How Can Facebook Redesign Help Your Business?

With Facebook’s latest redesign aimed at capturing Gen Z’s attention, now may be the perfect time to tap into a younger, trend-savvy audience and drive engagement to your business.

Earlier this month, Facebook announced a redesign in an effort to win back Gen Z users. Now two decades old, the social media platform has lost its appeal with teens and users in their 20s. A 2022 Pew survey found that only 32% of 13- to 17-year-olds. That’s down from 71% in 2015.

With this redesign, Facebook aims to not only attract younger users but also enhance the overall experience for businesses seeking to engage with this demographic. As businesses evaluate their social media strategies, understanding how these changes can be leveraged is crucial for driving engagement and achieving marketing goals. 

With the new features and tools at your disposal, it’s time to explore how to effectively use Facebook for lead generation and capitalize on these opportunities.

What’s New With The Facebook Redesign?

The new design aggregates local content and recommendations, as well as uses artificial intelligence to answer commonly asked questions. The redesign also allows non-Facebook users to RSVP to Facebook events. 

Businesses can leverage Facebook Events to easily promote their own events by reaching a wide audience through social sharing and targeted ads. With built-in RSVP options and reminders, it’s a powerful tool to boost engagement, drive attendance and create buzz around your brand's activities.

According to Tom Alison, who oversees the development of Facebook’s products, young adults who are active on the platform gravitate toward features like Facebook Marketplace and groups.

The new design now includes a “Local” tab that is being tested in a few major cities. The tab aggregates local activities, groups and hot spot recommendations. Facebook also plans to launch a “Weekly” and “Weekend Digest” feature that compiles recommended events in a user’s area.

With video marketing being one of the top strategies to appeal to your target audience, Facebook is also adding a full-screen “Video” tab for Facebook reels, as well as an “Explore” tab that allows users to see content tailored toward their interests. A Hubspot marketing report found that 56% of marketers say short-form video is a top trend they plan to invest in this year.

The recent Facebook redesign, with its focus on video content, local recommendations and AI-powered features, offers a valuable opportunity for businesses aiming to connect with a younger audience, particularly Gen Z. But is Facebook right for your business?

Is Facebook Right For Your Business?

Determining whether Facebook is the right platform for your business requires assessing a variety of factors. Here are some key things to consider:

• Target Audience: Is your ideal customer demographic active on Facebook? The platform is more often used by Millennials, Gen X and Baby Boomers, but Gen Z engagement may be lower compared to platforms like TikTok and Instagram.
• Business Goals: What are your primary objectives? If you're looking to build a community, drive website traffic or run detailed ad campaigns, Facebook’s tools can be highly effective. However, for short-form video content or influencer marketing, other platforms might be better suited.
• Content Type: Does your business excel with content that performs well on Facebook, such as long-form posts, articles, videos, or community discussions? If your strength lies in visual content, consider using Instagram, which is integrated with Facebook.
• Advertising Budget: Are you prepared to invest in Facebook Ads? The platform's paid advertising options offer advanced targeting features, but organic reach can be limited without an ad budget.
• Industry Fit: Certain industries, like e-commerce, retail and local services, tend to perform well on Facebook due to the ability to showcase products, promote services and engage with local communities.
• Competitor Presence: Are your competitors successfully using Facebook? Analyzing how others in your industry use the platform can provide insight into its potential value for your business.

By evaluating these factors, you can make a more informed decision about whether Facebook aligns with your overall social media strategy and marketing needs.

How Can You Use Facebook To Ignite Lead Generation?

Social media platforms offer several tools and strategies to help businesses drive lead generation and grow their customer base. By leveraging these features, you can capture potential customers' attention, engage with them meaningfully and encourage conversions. 

If you’re considering incorporating Facebook into your social media marketing strategy, here are a few effective ways to use the platform for lead generation:

• Facebook Lead Ads: Facebook’s lead ads are specifically designed to collect contact information directly from users without them leaving the platform. These ads are ideal for offering valuable content like newsletters, eBooks or exclusive discounts in exchange for user information such as email addresses.
• Engaging Content: Sharing informative or entertaining content that aligns with your business can help spark interest and generate leads. For example, a fitness business could share workout tips, while a real estate agent could post home-buying advice. By including clear calls-to-action (CTAs) that invite users to sign up for more information or request a consultation, you can turn engagement into potential leads.
• Facebook Groups: Creating or participating in relevant Facebook groups allows you to build trust with a targeted audience. A marketing consultant could join business networking groups, sharing valuable insights and resources while directing interested members to their website or service pages.
• Optimized Business Page: Make sure your business’s Facebook page is fully optimized. Include contact forms, links to landing pages and clear CTAs in posts and the bio section. The more accessible and informative your page, the more likely users will engage and share their details.
• Contests and Giveaways: Running contests or giveaways on Facebook is a great way to encourage users to engage with your brand. For example, you could ask participants to submit their contact information for a chance to win a product or service, generating a list of potential leads in the process.
• Facebook Messenger: With Messenger, you can use automated chatbots to initiate conversations with potential leads. For instance, you could set up a chatbot to offer product recommendations, answer frequently asked questions, or collect contact details for future follow-up.

Partnering with a digital marketing agency that specializes in social media can help you maximize your lead generation efforts on Facebook by crafting tailored strategies, managing ad campaigns, and optimizing your content to reach your target audience effectively.

By combining these strategies, you can effectively use Facebook to ignite lead generation and guide potential customers through the sales funnel.