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We set out to find a company that has a deep knowledge and expertise in driving results with Facebook advertising. The company we landed on? Classpass. Classpass’ Mary Rykaczewski has been an integral part of growing their customer base through the use of Facebook and Instagram advertising. And that part of their media budget has only continued to grow due to its success. In episode #44 of The Science of Social Media, Mary shares Classpass’ specific approach to Facebook advertising and how marketers (just like you!) can repeat this scientific process....
In 2017, it's no longer the responsibility of marketing professionals to convince small business owners (SBOs) about the need to be on the various social media networks their current and prospective patrons spend time on, but rather empower them with the tools they need to reach them - nowhere is this more true than on Facebook. As the most-used network by both businesses and consumers - and one that makes its revenue on advertising - it's crucial to explore any available features that Facebook offers to help increase organic reach and improve engagement....
A drop in engagement, emphasis on advertising, a decrease in traffic to your site. You're not alone. A lot of marketers are seeing these changes. But, frustratingly, many of the "Facebook Marketing" guides out there are from 2013 or 2014. Back when Facebook had barely a billion users and asking people to Like your page was still legal. This resource, however, is as up-to-date as it can be. I'll give you 52 Facebook Marketing Ideas
In most cases, your page will be how someone comes across your company on Facebook. Consider your page to be a brand representative. That’s why it’s so crucial that you optimize your page for maximum engagement. You want users to be hooked from start to finish. Your brand isn’t boring, and your Facebook page shouldn’t be either. I’m going to take you step by step through the process of improving your Facebook page. I’ll go through each section or your page and tell you exactly how to make it better....
Facebook's constantly evolving - here are six new features you should be aware of.
Facebook pulled the world back into the silent film era with its muted, auto-play videos, but its latest tool could make it easier to repurpose traditional clips. Facebook has launched a free, automatic video captioning tool to all US English Facebook Pages. TechCrunch and some other Pages only recently began seeing the quietly launched option, though Facebook responded to our inquiry saying it began rolling out the feature in October. Powered by voice recognition software, it takes the hassle out of transcription while making it easy to edit the subtitles it suggests. That’s critical since our early tests showed frequent transcription errors. This is somewhat expected considering the tool is free and operated entirely by computers. And with time as Page admins manually enter corrections, Facebook’s system will surely improve....
Facebook has slowly been adding options to the mix the past few years. You still can’t create a true rotating-skull-gif masterpiece like you could on MySpace, but you can make your page more useful to your audience. This week, Facebook began rolling out a new batch of settings for pages. These new options are aimed squarely at marketers; they’re all about converting traffic into action (and paying Facebook for more action whenever possible). Here’s how to optimize your shiny new Facebook Page....
So, what does optimized Facebook advertising actually look like? If you're looking for some great examples, you've come to the right place. In this post, we'll quickly go over the three overarching formats for Facebook Ads: right column, desktop News Feed, and mobile News Feed. Then, we'll show you eight different types of Facebook Ads, each with real-life examples -- along with some insights into why that ad is so successful. But before we get to these examples, let's discuss the four components of a good Facebook Ad (or any ad, really) regardless of its type ......
Facebook Live is a platform that should appeal to anyone who is trying to build a personal brand and establish themselves as a thought leader in their niche. This will encompass a very large proportion of digital marketers and make this a platform that a lot of people start making use of. What this also means is that some of the people reading this and planning on creating live content won’t have much experience with creating video content. So if you’re not an experienced YouTuber, read on to learn some of the tips of the trade that will help you to create more engaging and professional videos….
In addition to the Discover, Create and Engage modules, we have included a guide for journalists that will explain how to get started on Facebook or simply grow your presence. We’ve heard from journalists that they need more information when deciding between setting up a Page or a profile and about how to manage privacy settings. The “Getting Started” course seeks to answer all of those questions and covers key steps for building out a professional journalistic voice on the platform, including how to apply for the Facebook blue badge that indicates verification.
In the coming weeks, we will also commence a series of webinars on the site which will be tailored to journalists who are both new and old to Facebook. These webinars will be organized according to new products and features, a person’s level of experience using Facebook as a journalist, and their role (newsgatherer, content creator, or audience engagement specialist)....
For many business sites looking to appeal to social media readers, strict business news isn’t all they offer. Increasingly, tech coverage is being folded into business sections, and political news is never too far away from the interests of their target audience. For these reasons, business publishers command a high value audience and standard of content in the digital and social space.
We took a look at the business-oriented sites with the most engagements (likes, shares, comments and reactions) on the content they published in September 2016.
