Facebook is constantly updating and upgrading its Ads Manager to make sure that advertisers can useÂ it to its full potential, and reap the rewards. Just this week, Facebook rolled out some useful new changesÂ in its Ads Manager.
The newÂ changesÂ include tweaks to campaign objectives, the ability to use animated GIFs in video ads, date comparison, column hiding, as well as reach and conversion estimations when picking a budget. They havenât actually rolled out fully across the platform, so if you are missing them, you should be getting them soon.
Campaign objectives on Facebook have changed. To be more exact, they have been âre-ordered.â Now, Websites Clicks and App Engagement are part of one objective â âTraffic.â Traffic includes all the featuresÂ from Website Clicks and some of the features from the previous App Engagement objective.
Additionally, Post Engagement, Page Likes, Event Responses and Offer Claims objectives have been rolled into one â âEngagementâ â which includes all Engagement objectives and the option to boost a post.
Finally, Website Conversions and App Engagements objectives are now called âConversionsâ and helps you to increase conversions on your website or app, by optimisingÂ anÂ app advertâs delivery for specific app events. The Conversions objective alsoÂ use features from the former Website Conversions and App Engagement objectives.
Itâs not like the objectives themselves have changed significantly â Facebook has re-organised everything in a way that most marketers will better understand.
Facebook has also added the ability for advertisers to use GIFs in their video ads. We donât have any more information about this right now, as it hasnât appeared on our account yet, butÂ AffinitivâsÂ Chris RubergÂ shared this screenshot recently.
We may not have this feature yet, but we do haveÂ the ability to create carousel ads that only have video.
Ruberg also found other changes and extra features that we havenât been able to independently verify yet. The screen he shared point to date comparisons,
the ability to hide certain columns to be able to clean up reports,
and finally, projected reach and conversions based on a chosen budget.
Have you Â seen these changes? Any others recently?
Facebook Live has only been around for a few months in most countries, but itâs already a big success. Today, while releasing the feature to everyone across the globe, Facebook has also launched a bunch of new exciting features that will allow us to make the most of the live experience.
#BeatTheBuzz: The worldâs greatest agencies and most exciting brands gather in London, on April 14th. Book your place now!
Whether it is about watching with friends, sharing with closed groups of people, or making live videos a bit more fun, Facebook has thought of it all.
The new and improved Facebook Live comes comes with live reactions, live filters, a discover tab, and the ability to watch with friends. Does this remind you of anything? A good mix of Snapchat, Meerkat and PeriscopeÂ perhaps?
Live For Groups And Events
This is one of the big improvements to Facebook Live: the possibility to go live in Facebook Groups and Facebook Events.
This is massive, partly because these are the placesÂ where you really want to go live. In Groups, it allows you to control who you are broadcasting Live to: it could be your family Group, or your business Group, in any case, it will bring the privacy that can be missing from your profile.
Live in Facebook Events is obviously a big deal for everyone, but especially for brands which are making great use of Event Pages on Facebook. Plus, it allows you to offer something special only to the people who have accepted your invite.Â Not to all your usual followers.
Live Reactions + Live Filters
Adding Reactions to Live broadcasting was an important step for Facebook, because it brings that much-needed level of interactivity. Live Reactions appear in real-time, and disappear quickly, so broadcasters and viewers both get a feeling of what peopleâs reactions are to what they are viewing.
Watch With Friends
So you have found the funniest live video on FacebookâŚ what you need know is how to bring in your best friends to have a lot of fun watching together. Consider it done: the new Facebook Live comes with the option to send an invitation to a friend to watch with you,Â from where they are.
Your friend will receive a push notification inviting them to join you.
Discover More With The Live Hub
Much inspired by its ârivalâ Periscope, Facebook Live now also has its Discover hub where you can find Live videos to watch.Â The hub offers a Facebook Live map to explore all public live broadcasts that are currently happening in more than 60 countries around the world.
There is a lot to be done with live video, and it seems Facebook is betting heavily on it.
