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Facebook Ads

How To Beat the New Facebook News Feed Changes

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This month, Mark Zuckerberg announced a major change to the Facebook News Feed, causing businesses to have to reconsider their social media strategy.

What happened?

To summarize what the changes are, Facebook is going to be shifting the focus of what people see in their News Feeds away from businesses and media outlets and back toward posts from friends and family. Acknowledging that Facebook’s original goal was to help people stay connected, Zuckerberg said, “public content — posts from businesses, brands, and media — is crowding out the personal moments that lead us to connect more with each other.

In today’s world, it’s hard not to agree that we should be going back to simpler times where our News Feed was populated with photos and sentiments from friends and family, not fake news and click bait. And this is definitely going to impact how brands and businesses use Facebook to interact with and reach new customers.

The good news? This means that the businesses and brands who continue to produce high-quality content will not only stand out, but thrive.

How can you beat it?

Facebook has 2 billion users and one of the most successful, hyper-targeted ad platforms in the digital space. Advertising on Facebook isn’t going anywhere, you just have to update your strategy.

So what can you do as a business to make sure you rise above these changes to the News Feed? Here are a few tips:

1. Create meaningful conversations about your brand

When posting, strive for genuine interaction with your posts. Asking open-ended questions about your brand or what your audience wants to see/values is a good place to start and can give you a pulse on what they’re interested in interacting with.

Stay away from engagement-bait type posts like “Like this” or “Tag someone.” Zuckerberg said, “People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments, and other actions. For example, “LIKE this if you’re an Aries!” This tactic, known as “engagement bait,” seeks to take advantage of our News Feed algorithm by boosting engagement in order to get greater reach. So, starting this week, we will begin demoting individual posts from people and Pages that use engagement bait.”

Instead, ask questions that mean something to your audience and will prompt a genuine, meaningful response and discussion.

2. Create more video content

Video content is king on Facebook and will remain so in 2018. Facebook prioritizes video content in the News Feed with live video being prioritized even higher. Video should be central to your marketing strategy, including utilizing Facebook Live. As Zuckerberg stated, “We’ve seen people interact way more around live videos than regular ones.” Facebook Live is a great option because it usually generates a lot of conversation, which gets you seen in the News Feed. Regardless, your video content should be high quality and include content that your audience wants to see.

3. Create a strategic paid strategy to reach the right people

It’s time to start leveraging Facebook Ads and its wealth of targeting capabilities. Having a paid strategy will ensure that your audience sees your content. 

If you have a good social media strategy, you shouldn’t have much to worry about – the shift just means we have to get more in touch with those we want to reach. Again look at these Facebook News Feed changes as a fun challenge and rise to the occasion.

4. Explore Facebook Groups

Facebook Groups don’t work for every type of business, but if it makes sense for your brand they are a great way to build a community of people with common interests. In fact, Zuckerberg said that “the first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups,” which means group posts will be placed higher in the News Feed than regular posts. Groups take a longer time to develop than a regular Business Page but are worth it in the end.

Moral of the story: these Facebook changes are not the end of the world. As marketers, it’s always important to be adaptable; it’s the nature of our industry. While these changes may cause a slight decrease in reach or engagement, if you pivot your strategy they can end up being valuable changes in the long run. Zuckerberg noted that he expects “the time you do spend on Facebook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too.” We want our Facebook audiences to engage and interact with our posts because they find meaning in the content. With a renewed strategy, these new changes will just ensure the leads you get from Facebook are quality ones.

If you’re looking to update your social media strategy in 2018, contact us today!

 

Facebook Advertising 101: Ad Formats & Placements

By | Gossip Genie Blog, Helpful Information, Social Media, Words of Advice | No Comments

When it comes to running Facebook ads, it’s important to choose the best type of ad for your campaign’s specific goals. In Part 2 of my series on Facebook Advertising, I’ll go into the different types of ad formats and placements available for your advertising campaign. Check out Part 1 for a recap on the different types of Facebook ad objectives.