First, here were the top ten, based on total engagements for September...
Looking for some Facebook tips and tutorials for your WordPress site? With more than a billion active users, Facebook is the largest social media website in the world. No website owner can afford to ignore the potential of Facebook for the success of their business. In this article, we will show you some of the best Facebook tips and tutorials for WordPress users to help you maximize your reach.
It might be easy to assume that the shorter the video ad, the better the completion rate. But maybe things change when it’s on a social platform. According to Q2 data, video ads that were between 30 and 60 seconds long fared better than those of less than 30 seconds on Facebook. During Q2 2016, Kinetic Social tracked data based on 2 billion social ad impressions, including ad spending for all ad types on Facebook, across both desktop and mobile channels. Kinetic Social is a programmatic social media platform that delivers paid social ads, and more than 90% of its clients are US-based. According to the data, almost half (or 44%) of 30- to 60-second video ads on Facebook were viewed to completion. Meanwhile, those that ran 30 seconds or less saw a 26% completion rate. Interestingly, 2-minute or longer video ads had the second-best completion rate of 31%....
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Jay says a lot of people do very well with YouTube videos, and just as many do well with Facebook videos. However, not too many people do equally well with both because each platform has a specific use case. People watch YouTube as a replacement for television entertainment or they’re searching for how-to videos. On Facebook, videos appear in the news feed and can interrupt people while they’re on the platform. At Convince & Convert, Jay says they advise clients to think about what the video is and under what circumstances people will want to watch it. Based on that assessment, choose one of the platforms as the primary home for the video. I mention how views of The Last Jedi trailer on Facebook far surpassed views on YouTube within the first 30 minutes of its release. Jay responds by noting a few factors that might have contributed to that difference at that particular point in time....
In January 2017, Small Business Trends released the results of a survey of over twenty-six-hundred small business owners, revealing that sixty-two percent of them believe Facebook ads are ineffective. With complaints of little-to-no ROI, these entrepreneurs say they will not use Facebook advertising again. Some experts, however, challenge this viewpoint, saying that properly targeted Facebook ads do indeed, provide results. "When businesses don't see the results they hope for, it's usually because they haven't done enough testing on their ad copy, visuals, and the ideal combination of information to target the right audience," says Vitruvian Digital Advertising Founder, Kristie McDonald. Jeanine Blackwell, Founder of The Launch Lab agrees, saying that marketers aren't asking themselves the right questions to determine an effective target market for their ad campaigns. "The problem is that most advertisers only use the simplest of criteria to let Facebook know who they want to see their ads, such as gender, age, and income," says Blackwell. "When you couple this information with more insights on the behaviors and unique interests of your audience, you can deliver your ads only to people likely to be interested in what you offer." Both experts agree that a testing budget as small as five or ten dollars a day, focusing on different mixes, can tell you what you need to know before you begin to invest larger amounts in your campaign....
Over 1.7 billion people now use Facebook. Let that sink in.
That makes Facebook the most used social network in the world by 1.2 billion. For social media marketers, more users mean more consumers. But with more users comes more competition. Now because of factors like the Facebook algorithm changes, social media marketers need to be savvier than ever to compete.
Marketers need to pull out all the stops to make sure their Facebook channel is easy to find, provides value, and represents their business in the best ways possible.
In this article you'll learn the 45 best Facebook marketing tips for businesses....
Short vs. long - which perform best? But with this new focus on completion rates, you won't have to guess. Consider this research from Nielsen on the importance placed on video completion rates:"Watching just three seconds of a video, how Facebook defines a video view, lifts recall by 47% and brand awareness by 32%. After viewing 10 second of a video, lift for those brand metrics rise to 74% and 65%, respectively." Digging into your percentage totals will help you create better content that retains viewers from beginning to end.That could be your key differentiator....
Not long ago, writing a Facebook post and asking for a LIKE, share or comment was all it took to maintain an active business page. Today it takes far more than that. To capture fan attention, you have to get creative. The good news? It’s not that hard!! You can beat Facebook’s algorithm changes and position your page for optimum exposure. Below are 5 ways to dazzle and delight your fans — and keep them engaged and coming back for more!...
Facebook Live has been a huge success thus far, with incredible data coming out of various studies and research into the tool. Turns out, people love live video. With over 1.71 billion monthly users on Facebook, your audience is practically endless. Today we’re going to look at five incredible stories of how brands and businesses are using Facebook Live. You’ll find the inspiration you need to pursue your own success story right here, right now. What’s So Great About Facebook Live? Video in general is a very hot topic right now. In 2015, Facebook was able to double its daily video views in just six months, which brought them from 4 billion daily views to a whopping 8 billion! Even Facebook CEO Mark Zuckerberg believes Facebook will be mostly composed of videos by 2020. Considering that, check out these incredible Facebook Live statistics:...
