Throwback to twelve years ago, Facebook began as a online space for people to post about their lives. Recently the platform has evolved into something much more than your average Social Media Network, it can now be described as a giant store where millions of brands buy your attention. We can go as far to say Facebook has changed so drastically that may not even be able to call itself a social network.
F8 2016 is currently taking place introducing new tools and features that are making us redefine what a social network is. Until very recently, brands on Facebook strategies revolve around standing out on your newsfeed.
Now, it is becoming something very different.
Before we go into more detail, let’s take a brief history lesson:
- Facebook releases Messenger in 2011
- Facebook acquires Whatsapp for a small price of $19 million in 2014
- In April 2014, Mark Zuckerberg announces that the messaging feature will be removed from the main Facebook app and users will be forced to download the app Messenger.
- “Messaging is one of the few things that people do more than social networking.” Mark Zuckerberg in a public Q&A in November 2014
Bloomberg reported that personal sharing has dropped 21 percent since mid-2015, according to unnamed sources. And some of Facebook’s recent efforts suggest that this trend has become a serious problem.
“Chief Executive Officer Mark Zuckerberg has spoken at Facebook staff meetings this year about the need to inspire personal sharing, the people said. Facebook has tried several tactics to encourage more of these posts, such as an “On This Day” feature launched last year that brings up memories from past years that users might want to talk about again, or reminders about special occasions like Mother’s Day. Facebook has also prompted users to post the most recent photos and other recently accessed content from their phones.” From Bloomberg
Dark Social (Messaging Apps, Email & Private Browsing) already dominate with Q3 2015 data showing that there are 3 billion monthly active users on messaging apps compared to 2.5 billion monthly active users on the 4 big social networks.
We could go into a lot more detail but the key take away is that Facebook is redefining how all of us define what a social network is, and how we interact with it.