On the heels of a stellar earning report at the end of July, Facebook just announced plans to revamp their brand pages, a move aimed at ensuring that their revenue streams from brands continue to drive company value.
The announcement took two parts:
1) Brand Pages will take on a streamlined, ad-free format
2) Brand Pages will support shopping and services.
Last September, Facebook revamped its mobile company pages in order to make it easier for customers to interact with brands and retailers. Extending this ad-free format to desktop is a logical next step for Facebook and it reflects an overall shift in the way brands interact with their followers.
In a post-organic reach era, most brands are paying to play on Facebook. The new site page changes reflect a focus on this, with updated page tab navigation and prominent call to action that helps these brands keep the focus of potential customers on their page, not an ad for a new wireless plan or tacos in the sidebar. The new page format has already rolled out to the majority of Facebook pages, and certainly has a much more user friendly experience.
The second announcement: the roll out of shopping and services on Facebook pages represents an additional step by Facebook into their world of retail. The new capabilities allow business owners to display products and services on their page and customers can use Messenger to make offers and close deals.
Earlier this summer we saw Facebook announce new tools for tracking online to offline attribution of ads for retailers. Now they’re taking this a step further by adding these new shopping tools. These tools which appear to be targeted at small businesses, will only be launched for now in “high-growth” regions in South America and Asia, such as Brazil, Argentina, Mexico, Thailand, Vietnam, Indonesia, Malaysia, Philippines, India and Taiwan.
It will be interesting to see if these page capabilities catch on, especially as we have seen attempts by other platforms like Twitter and Pinterest. Overall, it’s another step for Facebook in becoming more business friendly, and specifically targeting retail brands. In a social realm abound with people and brands, finding new ways to connect the two in a way that can be monetized could have major implications for Facebook.
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