories. Now, Business Pages will also be able to use Facebook Stories to engage with their audience. This can be very useful for small businesses because it gives them an opportunity to promote their brand beyond just the NewsFeed.

 3. Local bookmark added on desktop

Facebook has already launched a Facebook Local app, but now, it also has plans to roll out a Local tab on the desktop version. This tab can be very useful for small businesses as it will help relevant audiences discover them. It can even help circumvent the issue of declining reach as it offers businesses a new way to connect with their audience. With Facebook updating its privacy policy to block third-party data providers, the local bookmark can also let a business find new customers and widen its base.

 4. Related business to appear on Business Page

 In what might be seen as a double-edged sword, Facebook will now also showcase related pages on a Business Page. For example, when users visit the Business Page of their local bakery, they will also be able to see pages of other bakeries nearby. On one hand, this feature can help small businesses become more discoverable. At the same time, however, it might also distract audiences and lead them to a competitor’s page. The exact implications of this update are yet to be seen.

 5. Job applications tab will be introduced

 Facebook hasn’t traditionally been used as a job search platform in the way LinkedIn is, but that might soon change. A new job applications section will be introduced to help businesses with staffing. It can also be a new way to become more visible on Facebook.

These updates will be very valuable for businesses competing for presence on a crowded News Feed. Apart from increasing reach, the updates will also help them have more meaningful interactions with their customers.

To learn more about how Facebook can help your business, read about how we achieved 4x higher return via Facebook for Mahindra Lifespaces and how Casagrand generated a record 190 crores in revenue via Facebook.

 




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