Ad Formats

A Facebook ad format is the way your ad is presented creatively. Each ad objective has different ad formats you can choose from, and not all ad formats are available for all ad objectives.

Different Types of Ad Formats

  • Video Ads– Best used for awareness and consideration ads; videos uploaded natively to Facebook receive 30% more views!
  • Photo Ads- Ads used with photos of your product or company; always use high-res images
  • Slideshow Ads– Upload your own or use photos to create one- you can also add music and text overlay- make sure the first photo in the slideshow is the best to capture your audience’s attention
  • Carousel Ads– Format that shows a number of “cards,” each with a different image and the ability to link to a different destination
  • Canvas AdsFacebook calls canvas ads a “full-screen ad experiences built for bringing brands and products to life on mobile.” They are interactive, fully-immersive ads that eliminate the need to go off the app for information by combining photos, videos, GIFs, text, and CTA buttons, it delivers what some call a “microsite-like experience” that allows people to click, scroll, swipe, and tap to engage with brands right on the Facebook platform.
  • Dynamic Product Ads- Connected to a site’s product catalog, they automatically promote products to people who have expressed interest on your website, in your app or elsewhere on the internet. You upload your product catalog and set up your campaign once, and it continues finding the right people for the right product for as long as you want. (only available in Product Catalog Sales objective)

Ad Placements

Types: Mobile and Desktop News Feed, Right Column, Instagram, and Audience Network (third party mobile app and mobile websites

Recommendations: When running an ad, use all ad placements (unless image or copy isn’t optimized for Instagram) and monitor the performance of each ad placement

 

Facebook Advertising 101: Ad Objectives

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Closing in on 2 billion monthly users, there are endless opportunities for a business to reach new customers through Facebook ads and they are an excellent way to prove ROI for your various social campaigns.

In my next series of blog posts, I’ll go through the different steps in creating a Facebook ad campaign. First, let’s start with choosing your ad objective.

Step 1: Choose an ad objective

The first step in creating an ad is setting an objective. Each ad objective is designed to target a different stage in the sales funnel. There are three types of ad objectives: awareness, consideration, and conversion.

Awareness Ads

Targeted towards the very top of the sales funnel, awareness ads build top-of-mind awareness and interest in your product or service. These discovery ads are perfect to tell a brand or company’s story and connect with new prospective customers.

How to use Awareness Ads: Use awareness ads to build a base audience and create awareness of your client’s brand. This is the stage where high-quality imagery and creative is key, such as infographics, 15-second videos, and photos that really pop. The idea is to build awareness, which means your ad creative needs to be memorable.

Awareness ads available include: Brand Awareness, Reach

Consideration Ads

The consideration ad type is targeted towards the top-middle of the sales funnel.  These types of ads get people to start thinking about a business, product, or service, and to look for more information about it. Consideration ads are great for most of on-site (and in-app) content, including blog posts, coupons, and email newsletters.

How to use Consideration Ads: Identify your client’s top content and/or goals and amplify them through a consideration ad. Funnel potential customers to a lead-generating blog post, landing page, subscription page, etc. to that lead-generating blog post with an infographic traffic ad.

Consideration ads available include: Traffic to your website, Engagement (Page Likes, Post Engagements, Offer Claims & Event Responses), App Installs, Video Views, and Lead Generation

Conversion Ads

Conversion Facebook ads are targeted towards the bottom of the sales funnel and are aimed at directly increasing a client’s bottom line, encouraging people to carry out a specific action or purchase a company’s product or service. Conversion ads are the easiest to measure results, but also tend to cost much more than the other ad types.

How to use Consideration Ads: Conversion ads are used in conjunction with a Facebook pixel, which is a snippet of code that follows users around the web. This pixel not only enables you to remarket to website visitors, but it also enables you to track behaviors on your site. Tip: Start with broad audience and let Facebook do the work of finding users most likely to convert and then use that info in next campaign

Conversion ads available include: Conversions, Product Catalog Sales, Store Visits

Stay tuned for the next blog post in the series on the different types of Facebook ad formats.

