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Facebook trends to look out for in 2021

While the fact that everybody keeps talking about TikTok may lead you to believe the new kid on the block is also the most popular one, Facebook still remains the most used social media platform, with 2.74 billion active users as of January 2021

Market Ease Digital has been a member of Business Australia since January 2021

And as is often the case, these billions of users are the true trendsetters, the ones whose opinions and interests ultimately matter. All the platform itself can do is keep up and try to accommodate their needs and wishes.

However, don’t let the sheer volume of users fool you, Facebook may or may not be the best platform for your business. Choose wisely, and if you do decide this is the social network for you, look at the trends that will be shaping Facebook marketing and advertising in 2021 and how you can leverage them to rise above your competitors. 

AR as the new reality

The Facebook Spark AR Studio is becoming the hottest trend on the platform, with over a billion views on the AR effects posted by more than 150 accounts. In total, it has been used by half a million users across both Facebook and Instagram.

Depending on the size of your marketing budget, you can jump on this trend in several ways. In a more sales-focused approach, you can allow users to try a makeup product, a piece of jewellery, a clothing item, give virtual tours, or provide 360-degree views of items or locations.

Bear in mind that your AR world needs to be flawless and exciting in order to draw users in, so there will be no semi-committing to the tactic. If you want to do AR right, you truly need to perfect it.

This also might be one of the more costly marketing ventures on the platform, so it might not suit your marketing budget. Don’t worry if you can’t afford a personalised AR experience just yet, there are other more affordable trends to try.

With Facebook launching their own smart glasses in 2021, AR is only going to get bigger on the platform, so bear that in mind when choosing to invest (or not invest) in this particular trend. 

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Going live

Video marketing has been growing increasingly over the years, and the same trend is clearly trackable on Facebook as well. Video content’s presence across the platform has risen from 2.6% in 2019 to 28.8% in 2020. In order to boost your engagement levels, refrain from using YouTube links, and rather use Facebook’s own native videos.

As for your actual video content, the same rules apply as they do for video marketing in general:

  • keep the quality high
  • use closed captions
  • focus on telling a story as opposed to making a sale
  • make the first 10 seconds count.

Animated videos are another trend you might want to keep an eye on. Instructional animated videos are simpler to shoot and produce, but that can provide high conversions when it solves your audience’s real-life problems. 

Nothing new in the ads department

While Facebook offers three spaces for advertising – the news feed, video feeds and in-stream videos – the news feed remains the most popular one. With average CTRs above 1% in most industries, it’s easy to understand why.

The news feed ad remains the most organic one as well, seamlessly integrating into its surroundings, practically indistinguishable from the rest of the feed. With advanced targeting options and the ability to tweak your parameters practically endlessly, the platform’s advertising abilities have nothing new to offer, but what they have going on is more than enough.

Here are some of Facebook ads best practices to help you get started, or to help you revise your ongoing campaigns:

  • Create clear CTAs demanding a single action – don’t confuse your message by stuffing your ad with everything that makes you special.
  • Refine your targeting over time – the longer an ad runs, the more you will learn about your audience and its preferences. Use this data to your advantage.
  • Choose an image that matches the ad copy – use the image to highlight the emotions of the ad itself, the key message you are sending, the benefits of clicking, etc.

Facebook advertising is still one of the most straightforward and easily accessible ways to reach your target audience, so allocate a part of your marketing budget to promoting your content, your services or products on the platform as soon as possible.

Final thoughts

Whichever Facebook trend you choose to tackle in 2021, don’t forget to track the success of your campaigns with the right tools. This will allow you to further tweak them and align even better with both your audience’s interests and your brand’s message.

Remember that not all trends are suited to every brand, so don’t feel like you absolutely must be doing something just because everyone else is doing it. Stay true to yourself and your values, and your audience will find you and connect with you. 

The views expressed in this article are those of the author and do not necessarily represent the views of Business Australia. 

Binh An Nguyen

Founder and CEO, Market Ease Digital

Binh has worked with, and advised, some of the largest national campaigns and biggest brands in Australia and around the world, including Hyundai Motor Company Australia, Subaru Australia, Etihad Stadium, yd., Tarocash, Connor, Cartridge World Australia, and the Australian Government.

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