Facebook is Letting Some Users View Instagram Stories on Facebook

 

It’s not just Facebook’s messaging tools that are slowly becoming more intertwined – this week, some users have reported seeing this notification in their Facebook feed:

The note, as you can see, explains that some users are now able to view Instagram Stories on Facebook, with the Instagram Story appearing within the Facebook Stories feed, though with an Instagram rainbow border around the profile circle, as opposed to a Facebook blue one.

The screenshot, confirmed by Facebook, which has said that this is a limited test for now, and that it will be analyzing feedback on initial responses to the option.

And it’s not exactly straight-forward – as per the description in the screenshots, in order to view an Instagram Story on Facebook, you have to be connected with that user on both Facebook and Instagram AND that user has to have linked their Facebook and Instagram accounts.

Most people likely have connected their presences on both platforms, (as Facebook prompts you to do so at every opportunity), but it does also mean that the process is beholden to your privacy settings on both. If you’ve restricted who can access your Stories on Instagram, your Facebook connections also won’t be able to see it. Unless they’re in your ‘Close Friends’ group. Or something.

Basically, the only people who’ll be eligible to view your Instagram Stories on Facebook are the ones that you’re connected to on both. Which probably means your closer connections – but then again, brands that have a presence on both, which you follow on both, will also be eligible to have their Stories displayed via this linkage. I think.

At any rate, it’s a small scale test for now, so you probably won’t see this new pop-up. But if the test goes well, it could be another exposure option to keep in mind.

As noted, in some ways, it’s an expansion of Facebook’s effort to integrate its back-end processes, which some have suggested is a means to help it avoid being broken up, if the ongoing antitrust investigation into Facebook were to progress to that stage.

If Facebook could argue that its networks are all connected, and that functionality on each app is tied to the other, that could make it harder to separate its apps, if it were asked to do so.

At the same time, it also boosts Stories exposure, and could help Facebook increase engagement.

Again, it’s a small scale test for now, but we’ll definitely be keeping an eye on its progress. #TheMoreWeKnow💡 #cnasophis

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Facebook Outlines New Measures to Protect the Integrity of the US Presidential Election

The US Presidential Election campaigns are gaining momentum, and the expectation is that it will be one of most divisive and volatile political battles in the nation’s history.

And already, there have been accusations of questionable tactics, and concerns around the use of misinformation in order to gain advantage. Questions have been raised around the voting process itself, the use of image editing and ‘deepfakes‘, and foreign interference already. And this is before we’ve really reached the main campaign period – over the next two months, you can expect there to be much, much more on this front, as the contenders seek to get an edge in the race.

Facebook knows that it’ll caught be in the middle of this, just as it was in 2016, and along with the various new measures that it’s implemented to better detect political misuse, and protect voters from such, this week, CEO Mark Zuckerberg some additional steps that it’s taking in order to uphold the integrity of the 2020 US Presidential Election.

Here’s what’s been announced:

Voter Information Push

Facebook says that it will present authoritative information on voting at the top of Facebook and Instagram “almost every day until the election”, via its Voting Information Center.

The informational prompts are part of Facebook’s effort to get more people to the polls, with a goal of encouraging four million more Americans to vote.

Hopefully, through these prompts, Facebook will be able to counter voting misinformation, and encourage more people to have their say on the nation’s leadership, according to an article written by Andrew Hutchinson, Social Media Today (09.04.20).

The informational prompts will include video tutorials on how to vote, and updates on deadlines for registering and voting in your state.

Blocking New Political Ads in the Lead-Up to the Poll

After weighing a political advertising blackout period in the days leading into the vote, Facebook has now decided to only block new political ads during the final week of the campaign.

As explained by Zuckerberg:

“It’s important that campaigns can run get out the vote campaigns, and I generally believe the best antidote to bad speech is more speech, but in the final days of an election there may not be enough time to contest new claims. So in the week before the election, we won’t accept new political or issue ads.”

That will mean that existing ads can still run, while the respective campaigns will also be able to adjust the targeting and budget for their previously launched promotions. But new ads will not be authorized in that final week.

Many have criticized the decision, including the Trump campaign, which says that President Trump will essentially be “silenced by the Silicon Valley Mafia” in the crucial, final stretch of the campaign.