Facebook’s Lookalike Audiences Expand Targeting

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look-alike-audience

 

On Tuesday, Facebook started offering advertisers another tool to target potential consumers with Lookalike Audiences, a feature that lets them reach users similar to those in their Custom Audience database. Custom Audiences, which launched in late 2012, lets marketers use existing data such as email addresses, phone numbers and user IDs to inform their Facebook strategy. Lookalike Audiences, as the name implies, is a tool that alerts advertisers to similar consumers. Facebook also noted in a recent blog post that marketers can buy Custom and Lookalike audiences in conjunction with any other ad buy.

For example, a business could choose to run an offer to two people who they know have bought from them before, as well as customers who share similar attributes to them. The object is to lure in new fans, but Lookalike Marketers will only know certain attributes of their Lookalike Audience, such as their size. Facebook has vowed not to share any of this personal information with advertisers.  They also claim that such targeting increases efficacy. Facebook launched Lookalikes in beta in February. The product ties in with Facebook’s goal of improving overall ad performance.

In January during the company’s fourth-quarter earnings call, CEO Mark Zuckerberg told analysts, “There’s a big opportunity in front of us to make every ad that we’re showing a lot better. The biggest ways we’re going to do this are by improving targeting and relevance so we can show everyone content that they care more about and by designing better ad products that aren’t just about links and text and images. For targeting, I’m most excited about the work that we’re doing on Custom Audiences.”

So what do you think? Do you think you would spend money on the new Lookalike ad feature? Or think that it’s unnecessary?

Leave a comment and let us know!

 

The Instagram #InstaRage

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It seems Instagram has been in the news a lot lately (per my last blog post), but on Monday when they changed their terms of service agreement, Instagrammers, both personal accounts and business accounts, seemed to be enraged. Users are now concerned over the fact that Instagram can sell their photos to advertisers. Although Facebook bought out Instagram this year, Instagram currently makes no revenue off the app. National Geographic, ironically enough, posted this message on their account yesterday.

 

 

If you’re worried about your photos being sold for advertisement space, there are a few alternatives to consider before you decide to delete your account!

1. Backup your photos from Instagram: CopygramInstaport.MeInstarchive and Instabackup all saw higher than average volume this week.

2. Try out a new service until Instagram is more clear on how they will use your photos.  Flickr has a sharing option similar to Instagram and also has the filter effects to add to photos. Google’s Snapseed allows for similar features and enables you to share them to Facebook, Twitter and Google+.

3. Make use of Twitter and Pixlr-O-Matic. After the Twitter and Instagram breakup, Twitter installed filter features into its photo sharing feature. Pixlr-O-Matic is a photo editing app that is available on multiple platforms outside iOS and Android. It’s available on Facebook as well as a stand alone website and users can add special effects, overlays, borders and share with others.

Don’t forget: If you deactivate your Instagram account, there is no way to reactivate it! 

Let’s Get Listed by Elizabeth

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As common as someone asking, “where did you grow up?” I find myself being asked, “Are you on Facebook?” as soon as we are introduced. Years ago, I would have hesitated at such an outright request, but ever since Facebook updated it’s (still very confusing, but getting there) privacy settings, I have less of an issue adding acquaintances as friends and designating them into their rightful list. One popular list that Facebook creates for you is the family list – because not everyone wants to see photos of your grandmother’s 90th birthday party. I am a firm believer in people utilizing these lists for groups such as their close friends, work acquaintances, college friends, family members and so on. This also means your professional Facebook friends are less likely to “hide” your posts if they’re not seeing every check-in from Foursquare and updates about what you ate for dinner.

Let’s get back to business. Unless I don’t know you at ALL, I am most likely going to accept your friendship. After all, social networking is about building relationships and connecting with people. It increases your opportunity to network with others – people you may not know. I have found the answer to countless questions posting my inquiries on Facebook and waiting for the “oh so prompt” Facebook Gods/my network to respond. In everyday conversation, I find myself answering my friends questions with “I don’t know, I think you should post that question on Facebook.” While I may go to Yelp to see if the new dentist I chose is legit, I will probably start by asking my network if they can recommend the right DDS for the job.