For that Â reason, I’m always psyched when I can avoid creating new account informationÂ wheneverÂ I sign up for a freshÂ app or website. That way, I avoid either inputting a new password I’ll invariably forget or, worse, using the same password that I use for every other major account (warning: don’t do that).
Right now, a handful of major companies including Google, Facebook, Twitter, and Amazon encourage developers to letÂ new users to co-opt their existing account information instead of creating a new identity.
Here’s how their usage percentages stack up,Â according to customer identity management provider Gigya.
Facebook has long been the social login leader, according to Gigya data, but the company recently made a small design tweak that hugely boosted its number of new logins, Deb Liu, VP of Platform, tells Business Insider.
“We found by using the words ‘Continue as [first name]’ on the Login opening screen we increased new logins by millions per month,” she said.
The new greeting experience made logging into apps with Facebook clearer for people, she reasons.
The change followed along Facebook’s other decision last year to allow users to easily edit what info they share with apps (note the little blue pencil above). Liu says that simplifying permissions, changing the look and feel of login dialogs, and advances on the review sideÂ led toÂ a “significantly improved” click-through-rate for logins last year.
Facebook highlights,Â for example,Â the dating app Happn.
Why apps like your Facebook profile
The whole premise of Happn sounds a little creepy at first: You’re connected with strangers based on whether or not you’ve physically cross paths over the course of a day. Rather than thinking of this as sketchy, Happn considers itself the “hopeless romantic” of dating apps. The team realized, though, that people might be more down with geolocation-based love if they could be sure that the people whose pictures they were liking were actually who they said they were. So, like fellow-dating app Tinder, Happn forces you to login with your Facebook account.
(Yes you could theoretically create a fake Facebook profile just for Happn or Tinder, and plenty of people probably do, but the effort that requires at least is more substantial than just downloading pictures from the internet and pretending they’re you.)
Happn now has 10 million users and 4 million monthly active users, and says thatÂ once it added Facebook login, it increased its conversion rates by nearly 90%.
Getting apps to offerÂ Facebook Login is a boonÂ for the social network, too.
Although FacebookÂ doesn’t directly make any money off these integrations, they helpÂ itÂ collect more information about its users.Â For example, if someone uses their Facebook account to log into an ecommerce app, Facebook can show more ecommerce-related advertisements to that person. Also, if someone uses Facebook Login, they’re more likely to share content from that app back on Facebook, driving up overall engagement.
Good for the ad business
Finally, and perhaps most importantly, developers who integrate with a Facebook’sÂ Login capabilities are more likely toÂ use some of itsÂ other tools, likeÂ mobile app install ads.
Happn, for example,Â buys lots of mobile-app install ads from Facebook. Although the company declined to share how much of its marketing budget went to these ads, it did say that the ads typicallyÂ driveÂ almostÂ 60%Â of its user acquisition when launching in a new city.
Analysts believe the app install ads are an important part of Facebook’s broader mobile ad business, although the company has refused to say how much of its ad revenue comes fromÂ them. Marketers tend to pay more for these kinds of ads, because the return-on-investment is so much easier to measure than with, say, display ads.
One industry source told us that, aggregate,Â their clients have seen cost-per-install â the price they pay Facebook when a user installs their app because of an ad â between $1.80 and $3.70 for Android and between $3 to $6.40 for iOS in the US. (Importantly, aÂ majority of these clients are gaming companies, which typically pay more for this kind of ad. For comparison, a health and fitness app reported paying an average CPI of $1.43 this summer).
In 2014, Facebook’s mobile app install ads had driven 250 million installs. Last March,Â it boasted more than a billion. We’re still waiting for an update on how many it’s driving these days.
Source: Business Insider
Customer service is becoming more and more of an important factor for brands on social media. Many users often turn to Twitter when looking to solve an issue with a brand. This is mostly because, until now, Facebook did not offer the right tools for brands to interact with customer feedback.
This is all changing now, as Facebook is introducing several new messaging tools for brand pages.
