Social Media

Social Media 2020: The Top Features, Formats, And Trends To Get Familiar With This Year

Last year saw continued growth and innovation in social media opportunities for brands with new features, content formats and dynamic creative capabilities designed to bring brands closer to their customers. For social marketers, a successful strategy involves tapping into audiences in compelling ways that can grab attention in passing moments. Facebook and Snapchat launched new immersive formats, including augmented reality. Pinterest and Instagram ramped up shoppable post capabilities. Machine learning powers an ever-growing slate of platform functions. Here’s the rundown of top features and formats social marketers should explore in 2020.

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Facebook’s Updated Desktop Layout is Now Appearing for More Users

In what feels a little like deja-vu, Facebook has this week confirmed that more users will now start seeing its new-look desktop layout, which includes tabs along the top of the screen, and a more compressed view. We actually reported back in September that more people were getting access to this new desktop presentation style, which Facebook first announced in May last year. It seems odd that it’s taking such a long time to make its way through the implementation pipeline, but Facebook is taking a slow and cautious approach, which includes asking those who have been granted access to the new format for their feedback on possible improvements as they go.

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Marketing

Google Ads Testing Custom Dimensions to Enable Reporting Based on Your Business Structure

Not to be confused with custom dimensions in Google Analytics, custom dimensions in Google Ads allow you to append annotations to your campaigns to report on categories and subcategories aligned with your business structure and goals. For example, you could set up and run custom dimensions to see aggregated campaign performance by product line and department. It’s in beta now and accessible from the “Tools” dropdown in Google Ads when enabled.

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Are Your Acquisition Efforts The Root of Your Retention Issue?

The issue of customer retention comes up in nearly every conversation with colleagues in a service business or software company. As companies aspire to transition to an ongoing customer relationship and recurring revenue model (versus traditional transactional relationships with customers), retaining high-value customers is more important than ever. After all, depending on what industry you’re in, acquiring a new customer can cost your company up to five times more than retaining an existing one. Moreover, increasing customer retention rates by just 5% can increase profits from 25 to 95%. These factors have helped to give rise to major investments in optimizing customer journeys and customer base marketing, as well as establishing new roles such as “customer success managers.” With so much at stake and so much focus on retention, why then, on average does the typical American business have a yearly churn rate of 15%? Why are so many companies losing customers?

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