Which is not true – Trump, and indeed any other candidate, will still be able to post to their Facebook Page in that last week. They just won’t be able to boost such or push new ads, while the option to amplify previously existing campaigns will still afford them the capacity to amplify their messaging via paid means.

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Facebook Tests New Page Design Which De-Emphasizes Like Counts

Facebook is testing a new Page format in its app which is designed to put more emphasis on the essential Page details – and which also, interestingly, removes the option to Like a Page, with the focus instead shifted to ‘Following’.
 
The example below shows the current format (left) and the new format side-by-side. As you can see, the new layout includes a larger, central profile image, a short statement beneath the name, and larger text for the key details.
 
But the biggest change is the removal of the Like button. As you can see, the main CTA button on the new Page is a prominent, blue ‘Follow’ prompt, while the total Like count is also not displayed. Instead, a total ‘followers’ figure is shown.
 
That actually makes a lot of sense. While people who Like a Facebook Page also automatically become followers of the same, many subsequently opt to stop following at some stage.
 
So while your Like count might be 1,000, at least some of those people won’t be seeing your updates. But your followers will. People who’ve expressly chosen to follow a Page will (in most cases) see all of that Page’s updates, and in this respect, the follower count is far more valuable than the Like figure.
 
That doesn’t mean that Likes serve no purpose, Facebook still uses Likes as a proxy for a Page’s popularity and relevance, which would have some impact on reach within its algorithm.
 
But then again, given the fact that it’s now testing the removal of Page Likes as an option, it probably isn’t weighting them very heavily.
 
So really, Followers is a much more relevant indicator, any way you look at it.
The new Page layout also includes some admin and system changes that will make Pages easier to manage.
 
For one, Facebook is looking to make it easier to switch between your personal and business Pages, so you can comment and interact from each with a few taps.
 
Facebook’s also looking to make it easier to assign and manage admin access permissions based on specific Page elements.
 
These changes are relatively minor, but helpful either way, while the removal of Likes has more broader reaching implications and considerations, which could eventually change the general Facebook management process.
 
The new format is currently being tested with a small group of public figures, but Facebook is broadening the test over time to more Pages. If/when it becomes available to you, you’ll be notified in the app. #TheMoreWeKnow #cnasophis💡
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Facebook Boasts High CTRs for Educator-Targeted Ads

Ads placed in Facebook news feeds account for almost three-quarters (74.3%) of total link clicks from Facebook ads targeted towards educators, per a new study [download page] from MDR. The report explores the optimum placement, platform and time for advertisers to get through to educators online.
When it comes to reaching educators, Facebook stands out as the platform with the highest average unique click-through rate (2.6%), almost double that of Audience Network’s 1.5%. Instagram follows with an average unique click-through rate of 1.4%, and Messenger rounds out the list at 1%.
These figures are based on MDR customer campaigns delivered throughout 2019.
On Facebook alone, ad performance is heavily influenced by where an ad is placed. While the top 3 performers in terms of ad placement are the Facebook news feed, the Facebook right column and banner, and native/interstitial ads, ad performance in the news feed stands out from the rest. Accounting for a majority (51.1% share) of total impressions, news feed ads also make up 57.3% of total page engagement and a full 74.3% of total link clicks.
However, advertisers can also consider how Facebook compares to email as a top channel for getting through to educators. The report illustrates a 24-hour cycle wherein email cuts through at certain times of day, and Facebook at others. Email opens start to pick up around 7 AM, peaking at around 10 AM through 1 PM. From 2 PM email opens see a steady decline, at which time Facebook engagement slowly picks up. By 5 PM, Facebook engagement is higher than email opens, peaking at around 10 PM.
Interestingly, despite email delivery rate being far lower on the weekend than it is on weekdays, unique open rates for emails targeting educators are above average on Saturday and Sunday. Similarly, though more emails are delivered during the working day, open rate is highest at 5 AM, and from 5 PM onwards, indicating a potential link between educators’ email engagement and their busy times. It’s also worth noting that prior research found that Education emails generally had an above-average open rate in 2019.
(NOTE: About the Data: Findings are based on an analysis of “more than 6,00 email campaigns deployed more than 102 million delivered emails, more than 200 Facebook campaigns generating 13.8 million impressions, and more than 100 web advertising campaigns, resulting in 13 million impressions that ran over the course of 2019.”) #TheMoreWeKnow #cnasophis 💡
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6 FACEBOOK Ad Mistakes That Can Sink Your Marketing Budget (and How to Avoid Them)

