Social media never sleeps. The changes just keep coming—especially the past few months. Today’s preferred channels are subject to evolving features, statistics, designs, algorithms, and advertising on a near-constant basis. Even the largest brands and organizations can find it challenging to stay on top of updates capable of business impact. We want you to know about the most significant channel-specific changes that can keep you ahead of the curve as a digital marketer.
Download our Social Synopsis for May 2020.
Facebook finally made the leap into eCommerce in a bigger, more accessible way. Facebook Shops began a phased roll out to businesses globally across its namesake platform and affiliate Instagram Shopping. Shops make it easy for businesses to set up a single online store for customers to access on both Facebook and Instagram. It’s powered by third-party services, including Shopify, BigCommerce, and Woo.
Creating a Facebook Shop is free and simple. Eligible businesses will receive a link to a new "Shop Builder" platform, which is an extension of the existing Facebook Page tools. From the Shop Builder, you can upload your product listings one by one or connect to your existing eCommerce provider to stream through their current catalog.
Businesses can choose the products they want to feature from their catalog and then customize the look and feel of their shop with a cover image and accent colors to better showcase their brand. This means any seller, no matter their size or budget, can bring their business online and connect with customers wherever—and whenever—it’s convenient for them.
As for paid media advertising, businesses will be able to buy ads for their Shops. When customers use Facebook’s checkout option, it charges the seller a fee. Shops, which can be found on businesses’ Facebook pages and Instagram profiles, as well as in stories or promoted ads, will improve on the standard web commerce experience by storing payment credentials in a single place that’s valid on Facebook or Instagram storefronts.
In the future, Facebook will make it easy for customers to message businesses from their shop listings, via WhatsApp, Messenger or Instagram Direct. Customers will be able to view a business’ shop and make purchases from within a messenger stream as an additional option that’s ultimately easier for everyone.
Live events have been on the rise the past several years across social platforms. Facebook plans for sellers, brands and creators to be able to tag products from their Facebook Shop or catalog before going live on Facebook and Instagram. Products will be shown at the bottom of the streaming video so watchers can easily tap to learn more and purchase simultaneously with the Live event.
Facebook is also working to integrate loyalty programs with shops. “You’ll be able to easily see and keep track of your points and rewards,” the company said in a blog post. “And we’re exploring ways to help small businesses create, manage and surface a loyalty program on Facebook Shops.”
While most businesses have seen the highest eCommerce sales since the COVID-19 pandemic began, many small businesses have experienced a lot of hardship and revenue loss. This new addition to Facebook is a solution for companies to stay a float during this time until stores can reopen fully and consumer confidence increases. CEO Mark Zuckerberg said expanded eCommerce would be important to begin rebuilding the economy while the health emergency continues. “If you can’t physically open your store or restaurant, you can still take orders online and ship them to people,” he said. “We’re seeing a lot of small businesses that never had online businesses get online for the first time.”
Finally, Instagram is also getting its own updated shopping experience this summer. The popular visual-led platform will showcase brands on its existing shop account, which already highlights items that are available for purchase. Then later in the year, it plans to add a dedicated shopping tab to its navigation bar.
Learn more from Facebook about how to get started.
Twitter fans were vocal about their dislike for UK and Ireland KFC’s fries—which also were a third of all KFC’s complaints and the most hated menu item. After changing the recipe, it wanted to shift brand perceptions using social media, print and out-of-home. Unfortunately, even though the new fries were scoring well in R&D, they were under-performing in test restaurants. This was in part because people were accustomed to the old fries and many loyal customers were resistant to change. To grow the brand, KFC needed to shift perceptions among new and “lighter” users instead of relying solely on existing customers chowing down on the status quo. But acquiring new consumers will likely have a halo effect over time with existing customers.
The campaign Ain’t No Small Fry launched on Twitter with KFC amplifying past critiques as a creative base. Once consumers were shown the negative fan tweet, they were retargeted with ads for the new fries.
The titan of fried chicken gained 3 million impressions and 669,100 more buyers through the campaign. Additionally, the overall campaign had a share of voice in the quick-serving restaurant category of 25% and 13.9 million impressions across social. It’s also been reported that the campaign had a clear impact on the business. Prompted awareness of the new fries hit 62% (well above the target of 50% and a 38-percentage point increase on the pre-campaign test).
Among those aware of the campaign, taste scores improved across every measure, while KFC’s scores for relevance were up 3%, generosity 4%, trust worthiness 4% and Under $300,000!
Finally, there are several channel updates to put on your radar.
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