At the very least, Facebook saw a crippled year in almost every respect. Its share price has fallen, its executive team has been criticized, the company's reputation has gained several blows. But Facebook does not go away. Is still able to innovate and grow, especially as it continues to implement the 10-year road map unveiled by Mark Zuckerberg in 2016.
Here are three ways I see Facebook evolve in 2019.
Growth in a family of brands
Following the unveiling of the critical New York Times, screams to #DeleteFacebook came back to the fore after it broke out and stopped earlier this year. #DeleteFacebook will retract again in 2019. Facebook continues to increase the number of active users per month even amid controversy over the manipulation of political ads and disrespect for users' personal data.
Facebook remains a link to people from around the world, and even if users do not always like the brand on Facebook, they want to stay connected to each other. As the Guardian recently noted, Facebook is "huge, it's terrible, it's addictive."
In 2019, Facebook will work hard to build a family of interconnected brands across Facebook, WhatsApp, Instagram and Messenger, where Facebook seeks to increase its size further. Frankly, the more Facebook can find ways to communicate with each other, the harder it is for anyone to leave Facebook.
WhatsApp actually lets you play videos on Facebook and Instagram directly within the WhatsApp application. Find Facebook to experience new features on a single platform and then group them across others based on user interaction. For example, Facebook launched 3D images of feeds for users with specific iPhone models. Facebook will certainly make 3D images an Instagram feature to keep its user base connected across multiple Facebook platforms.
Take advantage of Instagram
Facebook is the second largest digital advertising platform next to Google, according to eMarketer. Facebook keeps advertisers on their toes by offering innovative advertising products that offer better targeting and engagement. For example, Facebook tests the enhanced reality ads in its news feed, indicating that when Facebook decides to put its weight behind an idea, the company can move fast and hard.
In 2019, Facebook will make Instagram a bigger star than its advertising platform. Facebook has made it easy for advertisers to check the Instagram Stories box when choosing ad formats on the Facebook Advertising Platform. Instagram was also quick to launch video content formats like IGTV that appeal to the mobile audience. Instagram users base rose to one billion users per month.
All elements are aligned with Facebook to monetize the growing audience. In Q3 earnings on Facebook, Mark Zuckerberg stressed the importance of story-telling, designed for mobile viewing. The stories are particularly appealing to the Instagram brand on Facebook and will become a greater format for brands and influencers to create user interaction.
In addition, look for Instagram ads to become more marketable. Instagram has recently allowed users to buy videos they watch in their feed and save items in a specific "shopping group" in their saved posts, among other shopper-compatible promotions. Instagram will become a bigger platform for brands to offer products through stories, creating a sense of urgency and scarcity, and appropriate video formats such as IGTV.
Visual stories platform
When Mark Zuckerberg outlined the company's 10-year F8 plan in 2016, adoption of immersive technologies such as enhanced reality and virtual reality played a key role, as they do now. But technology is evolving and nowhere near peak time.