For those clients who do not really understand FACEBOOK, here are some tips to keep in mind. Facebook ads can be a great promotional option, and can provide significant benefits, with respect to both increasing brand awareness and boosting sales. But not all Facebook ad campaigns are created equal.

Often, even a seemingly simple oversight can cause you to quickly burn through your Facebook ads budget, without getting the results you want.

Like any marketing platform, Facebook ads require more than just engaging copy and standout visuals (though each is also critically important). By avoiding some common, simple Facebook ad mistakes, you can maximize your chances of achieving your desired results.

Here are six common Facebook ad errors that you need to avoid.

1. RUNNING ADS AT ALL TIMES

As with traditional ad mediums like TV and radio, you shouldn’t run the same ads all day and all night.

If you don’t set a limit on how often your ads are shown, you run the risk of overexposing your target audience, in fact, research from The Drum shows that users can start to experience campaign fatigue within three days of launch, if you’re not careful.

One of the best ways to avoid this is to set a custom schedule for your Facebook ad campaign. This enables you to only show your ads during the days, or at times that are of most relevance to your target audience.

By reaching customers at the times when they’re more likely to buy, and minimizing the risk of overexposure, you’ll see improved response to your campaign/s.

2. IRRELEVANT LANDING PAGES

An engaging Facebook ad is only one half of the equation, you also need to consider where your ad takes users after they click.

For most brands, their ads will lead to a landing page, which is where you need to fulfill the promise of your initial promotion, and deliver on what’s grabbed their interest.

Unfortunately, many advertisers slip up at this point. Some marketers will run a promotion for a specific product, only to lead engaged users through to a generic home page – or even a completely different offer.

Your potential customers clicked on your ad because of what it promised. If the landing page connected to that ad doesn’t deliver on that promise, with matching copy, visuals and the like, those prospects will click away and your marketing budget will go to waste.

Ensure your landing page matches your ad. This is a key fundamental of Facebook ad performance.

3. CONSTANTLY TINKERING WITH YOUR CAMPAIGN

Facebook can be a remarkable, and powerful platform for marketing, but that doesn’t mean that your campaign will always deliver amazing results from the get-go.

Facebook’s ad system uses machine learning to optimize for best results, but in order to maximize performance, it needs time to measure user response, then adjust accordingly.

Facebook explains this as a “learning phase”, in which it collects and evaluates initial performance, as per Facebook:
“The learning phase is the period when the delivery system still has a lot to learn about an ad set. During the learning phase, the delivery system is exploring the best way to deliver your ad set – so performance is less stable and cost-per-action (CPA) is usually worse. The learning phase occurs when you create a new ad or ad set or make a significant edit to an existing one.”

Research from KlientBoost found that most campaigns will take 24 to 48 hours to get enough data to fully optimize ad delivery. Impatient marketers who run short campaigns or begin tinkering after just a few hours will never reach this point, and will end up wasting their budget on unoptimized ads.

It can be tempting to make quick changes, especially when real dollars are on the line, but it may be worth waiting, where possible, or running your campaigns in set phases, in order to ensure that you’re seeing optimal response.

4. NOT ACTIVATING FACEBOOK AUTOMATED RULES

Even the best-run campaign will become less effective over time, and if you don’t have the capacity to constantly check-in and monitor your results, you run the risk of overlooking key issues. That can drive up your cost per acquisition, and eat away at your marketing budget – but by utilizing Facebook’s Automated Rules, you can avoid this.

Facebook’s Automated Rules enable you to automatically switch off a campaign or ad, or adjust a campaign budget or bid, based on set conditions.

As per Facebook:
“When you create automated rules in Ads Manager, they automatically check your campaigns, ad sets and ads, and then update or notify you of any changes. In addition to these automatic checks and notifications, the tool will also take the necessary actions for you.”