Thereâs a reason why many Facebook usersÂ prefer to communicate through private messaging: itâs fast and convenient. And this is also how they want to communicate with businesses.
According to Facebook, over a billion people visit Pages every month looking for more information from businesses. And often, this will take the form of a comment on a post, or a message sent to the page admins. Today, Facebook is officially launching 3 new messaging features to help businesses and customers interact better.
Reply To Comments With A Message
This is probably the new feature businesses will love the most. All social media managers live in fear of bad comments left on their page by angry customers. And often, they hesitate as to how and where to answer. If you reply to their comment, you take the risk of escalating the issue in front of all your fans. If you ignore it, the angry customer will probably escalate it himself.
Facebook will now let page admins reply to comments via private messages. And that changes everything. You get to take the conversation away from the page, and make the customer feel like his request is being dealt with properly.
Send Messages To Pages From Ads
Facebook is adding a new call-to-action button for local awareness ads. The new âSend Messageâ button will now allow people to initiate a private conversation with business pages, directly from a NewsFeed ad.
This new button is expected to generate a more direct exchange between people and brands, ultimately leading to driving more sales leads.
Identify TheÂ Pages That Respond
Facebook is giving some pretty awesome tools for businesses to interact better with their customers. It was only normal that this came with a counterpart for the customers, right?
A new badge (that has actually been tested across several pages over the last month) will now identify Facebook pages as being âVery responsive to messagesâ when the respond to 90% of the messages they receive and have a median response time of less than 5 minutes.
This will clearly identify which pages are good at customer service and help people know what to expect in terms of response time. Of course this does not mean page admins must solve any issue in less than 5 minutes, but rather that they should acknowledge a request ASAP.
All these tools have one objective: improve the way businesses and people interact on Facebook. My opinion is that it will quickly become a huge social customer service success.
Like it or not, Facebook advertisements just got even smarter.
On Tuesday, the social network announced Product Ads, a set of tools that lets businesses more effectively target Facebook’s 1.4 billion or so users with a new, automated process.
With Product Ads, businesses who upload their product catalogs to Facebook can manually create ad campaigns. The other, more compelling option? Let Facebook doÂ the heavy-lifting, automatically creatingÂ campaigns and targeting various kinds of users with ads it thinks will perform well, based on things like a user’s interests, general location and whether they’ve already been to the advertiser’s app or website.
In a Facebook first, businesses can also now create ads that promote several products at once. Ads that used to be static now act as digital carousels of content, with up to five product images rotating through, like in the image below:
Product Ads couldÂ prove useful to businesses with deep inventories of attractive products: furniture chains, clothing franchises and so on. (For one, those multi-product ads increase the odds of usersÂ finding items to buy.) It’s also a potential win for Facebook, which gets the majority of its growing revenues via advertising on desktop and mobile. The loser? Shoppers’ wallets.
Facebook Messenger is all set up to allow friends to send each other money. All Facebook has to do is turn on the feature, according to screenshots and video taken using iOS app exploration developer tool Cycript by Stanford computer science student Andrew Aude.
Messengerâs payment option lets users send money in a message similar to how they can send a photo. Users can add a debit card in Messenger, or use one they already have on file with Facebook. AnÂ in-app pincode also exists for added security around payments.
Itâs unclear whether Facebook will monetize Messenger by charging a small fee for money transfers, or offer the functionality for free to drive usage of its standalone chat app. That will be up toDavid Marcus, the new head of Messenger who was formerly the president of PayPal.
Why Facebook chose to poach Marcus is now obvious: Facebook Messenger payments could compete with Venmo, PayPal, Square Cash, and other peer-to-peer money transfer apps.
Facebook CEO Mark Zuckerberg said on the companyâs Q2 earnings callÂ that âover time there will be some overlap between [Messenger] and payments. […] The payments piece will be a part of what will help drive the overall success and help people share with each other and interact with businesses.â However, he urged Wall Street not to get too foamy at the mouth because it may be awhile sinceÂ âthereâs so much groundwork for us to do.â
He urged analysts and investors to revise their estimates of Facebookâs revenue if they expected this to come quickly. âTo the extent that your models or anything reflect that we might be doing that, I strongly encourage you to adjust that, because weâre not going to. Weâre going to take the time to do this in the way that is going to be right over multiple yearsâ Zuckerberg concluded.
