“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.”
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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.”
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.
- Top Pages are posting a lot more
- Overall Page engagement is declining
- Facebook engagement down for videos, images, and links
- Posting 5 times per day resulted in highest overall engagement
- Top Page categories experienced 49-70% overall drop in engagement
engagement : hashtagvisual or hashtagvideo? hashtagdata tells all… “Interestingly enough, we found that images (not video) regularly receive the most engagement. However, consistent with the data above, average engagement per image dropped from 9,370 per post in Q1 2017 to just 3,454 per post in Q2 2018. Respectively, average engagement per video fell from 5,486 to 2,867. Here’s a quick chart to show the differences between types of content.”
“But with organic reach nearly nonexistent on Facebook, why are pages posting more?
Jason Beckerman, CEO of social advertising platform Unified, said Facebook is “really a pay-to-play ecosystem now,” adding, “The days of seeing significant engagement from organic are pretty much over. Truthfully, all companies should be exploring paid social advertising—and they don’t need to have huge budgets, either. Depending on their goal, they can see huge return on investment with the right targeting, creative, audience targeting and strong campaign management capability.”
Good read on #facebook #groups, why these can be of value for your brand: “If your brand starts a Facebook group, think of yourself as a facilitator rather than a marketer or blogger. You’ll lose the group if you only promote your own work. Based on the groups I’ve been a part of, though, the group owners seem to hit a sweet spot when 70 percent of the posts come from directly the members.”
How to handle the changes in algorithms and what it means for your content
1. What’s going to go viral, will go viral: focus on creating high-quality content
2. Understand the full picture of personal sharing. Like we mentioned, only a fraction of shares will come from your Facebook Page. You need to understand the full scope of who is sharing your content, and when and where
3. Diversify. Other platforms are becoming ideal for distribution, like LinkedIn and messaging apps
4. Cultivate a community. Whether it’s through Facebook Groups, your social accounts, or online, and offline, you want your audience to both trust your content and come to you as part of their daily routine, rather than passively
5. Start a conversation. When we spoke to ATTN:’s co-founder, Matthew Segal, he told us, “We try to approach through a conversational viewpoint. We obsess over giving context to issues as opposed to just summarizing ‘here’s what happened today’, or giving a partisan viewpoint. What does this mean for you, why should you care, and how can we make this as entertaining as possible?”
6. Find the emotional threads. Social is inherently emotional. Find the stories that provoke strong feelings in your audience, and tease out those super-charged moments on social
Facebook algorithm, via Gonnie Spijkstra op LinkedIn.
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“There’s no easy way to quit Facebook. And even if you do, Facebook won’t quit you.”