To paraphrase Jon Snow, big change is coming. The 2019 F8 conference brought significant changes across Facebook’s mobile and desktop apps, as well as Instagram. Meanwhile, Pinterest is giving advertisers something to think about as they try to prove that their ads can compete for user time and conversions.

Facebook Changes Look to Emphasize Groups

  • Facebook rolled out a new look on their mobile app, with a desktop update soon to come. The new look, which comes on the heels of Facebook’s F8 2019 conference does not have Facebook’s iconic blue bar along the top, and buttons for home, profile and create are now represented by icons rather than spelled out. As Facebook seeks to place groups at the forefront, the update features a redesigned menu bar with groups at the center which will show a personalized feed of updates from the user’s groups.
  • What this means for brands: With the News feed further deprioritized, branded Pages can likely expect to see a decline in organic engagement, as page posts and status updates take a backseat to group content. To remain relevant, brands will need to think strategically about ways to use their existing channels encourage interactions, and particularly for pharma, to build communities around care, therapies, or other topics important to patients and caregivers.

Additional Resources: Wall Street Journal, CNN Business

(via Social Media Today) 

Facebook to Add “Health Support” Group Designation

  • Facebook announced plans to add a designation of “Health Support” to Groups dedicated to health issues. Similar to a Pages, Groups allow users to connect over similar interests, affiliations or associations. However, a Facebook Group differs from a page in that the greater emphasis is placed on community over information, and the group admins may allow the group to be public, or allow entrance by request or invitation only. Facebook has historically required that any post be made using a profile and including the name or personal information of the poster. When it comes to sensitive health information, however, this can present a barrier to those wishing to engage while also keeping their identity, and personal information, private. For Pages given this “Health Support” designation, Facebook will enable anonymous posting by letting Group members send questions to the Group administrators to post on their behalf.
  • What this means for brands: The ability to post health questions anonymously has the potential to greatly increase Group member participation and subsequent engagement and allow for deeper more personal health-related conversations. To stay ahead of the curve, pharma brands can focus on fostering discussion around the brand or therapies, and ensure that they are forming communities and facilitate interactions around important topics in healthcare.

Additional Resources: Social Media Today

(via Social Media Today)

Pinterest Launches New Conversion Tools

  • Pinterest has launched two new conversion tools for advertisers: conversion optimization for Promoted Pin campaigns and conversion goals for Promoted Video. In the past, advertisers could only optimize Promoted Pins for clicks. With the latest update, advertisers can now optimize Pinterest campaigns for specific actions that drive better leads, online checkouts or signups. For promoted video, advertisers are able to drive traffic or conversions by clicking out to a landing page housing the brand’s website, directly from the video on Pinterest.
  • What it means for brands: Pinterest is often used as a source of inspiration or suggestions. By enabling advertisers to better capitalize on this audience of pinners, who are already primed for suggestion, Pinterest is giving brands a way to share ads that drive more meaningful actions with the people who are likely to take them. The ability to optimize for better leads or sign ups could make Pinterest a valuable asset for some brands. Pharma companies, however, should note that at this time, Pinterest still does not allow advertising by healthcare products and services.

Additional Resources: Social Media Today

(via Pinterest Newsroom)

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