The presence of payments code in Messenger was first discovered by security researcherJonathan ZdziarskiÂ last month. Aude tells me he used Cycrypt to dig into the Messenger for iOS code on his jailbroken iPhone and turn on the payments feature to nab the screenshots and video.Â I contacted the companyÂ to inquire about Messenger payments. Facebook declined to comment.
Aude played around the with feature and its code. He tells me you simply hit a button to initiate a payment, enter the amount you want to send, and send it. Facebook keeps the transaction private and doesnât publish anything about it to the News Feed.
In the version Aude investigated, Messenger payments only worked with debit cards, not credit cards or bank accounts. Thatâs likely because money transfers are cheaper to process when they come from debit cards and donât require approvals or numbers some people donât know off-hand like connecting a bank account. Aude speculates that âbased on my understanding of the debit interchange rates, each transaction will cost Facebook roughly $0.40 to $0.50 (Durbin swipe fee + ACH fee). The app didnât mention a fee to send, so itâs probably free, at least initially. Over time they might add a $1 fee.â This canât be confirmed, though.
Aude didnât see PayPal as a payment option in Messenger, though there are notes about PayPal in the code unearthed by Aude.Â Facebook automatically lists payment methods youâve set up in its main app to pay for games or ads.
As for how the money is actually transferred, Aude tells me that âThe mechanism it uses is to debit one account, and then use some magical means to lookup the bank account number of the recipient and ACH [Automated Clearing House] deposit it, Identical to Square Cash.â
For now, payments will be one person to one person, but Messenger will eventually support group payments according a note in the code that explains âIn the short term, we will only support single payment attachment. Multiple payment attachments will be supported in the future.â
Aude tells me he thinks Facebook will enable the feature in the US in the next few months, and then eventually in other parts of the world, though this code might be just for the early stages of internal testing of the payments feature. It could be a while before the public gets access. One day, however, Facebook might be able to challenge the remittance industry that charges foreign workers exorbitant fees sometimes in the 10% to 20% range to send money home to their families.
Thereâs a global battle for messaging going on right now between Facebook/WhatsApp, Apple iMessage, Tencentâs WeChat, Line, KakaoTalk, Google Hangouts, Kik, Rakutenâs Viber, and others. Each is trying to differentiate itself, sometimes with stickers, games, commerce, or social networking.
If Messenger payments is a success, it could create a whole new reason to choose Facebookâs chat app over everyone elseâs. Paying friends might be something you only do a few times a month or less, so having a standalone app for it might not make sense. Facebook clearly hopes bundling it into an app people use everyday could help it beat dedicated apps like Venmo.
Plus, beyond peer-to peer-payments, the feature couldÂ build Facebookâs collection of debit card numbers and other payment methods. Those could be very useful, as Facebookâs also working on a Buy button for making ecommerce purchases straight from the News Feed.
Think about it, just because you have a kitchen doesnât mean youâre in the running for the next episode ofÂ Chopped. I mean, sure I have a kitchen too, but my list of specialties includes: cereal, macaroni and cheese, and toast (thatâs often times burnt.)
Well, the same can be said for Facebook.
Just because your business has one, doesnât mean that youâre doing it right. Even with 10 years of Facebook behind us, weâre all guilty of committing our fair share of social oversights and slip ups. It happens, we get it.
However, before we all start thinking about what Facebookâs next 10 years will bring about, letâs be sure that we’ve got a handle on what Zuckâs given us to work with so far.
Hereâs the top 10 mistakes that your business needs to overcome as we join Facebook in welcoming a new decade of social innovation.
