While platforms like TikTok or Snapchat seek to develop the professional use of their platforms, Facebook seems to want to follow suit by offering, for example, a news feed dedicated to companies.
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While Facebook fears that its advertising revenue will decline with the imminent arrival of iOS 14.5, Mark Zuckerberg’s social network launched on Thursday April 15, 2021 a series of new tools for companies that use its platform to develop. Within the Page functionality, brands will now be able to interact as a full-fledged professional profile and thus comment, publish and like posts more easily. The Menlo Park firm will offer a news feed entirely dedicated to businesses and thus seems to want to create a professional ecosystem closer to what, for example, LinkedIn offers.
Other tools announced include new features for the Facebook Business suite and the publication of Stories for professionals on mobile and desktop. Facebook is also developing its offer of discovery marketing with a feature (currently only in the United States) that allows individuals to explore business-related content directly in their News Feed posts. Finally, the platform seems to want to strengthen its arsenal of advertising and commercial tools with new features supposed to optimize the search and conversion of prospects.
Recall that earlier this year, Facebook worried a large number of users by seeking to develop the professional use of its WhatsApp subsidiary.
Attract more business and creator profiles
While Clubhouse, a tool it seems popular with marketers, has not yet unveiled a business model and other platforms such as TikTok (which recently joined forces with Shopify to expand its advertising offer) or Snapchat are seeking to develop the professional use of their platforms, Facebook seems to want to follow suit. At the start of the year, Instagram, a Facebook subsidiary, also launched new tools designed to attract more business and designer profiles to its platform. Instagram and Facebook had already redoubled their efforts in recent years to accelerate this professional use of the photo and video sharing platform: design change to highlight its Reels and Shopping functions, payment module for the Shopping function, introduction of advertisements on IGTV… All at the risk of damaging the user experience of non-professionals.
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