The moral of the story is, use Facebook for all of it’s glory, don’t discount a friend request because you don’t want them creeping around your page. Change your settings to your liking and accept away. You never know who knows who, and the more the merrier when it comes to power of social networking.

#notguilty

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The entire time I have been watching and hearing about the Casey Anthony trial – I am reminded of Diane Downs, the woman that shot her 3 young children in order to make herself more available and attractive to the man she was dating. From a psychological perspective, Diane Downs and Casey Anthony are very similar, both sociopaths and psychopathic liars. Downs is in jail for life, Anthony will be free in a matter of hours. When Downs was on trial, Facebook was not even a thought in the mind of (most-likely at the time) the fetus that would develop into Mark Zuckerberg. Tweet was nowhere near being a mainstream verb. Social media was not yet in existence. The opinions publicized were only from people involved in the case. 28 years later, everyone can publicize an opinion on Casey Anthony’s case.

Casey Anthony, synonymous with baby killer. According to social media, she is guilty but an Orlando jury of 12 declared her “not guilty” yesterday. Outrage over the verdict erupted on Facebook and Twitter. Tons of posts and tweets that compared Casey Anthony to OJ Simpson.

Thanks to Twitter, here are a few celebrity tweets regarding yesterdays verdict:

Kim Kardashian: WHAT!!!!???!!!! CASEY ANTHONY FOUND NOT GUILTY!!!! I am speechless!!!”

Carson Daily: This is Bull(Bleep)

Mandy Moore: I’m from Orlando and have been hooked on the trial the last few weeks. the defense team was abysmal! this is shocking! poor, poor caylee.

After the shock set in, the jokes came – Tomorrow’s sentencing will likely cause another outrage, especially if Casey is freed for time served.

Casey Anthony has become a celebrity for murdering her 2 year old daughter – that’s worse than how Paris Hilton and Kim Kardashian became celebrities. Let me leave you with a disgusting website that is basically promoting sex with female murders…Lizzie Borden, really?

#RHOC Epic Fail

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For the past few seasons of the many housewives of varying cities, I have argued with my fiancé that the show is worth watching. After last night’s Real Housewives of Orange County finale, I may have to agree with my hubby-to-be. My turning point was when Alexis-big lip-Belino went on a rant about how the world would be a better place if a woman’s sole purpose was to be the possession of her husband. Alexis went on to express her disappointment in “Liberal America” – which means, gender equality and a woman’s ability to run for office.

Alexis is not the brightest bulb – evident even from her Facebook fan page, which has “Verified Page” in the title. I think she was just jealous of her co-starts blue and white verified profile check-mark on Twitter that she decided to verify her own Faceboook page.I wonder why Alexis didn’t use this picture as her profile pic…

The End of the World

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Churchgoers, today is supposedly your last day of church FOREVER! According to a group of Christian activists, the end of the world is next Saturday, May 21st. Therefore, Sunday church services will no longer be held due to the world ending.

It would be interesting to be a fly on the wall at one of these “final” church services that are preaching their May 21st apocalypse theory. I probably know more about the prophecy than I would prefer to because of “the news finding me” via social media. Facebook and Twitter have been abuzz with tweets like: Here are the devoted believers expressing themselves on Facebook:One of the many different Facebook pages promoting the end of the world as May 21, 2o11 – It has 12K+ followers I should target all of these people and sell my “rapture pets left behind” daycare services…

I can’t say that was my idea, I actually read a story about a man that was making a mini-fortune off a company he started, Eternal Earth-Bound Pets – check it out here, you can also follow them on Twitter if you are interesting in using their services – please do not ready my blog because you are an idiot!

Harold Camping – a major preacher of the May 21st rapture absolutely guarantees that the world will end on May 21st – (he is 89 years old, so we can’t be sure that he’s simply referring to his world). However, this will be his second prophecy that the world will end on a specific date, the first prediction of the end was for September 1994 and that was a major #FAIL.