Your automated rules can include thresholds on cost per acquisition, number of impressions, daily spend, and more.

And while, as noted, you can let Facebook make automatic adjustments, AdEspresso recommends that you have Facebook simply send you a notification, so that you can make any needed changes yourself. That’ll ensure that you maintain control over, and awareness of, any campaign changes.

5. CONTINUING TO MARKET TO CONVERTED CUSTOMERS

Remarketing can be a highly beneficial approach, but you don’t want to keep sending the same ad to someone who’s already clicked on it. If someone has already converted as a result of seeing your ad, they likely won’t want to see that ad again the next time they scroll through their feed.

To avoid this, be sure to exclude people who have purchased the advertised product within the last month (or taken the relevant campaign action) within your custom audiences settings.

Doing so will ensure that your ads reach new audiences who have the potential to become paying customers, while not annoying those who already know your brand.

6. NOT EXPERIMENTING WITH DIFFERENT AD TYPES

Every audience is different, which inevitably means that they’ll also respond and engage in different ways with varying types of promotions.

Far too many brands funnel all of their Facebook marketing dollars into standard News Feed or right column ads, when you have the option to create potentially more engaging campaigns by experimenting with different media options, like videos or GIFs.

In one case study shared by Facebook, Champs Sports increased its return on ad spend by using 6-second video ads instead of 30-second ad units.

In this case, the 6-second ads delivered an 11% increase in estimated ad recall, 12% increase in return on ad spend and 271% increase in video completion rate – proving to be most effective in driving results for the brand. The 6-second ads also resulted in incremental lift across several other key metrics including conversion rate, average purchase value and clickthrough rate.”

Facebook marketers are leaving money on the table if they don’t A/B test different ad formats, finding the most effective format for your unique audience will help you make the most of your budget.

As noted, Facebook marketing can be a major boon for your marketing efforts, especially with the continued rollout of new features like search ads and mid-roll video ads. But regardless of whether you’re using these new options, or traditional Facebook advertising, you need to always be mindful of the way the platform works.

By optimizing your campaigns for Facebook’s audiences, you can have confidence that your ads will stay within budget, and deliver meaningful, tangible results for your business. #TheMoreWeKnow #cnasophis💡

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FACEBOOK Adds Custom Audience Creation Options Based on Shopping Activity

 
With Facebook and Instagram Shops on the way, Facebook has this week added some handy new Custom Audience creation options to align with increasing eCommerce activity.
 
As you can see in this screenshot, according to Andrew Hutchinson, Social Media Today 060120, now, in your Custom Audience options through Facebook Ads Manager, there’s a new option to create a listing based on ‘Shopping’.
Click through on that and you’ll have three new options to build custom lists for ad retargeting:
The available options are:
 
. People who viewed products
. People who added any products to their basket
. People who purchased any products
 
That provides a range of helpful ways to re-engage people who’ve expressed a clear interest in your products, and with customers up to 70% more likely to convert when retargeted with display ads, these will be valuable options for those looking to maximize their Facebook and Instagram eCommerce efforts.
The additions are a logical extension of Facebook’s existing retargeting options, which, as noted, will be of significant benefit, while they’ll also provide the capacity to create Lookalike Audiences based on the same. When you go to create a Lookalike Audience, you’ll be able to use your new Shopping custom audience as a base, which could help you target more users that are increasingly likely to buy, based on their on-platform behaviors and interests.
 
Clever use of audience segmentation and retargeting is key to success in digital marketing, and Facebook is looking to make it easier, with tools like these and it’s recently added email marketing options within the Pages app.
 
This will enable more retailers to get more out of their Facebook marketing efforts, and could go a long way to significantly improving overall performance.
 
The new audience options are being rolled out to all advertisers. #TheMoreWeKnow #cnasophis💡
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Facebook Expands Creator Monetization Program, Adds New Analytics Tools and Ad Options

Facebook is opening up its Fan Subscriptions and live-stream ‘Stars’ payment options to more creators, while also adding new ad tools and analytics insights to help creators maximize their Facebook presence.
 