1) An Unoriginal Tone
Everyone has a few little peculiarities and mannerisms that set them apart from the next guy. A certain sarcasm, an uncertainty, or an unparalleled modesty will come across in your communications and serve as a defining aspect of your identity.
The tone that your brand employs works in the same way, and each bit of language you put forth should be conclusive to your overall message, objectives, and goals.
What does the tone of this post from Philippine Airlines say to you?
If you answered: âWhat tone?â, you read my mind.
There is simply nothing unique about this post. Itâs vague and so overly simple that it could have been posted by almost anyone.
What brands like Philippine Airlines are failing to understand is that the way a brand sounds and interacts will ultimately work to set a customerâs expectations and help to stimulate engagement and loyalty.
Point being, don’t try to squeeze yourself into a mold that just doesn’t fit, but rather, create your own identity.
2) WAY Too Much Content
Contrary to popular belief, Facebook content isn’t content, it’s micro-content, so consider inserting that period sooner rather than later.
With the introduction of short form social platforms like Snapchat and Vine, people have developed an insatiable appetite for snack-sized content.
The brands that are dominating their industries have not only recognized this shift in consumer behavior, but they have in turn begun to adopt a more succinct approach to content creation.
Unfortunately, Mercedes Benz missed the memo.
Just because Facebook budgets a bit more space for content than platforms like Twitter, doesn’t mean that you need to fill it. This post, for example, would have been much more appealing without the short Dickenâs novel accompanying it.
In fact, according toÂ research by Buddy Media, posts with 80 characters or less in length have 27% higher engagement rates.
Believe it or not, nuggets of information can prompt your audience’s interest more effectively than long-winded explanations.
To put it quite simply: less is more.
3) One-Way Engagement
The copy you put forth on Facebook should open up the floor for dialogue, not just a one-way broadcast.
Your Facebook page is no place for stale traditional marketing efforts focused on pushing out information that may or may not speak to the needs of your audience. But rather, Facebook is a modern marketing machine that runs best on quality content that is designed to feel more like an authentic exchange and less like static offering.
After all, Facebook is a SOCIAL network. It thrives off of native content that doesn’t just speak at customers, it speaks with them and bring a sense of valued expertise to the table.
Look at the way these two Budweiser posts performed:
The post that talks at the audience boasted far less likes and shares than the post to the right which probed the engaging question, âIs your fridge stocked for the weekend?â
Now you see why it is important to take the time to understand the lay of the land, and design your engagement around just that.
In order to land a sale, you must first build a relationship, which is why issuing content that engages your audience isn’t just recommended, it’s necessary.
4) Inconsistent Branding
Creating a strong, consistent brand image is one of the most substantial competitive advantages possible.
Take a look at what you’ve got hanging in your closet; it’s likely that at least a handful of your threads are branded. Whether it’s a Nike swoosh or a Polo pony, each and every time you wear that shirt, you’re functioning as a walking billboard for that brand.
The same can be said for the images you post to your business’ Facebook account. If they’re not branded, you’re missing out on an opportunity to increase brand awareness. According to this post, it looks like somebody forgot to tell Kleenex:
While we commend them for their cute and clever campaign, when a fan goes to share the image, there is nothing in place to attach it to their brand. Essentially this takes their cute and clever campaign and turns it into a less effective one.
Additionally, labeling your images will protect them from online theft or misuse. If another brand snags your imagery, a simple label has the ability to guide consumers away from the deception and into the arms of your website.
5) Poor Mobile Optimization
“2014 is the year of mobile” …said every marketer ever.
In all seriousness, even people living under a rock can’t avoid the imminent onset of all things mobile. While the message may have become a bit repetitive, the solution is simple: Adapt or fall behind.
Posts with poor mobile optimization are not only a waste of your time, but they’re also a waste of your audience’s time.
This particular post from the womenâs clothing retailer, Zara, may first strike you as a clean, minimalist approach to Facebook marketing. However, weâre having a bit of trouble reading it.