Facebook is stepping up its efforts to woo publishers with a new feature allowing users to browse curated selections of content from news publishers drawn from their individual news feeds, according to Business Insider, which first reported the news.
The move comes not long after rival Snapchat began tweaking a similar feature on its own platform.
Facebook is testing a new feature displaying curated content from publishers called Collections, which would enable publishers to highlight content in users’ news feeds regardless of how many likes and shares the content had received, BI reports, citing sources familiar with the tests.
Posts from Collections would appear based on the source and the users’ own content preferences, although it’s unclear how much real estate content Collections would receive compared to other news feed content....
This week, Facebook announced grand plans to take their already successful live broadcasting platform to great heights. The announcement included product updates like two-person broadcasts, waiting rooms for viewers, and Snapchat-esque filters all in the works. With these updates in mind, carving out a strategy for Facebook Live seems like a no-brainer. Oh, and did we mention the potential live video has for Facebook engagement? Initial data from Facebook revealed that people comment 10X more on Facebook Live videos than on regular videos. Now, we get it. Going live, well, it's kinda scary. What if you mess up? What if the camera wigs out? There are a number of things that could go wrong. But while you're contemplating the risk, a ton of brands are out there engaging their audience in some really exciting and personal new ways. To help you shake the nerves, we put together a list of some of the best Facebook Live broadcasts we've ever seen. From live debates to intense trainings, you'll get a little taste of everything to inspire you to fire up a stream for your own company....
Facebook Pages are a simple tool, but they allow for many interesting business opportunities. There are some companies out there who really take advantage of the cool stuff you can do on a Facebook business Page to connect, engage with, and delight fans, as well as drive traffic to specific parts of their website. So we combed through the web to find 16 Facebook Pages that you absolutely MUST see. Put simply, these pages are awesome....
Facebook is training journalists through online courses. What does this mean for publishers and content creators?
Facebook is joining the likes of Khan Academy and Coursera with “e-learning courses for journalists”. Four courses are offered so that reporters can learn how to use Facebook’s products and services to enhance their content.
We decided to try out them out. Beyond the material itself, the lessons reveal insights about how Facebook sees the future of publishing and content. The current selection of courses goes over how journalists can:
- best utilize Facebook and Instagram,
- engage their audience with Facebook Live,
- create immersive storytelling through virtual reality (360) content,
- and produce Instant Articles...
You might argue that I’m no better than Mike by filtering the stories I don’t like from sites I don’t agree with. The big difference, though, is that the only news I consume on Facebook is related to the babies, pets, and baby pets of my friends and family. If you want to discuss politics then you’ll have to buy me a drink first so we can talk face to face. See, Facebook doesn’t care about the veracity of the political news being shared just so long as people spend lots of time viewing ads while sharing it. That’s fine for cat videos, gadgets, and recipes, but surely political news requires a different set of personalization algorithms. Baseless conspiracy theories and outright lies should be downranked just as quickly as the clickbait articles Facebook demoted in August. If Google News can introduce a nonpartisan fact checking feature then surely Facebook could do the same. It would go a long way in helping Mike and I, and the nation, to become friends again....
Facebook has become “public enemy number one” for journalists, not to mention a “giant that may eat us.” And that’s just the Facebook business model of accumulating a massive global audience and then serving targeted ads to them in the news feed and videos—while controlling who sees what and deciding which content should be censored. "It makes absolutely no sense to call out the platform for its errors without also trying to help make it better." There’s also Facebook’s well-documented missteps with Trending Topics, hiring low-level editors in poor working conditions and then letting them go when the algorithm was “trained” to pick top stories. Then there’s its many run-ins over data collection. And the most recent black eye for Facebook came when it admitted flubbing video metrics on its platform. Facebook acknowledged in its advertiser support page last month that when it came to the “average duration of video viewed,” it had only been counting views that lasted three seconds or longer. This discrepancy between its stated definition of the average duration of the video viewed with its calculation in practice means that Facebook exaggerated its video views for close to two years. Oops. And yet, I remain optimistic that Facebook is far from public enemy number one for publishers, journalism or democracy. And it makes absolutely no sense to call out the platform for its errors without also trying to help make it better....
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This Buffer episode is full of inspiration and actionable takeaways for social media managers and marketers looking to build a thriving Facebook ads strategy.