Continue with some other Facebook trends in 2020…
5. AR and VR-driven advert formats
Facebook sees the digital advert space shifting further away from a static content model. Instead, the popularity of dynamic formats, like Stories, will continue to develop in importance for advertisers.
in Sep 2019, in support of this trend, Fb made video poll adverts for the mobile Feed globally available. Initial studies have had promising outcomes. According to Fb, in five out of nine lift studies, poll adverts increased brand awareness when compared with video adverts.
Fb has also been expanding augmented reality chances for advertisers. As of December last year, advertisers could now make and publish their own AR effects for Fb and Instagram adverts with Spark AR Studios.
With Spark AR, brands could make filters and augmented experiences linked to packaging, displays, and more. AR shopping is already on Instagram, with MAC Cosmetics’ campaign with influencer Suede Brooks that lets people virtually “try on” lipstick shades before they purchase them.
Fb has also been dabbling with augmented reality games. For the launch of UK artist Liam Payne’s single “Stack It Up”, developer Aug It and Fb Creative Shop teamed up to create 4 pinball game adverts. The game, which people controlled through facial movements, can be played directly from the advert.
Expect to see more innovation in the playable ad format arena in 2020, particularly as Fb continues to create inroads in mobile gaming. This platform recently acquired cloud gaming service PlayGiga and included 2 exclusive Pokemon Games to its Fb Gaming offering.
6. More support for small businesses
Instead of kicking off the new year with resolutions, Fb’s chief Mark Zuckerberg shared a 10-year vision for the company. Helping small companies is chief among his targets.
“Over the next decade, we hope to build the commerce and payment tools so that every small business has easy access to the same technology that previously only large firms have had,” he mentions. The number of small companies utilizing Facebook has grown from 90 to 140 million over the last 12 months.
It’s likely that, like last year, Fb will launch new tools for small companies in May—just in time for National Small Business Week. Last year the company introduced Automated Adverts, an appointment booking tool, and new editing tools for videos.
In 2020, look for more storefront-related functions that’ll make it simpler to buy and pay directly on the platform. It’s likely that more AI-driven automation and optimization will be in store for adverts, too.
7. Ad-targeting headwinds and uncertainties
On the final earnings call of 2019, Fb’s chief financial officer, David Wehner, noted that “ad-targeting-related headwinds and uncertainties” would be in store for 2020.
According to Wehner, there are 3 reasons for that. The very first thing has to do with the changing regulatory landscape. He cites the European Union’s General Data Protection Regulation for example. When it came out, many selected to opt-out of letting Fb use data from other sites and apps for advert targeting.
The second is related to Fb’s push for a more private platform. With more private info and more private spaces, there might be less info available for targeting audiences.
Lastly, with the coming launch of Off Facebook Activity, Fb users will have more control over the info they share with advertisers. People will now be able to see a summary of the info Fb has collected about them off the platform, and decide if they would like it removed from their account.
8. Mounting political pressure
As the 2020 U.S. election nears, Fb faces even more scrutiny regarding its treatment of political ads and pages.
Already this year, Fb executive Andrew Bosworth found himself in the news after an internal memo was leaked to the New York Times. He has since made the post public.
Fb has added more controls and transparency for political pages and adverts. One control even provides users with the option to see fewer political ads. Others include a presidential campaign spending tracker and labels for political adverts and state-controlled media.
The company has also partnered with YouGov in a bid to help fact-checkers spot false claims more rapidly. It also plans to introduce an Oversight Board for content moderation. It’ll likely start listening to cases this summer.
Time will tell if these changes are enough to satisfy concerned voters, particularly in the wake of Twitter’s bold ban of all political ads on its platform.
9. Potential launch of digital currency, Libra
Of all the Facebook trends for 2020, this one is the most mysterious.
If all goes according to plan, Fb will launch Calibra, a digital wallet for its global cryptocurrency, Libra, by summer. The wallet is supposed to be launched with Messenger, WhatsApp, and as a standalone app.
However, in October 2019, all U.S. payment processors, including Visa, PayPal, Stripe, Mastercard, and Mercado Pago dropped out of Fb’s Libra Association. In December, a board member of the Libra Association told Reuters that the project didn’t have a solid plan for launch.
Zuckerberg’s 2030 vision makes no note of Libra by name, however, digital commerce and payment tools were mentioned.