The changes come as Facebook sees major increases in video viewing amid the COVID-19 lockdowns, with the consumption of live-streaming, in particular, reaching new highs.
 
First off, Facebook says that it will now allow more creators to sign up for its monetization tools.
 
As per Facebook:
“We’ve seen tremendous interest from people wanting to support their favorite creators, so we’re making fan subscriptions and Stars available to more creators.”
 
Now, any Facebook Page that meets the eligibility criteria will be able to sign-up for monetization. Though the actual details of eligilibity remain slightly vague:
“Creators and publishers must have an authentic, established presence on Facebook. To be eligible for all monetization features, this means having an established presence for at least 90 days. To gain access to in-stream ads, this also includes maintaining a sufficient follower base, indicated by your Facebook friends or followers.”
 
Sufficient’ is not a hard number, but you can get check your Page’s eligibility and apply here.
 
For those that do qualify, Facebook’s now adding new monetization options, including monthly recurring payments (fan subscriptions) and Stars goals which appear as a permanent overlay in videos.”
Creators and publishers must have an authentic, established presence on Facebook. To be eligible for all monetization features, this means having an established presence for at least 90 days. To gain access to in-stream ads, this also includes maintaining a sufficient follower base, indicated by your Facebook friends or followers.”
 
Facebook’s also adding automated thank you cards to acknowledge fan contributions in-stream – which seems to somewhat go against the ethos of crediting your committed fans, but it can also be difficult to individually respond to each during a broadcast.
 
In addition to this, Facebook’s adding more options for creators to monetize their video content:
Ads in Short-form Video – Facebook says that creators will now be able to monetize 60-180 second videos with image and post-roll ads.
. Ads for Live Video – Facebook is also working on new ad formats for live-streams, including mid-roll ads which play in the main screen while the stream continues in a smaller window.
. New Ad Experiences – Facebook’s also working to increase overall payouts for video creators in Watch. “For example, when people start watching videos in News Feed, we’re testing the option to continue watching in Watch after viewing a short ad”.
 
The tools will facilitate more revenue options for creators, and are minimally interruptive – or at least, no more interruptive that what viewers are accustomed to on other video platforms.
In addition to this, and in line with the increasing shift to digital events in replacement of physical functions, Facebook’s also testing a new option which would enable Page owners to monetize live events on Facebook.
“Paid online events are a new way of monetizing your live online event through a one-time access charge that’s collected when guests register to attend. Enabling an admission fee is done through the event set-up process and requires you to sign our terms of service and have a payment account on file.”
 
Many event organizers have already made a similar shift, posting events through a third-party event management platform, where they can charge an access fee, then providing attendees with approved entry. This option would essentially remove that middle step, enabling you to host the whole process through Facebook.
 
The option is being rolled out to selected Pages, with Facebook looking to expand the program in the coming weeks.
In addition to this, Facebook’s also adding new insights into Facebook Live broadcasts within the Video Details Explorer dashboard, including specific information on Stars performance.
 
And lastly, Facebook’s also rolling out new ‘Comment Insights’ for creators, which show how commenting on posts may lead to increased engagement and impressions.
Some users seeing the new prompts in action. Facebook also notes that it will provide weekly summaries of such in future.
 
As noted, with the increased shift to online video consumption, Facebook has been looking into new ways to help creators generate more revenue, in order to both keep them posting more regularly, and to provide an alternative source of revenue for musicians and other artists that have lost out due to COVID-19. These tools address some key elements, while the improved analytics will help guide your process in creating more effective, engaging content.
 
As always, the resulting effects will relate to your individual interpretation of the data, posting basic replies to every comment may or may not help, depending on how you do it, but it will provide new considerations, while also enabling more people to monetize their Facebook content. #TheMoreWeKnow #cnasophis💡
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Facebook Rolls Out Updates for Live Producer Streaming Platform, Including Graphic Overlays for Broadcasts

This could help to liven up your Facebook Live streams.
Back in March, Facebook announced a range of coming updates to its Live Producer platform for desktop streams, including graphic overlays and featured comments during the broadcast.

And while they’re not available to all users as yet, this week, Facebook has been rolling out the options to more creators, with Facebook marketing expert Mari Smith sharing these images of the new tools in action.

