Digital marketing challenges have increased and become more demanding in 2021. New strategies, many changes, and creative approaches to problems due to Covid. This pandemic has brought us many changes, adjusting, pragmatism, and above all, solidarity between companies, small businesses, social media users that used social media for humanitarian activities, and connecting people in this hard situation.

It seems 2020. brought a big reset, and when it comes to social media, it brought more humanity, less vanity. But this is not the only lesson we learned from social media. We. the marketers, learned a few more lessons: to use all resources and tools in an efficient way, to optimize our campaigns so we use them as much as possible, to adjust our goals, constantly experiment, but in the end, to give priority to empathy as the basic value of our messages addressed to clients.

Before we come back to planning strategies and campaigns for 2021. it would be great to remember one important fact: tools we use to manage social media are constantly changing and adjusting based on the situation, so the ones we used yesterday may not be equally efficient today.

The topic of this blog post will be changes and improvements related to the tools that will be used in 2021. Especially for Facebook and Instagram. Facebook has more than 2,7 billion users, and brands should learn about new Facebook rules.

Facebook: Say goodbye to the 20% rule

Everyone working on Facebook and Instagram ads knows well this rule as probably this rule prevented your ads from getting approval. Creators in Business Manager were bothered by this rule for years, and they were often in a position to choose between a lower ads performance, refusing to show the ad to the users, or just follow the rules without questioning them.

Creativity in Facebook publishing could have existed till the ceratin point, if there’s more than 20% of text on a visual, then that ad would not be allowed.  

Currently, Facebook is in a phase of changing this rule (since September), and even if it’s recommended to have only 20% of text on the visual, Facebook approved the ones with more text, which makes the job of creators and copywriters much easier.

Facebook as a competition to TikTok

Collab is Facebook’s counterpart to the most popular social network for young people, TikTok. We are not quite sure if this is what this world needs or not, however, it is still developing and growing and presents the most recent support in boosting Facebook portfolio. It was officially launched on December 14th, after only a few months of usage of a limited group of users and it will be a great tool for creating short videos, whether it’s about creating an original content or mixing the existing videos. Everyone should keep this app in mind as you never know when it may become popular and used in any industry for clients.

Facebook Business Suite

Facebook enabled us launching another platform for creating content and scheduling posts. According to team of this social network, Business Suite enables the following to its users:

  • To save time – posting on Facebook and Instagram simultaneously, managing posts at one place, as the ones managing both networks would easily connect with both communities.
  • Always be up to date  – all notifications, messages, interactions with followers at one place, so the community manager can easily answer to all.
  • Easy access to data on success of campaigns and posts – this is much better and efficient way to understand what your consumer wants and which type of content they prefer.

These are just some of the advantages, while this app certainly offers much more. Messages on these pages look similar to Pages Manager, which turns out to be quite good. Keep in mind that at one point, Facebook will turn Business Suite to its main tool for managing pages.

Decreased limit of ads per Facebook page

Facebook prefers and recommends quality to quantity, so it limited the number of campaigns that could simultaneously be active on a certain page. These restrictions should bring less number of campaigns and changing mind of those who were mislead when they thought a big number of campaigns brings more traffic to Facebook page, and better results in general.

This way Facebook suggests creating a personalized content, with precise targeting which will help a brand to reach exactly those users of this social network that are truly interested in their brand and their offer. Of course, the algorithm will help. Logically, limitations will depend on the quantity of investments on a page. The more money is invested to a certain page, the more campaigns will be approved.

What’s new on Instagram?

In the past few months Instagram has changed its interface. Like has been moved, online shopping has been added. All these changes are indicating the changing of the character of social networks.

Apart from these cosmetic changes, Instagram has added another tool for creating content – Reels, which enables creating short videos (up to 60 seconds). You can find them in a special feed. Of course, Instagram added Reels as an option at the same time TikTok started reaching global popularity, at the very beginning of 2020. when the first videos from a lockdown period appeared. Till the end of 2020. Reels reached incredible popularity and became a generator of very creative content. Take a look at videos our well-known fashion blogger Tamara Kalinic created.

With all these changes and improvements, Facebook and Instagram again proved and confirmed their leading position among social media networks. Changes in 2020. required fast reaction, adjusting to marketing trends and predictions, adding new options, that will provide a better user-experience and make them spend more time on this network.

This is the last text in 2020. and Titan Design team wishes you happy holidays, and lots of joy and time spent with dear people, and of course a good health.