If 2018 was rocked for Facebook by its scandals, 2019 was a year of reconquest, even offensive. The model that seems to be emerging is that of a super Facebook, modelled on WeChat, where the member will be able to do everything from a single ecosystem. What consequences and opportunities for advertisers?
An ecosystem to reconnect so that it makes sense for users
Facebook is an ecosystem bringing together more than 2.4 billion people every month worldwide. In France, every month, nearly 36 million members log in via Facebook, Instagram, Messenger or WhatsApp.
These networks and messaging apps are evolving and, in a way, consolidating. Because keeping the user as long as possible in a single ecosystem by providing the best experience and services remains the key to the battle. Facebook is working on it by developing numerous initiatives heading towards a unified super ecosystem that lets you do everything without ever leaving it: a WeChat of sorts. A review of four major developments and implications for brands.
Extended messaging.
WhatsApp & Instagram by Facebook, the new name of the popular apps in Facebook’s ecosystem, bring more connection between platforms for users. It must also be, tomorrow, a way to better introduce to members the interoperability of platforms, notably in terms of messaging. Indeed, Facebook plans to make communications between users possible through Messenger, WhatsApp & Instagram Direct (Instagram’s messaging). It will be possible to chat with an Instagram member on WhatsApp even if you are not a member. A way to multiply connection possibilities for users.
From marketplace to e-commerce platform.
Facebook has launched two initiatives in online selling. First, Marketplace on Facebook, which lets you “do Le Bon Coin” with your friends and beyond all the network’s users. But it is first a space aimed at individuals and a first level of educating audiences on this kind of usage. First tests are being conducted with professionals, notably in automotive, with a partnership with L’Argus & Aramis Auto.
The other project Facebook is conducting today is the use of Instagram as an e-commerce platform for advertisers. Instagram has long been considered a special place for brands, with the ability to showcase products in a more integrated way. In a 100% visual universe, brands have often played the game by producing inspirational content around their products and services.
Education around this usage has made it possible to build relationships and to naturally accustom audiences to the presence of these social-version catalogues. The platform then moved forward with product listing and tagging.
With Check-out, currently being rolled out, Facebook proposes to go further, and makes it possible to make 100% of your purchases without leaving Instagram. By entering, only the first time, your credit card and address, users can then order their products without leaving the network and using their profile to pay and be delivered. No more websites, everything happens on Instagram. A strong promise for advertisers, as it is hard to get audiences to leave social networks, but also a risk of losing the direct relationship with their consumers… as on Amazon.
Messenger & WhatsApp, conversational and transactional platforms.
By opening Messenger and then WhatsApp for Business, Facebook wanted to offer new opportunities for brands. In addition to customer service management, messaging apps also make it possible to work on customer relationship from promotion of products/services, to transaction, then to customer relationship follow-up. Cases such as Air France, Oui.SNCF or even Hyundai show the full potential. It is possible, for example, to configure your vehicle and then book a test drive at a dealership.
The recent announcements on appointment-booking features and lead collection and qualification in Messenger go in this direction. Messenger is not only a platform to chat with consumers, but an adviser that can convert and support the customer after the sale.
Libra and universal payment in 2020?
Facebook now wants to mint money and offer its users (notably) the ability to pay and exchange their money with an electronic wallet and an associated services platform called Calibra. By simplifying money exchanges and transactions natively in the platform, Facebook wants to establish itself on the Internet as an intermediary or support for transactions. The reservations raised by this announcement will be followed throughout next year.
And still a Social DNA.
But while Facebook structures the ecosystem, it does not lose its social dimension. The launch of a feature to watch video programmes together and comment on them, the launch of Facebook Dating and its “Secret Crush” or the popularisation of filters / lenses on Instagram are all points that underline that the social experience is not diminished. What changes is the wish to link experiences and extend the features offered to users. It is not only about connecting friends and family, sharing content and interacting, but about fully living one’s digital life.
An opportunity to go further in the brand & consumer relationship.
For advertisers, these turning points are interesting opportunities since they leave more room in the connection with users beyond engagement. Messenger and WhatsApp, in this sense, are real opportunities to turn prospects into customers or to support them throughout their lifecycle. Instagram and its promise of native check-out must be real business levers for pure players and solid alternatives to Amazon.
Let’s imagine. Brands will thus be able to work on branding on Facebook for a mass-media approach, reactivate the most engaged audiences on product consideration on Instagram, and finally sell to them directly on the platform. And even, potentially, support them afterwards in tracking their order via Messenger. This is a strong promise for advertisers, already partly achievable today. It is up to us, then, to find the opportunities to build these connections with consumers in advertising solutions, technologies and content.
It is also up to us to find the alternatives that are sometimes more relevant to serve brands’ objectives. Outside this ecosystem exist social networks that have their own singularity in terms of legitimacy relative to the service or product sold, the usage and behaviour of the target, or the audience potential. This consolidation of the ecosystem must also force us not to disregard the more effective alternatives that may exist on social.
Going further: our strategic consulting offer.
On the same topic: « End of the like counter, but consolidation of a new era of social » and « A shake-up coming in Social? Review of trends in the US market. ».
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