An explanation by IG on how their algorithm and search work.
Tag Archives: facebook
FB ad and video tips
Owned media is an illusion
‘Organic reach died years ago. Marketers just forgot to bury it.’
‘Brands are continuing to over-invest in content that almost nobody sees’
‘…promised brands and agencies freedom from the confines of paid media, then completely changed the rules of the game. … You’re probably still clinging to the notion that your brand or client can get something for nothing through so-called “owned” media. But that’s always been a flawed mindset.’
‘about 50:50 balance production : media’
‘The data-fueled engines on social media enable brands to tell a story that grows chronologically on a one-to-one basis. This is probably the most compelling component of social media marketing because it enables brands to drive brand metrics and generate revenue simultaneously. It’s no longer a choice between creating a branding campaign verse a direct-response campaign. Rather, it’s about creating a cohesive story where the upper and lower funnel work in harmony.’
Credits to @Ashley Vinson for sharing.
Facebook Posts – stats
Source: https://www.newswhip.com/wp-content/uploads/2019/10/Facebook-Publishing-Q3-2019.pdf
Key takeaways
• The top publishers on Facebook remained mainstream publishers, with Fox, NBC, and CNN in the top three for the quarter.
• Overall engagement to web content was up compared to Q3 of 2018, but down compared to Q2 of this year.
• The very top stories were often viral in nature, even though the overall trend among top publishers was towards political news.
• LADible was the top native publisher on Facebook again this quarter, though with significantly fewer engagements than in Q2.
• Photo made a comeback this quarter, with nearly as many of the top 10,000 Facebook posts from Pages being photos as native videos.
• The top Page and posts by reaction varied widely, and it was rare to see a Page or post be the top performer in more than one category.
Facebook Portal
Facebook portal rolled out, starts in the States. Is this the visual Alexa? Pretty amazing features I honestly have to admit… http://portal.facebook.com/
5 FB IG insights
Community is evolving
72% of people see community existing online as much as offline, and 74% now expect brands to actively contribute to society.
Sports fans are eager for 2020
With more than 1 in 5 people saying they start following their favorite teams or athletes a year in advance, this summer might just be the perfect time to start thinking about how you want to connect with these superfans.
Brands play a key role in the Instagram community
They go to Instagram to discover and access a wide variety of sources and are especially fans of direct communications from brands. Fun and entertaining brand content presented in an authentic way (that’s not necessarily perfect) is often what stands out.
People share what matters most to them
Planners can build more relevant campaigns by checking back each month to see what people in their key markets are talking about. E.g. May 2019 https://www.facebook.com/business/news/insights/2019-05-topics-to-watch-united-states?ref=fbiq_2019_summer#
Stories ads carry huge creative potential
https://www.facebook.com/business/news/insights/how-to-unlock-your-creative-potential-on-stories?ref=fbiq_2019_summer
Source: Facebook IQ
Facebook engagement 2019
Key takeaways
• Engagements dropped significantly between 2017 and 2018, but they appear to have recovered at the start of this year
• Political content is dominant on the web, making up more than a third of the most engaged posts
• Fox News had the most stories in the top 10,000 stories for the year so far, with 438 between it and its subsidiaries
• Native video is still the most engaging native content, with average engagement on the top posts nearly 50 percent higher than any other
format
• Outside of political content, there were not many angry reactions on Facebook’s native content, and Angry reactions made up fewer than one percent of the reactions to the top 10,000 posts
Dependency of Facebook
“We can’t help but put all of our eggs into the one platform that shows clear results,” said one retailer. But the cost of doing #business on #Facebook is #unpredictable at best, and #unsustainable at worst.”
FB Ad Library
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The Facebook library contains data on every active and inactive ad related to politics or issues of importance within the EU that’s run since March 2019. We’ll keep each of these ads in the library for seven years.
“The Ad Library provides advertising transparency by offering a comprehensive, searchable collection of all ads currently running from across Facebook Products. Anyone can explore the Library, with or without a Facebook account.You can access all active ads, even ones that may not have been shown to you because you weren’t part of an advertiser’s intended audience.”
Vertical video
Best practices and cases by Facebook. With big thanks to Ashley Vinson, https://www.linkedin.com/in/ashleyvinson/ and the casefilm by Hunkemoller.
Here’s the quick summary:
– It’s important that we design ideas for mobile-first thinking
– That means not just taking our TVC and making it shorter/square/add subtitles – that isn’t mobile first, that is simply trying to “optimize”. (Or as I like to think about, trying to find another place to wear that damn bridesmaid dress you had to buy for your friend’s wedding ;))
– We want to create specifically for a mobile phone not only because you want your ad to fit the medium, but also because we see better results in our research – better brand recall & longer time watching (as examples).
– This deck breaks down some key things you want to think about when doing vertical – with the optimal way doing an integrated production where you get all your shots for all mediums on one shoot.
– In a perfect world, you’d then do an “agile campaign” where you run the mobile content first, get data, and then run the more expensive (TV) media using the results/insights you found out from running on Facebook/IG.
– When shooting mobile content, there are three ways to think about (see deck).
– In sum, your idea should be not an adjusted TV ad, it should be an idea designed for a mobile phone to be truly effective.
PDF-VerticalVideoProduction-PublicVersion