As you can see in the 2nd image, some users are now seeing a dedicated ‘Graphics’ tab in Live Producer, which enables you to add different types of graphic overlays on your stream.

Among the various options:

. You can add a news ticker that scrolls along the bottom of the broadcast

. You can highlight viewer comments on top of the stream

. You can run polls, and display viewer results in real-time

The options can add an extra level of professionalism to your Facebook Live streams, and with people now creating and consuming more live-stream content than ever amid the COVID-19 lockdowns, it could be the perfect time to up your live-stream skills in order to maximize audience engagement.

In addition to this, Facebook is also adding a new ‘Feature Link’ option for your live-streams:

That could provide another means to drive direct traffic from your stream, keeping your CTA top of mind as you broadcast.

These are some handy, helpful tools, which, as noted, come at a perfect time. Facebook has reported that viewership of Facebook Live streams has risen by 50% since January, with live videos also generally seeing much higher levels of engagement than regular video uploads.

Again, not all users will have access to these new Live Producer features as yet, but Facebook is rolling them out to more users, so if you’re not seeing them yet, you will soon.
You can access Facebook Live Producer here. #TheMoreWeKnow💡#cnasophis

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Facebook Makes ‘Collections’ Lists Publicly Shareable, Which Could Add New Functionality

In December last year, Facebook announced a new addition to its ‘Collections’ saved content option, which enabled users to share their Collections with friends, and invite others to contribute to the listings.

Collections provides a way to gather groups of posts, videos, Marketplace listings or ads, and save them in a separate list. Similar to Pinterest’s shared boards, Collections gives users a way to showcase the things that they’re interested in, while also, as noted, enabling friends to contribute, which can be helpful for event planning, gift registry listings, travel ideas, etc.

But now,  according to Andrew Hutchinson, Social Media Today 061720,  Facebook’s looking to expand Collections even further, with a new test of an option to share your saved Collections publicly, and enable friends to follow your lists.

In the screenshots above, you can see the new prompts for users to share their Collections publicly, with a new set of audience options to choose who can see and comment on your Collection.

In the case of collaborative Collections, the capacity to share more broadly could help to make it a more engaging option. But in the case or product listings in Collections, based on Marketplace posts, ads, and in future, products from Facebook shops, it could have an even bigger impact.

As we noted with the addition of shared lists among friends, the option opens up new avenues for influencer collaborations, with the capacity to use Collections to promote specific products or tools. The problem, at that stage, was scalability – as users wereonly able to share their Collections with a small amount of people, it limited its potential usage in this respect.

Now, people who post Collections will be able to share them publicly, which could open up a range of new use cases for promotions, with themed Collection sets available on anybody’s profile (once fully rolled out), which could help brands promote their products via influential community members.

In fact, similar Collections are available as part of Facebook’s new Shops option, with themed sets of items one of the display types.

Imagine that, but expanded to every user, where each individual Facebook profile can provide a showcase of items that people like.

There’s a range of opportunities here. At present, Facebook is only testing the new sharing options with a selected group of users in the US. But it could be worth keeping an eye on, and considering as another product promotion tool. #TheMoreWeKnow #cnasophis #Facebook

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Facebook Provides New Overview of How its Ad System Works

With more organizations looking to online options to connect with consumers, a lot of people are trying to get a better understanding of the details of Facebook’s ad systems. To help with this, this week, Facebook published a new overview of how its ad system works as part of its “Good Questions, Real Answers” series.

Here’s an overview of the key points.
First off, Facebook notes that it uses two key factors to determine which ads to show users:
Audience targeting, which is selected by advertisers, and determines which people are eligible to see each ad
It’s ad auction process, which is based on a range of factors relating to bid price, individual user engagement and ad quality

​The first point is relatively straight-forward – as explained by Facebook:
“First, advertisers choose their target audience through our self-service tools. Audiences are created based on categories like age and gender, as well as actions people take on our apps such as liking a Facebook Page or clicking on an ad. Advertisers can also use information they have about their audience, like a list of emails or people who’ve visited their website, to build a custom audience or a lookalike audience.”

