Facebook’s dying trend is over. Facebook for business is their comeback.

Facebook is not dying out; instead, they are evolving. It stands to reason that with the multiple new social media platforms growing as competition as well as FB continuing to be in the limelight of controversy, it was time for Facebook to step aside and begin heading in a new direction. As a social media giant, they stand to profit far more from taking on the fb business page than fighting for the younger generation’s expectations. Considering that budding competition for new social media profiles and unique personal connections is ferocious, it’s logical. With the black cloud already over their head, Facebook heads for new territory.

Facebook had its first real brush with negative annotations and controversy in 2004 regarding their original contract and ownership rights. After this dispute, Facebook saw many difficult years ahead. The world began to review social media and the many possible adverse effects it may have on its users. Facebook soon found itself in the spotlight again and again as they made attempts to navigate what is fair for their users, socially acceptable for content creators, and relevant to their business as a whole. During these challenging years, the shift from a personal profile to a Facebook business manager profile began.

The newer generations, especially Generation Z, see Facebook as an antiquated social media platform. They want to explore new and exciting platforms that offer non-traditional ways to communicate. Consider TikTok and their trendsetting video communications, for instance. Yet, the fb business page benefits from Facebook marketing and the ad account traits. The massive reach and targeting capability that a Facebook profile offers are still unmatched by any other social media platform thus far.

All in all, it stands to reason that suffering such difficult years of conflict and the rising competition made Facebook move toward fb for business and away from a personal account’s typical one-on-one social interactions.

Facebook began to build out its business manager options and focus in a new direction. The results may have saved them their business. Facebook announced in 2007 the implementation of Facebook ads. In 2011, Facebook launched sponsored stories, an ad program that places paid advertisements directly to users’ newsfeeds. Top of the newsfeed is prime real estate for paid ads. Throughout 2012 – 2018 Facebook continued to build business advertising tools and added eCommerce shopping platforms. A few years later, in 2020, FB took on the business suite, a complete business manager toolkit for business owners with a fb business page.

Since Facebook updated their business assets to cushion the downslide of reduced personal profile one-on-one social interaction, they’ve recouped and set themselves up for a new future. Once pioneers in social media may now become pioneers in social media marketing; after all, it’s a business of profit, and Facebook isn’t stepping down. Facebook shows an increase in revenue from the 2010s, 1.97 billion to 2020s, 85.9 billion. At the same time, their user activity has gone up from 2011, 417 million to 2021, 1.91 billion. Therefore, it looks like Facebook chose the correct direction to focus its efforts.

Facebook for business takes a Facebook business page and brings into action all the advertising, eCommerce, social media relations, and business management tools. Using these in combination gives your company’s presence a powerhouse structure on the Facebook platform. You are increasing your visibility and social connections, bringing more possibilities for sales and prospects.

Savvy marketers use each tool design for their best response from your target audience. For example, consider the general newsfeed to feature narratives about your business’s day-to-day operations and local happenings. The newsfeed is generally seen as your soapbox to build social interactions within the community. While on the other hand, stories can showcase promotions and events to create buzz circulated around a short timeframe. Additionally, marketing professionals will use ads for long-term promotions and branding possibilities. Having these possibilities all in a singular program makes for easy access and tracking capabilities. Your business suite comes with Facebook analytics and tracking features also. Plus, these business assets continue to expand and grow easier to use and manipulate.

Facebook’s targeting helps marketing get seen by the correct audience of followers. Over the years, Facebook saw scrutinization for its collection of personal data. Yet, when it comes to marketing goals, this is a marketer’s dream come true. Every action a user takes on Facebook is data collected that narrows to specify the target audience further. This data collection gives potential customers a better chance of seeing ads related to their specific needs and wants. Additional data means people are more likely to convert to sales because they need the product or service you’re selling. Facebook ads can select your audience by age, occupation, location, gender, interests, and more. Furthermore, as the business manager in business settings, you can join and follow groups that share your business’s interests. These groups provide direct sight to potential customers with similar interests and needs for your product or service.

The option of Facebook groups connecting you to like-minded individuals provides businesses the unique opportunity to flex your business page’s branding. The brand message helps you stand out among those in the same industry touting the same product or service in these groups. Branding helps the customers interested in your product or service see the value you bring over the competition. Likewise, Facebook groups assemble all of you on the same podium.

We predict additional features in video platforms and Facebook live media. Video marketing is already known to procure better ratings and entice more connections from your followers. Therefore, it stands to reason that FB will bring in additional features to enable video marketing on a broader spectrum.

Secondly, live commerce is a budding trend in other countries. For instance, in a 2020 survey, two-thirds of Chinese consumers said they had bought products via Livestream in the past year. With Facebook’s newer shopping features and eCommerce features, it stands to reason that live stream commerce is next on their list. But, whatever they have in store, we can’t wait to see it.

The research provided indicates that’s the direction they’re heading. Will Facebook move entirely out of the social media realm and into a shopping platform? We need only wait to see. Given their history, it’s likely they’ll settle at a comfortable in-between, continuing to provide us with personal profile accounts and business pages alike. Ultimately, let us not forget that Facebook provided the business owner access to groups and targeted audiences that we as the business population haven’t had in the past. Facebook users and the Facebook app still top the charts for social media. Business owners quickly catch on to its numerous advertising possibilities and the incredible reach a business page offers them.

If you need help jump-starting your Facebook ad account, Gaber Marketing Studios is a marketing agency built to design a complete digital advertising campaign. Text “Digital ad help” to 336-422-1994 to speak to someone about how we can create a digital presence in your next online marketing campaign. Together we’ll discuss Google display ads and Facebook ad content along with other avenues that meet the needs of your business goals and complete a custom digital ad strategy built for your success.