I pride myself in having 20/20 vision, but the indecipherable text above and below the âHey Mumâ outdoes even the teeniest line on an eye chart. Looks like itâs back to the drawing board for Zara, because if their message is lost on a desktop, it wonât stand a chance on a small-scale mobile device.
With 945 million of their 1.23 billion monthly users accessing the site on mobile devices, if your content is anything less than mobile-friendly, it’s not going to make the cut.
6) Poor Timing
It’s no secret that catching and maintaining the interest of today’s Internet users is a big ask. News feeds are crowded, and noisy, making a Facebook post’s journey from production to consumption a chancy one.
While the best time to post on Facebook certainly varies depending on your industry, your specific product/service, and your audience’s demographics, there are considerations that you’ll want to make.
On Super Bowl Sunday, Heinz Ketchup released two different football-themed Facebook posts, one at the start of the game, and one at half time:
Note the discrepancy in likes. While there are certainly outside factors playing into the varying number of likes each post received, itâs definitely safe to say that one of the reasons why the halftime post performed so well was due to timing.
At the start of the game everyone is glued to the television, but by halftime viewers break to replenish their snacks, get a refill, and of course, check Facebook.
By developing an understanding of the way in which your audience behaves, you can then begin to position your posts for specific time frames that work best for them.
7) Incorrect Link Postings
This social slip-up might not seem like the end all be all, and that’s because it’s not.
When you share a link in the status update field on Facebook, the platform automatically generates both a thumbnail image, as well as a clickable page description that will direct readers to the page. This means there is no need to keep the additional URL with the written copy. It’s repetitive, and at worst it will muddy up your message.
Take a look at this rookie mistake from Tyson Foods:
By relying on Facebook to populate a link preview for their posts, their engagement rates fell flat. However, when they used a quick snippet of text, and a large visually-appealing graphic, they more than doubled their likes:
Rather than rely on a block of text to sell a tiny thumbnail image, a full-sized creative and a simpler line of text will provide your audience with a post that is more appealing to share.
8) Ignoring Complaints
13% of dissatisfied customers will tell more than 20 other people about their negative experience. (Source:Â ClickSoftware)
Contrary to popular belief, ignoring a complaint doesnât make it go away, Subway.
By leaving these customer complaints like these unacknowledged and unresolved, Subway is actually making matters worse for themselves.
Take a look around. Weâre living in a digital age where information is spreading faster than ever before. If a business thinks that they can simply sweep this type of dissatisfaction under the rug, they better be prepared for a storm of backlash.
Rather than view customer serviceâs change of face as a burden, it is important for businesses to recognize that this type of social transparency can help them pinpoint problem areas and correct matters accordingly.
9) Underutilizing the Cover Photo
Taking up nearly a quarter of your screen on most devices, your Facebook Cover Photo greets visitors as they come onto your Facebook page, a virtual welcome mat if you will.
This is visual real-estate that you simply canât afford to overlook, yet many businesses are.
Squished up text, pixelated images, saleâs pitches so bad youâd think I was making it up. I thought Iâd seen it all seen it all… until this happened:
I can only imagine the discussion that accompanied this decision, or perhaps there wasnât one at all. I mean, the lack of creativity is almost offensive.
Donât overcomplicate the text, donât hide content behind your profile picture, donât neglect the size guidelines, but please, do something!
10) Trying Too Hard
Have you heard the news?
Newsjacking provides marketers with a unique opportunity to insert their business into a real-time cultural event in order to catch the attention of a greater audience and maximize their marketing message.
The thing is, for every newsjack that works thereâs a handful that miss the mark entirely.
For example, Oxicleanâs attempt to newsjack tax filing season was a sad cry for attention:
I mean, nothing says âgo file those taxesâ like a good old household cleaner, right?
Itâs important to be picky when selecting a topic to newsjack; not any old event will do. Before you jump the gun, make sure the topic you are tying your brand to contain some relevance because when it comes down to it, nobody likes a try hard.