So you can use Facebook’s in-depth audience targeting tools, based on their profile and behavioral information related to Facebook usage and data, or you can upload your own audience information and look to either target them, or people with similar traits, via Facebook’s systems.

Lookalike Audiences can be a particularly powerful option in this respect. With Lookalikes, Facebook’s systems are able to match the profile data of your existing email or customer list against other profiles on Facebook, in order to find people who share the same interests and traits. The accuracy of lookalikes does depend on the amount of data you provide Facebook’s system, and will vary from audience to audience, but they can be a good way to reach people similar to those who’ve already shown interest in your products.
But here’s where Facebook ads get more complex.

After you’ve chosen your target audience, and submitted your ad, Facebook will then decide who actually sees your promotion by determining the best match for each individual user based on this calculation:

Each Facebook user has a range of ads that they could be shown each time they log on, based on the aforementioned targeting process. Based on the eligible ads, Facebook will then determine a ‘winner’ for each user based on:
Advertiser Bid – How much money you’re spending on your Facebook ads – the more you allocate, the more this will contribute to reach
Estimated Action Rate – Facebook estimates the likelihood that each user will take action on an ad, based on a range of factors relating to their individual behaviors
Ad Quality – Facebook measures this based on feedback from users (e.g. how many people report or hide your ad) and “assessments of low-quality attributes” (too much text in the ad’s image, sensationalized language, engagement bait).

Of these three elements, you can control the first and last point – you determine how much you’re willing to spend and ad quality is based on a range of technical and objective factors, the latter being difficult to advise on in a general sense.

Estimated Action Rate is a more variable factor, which is largely out of your control – though not entirely.

As per Facebook:
“To find the estimated action rate, machine learning models predict a particular person’s likelihood of taking the advertiser’s desired action, based on the business objective the advertiser selects for their ad, like increasing visits to their website or driving purchases. To do this, our models consider that person’s behavior on and off Facebook, as well as other factors, such as the content of the ad, the time of day, and interactions between people and ads.”

So, you obviously can’t control what people do on or off Facebook. But you can provide Facebook with more context on such, as it relates to your business.

In determining user behavior, Facebook factors in:
Things a person does while using Facebook apps, like clicking on an ad or liking a post.

Things a person does outside of Facebook that businesses share with us via our Business Tools, like visiting a website, purchasing a product or installing an app.

The Business Tools that Facebook refers to here include the Facebook Pixel, which helps to provide more contextual data to Facebook based the actions that people take on your website:
“When someone visits your website and takes an action (for example, buying something), the Facebook pixel is triggered and reports this action. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions”

So adding the Facebook Pixel to your website can help to improve your ad performance by ensuring that Facebook is able to target people who have visited your website, and/or those who have purchased from you in the past – or people who share similar traits to those who have.

So while you can’t significantly influence the Estimated Action Rate stat, as it’s based on individual behavior, you can help better inform Facebook as to people who are more likely to take action by installing the Pixel on your site, which can subsequently improve ad performance.

In addition to these notes, Facebook also provides some extra pointers:
Ads with the highest bid don’t always win the auction. Ads with lower bids often win if our system predicts a person is more likely to respond to them, or finds that they’re higher quality.

Facebook does not sell people’s data to advertisers or anyone else
Facebook does not use the content of people’s text messages or phones’ microphone to inform ads or to change what they see in News Feed

So Facebook’s not listening into your private conversations, no matter how much it might seem like it. There’s a range of explanations as to how it could be determining your interests around conversations you have, but Facebook has repeatedly noted, even under oath, that it does not do this.

In summary, Facebook’s ad action utilizes a range of factors which are determined by Facebook’s systems, and many of them are difficult to influence. But there are certain ways in which you can improve the performance of your Facebook ads.

Good creative is really the key, ensuring you’re creating messages that resonate with your target audience, but these other factors will also help to improve reach and response. #TheMoreWeKnow #cnasophis💡

Posted in #dailydiaryofscreens., Audience Analysis, Audience Behavior, Audience Management, Data, Digital, Direct, Marketing Notes, Media, Media Analysis, Media Management, Mobile, Social Media Note, Social Media Note Of The Day, Uncategorized | Tagged | Leave a comment
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