Unlocking Local Discovery: What Meta’s New Updates Mean for Multi-Location Marketers

Meta has rolled out new updates for Facebook and Messenger, with a strong focus on local discovery and personalized content. These changes present new opportunities for brands to expand their digital presence and connect with customers in ways that are aligned with how people now explore and engage online.

Here's what you need to know about these updates and how they can impact your multi-location brand's local social strategy.

Meta has introduced Local and Explore tabs to the Facebook app, making it easier for users to discover relevant content based on their interests and location. These features are designed to surface information from Reels, Marketplace, Groups, and Events in a way that encourages deeper engagement:

• Local Tab: Pulls together local content, from nearby events and marketplace listings to local group activity and recommendations. This feature is now available in select cities across the U.S.

• Explore Tab: Tailored to personal interests, this tab showcases content that helps people dive deeper into specific topics, from travel tips and time management hacks to wellness advice and DIY projects.

Meta has also revamped its Video Tab to give Reels and other video content more visibility, a move designed to align with the high video consumption on Facebook.

As social media becomes a primary discovery engine, platforms, like Facebook, are blurring the lines between traditional search and social platforms. These new Local and Explore tabs position Facebook as a local discovery hub. Here's how these updates could affect your multi-location brand's digital presence strategy:

• Effectively reach local audiences: with the Local tab, Facebook users can quickly discover products, services, events, and groups nearby – a key opportunity for multi-location brands to enhance local visibility. Marketers should optimize their local Facebook pages with relevant, localized content — like adding promotions, events, and community updates. Regularly posting and engaging with local audiences can help your brand remain present where customers are actively exploring and build stronger connections in each community.

• Increase personalized engagement: The Explore tab's personalized content feed allows your brand to reach customers based on their interests and intent. To engage these audiences, consider creating "how-to" content tailored to local products and services that directly answer what people are looking for (a hardware store could create content around "how to stain a deck," for example). By regularly posting informative, interest-driven content, your brand can connect with customers seeking inspiration and solutions in their local communities.

• Leverage video as a discovery tool: As video continues to grow in popularity on Facebook, Meta's expanded Video tab makes Reels a focal point. By sharing localized video content tailored to your audiences, you can engage customers in their preferred format and increase the likelihood of brand discovery.

The expanding role of social media as a discovery platform means multi-location brands need a strategy that supports the creation of scalable, localized content. Yext Social empowers brands to manage content, engagement, and insights across hundreds of local pages from a single platform. With Yext Social, your brand can deliver tailored, location-specific content across Facebook, Instagram, and other key platforms, driving authentic connections and meaningful engagements.

For more updates on Meta, Google, Bing, and other top platforms, check out our Publisher Updates section on our blog for consistent updates.