Start Doing it Right
There you have it. 10 frowned upon Facebook mistakes that are stifling your marketing initiatives. While you may be able to get away with mistakes like these on newcomer apps like Jelly, Snapchat, and Vine, Facebook is something your audience expects you to have down by now. So next time you go to craft a post on Facebook, revisit this list.
At the end of the day, avoiding these 10 mistakes could be just what your business needs to differentiate yourself from the crowd.
Today (21-05-2014) Facebook announced a new feature for its Facebook app that can automatically identify music and TV shows playing in the background as you’re writing a status update. When you activate it, the opt-in feature uses your smartphoneâs microphone to scan your surroundings; youâll see a sound icon moving on the screen as it does. If the Shazam-like feature finds a match, you can share songs or shows with your friends as part of your update.
Facebook says it doesn’t store any of the sound it analyzes, and emphasizes that “we can’t identify background noise or conversation.” (That’s presumably a matter of intention and not capability.) The feature, of course, will know what you’re watching or listening to, which serves Facebook in its battle with Twitter to become the best âsecond-screenâ app that people use for discussion while watching TV.
Any identified music you share will give your friends a 30-second song preview. Facebook will also post the exact season and episode of a show you’re watching if you share it, although the social network also makes the oddball claim that such sharing will somehow allow you to âavoid any spoilers and join in conversations with your friends after youâve caught up.â Apparently Facebook believes that your friends and commenters are all people of goodwill who will conscientiously avoid revealing stuff you’d rather not know yet.
More detailed data on the entertainment you enjoy will also be a boon for advertisers and Facebookâs media partnerships. The company already sends reports to top networks about what Facebook users are talking about on any given weekâaccess to better entertainment data could get more people to pay Facebook for access to your eyeballs.
Facebook has just announced a slight tweak to the Newsfeed algorithm. The newest version of the Newsfeed will show fewer text-based status updates from Pages, but will serve more text-based status updates from users.
The good news for Pages administrators is that Facebook will probably be distributing more status updates from Pages that are media- or link-based, as opposed to text-based.
According to aÂ blog post, Facebook learned through testing that, the more simple, text-only status updates people see, the more they share. In fact, the initial test resulted in an average of 9 million more status updates written every day.
However, a text-only status update from Pages didnât yield the same result as text status updates from regular users. Knowing this, Facebook has decided to pull back on text updates from Pages.
So what should Page administrators do to make up for the traffic?
Aside from the obvious switch to more media- and link-based content sharing, Facebook recommends using the link share tool rather than embedding a link in the text of the update, as it provides a more rich media experience for the consumer.
Last month, FacebookÂ made changes to the feed that showed more links, likely an attempt to battle other news discovery tools. Of course, rumors suggest that tweaking the newsfeed is just a battle in the war on news discovery apps, as the social network is planning to launcha Flipboard-like newspaper competitorÂ in the near future.
Hereâs a copy ofÂ the announcement:
The goal of every update to News Feed is to show people the most interesting stories at the top of their feed and display them in the best way possible. We regularly run tests to work out how to make the experience better. Through testing, we have found that when people see more text status updates on Facebook they write more status updates themselves. In fact, in our initial test when we showed more status updates from friends it led to on average 9 million more status updates written each day. Because of this, we showed people more text status updates in their News Feed.
Over time, we noticed that this effect wasnât true for text status updates from Pages. As a result, the latest update to News Feed ranking treats text status updates from Pages as a different category to text status updates from friends. We are learning that posts from Pages behave differently to posts from friends and we are working to improve our ranking algorithms so that we do a better job of differentiating between the two types. This will help us show people more content they want to see. Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types.
Many Page owners often ask what kind of content they should post. This is difficult to answer, as it depends on who your audience is and what they want to see.
Still, one thing weâve observed is that when some Pages share links on Facebook, they do so by embedding the link in the status update, like the one below:
The best way to share a link after this update will be to use a link-share, so it looks like the one below. Weâve found that, as compared to sharing links by embedding in status updates, these posts get more engagement (more likes, comments, shares and clicks) and they provide a more visual and compelling experience for people seeing them in their feeds.