It’s hard to believe that one of the biggest platforms in digital marketing, and social media in general, could disappear and the world would not notice. But that’s what happened in 2019 when Facebook announced that it was shutting down its standalone app for online marketing, HubSpot. Now, there’s no going back. Without this crucial piece of software, many digital marketers are struggling to figure out how they’re going to keep up with all the changes to the industry and what resources they need to use to succeed.

The fact is, no one solution fits all when it comes to digital marketing. That’s why we’re seeing so much change and why traditional marketing methods aren’t enough anymore. At least not if you want to grow your business successfully.

With this in mind, let’s examine five ways that Facebook has changed the game, forever.

1. Authentic Content Is The Key

In the past, marketers would create ads for Facebook, cram them with keywords, and then run them in all the places where they could possibly appear. But the algorithms on the largest social media platform have changed all that, and the game is now about creating content that people want to share, not just click on.

Now, when you create content for the web, you have to take into consideration various factors like how fast your audience is consuming it, whether or not they’re finding the information valuable, and whether or not they interact with it. Facebook’s algorithm takes all these things into account and then some, giving you an edge in getting your content in front of the right people.

2. Video Content is On the Rise

If you’ve been paying attention to the marketing world, you’d know that video content is taking over. And you’d be right. The video market is only going to grow in importance, especially as platforms like TikTok emerge, offering creators the opportunity to engage with their audiences in ways that were previously unimagined.

But why should you shoot videos for your business? The fact is, people are naturally drawn to visual stimuli, and videos allow you to give them exactly what they want, in an honest and transparent way. If you want to grow your business, video content is a crucial part of your strategy. Something to keep in mind, though, is that the video market is very crowded, and you need to make sure that you stand out from the masses. How? By being unique. Think of a memorable piece of video content that you’ve seen and remember. Chances are, it’ll be something that was innovative, funny, or just downright interesting.

3. Paid Media Is King (And Queen)

If you’ve ever shopped on Amazon, you’ll know that the online mega-retailer uses digital marketing strategies to draw in customers. They might throw in a few traditional ads here and there, but their bread and butter is all in their digital marketing spend.

Why should you be paying for ads on social media? Well, it’s the simplest form of marketing. You’re essentially paying to get your content in front of the right people. Facebook, Twitter, and other social media platforms are where the action is, and engaging with potential customers on these platforms is the only way to go.

4. Authentic, Human-to-Human Communication Is Essential

Let’s be honest, humans are inherently social animals. And, when we’re not interacting with others on social media, we’re often thinking about what we’re going to say next, whether it’s to our followers or friends.

Businesses that want to succeed need to adopt this authentic, human element into their communications. So, instead of relying on automated marketing tools to create content that’s automatically shared, businesses should be taking the time to actually talk to their audience and find out what they want. Only then can you provide them with content that fits their needs. For example, if I wanted to learn about car repairs, I’d go to a mechanic I know and ask them about it. Rather than just relying on ads that are shoved at me when I log onto social media.

5. Authentic Measurement Is The Key

Last but not least, we have measurement. If you want to know how effective your marketing efforts are, you can’t just look at the results of your ads or the number of people that you’ve engaged with. You need to measure the results of your interactions with real people.

Now is the perfect time to start gathering data. Whether you decide to use tools like Google Analytics or Facebook Analytics (formerly known as Conversant Analytics), you’ll be able to track the result of your marketing efforts in no time.

This kind of measurement will prove whether or not your campaigns were effective and allow you to optimize your efforts, based on what works and what doesn’t. The more you track, the better. It’s all about having a clear view of what’s going on.

In light of all of this, can you imagine what would happen if Facebook decided not to exist anymore? Well, it’s quite a scary thought, to say the least. But, at least for now, let’s just enjoy this while it lasts.

The industry is changing, and fast. If you want to stay relevant and effective, you need to change with it. It’s no longer enough to just know the basics of SEO, social media, and content creation. To survive and thrive, you need to constantly learn something new, implement it into your strategy, and measure the results of your efforts. With the right tools and the willingness to learn from expert advice, you’ll be able to keep up with the rapid changes in this ever-evolving industry. And who knows? Maybe one day, Facebook will decide that it’s not worth the effort to maintain a marketing division, and we’ll all mourn the loss of this once great platform.